Ivan, Willem — so you're looking for a founding GTM hire...
Here's an initial plan for month 1, and why I'm different.
Standard GTM HIRE
Limited understanding of your target audience.
expert hire
I've worked with your buyers, worked in sales and built GTM for multiple SaaS companies.
Wrong ICP Island
0 Reply Cold Email Corner
No Sales Exp Roundabout
🧑💼
GROWTH
Wrong ICP Island
Cold Email Corner
🧑💼
GROWTH
Ivan, Willem — so you're looking for a founding GTM hire.
Here's exactly what I'd do, and why it's different.
Month One.
Yes all of this in one month
Everything detailed below is my standard for a Month One GTM Plan
Discovery
Review of your CRM
Reviewing call recordings with leads and clients
Research
Outbound
Automating LinkedIn connection requests and DMs
Scraping competitor posts to surface accounts already engaging with similar firms
Engagement scraping on Alaro's own posts to pick up warm signals worth following up on
A listener running continuously for job changes and new hires at GC, CLO, Head of Legal, and Managing Partner titles
Scraping events' attendee lists and automated engagement
Multiple options for a direct mail campaign (e.g. postcard with QR code to join webinar, or attention grabbing gift
Documentation and GPT
ICP, positioning, messaging, objection handling, deal stages, and content angles: all documented
Everything trained into a custom GPT the team can query at any point
A new team member can get up to speed on the full GTM motion without a lengthy onboarding
ICP and Strategy
ICP map across investment funds, banks, and corporates with titles identified per segment
Psychodemographic breakdown per persona, with tailored messaging for each
Targeted lead list built from the ICP
A full marketing strategy across channels including direct mail
CRM + Website
Setting up automation to update CRM based on campaigns created in Outbound step
Creating ICP-specific pages for the website
Website visitor identification implemented
Case Studies and Referrals TBC
Delivery of case study + referral strategy
Case study templates
Messaging updated when first case studies come in
What I'd Build Now.
Why Me.
The person behind the plan.
I've been Head of Customer Success three times — including a nine-figure exit. I've worked with the UK's fastest-growing recruitment company, top retailers, and global tech giants like Barclays and Circle.
While other consultants only know sales + marketing through building automated campaigns from templates, I've worked for one of the world's leading media companies, and closed deals as a sales manager, recruiter and a CSM.
Your buyer is not new to me
CSM at Onfido (biometric verification company), where my accounts were Circle and Barclays
GCs and compliance leads at major banks are not abstract to me, I have sat across from them
I know how long their buying decisions take and what gets a deal over the line
I've done this before
Fractional Head of Growth/GTM for multiple SaaS companies
ICP, outbound, discovery, and deal cycles, all run without a team behind me
Sales, marketing, recruiting, and CS background means no gap in the build gets left to someone else
GenAI-native day to day
What clients say
'Exceptional at what he does — especially on attention to detail' — CEO, Content Agency, tripled new customers
'Reduced time to value from 8 weeks to 2 weeks' — CEO, AdTech Company
'Reduced churn rate by 80%' — CEO, Lead Gen Agency
'Increased MRR by 25%' — Co-Founder, Ecommerce Startup
How I work
I'll identify what you need + build a business case so you can see the value and approve the build
Everything is tracked and documented. You'll be able to see all metrics and how those change over time
