Target accounts
Gathering evidence
Companies that fit, and reasons to reach out
AI-native GTM agency for B2B SaaS
Make your next GTM move fngood.
From strategy to distribution, we combine human creativity and AI scale for better work, faster. Specialists in fixing confusing positioning and fuzzy market segmentation.
( Experience with teams at )
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Market researchFix
Positioning systemBuild
Website & narrativeAccelerate
Launch campaignAdapt
In the age of AI,why should people choose you?
When products are easier to build and features easier to copy, what gives buyers a reason to choose you? We start with positioning, then work through what it means for your story, team and distribution.
( When to bring us in )
Four reasons to take another look at your GTM.
Something's changed. Or something needs to. Start with the situation you recognise.
AccelerateGrow beyond founder-led sales
Buyers want your product, but too much still depends on you. We sharpen the positioning, sales story and distribution so your team can reach and win more of the right customers.
- Founder-led → scalable
- Sales enablement
- Positioning
- Messaging
- Distribution
AdaptMake your positioning catch up
Your product has moved on. AI is changing the alternatives buyers consider. We revisit your positioning, offer and message so your team has a clear answer to why you, and why now.
- Product & market shifts
- AI & your category
- Repositioning
- Pricing & packaging
BuildMake your next market move
A new product, market or kind of buyer. Who should you go after first, and how will you reach them? We work out the GTM strategy and help your team launch it.
- New products
- New markets
- New segments
- Channels & launch
- Launch strategy
FixFind what's holding growth back
Plenty of activity. Too little pipeline. Or deals that keep slipping away. We trace the problem through your buyers, positioning, offer and sales approach, then agree what to fix first.
- Pipeline
- Conversion
- Win rate
- Buyer research
- GTM priorities
( From positioning to market )
Good positioning travels.
We turn clear positioning into a sales story, a focused market plan and the pages, campaigns and launch materials your team needs to reach buyers.
Where to play
Choose the markets and buyers to focus on.
How to win
Find the value that makes you worth choosing.
What to say
Explain that value in language buyers recognise.
Positioning
Who you help, what problem you solve and why buyers should choose you over the alternatives.
Messaging
A clear story in your buyers' language, with proof to support it.
GTM strategy
A practical plan for your offer, sales approach and channels, with clear priorities.
Enablement & distribution
The website pages, sales tools, campaigns and training that help your team bring the plan to market.
Your GTM Playbook keeps these choices and materials together. What you learn from customers, sales and campaigns helps us improve the next round of work.
( One system )
Work in parallel. Go deeper. Get to market.
We make the calls together. Your team brings product and customer knowledge; ours brings strategy, creativity and delivery. AI agents research, draft and check alongside us, so we can explore more ideas and move faster.
- Website messaging: Mapping your market. Reviewed copy ready for your website
- Launch kit: Scanning competitors. The story, materials and plan to launch
- Sales story: Researching buyer needs. Buyer evidence turned into a clear sales story
- Target accounts: Creating target lists. Companies that fit, and reasons to reach out
- Positioning: Shaping your positioning. Agreed buyer focus, value and proof
Illustrative workflow: research, decisions and work shipped together.
We work with
Claude
ChatGPT
Gemini
Copilot
and many more
Agents built into the work.
We shape the briefs and review the work together. We build and run agents around your GTM Playbook, so your team can work alongside us from first idea to finished work.
Your GTM Playbook
You
Product and customer knowledge, ideas and feedback.
fn(good) team
Strategy, creative ideas and hands-on delivery.
fn(good) agents
Research, drafts and repeatable tasks, using your context.
A stronger GTM team
( What we're like to work with )
Good people. Good work together.
“… For the first time in many years, it’s really clear which buyers we need to focus on, what the messaging is, and which industries we actually shine in. …”
Perttu OjansuuCEO · Happeo 
“We now have a concrete plan for the coming year, with well-founded priorities and clear briefings for the external partners who will be working on them. …”
Frank HautvastDirector · Valued Shops 
“… Emiel is highly collaborative. He doesn’t just create impact, he brings people along and inspires them. Working with him was a great experience, and I still reach out to him regularly for advice.”
