Your GTM is a mess.
For now. ↓
I’m a one-trick pony. I come in. I do ICP, positioning, messaging. That’s how you stop cherry-picking, drive pipeline, and build a GTM your whole team can run.
One ICP. One story. One system.
Your whole team selling the same thing.
Imagine: fewer fires than yesterday ↓
If I look you in the eyes and ask what you actually want, it’s not hype or hypergrowth. It’s clarity. Real, controlled growth you can explain and repeat. Here’s what that looks like:
Sales, marketing, product all solving the same problem. No more five decks, five messages, five “for whos.”
Decisions feel lighter because there’s a clear reference point. Even when you’re not in the room.
Not 300%. Not hypergrowth. Real numbers you can repeat. Pipeline that compounds week over week.
This is what scattershot GTM looks like ↓
Reps chase whatever feels easy. ICP score? Ignored. Pipeline drifts.
Generic copy, generic ads, generic landing pages. Nothing converts.
New deck, new tagline, new “for who.” Whole team confused.
Do you have an ICP problem? ↓
Most GTM problems trace back to one thing. Check all that apply. Be honest.
What founders say after the work ↓
Real engagements with founder-led B2B SaaS teams. Real results.
“What truly transformed our marketing is that Douwe bases every decision on facts, experience, and proven successes — combined with the latest AI-driven tools.”
“Revenue grew 285% in year one and 245% in year two. Win rate reached 28%. He tightened our ICP, sharpened the story, and the numbers followed.”
Three menus. Pick your depth. ↓
Every GTM problem is a layer problem. I fix the core: your ICP, your story, and your motion.
Know Your Customer · The Foundation
Know Your Customer
Stop guessing who to sell to. Start knowing. In 2-3 weeks I nail down your real ICP, so every outbound hit, ad, and rep conversation lands on the right person.
ICP the whole team can use
Know exactly who to target, who to ignore, and why. Tiered by fit so sales can score a T1 from a T3 in the first call.
Outbound that actually lands
Build lists, run ads, and write outreach that only hits the right accounts. No more spraying and hoping.
Qualification playbook
A simple framework your team uses in discovery calls so deals move forward or get disqualified fast.
Scoped to your stage and complexity.
Tell Your Story · The Story Layer
Tell Your Story
Your ICP is clear. Now say it so they listen. I rewrite your positioning, messaging, and landing pages so the company has one story the whole team can repeat.
Everything in Know Your Customer
The ICP work is the foundation. You get it all, plus the story layer built on top.
One positioning line
The whole company can repeat it without thinking. No more five different pitches across sales, marketing, and the website.
Messaging your ICP feels
Landing pages, sales decks, and outbound that make your buyer feel like you read their mind.
Scoped to your stage and complexity.
Run Your Motion · The Full Build
Run Your Motion
ICP, story, and a working sales motion. The full system the team can run week after week without rebuilding it every time.
Everything in Tell Your Story
The foundation and the story, plus the motion layer on top.
A sales motion built around how your ICP actually buys
Discovery, demo, proposal, info request, follow-up. Every stage has its own job and its own assets.
Discovery calls that surface pain in 20 minutes
A repeatable call structure that pulls pain, urgency, and budget without feeling like an interrogation.
Scoped to your stage and complexity.
Book a sprint. Here's what you get ↓
Real deliverables. Documented. Yours. Use it Monday morning.
Full SPICED ICP
Six levels deep. Customer Quality Scorecard, dream customer analysis, TAM list, SPICED qualification, ICP+persona matrix. You’ll know exactly who to chase and who to ignore.
ICP Scoring System (out of 100)
Weighted criteria across firmographics, technographics, and signals. Apply it to your TAM. Tier every account: T1 / T2 / T3. Sales stops cherry-picking. Reps know a T1 from a T3 in the first call.
Positioning Canvas (12 elements)
Built from your SPICED ICP. ICP, personas, use case, alternatives, category, differentiation, capabilities, benefits, features, sub-problems. One positioning line your whole company can repeat without thinking.
Messaging Framework (Old Way / New Way)
Mapped per persona. Pain language pulled directly from your call recordings. Tone of voice guide. Messaging that makes your ICP feel like you read their mind.
Sales Motion + SPICED Discovery
Low / Medium / High touch motion designed around how your ICP actually buys. SPICED playbooks. 30-60-90 roadmap. Touchpoints that surface pain, urgency, and you can turn into a data-driven feedback loop.
Here’s exactly what sprint looks like ↓
Honest day-by-day breakdown of the Know Your Customer sprint (Growth stage). Tell Your Story adds 3 weeks. Run Your Motion adds 5.
Fill out the intake. Share CRM exports, call recordings, competitor list, and any GTM material. The more raw, the better.
I score your customers, build your SPICED ICP draft, and identify 3 viable ICP strategies to present in Workshop 1.
I present 3 ICP strategies. We score them together.
Meet without me. Pick the direction.
Build the scoring model + tier definitions (T1/T2/T3).
I apply your model to your TAM. Tier every account.
SPICED Buyer Personas: Champion, DM, Influencer, User.
Pressure-test the personas with sales. Bring back edits.
Anti-ICP definition. Edge cases. What to walk away from.
Polish personas, tighten anti-ICP, prep V1 package.
Full ICP package in Notion + Figma. You review on your own time.
Walk through V1 together. Capture feedback.
I iterate. You review.
Tightened version. Final feedback round opens.
Last questions. Final tweaks. Handover prep.
Everything documented: Notion, Figma, PDF, scoring sheet. Yours forever.
Team Deployment workshop to roll out internally (€5k add-on).
Scored. Tiered. Documented. Yours.
These founders stopped guessing. Are you next?
Founder-led B2B SaaS at €1–5M ARR who finally have one ICP, one story, one system. Limited capacity each quarter. Currently booking Q3 2026.
- Free 20-minute intro call
- I’ll tell you if we’re a fit before you spend a cent
- No deck. No pitch. Just the work.
Prefer email? douwe@douwewester.com