Pricing

Pay less every month. Own more every month.

A diagnosed, rebuilt go-to-market motion in 90 days — at a fee that steps down every month as the work shifts from me building it to your team running it.

$5,000audit
$37,500over 90 days
$7,500/moongoing
Book the audit call Download the 100-point framework

Every engagement starts with the 100-Point GTM Autopsy. Nothing is sold before it.

3x VP of Sales·2x founder·AgentPress: 7 to 25 qualified meetings a month in 45 days·1905 New Media: $4M to $11M in digital services over two years

The premise

The engagement is supposed to need you less every month

Most GTM retainers are flat. You pay the same fee in month twelve that you paid in month one, and the incentive is to keep you there at that number — not to build something that runs without the person you’re paying.

This one is built to hand over.

Month one is the heaviest work and the longest-compounding: the diagnosis, the ICP, the positioning, the pipeline model. By month four it is built, your team is running it, and my job changes from building the motion to measuring it and telling you the truth about it.

So the fee steps down $2,500 a month, and the largest step is the one into month four — because that is the month the work actually changes hands. It starts at twice the ongoing rate and it lands on it.

You are not buying hours. You are buying a motion that works and a transfer of it to the people who have to run it after I’m gone.

It starts at double the ongoing rate and lands there, because by month four you’re running it and I’m keeping you honest.
The fee, month by month

The fee falls, then flattens.

Fee schedule. Before month 1: 100-Point GTM Autopsy, $5,000, required, credited in full toward any engagement, no-questions-asked money-back guarantee.
PeriodPhaseFee
Month 1Diagnose + rebuild$15,000
Month 2Install$12,500
Month 3Prove + hand off (you take over after this month)$10,000
Month 4 onwardAdvisory, ongoing$7,500 per month
Total for the 90-day build: $37,500. Then $7,500 per month.
Three months to build it. Then $7,500/mo for as long as it’s useful — cancel after the six-month minimum, any time.
Four steps, in sequence — not a menu

Four steps, in order

Everyone starts at the audit. Nothing below it can be bought before it.

  1. 1
    The framework
    Free
     

    The 100-Point GTM Framework. Every point I score, published in full. Yours to download and use.

    Download the framework
  2. 2
    Start here
    100-Point GTM Autopsy
    $5,000
    10 business days

    I score all 100 points against your CRM data and your team, measure your baseline, and give you every finding, ranked by what it’s costing you in pipeline. The $5,000 is credited in full toward any engagement. It is covered by a no-questions-asked money-back guarantee.

    Book the audit call
  3. 3
    90-Day GTM Fix
    $37,500
    $15,000 / $12,500 / $10,000

    Build what the audit found. ICP, positioning, pipeline model, outbound, the scorecard in your CRM, the playbook.

    See what ships each month
  4. 4
    Ongoing
    $7,500/mo
    or $4,000/mo Scorecard

    From month four. Your team runs it; I measure it, score it and tell you the truth about it.

    Compare the two tiers
100-Point GTM Autopsy · $5,000

I score 100 points. You get every finding, ranked by what it costs you.

Ten days. One hundred points across ten sections of your go-to-market, each scored against your CRM data and four to six interviews with your team. You get a number, a baseline and a ranked list of what to fix first.

Nobody scores well. The audit is built so that a 60 is a strong result and a 40 is normal — the point isn’t the number, it’s knowing exactly which of the hundred things are costing you revenue and in what order to fix them.

