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Alex MorganGo-to-market advisor
Proposal for Acme Corporation

Go-to-Market Strategy

A plan to rebuild pipeline ahead of the mid-market launch.

Prepared for
Sarah Chen
VP Marketing, Acme Corporation
Investment
$24,000
Fixed fee · 8 weeks
Date
October 24, 2026
Valid until November 23, 2026
01

Introduction

Sarah, thank you for the conversation last week. You were clear about the challenge: pipeline has slowed since the Series B, and the move into mid-market starts next quarter. This proposal sets out how I would help Acme get there, with a plan the sales team will actually use.

02

Your goals

For Acme Corporation, success means three things.

  1. 01Rebuild a predictable pipeline before the mid-market launch
  2. 02Agree one positioning the leadership team can stand behind
  3. 03Give sales a launch plan with clear owners and dates
03

Scope

Who Acme sells to, what it says, and how it reaches them, turned into a 90-day launch plan.

The work runs in three phases, with a leadership session at the end of each so decisions are made as we go. We’ll cover ideal customer, positioning, pricing and packaging, and the channel plan.

Not included

Not included: Paid media, website build and sales hiring. These can be scoped separately.

04

Deliverables

Four things Acme Corporation will have in hand when we finish.

  1. 01Customer and competitor researchTwelve customer interviews and an audit of five alternatives.
  2. 02Positioning and messagingOne page the whole team uses, from homepage to sales deck.
  3. 03Pricing and packagingTiers and price points for the mid-market offer.
  4. 0490-day launch roadmapChannels, owners, budget and weekly milestones.
05

Launch timeline

8 weeksPhased back from the launch date, with a leadership session closing each phase.
  1. Weeks 1–2DiscoveryInterviews, data and competitor audit.
  2. Weeks 3–5StrategyPositioning, pricing and messaging.
  3. Weeks 6–8Launch planRoadmap, enablement and readout.
06

Investment

Go-to-Market Strategy
$24,000
8-week engagement, fixed fee
Fee
Fixed fee for the full scope above
Duration
8 weeks, in three phases
Payment
50%On acceptance$12,00050%On completion$12,000
Terms
Fixed fee for the full scope above.
07

About me

Alex Morgan
Go-to-market advisor · Morgan Advisory

I help B2B software companies build a go-to-market engine that keeps working after I leave.

I’ve led this exact transition twice, moving teams from founder-led sales to a repeatable mid-market motion. You work with me directly throughout.

I’ve led marketing at three B2B software companies through their Series B and C, and now work with a few clients at a time on the move from founder-led sales to a repeatable motion.

Experience
  • VP Marketing, Ledgerline2019 – 2023
  • Head of Growth, Fieldnote2015 – 2019
Selected work
  • Grew qualified pipeline 3x in a yearLedgerline, Series B to C
08

Next steps

Ready to move forward?

Review the proposal and accept below. Once accepted, Alex will follow up with the next steps for getting started.

What happens next
  1. 01Reply with any questions, or book a short call to talk it through.
  2. 02Accept the proposal online. It takes a minute.
  3. 03We agree a kick-off date, and I send a short pre-read.
Proposal
Go-to-Market Strategy
Investment
$24,000
Duration
8 weeks
Valid until
November 23, 2026

Accepting lets Alex know you’d like to go ahead. Nothing is charged and there’s nothing to sign. Alex will be in touch to confirm a start date.

Need someone else to sign off?

I’m looking forward to working with you, Sarah.

Alex MorganGo-to-market advisor