GTM Isn’t Just for Startups: Using Full-Funnel Thinking to Relaunch, Reposition, or Expand
Go-To-Market, GTM, Marketing Funnel, Sales Funnel Tom Sullivan Go-To-Market, GTM, Marketing Funnel, Sales Funnel Tom Sullivan

GTM Isn’t Just for Startups: Using Full-Funnel Thinking to Relaunch, Reposition, or Expand

Go-to-market (GTM) strategy is often seen as a startup playbook—something you build once and move on from. But in today’s competitive, dynamic environment, every brand needs to revisit and re-energize its GTM motion. Whether you’re relaunching a product, repositioning a brand, or expanding into a new segment, full-funnel GTM thinking helps align your strategy across the entire customer journey. In this blog, we break down how to build (or rebuild) a GTM approach that works at every stage of business growth.

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The ROI of Retention: Growth Isn’t Primarily Acquisition
Growth Strategy, Marketing Strategy, Customer Retention, Lifecycle Marketing, Customer Experience Tom Sullivan Growth Strategy, Marketing Strategy, Customer Retention, Lifecycle Marketing, Customer Experience Tom Sullivan

The ROI of Retention: Growth Isn’t Primarily Acquisition

While many businesses pour resources into acquiring new customers, the true driver of sustainable growth lies in retention. This in-depth guide explores why customer retention is a smarter investment than acquisition, how to calculate its ROI, and the strategies that turn one-time buyers into lifelong brand advocates.

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Beyond Launch: Building a GTM Plan That Evolves With Your Customer Journey
Go-To-Market, GTM, Marketing Funnel, Sales Funnel Tom Sullivan Go-To-Market, GTM, Marketing Funnel, Sales Funnel Tom Sullivan

Beyond Launch: Building a GTM Plan That Evolves With Your Customer Journey

In today’s dynamic marketplace, launching a product is just the beginning of the journey. A robust go-to-market (GTM) plan must evolve alongside the customer’s journey—from first awareness all the way through advocacy. This blog dives into how you can move beyond launch, build a GTM strategy that is adaptive and full-funnel, and align it with the real behaviors, touch-points and motivations of your audience. If you’re in digital marketing, media buying, or growth strategy you’ll walk away with a smarter framework to link your GTM plan to lifecycle thinking, not just the big splash.

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The Algorithm Isn't Your Audience: Crafting Paid Social Ads That Impact Humans
Paid Social Strategy, Paid Social Creative, Audience Targeting, Psychographic Targeting, Social Media Advertising, Ad Campaign Optimization Tom Sullivan Paid Social Strategy, Paid Social Creative, Audience Targeting, Psychographic Targeting, Social Media Advertising, Ad Campaign Optimization Tom Sullivan

The Algorithm Isn't Your Audience: Crafting Paid Social Ads That Impact Humans

It’s easy to fall into the social advertising trap: optimise to win the algorithm, measure for the platform, design for the machine. But here’s the truth: the algorithm isn’t your audience. People are. Their hopes. Their problems. Their attention and emotions. If our creative, targeting and messaging treat algorithms as the star instead of humans, we risk building campaigns that perform “by the book” yet fail to resonate, motivate or convert. In this article we’ll explore why you must centre humans — not the algorithm — in your paid social ads, how to build meaningful human-first creative and strategy, and practical steps you can implement immediately to align your campaigns with real people. Because when humans win, algorithms follow.

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