Revenue Enablement

RevOps Managed Services

Fractional Marketing, Sales, Customer Success and Data Operations.

RevOps Transformation

People, process and system audit, RevOps strategy, road mapping and implementation.

CRM Services

HubSpot Partner Services

We're the leading HubSpot Diamond partner specialising in Revenue Operations. From initial set up to optimising your instance - we are the experts.

Salesforce Services

Quick start implementations, and optimisation for businesses on Salesforce Sales Cloud.

Marketo Services

Marketing Operations and Campaign management for busy marketing teams

Technical Services

HubSpot Web Development

SEO optimised website migrations, design, development and optimisation services.

Custom Integration

Connect technology. Allowing your data to flow, without manual work


Strategies and tactics you can use to boost your revenue.

Annual Revenue Operations Report

Learn what makes a great revenue leader including strategies and tactics proven to impact.

Revenue Attribution Models Presentation

Learn how to plan, audit, and optimize revenue attribution for your business.

RevOps Reporting for the CFO Presentation

Align your go-to-market and financial operations with this free comprehensive RevOps Reporting for the CFO Presentation.

Training & Webinars
Learn how to implement best practices in RevOps yourself.


Free tools and downloads to help you build sustainable revenue growth.

Lead Scoring Framework

The framework to score contacts, accounts and intent data to provide sales with a score they can understand.

Salesforce - HubSpot Integration Tool

Plan, map and optimise your HubSpot and Salesforce integration, with this free download.

RevOps Project Roadmap

Download our free template so you can fast-track your project planning.


Strategies and thought leadership to transform your revenue operations.

Read the blog
Get the latest industry insights and tips on how you can effectively implement Revenue Operations in your business.
Listen to the podcast
Listen to the world's first podcast that delves into the strategies and tactics behind the Revenue Bow-tie Funnel.

Work with us

Book a discovery call
Request more information

Which go-to-market motion will result in the best ROI?

November, 07 2023
Which go-to-market motion will result in the best ROI?

The greatest challenge facing CEO, CRO and commercial leaders is “Go-to-market”.

Sales-led used to be the agreed upon way to the best return of investment (ROI). It still works…at the beginning. Sadly, scaling through sales alone will require an ever-growing head count. As a result, you'll see your outgoings increase relative to your revenue growth.

Demand generation / inbound marketing, coupled with sales, allows businesses to decrease the cost of customer acquisition. As marketing is one-to-many, it'll have a far greater reach and ability to activate prospects than sales alone. Marketing also plays a role across the entire customer journey to attract, nurture, delight, retain, and expand accounts.

Then we move on to product-led-growth (PLG), which saw a boom with the success of companies like Slack,, Airtable and ClickUp. The idea is that you'll spend even less on marketing and sales when you have PLG in place.

I can't say I have ever seen a standalone PLG-led motion. Today, these businesses have marketing and sales-supported PLG, to reduce their cost of customer acquisition and maximise their profit margins.

What about customer-facing motions?

Maybe not considered a standalone go-to-market motion but the customer-facing roles of customer service and customer success play a massive part in ensuring your customers have a great experience. So much so that, if their experience is an overwhelmingly positive one, they will want to tell their friends about it. That means referrals, more leads, and (potentially) more revenue.

Customer success is also critical for revenue growth in terms of identifying risks of churn and mitigating it, while at the same time expanding accounts through upsells, cross-sells and obtaining referrals.

Finally, let's talk about partnership-led growth. I'm seeing more and more partnership-led models these days - I predict it will be the next big trend in go-to-market motions. The most successful example I've experienced is at HubSpot. They've changed their models a little now, but they'll attribute their growth to this partnership-led approach.

So what’s the answer?

In truth, I don't believe there is a single best one. I believe the best is a combination of different motions. Your solution, market, capacity, and capabilities should all play a role in the combination you choose.

My only advice is to make sure you've got revenue operations in place to make your strategy a reality. It’s only by establishing a strong team of operators building the infrastructure for your go-to-market motion, that you will find the results you are looking for.

Share your thoughts on my LinkedIn Post here.

Email me directly: