gtm strategy
Go to Market Consulting for Lean B2B Teams
The Problem: You Are Doing Sales by Hand
You built something good. Nobody outside your building knows it exists yet. That's the oldest problem in business, and hustle alone doesn't fix it.
Go to market consulting is the service that solves this properly. An expert works with you to define exactly who buys, then builds the automated systems that find, score and reach those people, so your small team spends its time closing deals instead of chasing them. Zuun Global does this for lean B2B teams who want the output of a ten person sales function without hiring ten people.
Most founders try content first, and fair enough, it feels safer than cold outreach. But over 96% of pages get no organic traffic from Google, according to Ahrefs' study of 14 billion pages. Even when a page ranks, an AI Overview sitting above it can cost the top organic result about 58% of its clicks, according to Ahrefs. Inbound alone isn't a go to market plan, it's a raffle ticket with decent odds for someone else.
That leaves outbound. Done badly, it's a founder sending fifty LinkedIn messages a week and calling it a strategy. Done properly, it's infrastructure: scored lists, enriched data, sequences that don't read like a robot wrote them. That's the gap Zuun Global fills.
How Does Go to Market Consulting Actually Work?
Good question, and one most agencies dodge with vague talk about "strategy". Here's the actual sequence.
- Define the ICP. We work out who your best customers really are, not who you hope they are. Titles, company size, buying signals, the lot.
- Score and enrich. Every contact gets scored against that profile and enriched with the data that makes outreach relevant, using tools like Clay, Apollo and Clearbit.
- Build the engine. Sequences, routing and follow up get automated with Lemlist, Instantly, n8n or Make, wired into HubSpot or Pipedrive so nothing falls through.
- Hand over control. You get a system your own team can run, not a black box that only makes sense to us.
Neil Milne, founder of Zuun Global, built the business in April 2026 from Cape Town on exactly this model. He's the sole operator, which means the person scoping your call is the person who ends up building your system.
You can see the fuller process on our services page or look at how outbound fits into it via the outbound engine.
What You Get
Consulting that ends in a slide deck is consulting that ends. Here's what actually lands in your hands.
- A defined and scored ICP, not a guess dressed up in a template.
- Enriched contact data ready to use, not a spreadsheet you spend a week cleaning.
- Automated outbound sequences built and tested, in your tools, under your name.
- A RevOps setup that routes leads and updates your CRM without anyone touching a spreadsheet.
- Documentation and training so your team runs it after we leave.
For teams who need something custom because the shelf tools don't quite fit, we build it from scratch. That's what bespoke systems means here, not a buzzword, an actual piece of software built for your workflow.
The Stack
We're tool agnostic, but not tool shy. Here's roughly what gets used and why.
| Tool | What it does here | |---|---| | Clay | Enrichment and waterfall data joins | | Apollo | Prospecting and contact data | | Clearbit | Firmographic enrichment | | Phantombuster | Scraping and light automation | | Lemlist / Instantly | Outbound sending and deliverability | | HubSpot / Pipedrive | CRM and pipeline visibility | | n8n / Make / Zapier | Workflow automation connecting all of the above | | Claude | Drafting, research and agent logic | | Pinecone | Vector storage for AI agents that need memory | | Base44 | Rapid internal tool builds |
None of this matters if the ICP underneath it is wrong. The stack is plumbing. The thinking comes first.
If you want to see where AI agents fit beyond the buzzwords, our AI page covers what we actually build and why most of it is boring on purpose.
Outcomes
Numbers, because claims without them are just vibes.
- Krige Holdings cut coordination time by 65% and data errors by 80%, with zero headcount added. See the case study.
- Kitto reached a 5.2% reply rate against a roughly 1% industry norm, after we mapped 2,400+ contacts and launched in 11 days. See the case study.
- Frontrunners cut shortlist time from days to about one hour and grew database activation threefold. See the case study.
- RightSide Entertainment moved from a 0.9% response rate to 7.1% across 800+ decision makers in 6 segments. See the case study.
Full detail, including what we changed and what we'd do differently, sits on our case studies page.
Who Go to Market Consulting Is For
This isn't for everyone, and it shouldn't try to be.
- Recruitment and executive search firms who need to reach hiring decision makers at scale without a sales team.
- B2B SaaS companies with a product ready to sell but a pipeline that depends entirely on the founder's LinkedIn.
- Professional services and agencies who win on referrals and want a second channel that doesn't rely on luck.
If you're a 5 to 50 person team selling into African markets, curious about AI but not fluent in the jargon yet, you're roughly who this was built for. You don't need to know what a vector database is. You need the outreach to work.
FAQ
What does go to market consulting actually cost?
Pricing is project based or on retainer, and it gets scoped on a call, because a five person recruitment firm and a thirty person SaaS company need very different amounts of work. Book a call and you'll get a real number, not a range designed to anchor you high.
How is this different from hiring an SDR?
An SDR is one person doing manual work at a fixed cost whether or not it works. Go to market consulting builds a system, so the output scales without a matching headcount, which is the whole point for a lean team.
Do I need to already understand AI and automation?
No. Most clients arrive curious but not fluent, which is normal and fine. We handle the technical build and explain the decisions in plain language, so you can run and adapt the system later.
How quickly can this get built?
Kitto had 2,400+ contacts mapped and a live campaign in 11 days, according to the case study. Most engagements move at a similar pace once the ICP is agreed, though bespoke builds can take longer depending on scope.
Where This Leaves You
Systems don't replace judgement, they free it up. Once scoring, enrichment and outreach run on their own, you spend your time on the calls that matter, not the admin around them.
Updated August 2026.
Get started with a call and we'll scope what your version of this looks like.
