You've achieved product-market fit and built a working go-to-market motion. Your revenue is climbing, and you've assembled the right tools—CRM, MAP, intent data, enrichment platforms, maybe even ABM capabilities. But growth still feels harder than it should.
Fragmented Execution
Marketing, SDRs, and AEs operate from different ICPs, messaging frameworks, and playbooks. There's no unified view of who matters most or what resonates with them.
Tool-Rich, System-Poor
Your tech stack is impressive on paper, but without a coherent operating model, these tools create noise instead of signal. Data flows everywhere and nowhere at once.
Manual and Brittle
SDRs perform heroics daily, but outreach quality varies wildly. Personalization happens ad-hoc when there's time. Account coverage depends on who remembers to follow up.
Measurement Gaps
Leadership demands more pipeline and better attribution, but GTM data lives in silos. You can't confidently answer which motions work or why some accounts convert while others don't.
The truth is, you don't need more tools—you need a GTM system that transforms your existing assets into consistent meetings and qualified pipeline.
Why Traditional Approaches Fall Short
Founder-Led Growth Coaching
Great for early-stage companies finding their footing, but insufficient for building the repeatable systems required at your scale. You need structured processes, not motivational guidance.
Enterprise Consulting
Designed for $500M+ organizations with massive teams and budgets. These engagements assume resources, headcount, and transformation capacity you simply don't have.
Point Solutions
Hiring a demand gen agency, an SDR consultant, or a rev ops contractor might solve one piece of the puzzle—but it won't create the integrated system you need for sustainable growth.
Internal Build-Out
Attempting to figure this out yourself means months of trial and error, false starts, and opportunity cost while your competitors execute with discipline.
The SMB GTM Track bridges this gap—delivering enterprise-caliber systems right-sized for growth-stage teams.
Introducing the Fairway SMB GTM Track
Fairway Digital Media has built its reputation working with B2B SaaS and tech companies over $100M in revenue, creating governed, signal-driven GTM systems that drive predictable growth. The SMB GTM Track takes this proven playbook and right-sizes it for teams between $25M and $100M.
This isn't about scaling what you're doing today. It's about installing the foundations you'll need to eventually operate like a $100M+ organization—starting now, with your current resources and constraints.
Enterprise Discipline
The same rigorous GTM principles we bring to nine-figure companies, adapted to your scale and resourcing reality.
Meeting-First Focus
Calibrated to your average deal sizes and win rates, optimizing for qualified meetings and opportunities—not vanity metrics.
Bridge to Scale
Build the data and signal foundations you won't have to replace when you cross $100M. Grow into your next stage with confidence.
The Four Pillars of GTM Excellence
Our structured approach addresses every critical element of a high-performing go-to-market engine, ensuring alignment from strategy through execution to measurement.
01
GTM Foundations & Messaging
Define clear ICP tiers, persona-level messaging, and account journey maps so everyone operates from the same playbook.
02
Signal & Data Basics
Connect your existing tools into a lightweight signal model that prioritizes accounts based on fit, timing, and activity.
03
Outbound & Meeting Generation
Build repeatable plays, playbooks, and AI-assisted workflows that generate qualified meetings at scale.
04
Measurement & Iteration
Establish tight metrics and review cadences that enable continuous learning and improvement across your GTM motion.
Pillar 1: GTM Foundations & Messaging
Before you can execute consistently, you need everyone aligned on who you're targeting and what you're saying to them. This pillar creates the strategic clarity that eliminates fragmentation across your revenue organization.
What We Build Together
SMB-tailored ICP tiers segmented by revenue band, industry, use case, and deal size
Persona-level messaging frameworks for each key role in your buying committee
Account journey mapping from TAL through engaged, meeting, opportunity, to closed-won
Simple GTM blueprint documenting your target segments and go-to-market approach
The Outcome
Marketing, SDRs, and AEs finally share the same picture of "who matters" and "what we say to them." No more conflicting priorities or misaligned execution. Everyone pulls in the same direction with confidence.