Marco BoomsmaRVP of Sales · Bullhorn 
“… A factual overview that works well from sales to marketing to product development. I can recommend them to anyone who wants to improve their product marketing!”
Sven KuijkCo-Founder · leadto
( Ways to work with us )
A focused sprint. Or part of your team.
Bring us in for one defined piece of work, or as part of your team. We agree what needs to get done, what you will receive and who owns delivery.
Sprints
Diagnostic Sprint
Find out why growth has stalled. We talk to your team, examine the evidence and agree what to fix first.
- Evidence base
- Choice memo
- 3 weeks
Positioning Sprint
Get clear on who you serve, why they should choose you and how to tell that story. Leave with positioning and messaging your team can use.
- Positioning
- Messaging system
- 4–6 weeks
Launch Sprint
Take a new product or market move from plan to launch. We work on the story, the assets and the handover to Marketing and Sales.
- Narrative
- Launch kit
- Channel plan
Ongoing
GTM Partner
Senior product marketing as part of your team. We help set priorities and carry the agreed work through: from positioning and messaging to the sales materials, campaigns and launches you need next.
What's included in GTM Partner
- Senior working sessions
- Positioning & messaging upkeep
- Agreed GTM work delivered
- Funnel & deal reviews
- A current GTM Playbook
Step 1 · Scope
Review your goals, customers and current GTM. Agree the priorities, deliverables and who owns each part.
Step 2 · Deliver
We work alongside your team, using agents for research and drafts, and review the agreed work before delivery.
Step 3 · Learn
Use what sales, customers and campaigns tell us to update the playbook and choose the next piece of work.
Activation Studio
The strategy, made visible. We design and produce content in your narrative, one request at a time, shipped weekly.
What's included in Activation Studio
- Landing pages & site updates
- Sales decks & one-pagers
- Campaign & social assets
- Copy in your narrative, always
- One active request, fast turnarounds
Step 1 · Request
Drop a brief in the queue: anything the strategy calls for, from page to deck.
Step 2 · Ship
We design, write and build; most requests land within days, not sprints.
Step 3 · Iterate
Feedback loops straight into the next version. No meetings required.
AI Enablement
We embed AI in your GTM team's everyday work: the workflows, context and habits that make it stick.
What's included in AI Enablement
- Workflow & tooling audit
- Custom prompts, agents & briefs
- Hands-on team training
- Your GTM context, AI-readable
- Monthly adoption reviews
Step 1 · Map
Audit how GTM work happens today, where AI helps and where it's noise.
Step 2 · Build
Set up the workflows, prompts and structured context your team will actually use.
Step 3 · Lift
Train the team, watch adoption and tune what sticks until the team can run it without us.
( Why this model )
Senior judgement. Hands-on delivery.
Swipe to compare the five options →
| What to expect | fngood | Software | Full-time hire | Agency | Advisor |
|---|---|---|---|---|---|
| Senior GTM experience | Included | Not included | Depends on hire | Depends on team | Included |
| Strategy and hands-on work | Included | Not included | Depends on role | Depends on scope | Not included |
| Working in your tools | Included | Your setup | Included | Depends on scope | Depends on scope |
| Helping your team learn | Included | Self-serve | Depends on role | Depends on scope | Included |
| Quick to get started | Included | Setup first | Not included | Onboarding | Included |
| Flexible commitment | Included | Included | Not included | Contract | Included |
Typical arrangements. A check means included; a cross means outside that option. Scope varies by provider.
Whatever the move, make your GTM fngood.
Reach more of the right buyers. Adapt to what's changed. Build the GTM for something new. Or fix what's holding growth back. We'll own the move from the first strategic call to the work that goes into market.
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