Tools, methodology and specialist support to help B2B technology solutions and services companies sell more
GotoMarket Lab is a competitive infrastructure for the people who run go-to-market in B2B tech. You start with an in-depth diagnosis, turn it into a personalised roadmap, and then apply method, tools, AI and hands-on guidance to build more pipeline, stand out more clearly, protect your margins and make better commercial decisions.
No commitment. We look at your case together, and if the Lab isn’t the right fit, we will tell you plainly.
The problem isn’t where you usually look for it
When the numbers don’t add up, almost everyone looks at the close: the team isn’t closing, the discounts are too deep, the competition is too aggressive. But the problem is rarely at the end of the process. It sits at the beginning, and deeper down than it seems.
No method
No shared sales methodology, no ICP actually in use, no value proposition built into a repeatable process.
The pipeline doesn’t fill up
Not enough new business comes in at the top. The gap is in generating demand, not only in converting it.
The difference doesn’t come across
A company can be genuinely different, but if the customer doesn’t see it, they decide on price.
No confidence in winning new business
This isn’t a handful of frustrated people: it is the dominant mood among the sector’s decision-makers.
One structural root, two commercial symptoms and one outcome: less control over how your business grows.
It isn’t isolated pieces that fail. It’s the chain that connects them. And at GotoMarket Lab you get all the tools, techniques and personalised guidance to strengthen it and sell more.
Without a working ICP, you can’t define buyer personas precisely. Without buyer personas, you can’t map real pains. Without real pains, your value proposition turns generic. A generic proposition means your content earns neither attention nor credibility. Content without credibility opens fewer doors for your hunting. And when hunting opens fewer doors, the pipeline either falls short or fills up with weak opportunities.
Most companies try to fix the pipeline at the end. At the Lab we start with the links that feed it.
AI doesn’t fix a lack of method. It makes it more visible, and more expensive.
AI amplifies and accelerates whatever you feed it. On top of a solid method, it multiplies commercial intelligence. On top of a disorganised go-to-market, it multiplies noise: more look-alike content, more generic emails, more interchangeable proposals and more pressure on price.
More content · More emails · More noise · Less perceived difference
Better research · Better ICP · Better CRM · Better messaging · Better pipeline
The same AI produces opposite results depending on the method it works on.
A competitive infrastructure to build, apply and keep your go-to-market method alive.
You don’t join the Lab to consume content. You join to find out what needs to change in your go-to-market, in what order to tackle it, and which tools to apply to your company. The Lab combines diagnosis, method, AI, proprietary tools, live group sessions and personalised support, so you turn judgement into execution and execution into results.
Know where you stand, what’s missing and which three priorities will move your results the most.
Build your ICP, differentiation, hunting, marketing, pipeline, forecasting and applied AI, with method.
Keep moving with live group sessions, ongoing support and re-assessment as your business and your market evolve.
How a company evolves inside the Lab
You don’t start with all the content. You start with your diagnosis, your roadmap and the priority with the biggest impact on your business. From there you move in cycles: apply, measure, learn, adjust, and move on to the next capability.
Starting point
Self-assessment
Discovery Report
Initial 1:1 session
90-day roadmap
First capabilities in place
Weekly live sessions + support
Re-assessment at 6 months
New roadmap
A stronger go-to-market at 12 months
You start by knowing where you stand. Not by wandering into a library to search on your own.
Every company arrives at the Lab in a different situation: sector, market, installed base, sales team, marketing, CRM, value proposition, AI maturity and goals. That’s why the first step isn’t giving you access to everything. The first step is diagnosing your starting point and turning it into a concrete roadmap.
An in-depth assessment that makes you look at your go-to-market through questions you’re probably not asking yourself.
A report with the depth of a consulting engagement: strengths, gaps, risks, opportunities and implementation priorities.
We go through the report with you and turn it into a personalised roadmap: what to do first, what to leave for later and what result to aim for in the first 90 days.
The value isn’t in having lots of tools. It’s in knowing which one you need now, why, and in what order to apply it.
What we look at to build your roadmap
The diagnosis doesn’t just ask whether you do marketing, have a CRM or use AI. It cross-checks where your business is today against the capabilities you need to build to win new business more effectively, sell at better margins and manage your pipeline with more certainty.
What comes out of that isn’t a generic recommendation. It’s a concrete roadmap for your company.
