GTM Blueprint
Go-to-market strategy for B2B founders, before you hire your next salesperson.
Your product works. Customers say yes, when you're in the room. Before you hand that to another sales hire or an automated outbound stack, find out what actually makes it sell.
Starts at €2,500. Go further only when you need to.
Sound familiar?
Tick every line that's true for you, and see what fixes it.
What fixes itYou need a process someone else can learn: who to talk to, what to ask, in what order, and when to bring up the price. We start from what you already do on the call and write it down.
What fixes itYou need one positioning, one pricing logic and one demo, written down. Then every prospect hears the same story, and you can see which parts of it work.
What fixes itYou need stages with clear exit criteria, and the numbers that show where deals stall and why.
What fixes itBefore the next hire, define the sales process and the person who should run it. Then a miss tells you whether it was the process or the person.
What fixes itFirst decide who you sell to, at what price and through which channel. Then you know what to hire for, and what's worth automating.
Tools can scale your sales, not design them.
GTM engineering made outreach cheap: automated sequences, data enrichment, AI sales agents. Sending the message is now the easy part. The hard part is knowing who to send it to, what to charge, and what to say when they answer.
Here's how it usually goes. You buy the tools and switch on the sequences before the strategy is worked out. The machine does exactly what it's told, so you get more of the wrong thing, faster. Now there are a dozen moving parts, and when the numbers drop, nobody can tell which one is broken. So you hire a salesperson to fix it. They walk into a system nobody designed, and spend their first six months guessing, on your runway.
The order matters:
- 1
Strategy and tactics.
Who buys, why, at what price, through which channel, and what to measure where.
- 2
Execution.
Engineer the process: the tools, the plays and the automation that carry the strategy and tactics out.
- 3
Optimization.
Measure, double down on what works, cut what doesn't, and keep tuning.
GTM Blueprint covers the first step, because the other two depend on it.
A phased process. Stop whenever you have what you need.
GTM Blueprint comes in three phases, and each goes further than the one before. The Diagnostic finds out why it isn't selling. The Sprint turns that into a strategy you can sell with, and shows you exactly how to build your sales system. The Build-out builds that system with you, so someone else can run it.
Each phase contains the one before it, so nothing you've done is thrown away when you go further.
GTM Diagnostic
€2,5002 weeks
Finding the misalignments: why it isn't selling.
Time from your team 2–5 hours in total
I review your product, sales deck, target customers, website, pricing and demo. We work through it together in two sessions. You get a written verdict:
- who actually buys, and who only looks interested
- whether you're targeting the right customers
- where the product and the way you sell it pull against each other
- what you should charge, and why
- where your deals stall
- what to stop doing now
What you can do with it
- Stop spending on what isn't working, this week.
- Tell anyone you bring in, whether a hire, an agency or your board, exactly what's broken.
- Decide whether you need the Sprint, or can fix it yourself.
GTM Sprint
€9,0005–6 weeks
A strategy you can sell with.
Time from your team 10–20 hours in total
Everything in the Diagnostic, plus:
- who your ideal customer is, and which market to win first
- positioning that tells your customers why to choose you over the alternative
- a pricing model, with anchoring and packaging
- which channels to focus on first
- a one-pager and the story for your first sales conversation
- a 90-day plan
What you can do with it
- Run every sales conversation on the same story, at the same price.
- Say no to the customers who were never going to buy.
- Build your sales system yourself, or hand the plan to whoever builds it. If you'd rather have hands-on help, that's the Build-out.
GTM Build-out
€23,00012 weeks
A sales system someone else can run.
Time from your team 2–10 hours a week
Everything in the Sprint, plus:
- your sales process: stages, exit criteria, the numbers to watch
- a demo script, rehearsed live and torn down together
- objection handling
- a training script for you and your sales team (individual coaching can be added separately)
- if you sell to enterprises: how they think and make decisions
- me on your next five sales conversations, whatever stage they're at (a first meeting, a demo, a negotiation), with prep before each and a post-mortem after
- the profile of the salesperson you should hire: what they need to know, do and have done
- a playbook your next salesperson or GTM engineer takes over on day one
What you can do with it
- Hire a salesperson who sells in their first month, not one who spends six months guessing.
- See which stage deals stall at, and fix that stage.
- Step out of the sales calls without deals stalling.
You never pay for the same thing twice
Everything you've paid counts toward the next phase. If you've done the Diagnostic and decide to go on to the Sprint, you pay only the difference. The same goes for moving from the Diagnostic to the Build-out, or from the Sprint to the Build-out.
If it's useful, go further. If it isn't, you've spent €2,500 to find out, not €23,000.
The credit holds for six months. After that, the market, your company and the product have all moved on, and we'd need to start again from a fresh look.
- You start with the GTM Sprint
- €9,000
- After it, you want help building the system: the GTM Build‑out
- €23,000
- Minus what you've already paid
- −€9,000
- You pay for the Build‑out
- €14,000
What founders say
In just three months Bojan rebuilt how we sell Whisperly. He made us look at our own product the way our customers do, and that changed everything else: pricing, how we approach people, how we talk to them. The biggest difference is that we are not guessing anymore. We have a plan, we stick to it, and we know how to adjust it when something isn't working.
Tijana Žunić MarićCo-founderLexelerate · Whisperly.aiBojan told us what to stop doing and what to do more of. Including the uncomfortable part, which is that fixing sales sometimes means fixing the product and the company, not just the sales process. […] Nothing he brought us was copy-paste.
