GTM consulting for B2B companies whose growth has stalled
Growth stalled. Everyone has a theory.Let’s find out what is actually going on, and fix it.
When new business slows down, sales blames marketing, marketing blames the product, and leadership blames the market. Nine times out of ten the real problem is that the leadership team is not aligned on the basics: who the customer is, what the priorities are, and who owns what. I find out what’s really going on, using data and confidential interviews, in about three weeks. Then I help you fix it before you spend another dollar speeding up a system that is not stable.
The first step is a thirty-minute conversation. Tell me where you are and what you have tried, and we will figure out together whether I can help.
Sound familiar? Pick the one that is closest.
- CEO or founder“We hired reps, bought tools, and new business still isn’t moving. What are we missing?”
- COO“Sales, marketing and CS each have a process. None of them connect.”
- CRO or VP Sales“I inherited 25 pipeline stages and a forecast nobody trusts.”
- PE operating partner“The portco’s plan says 40% growth. I need to know if the engine can deliver it.”
- Leadership team“We agree in the meeting and diverge the minute we leave it.”
Where to start
Two ways to find out what is really going on.
Both are short, fixed-scope, and end with a readout you can act on. Most companies start with one and use the other.
Is your leadership team actually aligned?
Most executives think so. Then the same decision gets re-litigated for the third time, two VPs describe the customer differently, and the meeting ends with nods and no change. Confidential one-on-ones with every executive, a short survey, a readout that says where the team is and is not aligned and what it is costing, and a facilitated session to close the gaps.
Why isn’t new business moving?
Your CRM and funnel data, confidential interviews across marketing, sales, customer success and the executive team, and a readout naming the three to five things actually blocking revenue, ranked by what they cost and how hard they are to fix, with a sequenced 90-day plan. Not a sales audit. The whole revenue system, and the people running it.
After either one: I can lead the fix as interim head of GTM, or coach the leaders carrying it. The three ways to engage →
Proof
The problem is rarely where the company thought it was.
Most of this work is foundational. The results show up as a system the team can finally run, and as a leadership team that stopped arguing about the same three things.
Health-tech software company, entering a new market
A company with a strong product and no track record in the market it was expanding into. The Readout found 25 CRM stages, no shared qualification, and focus spread across too many motions. We rebuilt the sales process to six buyer-signal stages, cleaned the pipeline so leadership could finally read the forecast, retrained the team on one process and core selling skills, and designed and hired the first two senior customer success managers.
Founder-owned software company, decades old, new logos stalled
Everyone assumed a closing problem. In four weeks the Readout showed a 43 percent opportunity-to-close rate, well above typical, beside a 0.18 percent visitor-to-lead rate and no outbound motion at all. The problem was never closing. Then playbooks, RevOps, a season as interim Head of GTM, and executive coaching for the CEO and COO.
Dental laboratory group, sales team in transition
A sales organization with no documented process and a leadership change underway. Skills and process analysis across the team, a CRM review, a documented sales process and core sales training where there had been neither, and a handover report written for the incoming CRO so nothing had to be re-learned.
Education company, enterprise team
A mid-market pilot with no shared language. The Readout delivered one set of GTM terms and definitions across the enterprise team, a pilot plan with measurement built in, and 90-day activation plans for each GTM leader so they could lead at the right altitude.
Before Elevate: five years running GTM diagnostics for enterprise and growth-stage SaaS companies as a Revenue Architect at Winning by Design, and 25 years in the seat at companies scaling from $20M to several hundred million.
What clients say
From leaders I have worked with.
“Beth has a unique ability to reframe thinking, challenging what may have once made sense and asking whether it still does. Her methodical, thoughtful approach helps companies build the right systems to scale effectively. I worked with her both as an executive coach and as a fractional Head of GTM, and I learned something new from her nearly every day.”
Taylor Ross
COO, Issuetrak
“Beth is my top choice for anything related to client success and revenue. She excels in revenue architecture and service operations, and I have yet to encounter anyone with such an outstanding ability to deliver high-quality work focused on maximum value for customers. Beth began coaching me three years ago and has single-handedly restored my confidence while enhancing my operational acumen. She is truly exceptional.”
Titilayo Golden
Chief Operating Officer, NationSwell
Why me · Trained to observe first. Archaeologist, Peace Corps volunteer, then 25 years inside revenue teams.
Most consultants diagnose the process. I diagnose the process and the leadership team running it, and I can fix both.
Coach, not just consultant
ICF-certified executive coach through the Hudson Institute of Coaching. That training shapes how I work with leadership teams, how I approach change, and how I get a room to disagree productively and then commit. It is why the work gets adopted rather than shelved.
Operator, not just advisor
Twenty-five years across every part of the revenue system, running customer success, business operations and revenue teams at companies scaling from twenty million to several hundred million. I know where the friction hides because I have lived inside it, with my own numbers on the line.
Systems thinker: simple is not easy
Five years as a Revenue Architect at Winning by Design, working with more than 3,000 GTM leaders. I see the whole revenue system rather than the department that called me, and I design fixes a team can execute consistently, because consistent execution is what drives sustainable growth.
If your board is asking for AI, the Readout tells you whether your revenue system can hold it. AI scales whatever is already there, including the misalignment. When the foundation is ready and the fix is automation-shaped, Cognitive Edge, the firm I co-founded with Ernesto Humpierres, designs and builds it inside your own environment.cognitive-edge.ai
FAQ
The short answers.
More on the Alignment Check, the Revenue Readout, and how an engagement works.
What do you actually do?
I find out why a B2B company’s revenue has stalled and help the leadership team fix it. Two ways in: the Leadership Alignment Check (three weeks, is your executive team actually on the same page?) and the Revenue System Readout (about four weeks, what is actually blocking revenue across marketing, sales, customer success and the data?). After that, I can lead the fix as interim head of GTM, or coach the leaders carrying it.
Who do you work with?
Founders, CEOs, COOs, revenue leaders and private equity operating partners at B2B companies from roughly $10M to $100M in revenue, software most often but not only. The common thread: growth has stalled, everyone has a theory, and nobody has the evidence.
What makes you different from other GTM consultants?
Most consultants diagnose the process. I diagnose the process and the leadership team running it, and I can fix both. I was a 25-year revenue operator, then a Revenue Architect at Winning by Design for five years, and I am an ICF-certified executive coach. Before any of that I was an archaeologist and a Peace Corps volunteer, which is where I learned to observe first.
Where does AI fit?
AI scales whatever is already there, including the misalignment. So stabilize before you accelerate. The Readout tells you whether your revenue system can hold it; when it can and the fix is automation-shaped, Cognitive Edge, the firm I co-founded with Ernesto Humpierres, builds it inside your environment.
Talk to me.
Tell me what has stalled, what your best theory is, and what you have tried so far. I read every one of these and reply myself.
Or leave a note here and I will come back to you within a business day.