In today’s dynamic B2B landscape, having a strong product or service is no longer a guarantee for success. Many companies offer excellent solutions but still struggle to scale, not because of quality issues but due to a misaligned Go-To-Market (GTM) approach.
If your commercial results aren’t meeting expectations, the root cause likely isn’t your product, team or budget. It’s often a matter of choosing the wrong Sales Motion, a single decision that can either accelerate your growth or hold it back entirely.
A Sales Motion refers to the way your company approaches the market to acquire, convert, and grow customers. Common examples include:
Each motion has unique strengths, costs, and requirements. Choosing the right one is a strategic decision that affects your team structure, tools, content strategy, budget allocation, and more.
Many companies apply a generic GTM playbook that worked for another company, in another context, at another time. That’s a mistake.
For example:
Instead of starting with "what's trendy," companies should ask: Which motion matches our market, buyers, and business model?
Yet this doesn’t happen enough. In our work at OnTarget, we often see:
The result is a broken funnel, low conversion, high customer acquisition costs, burnt-out teams, and missed targets.
No two GTM strategies are the same. Your optimal sales motion depends on several key factors:
1. Market Maturity
Are you in a mature industry with known demand and competition? Or are you in a new or emerging category where you need to educate the market?
2. Deal Complexity
How many stakeholders are involved in the buying process? How long is the sales cycle? Is your pricing simple or custom?
3. Buyer Behavior
Do your buyers prefer to explore solutions online, or do they expect a personal consultative approach? Are they hands-on users or executive decision-makers?
4. Growth Stage
Startups, scaleups, and established enterprises all have different resource levels, risk tolerance, and time horizons. Your motion must match your stage.
5. Team and Talent
Do you have the team to support outbound prospecting? Is your marketing team skilled in inbound content? Does your product support self-service?
When these elements are clearly mapped, the path forward becomes more visible and more viable.
Even after you identify the right Sales Motion, the real work begins. You need to:
GTM success doesn’t happen through documentation or strategy slides. It happens through day-to-day operational excellence. That’s where many strategies fall apart.
At OnTarget, we help ambitious maritime companies and B2B innovators identify and operationalize the GTM motion that truly fits their market and mission.
Our approach is pragmatic and sharp. Together, we:
From inbound and PLG to complex enterprise motions, we bring the experience to know when and how to deploy each. And we don’t stop at strategy. We help you execute and scale it with confidence.
Whether you're launching into a new market, scaling an existing GTM engine, or repositioning after a pivot, we bring precision to your GTM process. No guesswork. No copy-paste playbooks. Focused, tailored execution.
Going to market is never as simple as following a set plan. It requires continuous learning, testing, and adaptation. But choosing the right Sales Motion gives you the foundation to build momentum with clarity and consistency.
Instead of asking, “What’s everyone else doing?”, ask:
“What does my market need, and how can I show up with impact?”
We’re here to help you answer that.
OnTarget: Experienced. GTM Precision. Sales Momentum. Market Results.