Scaling GTM for Mid-Market Growth
For B2B SaaS & tech teams between ~$100M and $500M who need consistent, multi-channel pipeline—not just more activity.
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Where Mid-Market GTM Starts to Break
By the time you hit ~$100M in revenue, your go-to-market motion has likely grown organically across multiple dimensions. You've got regions, product lines, and pods all running their own plays with varying degrees of success. While this autonomous approach may have worked during hypergrowth, it creates systemic challenges as you scale.
You're investing heavily in multiple data sources, intent platforms, and ABM tools, but the picture remains frustratingly fragmented. Marketing, SDRs, and AEs don't always share the same view of the account, the buying group, or "what good looks like" for engagement and conversion.
Leadership increasingly demands predictable pipeline by segment, region, and route-to-market, yet reporting is still stitched together manually in spreadsheets. The dashboards exist, but the data doesn't tell a coherent story.
The problem isn't that you're doing too little—it's that your GTM is scattered instead of orchestrated. Activities happen in isolation, signals get missed, and coordination across teams feels more like herding cats than executing a playbook.
The Hidden Cost of GTM Fragmentation
Tool Sprawl & Waste
Multiple overlapping platforms with no single source of truth. Teams paying for capabilities they can't fully leverage because integration and governance are missing.
Misaligned Execution
Marketing generates demand for accounts sales isn't prioritizing. SDRs chase signals that don't align with strategic targets. AEs lack context on what's already been tried.
Wasted Rep Time
Sellers spend hours hunting for account context, validating data, and figuring out next steps instead of having conversations that move deals forward.
Unpredictable Pipeline
Without coordinated plays and consistent measurement, forecasting becomes guesswork. You can't reliably predict which segments will deliver or diagnose what's not working.
How Fairway Helps Mid-Market Orgs Scale
Fairway plugs in as your GTM architecture and execution layer, sitting across your tools and teams to create a unified operating system for revenue generation. Rather than replacing your existing stack, we orchestrate it into a coherent system that drives predictable outcomes.
01
Standardize Account Strategy
Define and prioritize accounts consistently across regions and segments with shared ICP criteria, scoring models, and territory definitions.
02
Orchestrate Signals & Channels
Turn disparate signals, data sources, and channels into coordinated plays and programs, not random campaigns that compete for attention.
03
Empower Front-Line Teams
Give SDRs and AEs clear, trusted account views and executable plays so they can focus on conversations, not hunting for context or guessing next steps.
04
Connect Activity to Revenue
Tie GTM activity back to meetings, opportunities, and revenue by segment—not vanity metrics like email opens or impressions that don't predict outcomes.
Think of it as moving from "helpful chaos" to a repeatable GTM operating model that you can scale, measure, and continuously improve across your entire organization.
Operating Model: From Patchwork to Playbook
Mid-market growth requires more than tools and tactics—it demands a systematic operating model that connects strategy to execution. Fairway helps you build the connective tissue between your GTM strategy, your technology investments, and your team's daily work.
We establish the frameworks, processes, and governance that ensure your GTM motion is repeatable, measurable, and scalable. This isn't about adding complexity—it's about creating clarity and consistency that lets you execute with confidence.
GTM Blueprints by Segment & Region
The foundation of scalable GTM is alignment on who you're targeting and how you're engaging them. Fairway helps you create segment-specific blueprints that bring clarity to complexity.
Shared Definitions
Align on ICP tiers, territories, and verticals with criteria that marketing, sales, and RevOps all recognize and trust. No more competing definitions of "enterprise" or "strategic account."
Segment Playbooks
Create repeatable playbooks for each segment (e.g., mid-market commercial, strategic enterprise, expansion accounts) that document: who we target, what we say, which channels we use, and how success is measured.
Regional Adaptation
Build core plays that can be adapted by region while maintaining strategic consistency. Enable local teams to execute with confidence within proven frameworks.
Signal & Data Orchestration
Connect Tools
Integrate existing tools—intent data, enrichment, CRM, MAP, website analytics, events—into a governed signal layer that feeds your GTM engine.
Define Priority
Establish priority models and scoring so field teams see the same list of "accounts that matter this quarter" based on fit, intent, and strategic value.
Trust Data
Implement data standards and clear ownership so GTM teams trust what they're working from and spend time selling, not validating.
Before Orchestration
  • Conflicting account lists across teams
  • Signals trapped in individual tools
  • Manual enrichment and research
  • Reps questioning data quality
  • Missed high-value opportunities
After Orchestration
  • Single source of truth for prioritization
  • Signals automatically synthesized
  • Context served to reps proactively
  • Confidence in targeting decisions
  • Coverage of all strategic accounts
Scalable Outbound & Program Design
Fairway helps you build repeatable outbound programs organized by region, vertical, and product that reuse proven plays and messaging frameworks. Rather than reinventing the wheel for each campaign, you establish scalable templates that local teams can execute with confidence.
1
Account Identification
TAL definition and prioritization based on fit, intent, and engagement signals
2
Research & Personalization
AI-assisted research within compliance and brand guardrails
3
Multi-Channel Engagement
Coordinated outreach across email, LinkedIn, phone, and events
4
Meeting & Handoff
Smooth transition with full context to AE team
5
Opportunity Creation
Tracked progression with attribution back to source
We blend marketing programs, outbound motions, and partner plays into one visible journey—from Target Account List → engagement → meeting → opportunity—so you can see what's working and replicate it systematically.
Governance, Reporting & Continuous Calibration
Real-Time Visibility
Implement simple, consistent dashboards that give leaders and operators the insights they need to make decisions quickly:
  • Coverage of target account lists by region and segment
  • Meetings and opportunities created by source and play
  • Program and play performance with actionable metrics
  • Pipeline velocity and conversion rates by segment
Continuous Improvement
Run regular GTM calibration loops with marketing, sales, and RevOps stakeholders to refine target segments, messaging, and plays based on actual performance data. This isn't set-it-and-forget-it—it's a living system that gets smarter over time as you learn what drives results in each segment and region.
What Success Looks Like in Mid-Market
2-3x
TAL Coverage
Increase in coordinated touches to strategic accounts across all channels and teams
35-50%
Conversion Lift
Improvement in TAL → meeting → opportunity conversion across segments and regions
10-15hrs
Time Saved
Per rep per week previously spent on research, context-gathering, and manual coordination
Who This Is For
Revenue Scale
B2B SaaS & tech companies between $100M and $500M in annual revenue seeking predictable, scalable pipeline generation.
GTM Complexity
Organizations with multiple regions, segments, or product lines already in play and growing coordination challenges.
Leadership Priority
Teams where leadership is asking for more predictable, segment-level pipeline and cleaner GTM data, not just more campaigns or activity.
Fairway helps you move from "lots of stuff happening" to a coherent GTM system that you can scale, measure, and copy-paste into new regions, products, and teams as you grow toward $500M and beyond.