01Market & ICP
  1. 001A written ICP specific enough that a rep can disqualify an account with it
  2. 002The ICP is derived from closed-won data, not from aspiration
  3. 003Firmographic boundaries are explicit: revenue band, headcount, industry, geography
  4. 004The buying triggers that put an account in-market now are named
  5. 005The buying committee is mapped: economic buyer, champion, likely blockers
  6. 006Written disqualification criteria exist and are used
  7. 007A target account list exists, sized and prioritized against the ICP
  8. 008Win rate, deal size and cycle length are known by ICP segment
  9. 009The ICP is re-checked against new closed-won and closed-lost data at least twice a year
  10. 010Sales, marketing and leadership describe the same ICP when asked separately
02Positioning & Messaging
  1. 011One sentence states who the company is for and why it wins
  2. 012Positioning names the real alternatives, including doing nothing
  3. 013Differentiation is specific and provable, not adjectives
  4. 014Messaging is written by persona, not one message for every buyer
  5. 015Every claim is mapped to proof: a customer, a number, a case
  6. 016The top five objections have written, tested responses
  7. 017Website, decks, sequences and reps say the same thing
  8. 018A buyer can tell you apart from your top two competitors before the first call
  9. 019Messaging has been tested against reply, meeting or conversion data in the last two quarters
  10. 020Customers describe the value in the same terms the company uses
03Offer & Pricing
  1. 021Each offer has a written scope and a written outcome
  2. 022Pricing is tied to the value delivered, and the logic is documented
  3. 023A defined entry offer lowers the risk of the first purchase
  4. 024Discounting runs on written rules and approval levels
  5. 025Average discount is tracked and is flat or falling
  6. 026Packaging matches how the ICP actually buys
  7. 027The offer gives a buyer a reason to act this quarter
  8. 028Price objections are tracked by stage and by reason
  9. 029Pricing has been reviewed against competitors and win-loss data in the last year
  10. 030Reps can explain pricing without escalating
04Pipeline Math & Forecast
  1. 031Every pipeline stage has written entry and exit criteria
  2. 032Stage definitions mean the same thing to every rep
  3. 033Conversion rates between stages are measured, by segment
  4. 034The top-of-funnel volume the number requires is calculated from those rates
  5. 035Coverage is calculated on qualified opportunities only
  6. 036Deals with no activity inside a defined window are flagged or closed out
  7. 037Forecast categories are defined and applied consistently
  8. 038Forecast accuracy is measured against actuals every quarter
  9. 039Sales cycle length is measured by segment and deal size
  10. 040The forecast describes a number the pipeline can actually produce
05Outbound
  1. 041Outbound targets the ICP and the target account list, not bought lists at random
  2. 042Signals or triggers decide who gets contacted and when
  3. 043Sequence architecture is documented: steps, channels, timing
  4. 044Copy is written by persona and references something specific to the account
  5. 045Sending domains, authentication and warm-up are configured and monitored
  6. 046Bounce, reply and spam-complaint rates are tracked against thresholds
  7. 047Replies are routed and worked inside a defined time
  8. 048Meetings booked and meetings held are tracked separately
  9. 049Outbound-sourced pipeline and revenue are attributable in the CRM
  10. 050Sequences are tested and retired on data at least quarterly
06Demand Capture
  1. 051The website says who it is for and what to do next, above the fold
  2. 052High-intent pages exist: pricing, comparisons, use cases
  3. 053The bottom-of-funnel search terms buyers actually use are targeted
  4. 054Inbound leads reach a person inside a defined time
  5. 055Inbound response time is measured
  6. 056Form conversion rates are measured by page
  7. 057Lead source is captured consistently on every record
  8. 058Content is mapped to stages of the buying journey
  9. 059Proof is easy to find on the site: results, case studies, references
  10. 060Inbound-sourced pipeline and revenue are reported monthly
07Sales Process & Conversion
  1. 061A written discovery framework is used on first calls
  2. 062Qualification criteria are defined and recorded in the CRM
  3. 063Every open opportunity has a dated next step
  4. 064A mutual action plan is used on deals above a set size
  5. 065Deal reviews follow a consistent format and cadence
  6. 066Battlecards exist for the top competitors and are current
  7. 067Win-loss reasons are captured on every closed deal
  8. 068Win rate is measured by segment, source and rep
  9. 069Where deals stall is known by stage, with a reason
  10. 070The handoff from sales to delivery or onboarding is documented
08Retention & Expansion
  1. 071Gross and net revenue retention are measured
  2. 072One person owns retention and expansion as a number
  3. 073Onboarding has a defined time to first value
  4. 074Customer health is scored on defined signals
  5. 075Churn reasons are captured and reviewed
  6. 076Expansion paths are defined by customer type
  7. 077Renewal dates are in the CRM with enough lead time to act
  8. 078References and case studies are captured systematically
  9. 079Expansion pipeline is tracked separately from new business
  10. 080Customer feedback reaches positioning and product decisions
09RevOps, Data & Tooling
  1. 081The CRM is the single source of truth for pipeline
  2. 082Required fields are enforced at each stage
  3. 083Completeness of key fields is measured
  4. 084Duplicate and stale records are cleaned on a schedule
  5. 085Pipeline and conversion dashboards exist and are used in meetings
  6. 086Every tool in the GTM stack has an owner and measured use
  7. 087Tool spend is reviewed against usage at least yearly
  8. 088Attribution rules are written and applied consistently
  9. 089Sales and marketing share one definition of lead, qualified lead and opportunity
  10. 090Core reports run without manual spreadsheet work
10Team, Enablement & Leadership
  1. 091One executive owns the revenue number end to end
  2. 092Quotas are set from capacity and pipeline math, not only top-down
  3. 093Ramp time for new reps is defined and measured
  4. 094Rep onboarding is documented
  5. 095Reps are coached on recorded calls on a regular cadence
  6. 096Rep performance is reviewed on activity, conversion and outcome
  7. 097A weekly operating cadence (pipeline, forecast, priorities) runs reliably
  8. 098Sales and marketing share targets and meet on them
  9. 099Decisions and owners from GTM meetings are logged and followed up
  10. 100The team believes the number is achievable and can say why
Download all 100 points as a PDF →
$5,000
10 business days
Required before any engagement
What you get
  • All 100 points scored, with ten section subscores and a single GTM score out of 100
  • Your baseline measured and signed — every funnel stage, as it stands today
  • Every finding, ranked by what it’s costing you in pipeline, with the cost of each quantified
  • The fix sequence: what to address first, and why that order
  • A one-page business case written for the person who has to approve the spend
  • A 45-minute readout call
What it isn’t