This human-led foundation work ensures that all downstream activities—from outbound sequencing to content creation to sales conversations—reinforce a consistent, compelling narrative to your best-fit accounts.
Pillar 2: Signal & Data Basics
Your existing tools contain valuable signals, but without structure, they create noise instead of actionable intelligence. We inventory what you have—CRM, MAP, enrichment, website analytics, event data, partner lists—and connect them into a coherent signal model.
1
Fit Signals
Firmographic and technographic indicators that show an account matches your ICP profile and buying criteria.
2
Timing Signals
Intent data, funding announcements, hiring patterns, and other indicators suggesting active buying interest.
3
Activity Signals
Website engagement, content consumption, event attendance, and other behaviors showing account-level interest.
Data Standards
We establish minimum viable data requirements so reps can trust the lists they receive. No more "garbage in, garbage out"—just clean, actionable account intelligence.
Prioritization Model
Combine fit, timing, and activity into simple scoring that surfaces which accounts deserve attention first. Signal-driven focus replaces random outreach.
The outcome? Cleaner, prioritized account lists that SDRs and AEs can confidently execute against, knowing they're working the right opportunities at the right time.
Pillar 3: Outbound & Meeting Generation System
This is where strategy becomes reality. We translate your GTM foundations and signal intelligence into a repeatable meeting engine tuned precisely to your deal sizes and sales motion.
Core Outbound Plays
Build segment-specific plays for your top ICP tiers, vertical motions, and expansion opportunities—each with clear triggers and success criteria.
Playbooks & Templates
Create battle-tested sequences across email and LinkedIn, complete with talk tracks, angles by persona, and trigger-based follow-ups.
AI-Assisted Personalization
Introduce smart research and personalization tools within clear guardrails—enabling higher velocity without sacrificing quality or relevance.
We're not optimizing for activity volume. We're optimizing for qualified meetings and opportunities. Every sequence, every message, every touchpoint is designed to move high-fit accounts toward meaningful sales conversations.
"The difference between spray-and-pray and smart human outreach at scale isn't tools—it's system design. That's what the SMB GTM Track delivers."
Pillar 4: Measurement, Feedback & Iteration
A GTM system that can't measure itself can't improve itself. We establish tight, practical metrics focused on what actually matters—qualified meetings and pipeline generation—while building feedback loops that enable continuous learning.
Track meetings and opportunities as your primary success metrics, sliced by segment, ICP tier, play, campaign, and channel. Identify your 2-3 highest-performing motions and double down. Sunset what isn't working.
Weekly
SDR/AE team reviews pipeline health and execution quality
Monthly
Marketing, SDR, and sales align on performance by motion and adjust tactics
Quarterly
Leadership reviews GTM effectiveness and strategic resource allocation
The outcome: a GTM motion that learns, improves, and becomes progressively easier to manage as you scale.
Your Bridge to $100M+ GTM Maturity
The Fairway SMB GTM Track isn't just about solving today's growth challenges—it's about building the foundation for tomorrow's scale. You get a coherent GTM playbook, a meeting and opportunity engine aligned to your ACVs, and data and signal infrastructure you won't have to replace when you reach the next tier.
$25M-$100M
Revenue Sweet Spot
Companies with product-market fit ready to build repeatable growth systems
3-6
Month Engagement
Structured consulting partnership that installs enterprise-grade foundations
100%
System Alignment
Marketing, SDR, and sales operating from unified ICP, messaging, and plays
Who This Is For
B2B SaaS or tech companies between $25M-$100M in revenue
Selling into mid-market and/or emerging enterprise segments
Have GTM foundations but coverage is inconsistent
Meetings depend too much on individual heroics
Leadership wants a clearer, more scalable path to pipeline
What You'll Achieve
Enterprise-grade GTM discipline without enterprise complexity
Increased qualified meetings per month from priority accounts
Improved TAL → meeting → opportunity conversion rates
Data foundations that scale with you to $100M and beyond
Repeatable systems that reduce dependence on hero efforts
If you're ready to grow like a $100M+ company before you become one, this is the Fairway lane built specifically for you.