Oskar MarkoCo-founderCroptWe had a product that worked and no idea how to sell it. Bojan started with the banks: what they need, what they'd pay, how they buy. He reshaped our offer and pricing around that. Then he moved us to partnerships, because a team of engineers selling to banks directly was never going to work. He built the whole system for approaching partners: who to talk to, what to send them and in what order, and what's in it for them. Today we're negotiating with two partners to distribute SEAL.
Nenad ProdanovićCEO & Technical Co-founderSEAL
Selected work
Whisperly
Compliance SaaS
Value-based pricing, a demo playbook rehearsed live and torn down, a partner channel rebuilt from law firms to fractional DPOs, and a shift to banks and insurers as the primary market.
Within three months, serious negotiations with five banks. Next: an application to Y Combinator's Winter 2027 batch.
Cropt
Satellite analytics for agriculture
Strong technology, scattered positioning, underpriced. Stopped selling the flagship product and used it as proof of what the technology can do. Built a three-tier offer, and set a filter that dropped a whole segment. The company went from R&D-led to sales-led.
ARR up 30% in six months, two new segments opened, and preparation under way to enter a new market with a sales model that scales.
SEAL
Video authentication
No pricing, no channel model, a team with no appetite for enterprise sales. Designed a channel-only motion through system integrators, per-camera pricing and partner economics, and a sequence of sales materials.
Now in negotiations with two channel partners in South-East Europe.
Who this isn't for
- You don't have a working product yet.
- You run an e-commerce business.
- You want someone else to run your sales for you.
- You want somebody to solve this for you while you stay out of it. This is a founder's problem, and you need to be in the sessions.
About Bojan
I learned go-to-market by doing it, not from books.
I spent more than ten years inside startups. At Beyounic, a Swiss company, I did product management, sales and marketing, fully remote. At Content Insights (now Smartocto), analytics for media companies, I was Head of Client Relations through two funding rounds and a merger, and I led a joint marketing, sales and customer success team that tripled in size. I've supported clients, built products, sold them and watched what breaks when product, marketing and sales pull in different directions.
Since 2021 I've done it as an independent consultant: with B2B founders, with banks and telcos (three years running A1 Serbia's corporate–startup partnership programme), and as the author of Uxcel's first go-to-market course.
How it works
- 1
Book a 20-minute call.
We meet and see if we're a fit: whether you like the way I work, and whether I genuinely believe I can help you.
- 2
Start at the phase you need.
It's perfectly fine to go all in and book the Build-out directly; the Diagnostic is part of every phase anyway. If you're not sure, start with the Diagnostic.
- 3
We work remotely, in English.
Sessions run on video, and I join your sales calls the same way.
- 4
We use AI as we work.
It takes the notes, pulls our sessions together, drafts the documents and helps us brainstorm. It never makes the decisions. You and I do.
- 5
Everything is delivered in writing.
Whatever we work out, you get in writing, so it outlasts our conversations. Every session is recorded, and the transcripts are yours to keep.
FAQ
Can I just do this with AI?
Use it for the legwork, not for the judgment. AI is good at research, first drafts, summarising calls and testing ideas. Don't let it decide your strategy. It only knows what you tell it, so it inherits the blind spots of someone who works inside the company every day. It answers with what's typical, not with what fits you. And it's built to agree with you. That part needs someone from outside who has done this before and will tell you when you're wrong.
How do I know if I need the Sprint?
The Diagnostic tells you. If it shows the problem is who you sell to, how you position the product or what you charge, the Sprint fixes that. If you already have those answers and need a sales system someone else can run, go straight to the Build-out.
What if the Diagnostic says the problem isn't sales?
Then that's the verdict. Sometimes fixing sales means fixing the product or the offer first, and you'll know before you've spent more. If the problem is the product, I can fix it with you as a separate project. If it's marketing, the team, the organisation or the technology, I'll give you a framework for choosing who should fix it and for avoiding the usual mistakes when you hire them.
We're a hardware startup, or we sell into a specialised industry. Does that matter?
No. How B2B products get sold works the same way across industries, and that's what I work on. You know your industry better than I ever will. I help you make sense of how it buys, and build the way you sell into it. I'm a sales and go-to-market consultant, not an industry insider who opens doors for you.
Do you work on enterprise sales?
Yes. It's the part of this work I enjoy most. If your customers are enterprises, the Build-out includes training on how they think and make decisions.
Do you work with B2C companies?
Only on the Diagnostic. The problems it finds are the same in B2C, so it's useful there too. Strategy for consumer markets isn't my field, so the Sprint and the Build-out are for B2B only.
Do you run outbound, build the Clay tables or hire for us?
No. I design what they should do. The Build-out defines the salesperson you should hire, and its playbook is written so that person, or a GTM engineer, can pick it up. Recruiting them is up to you.
What if I need something outside these phases?
We agree the scope before we start, so tell me on the call. Individual sales training for your team, or building your sales pitch, are typical examples. We'll talk it through and I'll send you a quote.
Can you work on site?
Yes, at a separate rate. Everything else runs remotely.
Which time zone are you in?
Belgrade, on Central European Time. I've worked with clients in the US and Australia, and I'm a night owl, so we'll find hours that suit you.
How do payments work?
The Diagnostic is paid in full up front, the Sprint 50/50, and the Build-out in three parts.
Refunds?
No. That's why the first phase is small: it's cheap to find out you don't need me.
Find out what makes it sell, before you pay someone to scale it.
Book a 20-minute intro callZavisi is a small consultancy of independent specialists.
Bojan Popić is one of its founders.