The six dimensions where the Lab builds capabilities into your go-to-market
Finding and opening up new business
You stop chasing scattered contacts and start working accounts and people that match your ICP. → More relevant conversations and more new-customer pipeline.
Managing opportunities and forecasts
You stop staring at a pipeline you don’t believe in and start working with signals, real probability and next steps. → More control, fewer surprises and better sales leadership.
Articulating a difference the customer can see
Your value stops hiding behind technical capabilities and shows up in the language of the customer’s pain, role and decision. → Higher perceived value and less pressure on price.
Turning marketing into demand generation that sales can use
Less generic content, more material that opens conversations and feeds the pipeline. → Marketing brings in business, not just visibility.
Using AI where it transforms the method, not just where it produces content
AI for research, CRM, meetings, pains, proposals, messaging and decisions. → More commercial intelligence and less noise.
Turning what works into a shared method
Selling stops depending on individual interpretation and starts running on a common map. → More repeatability, better onboarding and less reliance on key people.
Proprietary tools to apply the method to your real business
These aren’t stand-alone resources. Each tool is tied to a specific Lab capability and is used within your roadmap. The value isn’t in owning the tool, but in knowing when to use it, what data to feed it and how to turn its output into commercial decisions and actions.
Ideal Customer Extractor
Distils patterns from your best customers, sectors, triggers, pains and buying criteria. → Sharper segmentation, better content and more focused hunting.
Differential Narrative Forge
Turns your real difference into messages each decision-maker can understand. → Higher perceived value and less pressure on price.
Differential Value Chain Canvas
Organises pains, capabilities, outcomes, proof points and messages. → A clearer, more defensible value proposition you can use on your website, in your sales deck and in sales conversations.
Self-assessment + Discovery Report
Identifies strengths, gaps and priorities. → An implementation roadmap with focus and sequence.
Enrichment bots and automations
Classify, update and enrich accounts and contacts against your ICP. → A more useful CRM and new prospect lists that actually fit.
A tool without method produces noise. Method with the right tool produces progress.
You don’t move forward alone: you get structure, sessions and support to turn the method into execution
The trouble with many platforms is that you buy access, log in twice and then the day-to-day swallows you up. The Lab is designed so you keep coming back, because you have a roadmap, a next priority and sessions that help you apply it.
Initial 1:1 session
With a Senior Manager, to review your diagnosis, interpret the Discovery Report and define your personalised roadmap.
1:1 session at 6 months
To re-assess your progress, see what has changed and update your roadmap.
Live group sessions every week
Hunting, differentiation, advanced tools, applied AI, questions, cases, advice and practical application.
Ongoing support on the platform
To answer questions, unblock implementation and keep you moving without stalling.
Content and resources that keep evolving
New playbooks, cases, tools and recorded sessions you can come back to whenever you need them.
What you should notice if you work the Lab with discipline
You move off square one. You have a diagnosis, priorities, a roadmap and your first capabilities under way.
You know what to fix first. You have a structured roadmap. You start working on your ICP, differentiation, hunting or pipeline, depending on your diagnosis. The platform gets used because it answers specific questions about your business.
You’re no longer just “learning”. You’re implementing and measuring.
First visible improvements in messaging, segmentation, CRM or opportunity generation. Less improvisation and more shared method. A re-assessment to adjust priorities. A new roadmap based on progress and market changes.
The Lab becomes part of your competitive infrastructure.
A stronger, more connected and more scalable go-to-market. More control over pipeline and new business. A better ability to adapt marketing, sales and AI to new challenges. Less reliance on key people and more accumulated learning.
From improvising to competing with method
1 · More new-business pipeline
You stop relying only on your installed base, referrals or opportunities that happen to come your way.
2 · More relevant conversations
You talk to better-chosen accounts and decision-makers, with a better understanding of their pains.
3 · Differentiation the customer actually sees
Your value shows up on your website, in your sales deck, in your content and in your sales conversations.
4 · Less pressure on price
Once the difference is understood, the comparison stops being only about price.
5 · A more credible pipeline and forecast
You don’t just have more opportunities: you understand better which ones deserve real attention.
6 · Less reliance on key people
What today sits in the heads of two or three people starts becoming a shared method.
Two ways in. The same method.
Both options include a full year at the Lab: diagnosis, roadmap, tools, live sessions and support. What changes is how much work we do with you at the start. With support, you move at your own pace and we’re close at hand whenever you need us. With live guidance, we set up the tools and the methodology with you around your goals and your business differentiators, in working sessions dedicated to your company.