The audit diagnoses. It does not build. The ICP rebuild, the message map, the pipeline model, the sequences, the scorecard in your CRM — those are the 90-day engagement. The audit tells you precisely what’s broken and what it’s worth fixing. What you do with that is yours.

$5,000·10 business days·required before any engagement·credited in full toward any engagement·no discount·no-questions-asked money-back guarantee
I don’t sell a 90-day build off a sales call, and you shouldn’t buy one. The audit is how we both find out whether this is worth doing. Plenty of companies take the diagnosis and run the fix themselves. That’s a working outcome, not a failed sale.
Book the audit call
90-Day GTM Fix · $37,500

Three months. $15,000, then $12,500, then $10,000.

The audit told you what’s broken and in what order. This builds it. Same senior person doing the work every month — there is no team behind me and no one to hand you off to.

Month 1
Diagnose + rebuild
$15,000
 
  • ICP rebuilt from closed-won data
  • Target account list
  • Positioning and message map by persona
  • Objection handling
  • Baseline locked and signed
Month 2
Install
$12,500
−$2,500
  • Pipeline model with stage exit criteria and derived volume targets
  • Outbound build — list sources, sequence architecture, written sequences, deliverability configured
  • Scorecard built in your CRM
Month 3
Prove + hand off
$10,000
−$2,500
  • Sales operating kit — discovery framework, qualification criteria, battlecards, deal review format
  • Optimization against the baseline
  • The 90-day playbook and operating cadence documented
$37,500total. Then$7,500/mofrom month four.

Scope boundaries

  • I build the motion. Your team runs it. I don’t manage your reps, carry a quota or sit in your pipeline calls as an operator.
  • Paid media spend, tooling and data subscriptions are yours.
  • One named executive sponsor on your side for the full 90 days. If that person changes, we re-charter.
  • Read-only CRM access from day one. The scorecard gets built where your data lives, not in a spreadsheet I maintain.

Two builds at a time. A small number of advisory clients alongside them. Start dates are limited by that, not by sales.

Book the audit call The audit comes first. Always.
Ongoing · from month four

From month four, you run it. I keep you honest.

Continues from the build

Advisory

$7,500/mo

The motion is built and your team owns it. My job is now diagnosis and direction: find what’s leaking, say what to do about it, name who owns it and by when — and tell you the truth about whether it’s working.

The cadence
MonthlyOperating review — every funnel stage against your signed baseline, holes identified, each fix specified as diagnosis → prescription → owner → date1 hour
MonthlyWork session, two weeks after the review — one priority worked through in depth1 hour
Every two weeksAsync status, you send, I respond within one business day—
WeeklyOffice hours — two 2-hour blocks, book 15-minute slots, one per blockAs needed
QuarterlyReforecast, priority reset, all 100 points re-scored1 hour
What you keep, every month
  • The pipeline scorecard, updated — baseline, current by stage, what moved, what’s leaking, three actions with owners and dates. One page, built to forward.
  • The decisions and actions log, reviewed at the top of every session.
Not included

I don’t write your sequences, build your lists, run your CRM or manage your reps. That work was done in the 90 days and it belongs to your team now. If you want it done for you, that’s a different engagement and a different number.

$7,500/mo·starts month four·six-month minimum from engagement start·cancel any time after that
A measurement engagement

GTM Scorecard

$4,000/mo
Then → now

Your number at the audit. Your number every quarter after that, scored the same way, by the same person, against the same baseline. Nobody inside your company can produce that number.

Someone independent measures whether your go-to-market is actually improving, every month, against a baseline you signed — and tells you the truth about it. Your team does the work. I hold the number.

What you get
QuarterlyReforecast, priority reset, all 100 points re-scored1 hour
MonthlyOperating review — scorecard updated, every stage against baseline, active sections re-scored1 hour
MonthlyMid-month progress check — are the three actions moving, what’s blocked, what needs to change30 min
MonthlyAsync status, you send, I respond within one business day—
Who it’s for — two doors
  1. From month seven. The step down from Advisory when the build is bedded in and you need the discipline, not the hours.
  2. After an audit you didn’t act on. You have the diagnosis and your team is going to run the fix themselves. This keeps you measured while they do.
Not included

No work session. No office hours. Nothing gets built. This is measurement and direction only — the plan moves when your team moves it.

