We have great people - not a GTM strategy
In this opinion piece, Peter Fogelsanger reflects on his three‑decade experience in go‑to‑market (GTM) roles and critiques the common, vague messaging used by many professional service providers – statements like “We have great people” or “We do really good work.” He argues that such generic claims commoditize firms and make them indistinguishable to prospects. Fogelsanger proposes a disciplined, focused GTM approach: clearly define a target market (industry or geography), specialize in a narrow set of services where the firm truly excels, de‑emphasize process details, and emphasize outcomes and subject‑matter expertise rather than tools. By articulating this focus, service providers can create a repeatable, predictable growth engine, strengthen their brand, improve win rates, and make co‑selling with ISV partners more effective. The article concludes with a call to action for service providers to adopt this focused strategy and engage in co‑selling opportunities.
Topics
Vague GTM Messaging as a Competitive Weakness
Critique of generic statements like “We have great people” that make service providers appear indistinguishable and commoditized.
Articulating a Laser‑Focused Market Position
Guidance to define a specific target market (industry/geography) and avoid casting too wide a net.
Specializing Service Offerings Over Broad Claims
Advice to limit service claims to areas of true expertise, positioning outcomes over process or tool talk.
Predictable, Repeatable Growth Through Focused GTM
Explanation of how a clear focus drives brand strength, higher win rates, and scalable sales/marketing activity.
Co‑selling Synergy with ISV Partners
Argument that ISVs benefit from a partner’s clear focus, enabling smoother co‑selling and joint go‑to‑market execution.