SERVICES

Go-to-market strategy & planning

Whether launching a new product, evolving an existing one, or entering a new market, SaaS businesses need a clear go-to-market strategy that adapts to the scale of the opportunity—and delivers results. At Robertson Collaborate, we help SaaS businesses build and execute go-to-market (GTM) strategies that align teams, reduce missteps, and accelerate growth.

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Our approach

We don’t just help you launch — we help you land. Our GTM strategies are practical, grounded in deep SaaS experience, and designed to get your product into the hands of the right customers, faster. We work across sales, marketing, and product to align your internal teams and create a clear path to market traction.

How it works

Our process

Our GTM planning process adapts to the stage and goals of your SaaS business. It typically includes:

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  • Market Discovery: Understand your ideal customer profile, segment priorities, and competitive landscape.
  • Value Proposition & Positioning: Clarify how your product solves customer problems and why it’s different — and better.
  • Route-to-Market Design: Define the best acquisition channels, whether direct sales, product-led growth, or partner-driven models.
  • Messaging & Enablement: Develop sharp, resonant messaging and equip sales and customer-facing teams to communicate value effectively.
  • Launch Plan: Map the milestones, marketing plays, and resources needed to go live and gain traction.
  • Measurement & Optimisation: Establish KPIs, build dashboards, and create a feedback loop to continuously refine your approach.

What the GTM plan covers

Every SaaS business has its own path to market — but the fundamentals of a successful GTM remain the same: clear positioning, smart targeting, and coordinated execution. Your tailored GTM plan brings together the essential components to launch, scale, or evolve your product. From messaging and pricing to channels, campaigns, and onboarding flows, we help you focus on what drives traction and commercial results.

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Every SaaS GTM plan is tailored, but common components include:

  • Ideal Customer Profile (ICP) & Personas: Define your ICP and buyer personas so you can focus your sales and marketing efforts on the audiences that matter most.
  • Market & Competitor Insight: Understand the landscape with competitor benchmarking and market analysis to identify gaps, risks, and opportunities for positioning and growth.
  • Positioning & Messaging: Shape a compelling positioning and messaging framework that clearly communicates your value to customers and sets you apart from the competition.
  • Pricing & Packaging: Review or develop pricing and packaging strategies that align with customer expectations, business goals, and market norms.
  • Demand & Channel Strategy: Identify the best acquisition channels and demand generation tactics to create interest, capture leads, and accelerate pipeline growth.
  • Sales Playbooks & Onboarding: Create sales assets, playbooks, and onboarding journeys to improve consistency, shorten sales cycles, and set customers up for success.
  • Launch & Campaign Planning: Plan your internal and external launch activities, marketing plays, and campaigns to make a strong, coordinated market entry.
  • Product-Led Growth: Explore how your product itself can drive acquisition, activation, and retention through user experience, onboarding and referral loops.
  • Partner & Ecosystem Enablement: Equip partners with the right messaging, tools, and support to co-sell, refer, or integrate — expanding your reach and multiplying effort.

Whether you’re a pre-launch startup or a scale-up expanding internationally, we tailor the right GTM approach to your growth stage and available resources.

Making it happen

We don’t just leave you with a plan — we help make it real. Whether acting as a fractional CMO or GTM lead, we can support implementation, align your sales and marketing teams, and embed repeatable processes that drive traction.

We also help you harness Artificial Intelligence (AI) where it makes a difference — from optimising lead scoring and outreach to building smarter onboarding journeys and sales workflows. For SaaS businesses, applied AI is no longer optional — it’s a key lever for competitive advantage.

You’ll leave with a focused, actionable GTM plan — backed by data, built on experience, and geared to deliver measurable results from day one.

Don’t need a full plan?

Our Snapshot Review is a fast, low-commitment way to get expert input — less formal, but still packs a punch. We condense the engagement and give you a practical guide to where to focus next. Or, if you already know the issue, our Marketing Sprints provide focused support to help you make real progress. Visit the Marketing Sprints page to learn more.
Marketing Sprints
{“Robertson Collaborate has proved to be an invaluable resource; just like having our own marketing department! Catherine is wonderfully approachable and firmly and quickly grasped our brand and business model.”
Jane Adams
Co-Owner, Beam Orthodontics
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“With John’s support it was clear what we needed to do from day one. Working with clear direction and simple frameworks meant we are focussed on the short-term goals of raising brand awareness and generating broker leads whilst at the same time putting in place the sales and marketing foundations for a scaleable operation.”

Fraser Edmond
CEO, Broker Insights
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“We were very impressed by Catherine’s professional and straightforward approach. She had obviously done a lot of groundwork prior to our meeting and clearly understood our brand and its place in the market.”

Lynne Henderson
Owner, Urban Quarters

Case Studies

Please see our case studies to hear what our clients say about the difference we are making to their organisations.

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Chroma Ventures

Chroma Ventures is an investment company which aims to channel flexible capital into a range of businesses with high growth potential. Robertson Collaborate provided marketing support to Chroma Ventures during their launch.

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Beam Orthodontics

With its cutting edge and innovative practice, Beam has changed the face of orthodontistry in Scotland. Building on its excellent clinical service and patient care, Beam has grown rapidly and its marketing has been driven by Robertson Collaborate for over a decade.

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Broker Insights

Broker Insights is a high-growth insurtech start-up. Its data and distribution platform acts as a digital marketplace connecting UK brokers and insurers. Working with Robertson Collaborate, it has put in place solid marketing foundations for launch and its growth.

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Scott Brothers Butchers

Scott Brothers is a family-run butchers with three shops across Dundee and over 75 staff. Robertson Collaborate has worked with them to successfully build a B2C ecommerce butchers business serving both the national UK and local consumer markets.

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Water’s Edge

Robertson Collaborate was outsourced “marketing director” for Tayforth Properties’ Water’s Edge development project, where Dundee’s oldest transit shed, known as Shed 25, was transformed into a new standard of workplace by Tayforth owners Chris van der Kuyl and Paddy Burns.

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Thorntons Family Law

Thorntons Law is one of the largest independent full service legal firms in Scotland. Robertson Collaborate worked closely with the Thorntons Family Law team to shape its strategic direction, particularly for its online presence.

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