We work with founders and revenue leaders in Ireland and the UK to build the commercial engine their business needs to grow beyond founder-dependent revenue.

Most companies at the €1m to €5m mark have proved their product works. The market wants what they are selling. The problem is that the commercial motion that got them there will not get them to the next stage. The ICP is assumed rather than defined. The sales process lives in the founder's head. The CRM has data in it but the data tells nobody anything useful.

GTM advisory is the work of fixing that at the foundation. We define precisely who the best customers are, how they buy, and what a repeatable sales motion looks like for a business at your stage. The output is not a strategy document. It is a working commercial infrastructure that your team can run without the founder in every conversation.

Who It Is For

This is for founders who have built revenue on relationships and know that model will not scale. It is for revenue leaders hired to build a commercial function and finding it harder than expected because the foundations were never properly laid. And it is for businesses preparing for a funding conversation who need a GTM story that holds up to scrutiny.

The clearest signal that this work is needed is when growth feels fragile. Deals close, but nobody can say with confidence when the next one will. The sales team is busy but the pipeline is unreliable. New hires do not perform the way the founder did. These are not separate symptoms. They are the same problem at different points in the commercial engine.

What the Engagement Looks Like

We start with a commercial diagnostic before we propose anything. That gives both sides a clear picture of where the gaps are in the current GTM motion and what the highest-leverage intervention is. We do not have a standard playbook we apply regardless of context.

From the diagnostic we define or refine the ICP, map the buyer journey, design the sales motion, and set the channel priorities. The engagement closes with a GTM playbook your team can use immediately. Senior practitioners run every engagement from first conversation to final delivery, you will not be handed to analysts once the work is scoped.

GTM Metrics: What to Measure

A GTM strategy without measurement is a hypothesis that never gets tested. The metrics worth tracking are not complicated, but they are specific: win rate by segment, sales cycle length by channel, pipeline coverage against target, and the conversion rate of ICP-fit prospects versus non-ICP. These numbers will tell you whether the strategy is working and, when it is not, where the problem is.

Most companies track activity metrics because they are easy to measure. Calls made, emails sent, meetings booked. Activity metrics are useful for managing a sales team. They are not useful for evaluating a GTM strategy. The question a GTM strategy needs to answer is whether the right customers are converting at the right rate, not whether the team is busy.

What a GTM Playbook Contains

The output of a GTM engagement with Tenacre is a playbook your team can use immediately. It includes a defined ICP with qualifying and disqualifying signals, a buyer journey map for each primary segment, sales stage definitions tied to buyer actions rather than seller activity, a qualification framework, objection handling by buyer type, competitive positioning, and channel priorities with the rationale behind them. It is a working document, updated as the business learns, not a finished artefact.