For teams that want the method and the tools and prefer to apply them at their own pace, with the Lab’s support.
Includes:
- Full access to all six dimensions of the Lab.
- Self-assessment, Discovery Report and personalised roadmap.
- Initial 1:1 session with José Luis.
- Re-assessment at 90 days: you retake the self-assessment and download the comparison with your starting point.
- 1:1 re-assessment session at 6 months.
- Live group sessions every week.
- Working tools, proprietary GPTs and continuously updated resources.
- Ongoing support on the platform.
- Access to the GTM Platform once your system is on, with the full guided journey as soon as it becomes available.
For companies that want to start with the tools and the methodology already set up around their business, worked through live with their team.
Everything in Lab with Support, plus:
- Personalised live working sessions during the start-up phase.
- Lab tools configured around your commercial goals.
- The methodology applied to your own business differentiators, not to a generic case.
- Your team comes out of the start-up phase working with the method, not just having seen it.
You join to build capability, with the roadmap already mapped out
Whichever option you choose, you get diagnosis, a roadmap, implementation, tools and guidance designed to move your company’s results, with our commitment to stay with you until the method shows in your numbers.
With support, €5,000/year · with personalised live guidance, €8,000/year · stay-until-results guarantee
No commitment. In the session we work out which option fits your situation, and if the Lab isn’t the right fit, I’ll tell you plainly.
Our stay-until-results guarantee
If your re-assessment at 90 days doesn’t show a measurable improvement on your starting point, we keep working with you 1:1 until it does. It isn’t a money-back guarantee: it’s a commitment not to let go until the method shows.
The improvement may be in ICP clarity, your pain map, your differentiation narrative, pipeline quality, CRM use, tools in use, your hunting structure or any priority set in your initial roadmap.
Jose Luis Montes
Jose Luis Montes has spent 35 years in business development across the B2B tech ecosystem, working in the trenches of the vendor–distributor–integrator channel. He has been a senior executive, a strategy consultant and a trainer, and has created his own consultative selling and go-to-market methodologies.
The Lab grew out of that path: first-hand experience in the field, a close reading of the market and method applied to real technology companies.
What B2B decision-makers usually ask
Is GotoMarket Lab a course?
No. There is recorded content and a resource library, but you don’t join to work through it on your own. You join with a diagnosis, a Discovery Report, a personalised roadmap, working tools, live group sessions and support to apply the method to your situation.
How much time will it take?
The Lab is designed for busy executives. You don’t have to cover everything: your diagnosis tells you where to start. A sensible approach is to set aside some time each week to attend or watch the relevant session, use the tool linked to your priority and move forward with the implementation set out in your roadmap.
Will I have 1:1 sessions with Senior Managers?
Yes. The journey includes an initial 1:1 session with a Senior Manager to review your diagnosis and map out your roadmap, and a re-assessment session at 6 months to measure progress and update the plan. And if there’s no measurable improvement on your starting point at 90 days, the guarantee kicks in and we keep working with you 1:1 until there is.
What are the live group sessions?
Weekly sessions on hunting, differentiation, advanced tools, applied AI, questions, cases, advice and practical application. If you can’t attend, they’re recorded on the platform.
What if my company’s situation is very specific?
That’s exactly why we start with a diagnosis. An SAP consultancy, a cloud company, an infrastructure integrator, a bespoke software firm and a SaaS business are not the same. The Lab has common capabilities, but the sequence adapts to your situation.
Does this work if my main challenge isn’t winning new customers but selling more to my installed base?
Yes, as long as the diagnosis confirms the Lab is a fit. In some cases the priority won’t be external hunting but hunting within your existing accounts: spotting new areas, pains and solutions inside the customers you already have.
How do I know whether the Lab is right for my company?
That’s exactly what the fit-check session is for. We review your situation, your challenges and the kind of result you’re after. If I see the Lab isn’t a fit, I’ll tell you plainly.
Let’s talk before you decide
Before you join, it makes sense for us to look at your case together. In the session we review where your go-to-market stands, what the Lab could bring you and whether it makes sense for your company. If it isn’t a fit, I’ll tell you. If it is, you’ll join knowing exactly what you’re getting: diagnosis, roadmap, tools, live group sessions and support.
No commitment. We look at your case together, and if the Lab isn’t the right fit, I’ll tell you plainly.