To start, four conditions
  • One named owner who attends every session
  • Read-only CRM access maintained throughout
  • Quarterly commitment, not monthly
  • Two consecutive missed sessions and I pause billing until you’re ready
$4,000/mo·billed quarterly·available from month seven, or directly after an audit
What you own at day 90

Whatever happens next, you own all of this

Results depend on execution, and execution is yours. The system isn’t. Everything below is built during the 90 days, lives in your tools, and stays yours whether you keep working with me or not.

01

The scored audit and baseline

100 points, ten subscores, every funnel stage measured as it stood on day one. Dated and signed.

02

ICP definition and target account list

Built from your closed-won data, prioritized, with written disqualification criteria.

03

Positioning and message map

By persona and segment, top five objections handled, proof mapped to every claim.

04

The pipeline model

Stage definitions with exit criteria, conversion rates by stage, and the top-of-funnel volume your revenue target actually requires.

05

The outbound build

List sources, sequence architecture, the written sequences, deliverability configured and tested.

06

The scorecard, live in your CRM

Saved reports and dashboard, built where your data lives. It keeps running whether or not I do.

07

The sales operating kit

Discovery framework, qualification criteria, battlecards, deal review format.

08

The playbook and operating cadence

Documented well enough that a new hire can run it.

You own all of it at day 90 whether or not you run it. What happens after that depends on execution, which is yours — which is exactly why month four costs less and asks more of you.

Who it’s for, and who it isn’t

This isn’t for everyone, and the mismatch is expensive for both of us

A good fit if you’re…

  • A B2B company between $50M and $200M in revenue
  • Missing a number you have already committed to
  • Carrying a sales team that is working hard against a motion nobody has rebuilt in years
  • Able to name one executive who will own this for six months
  • Willing to have your pipeline measured honestly, including the parts that look bad
  • Prepared to have your own team execute the plan after day 90

Not a fit if you’re…

  • Pre-revenue or pre-product-market-fit — there’s no motion to diagnose yet
  • Looking for someone to carry a quota or manage your reps day to day
  • Expecting outsourced execution to continue indefinitely after the build
  • Unable to give read-only CRM access — the whole method depends on your data
  • Shopping for the cheapest option; this is priced against a fractional CRO, not an agency retainer

If you’re in the second column, say so on the call and I’ll tell you honestly. I run two builds at a time; a bad fit costs me a quarter.

Terms and how it starts

The terms, stated plainly

Six-month minimum. Three months of build, three months of advisory. $37,500 plus $22,500. You’re committing to the handover, not just the build — a motion that gets rebuilt and then left alone goes back to where it was.

Credited in full. The $5,000 is credited in full toward any engagement.

Money-back guarantee. The 100-Point GTM Autopsy is covered by a no-questions-asked money-back guarantee.

The build. Results depend on execution and execution is yours; I’m not going to promise a number I don’t control.

The audit is the trial. It’s a real piece of work with its own deliverable, and you own it whatever you decide next. Plenty of companies take the diagnosis and run the fix themselves. That’s a working outcome, not a failed sale.

Nothing is sold before the audit. No exceptions, including for people who want to skip it. A six-month commitment bought off a sales call is the engagement that goes wrong.

After month six, Advisory continues month to month at $7,500 and you can stop any time, step down to the $4,000 Scorecard, or step back up for a new segment or a rebuilt team.

How it starts
  1. 1
    Fit call, 30 minutes
    We establish whether you’re in the right column. No pitch.
  2. 2
    Audit, 10 business days
    $5,000. Interviews, CRM data, 100 points scored.
  3. 3
    Readout, 45 minutes
    Your score, your baseline, every finding, the business case. You decide from here.
  4. 4
    Build starts
    Month one begins within two weeks of the readout, subject to capacity.

The audit usually sits inside a single approver’s authority. The build generally doesn’t — the one-page business case in your audit deliverable is written for whoever has to sign off, so you aren’t rebuilding the argument yourself.

AgentPress
7 to 25 qualified meetings a month in 45 days.
1905 New Media
Digital services from $4M to $11M over two years.

3x VP of Sales. 2x founder. Two builds at a time.

FAQ

The questions people actually ask

Why does the price go down instead of up?

Because the work changes. Month one is diagnosis and rebuild — the heaviest lift and the longest-compounding. By month four your team is running the motion and I’m measuring it. The fee follows the work, which is how it should have always been.

Why is the audit required?

Because I won’t sell a six-month engagement off a sales call and you shouldn’t buy one. Ten days and $5,000 is how we both find out whether this is worth doing.

How does the audit credit work?

The $5,000 is credited in full toward any engagement.

What if we do the audit and decide not to continue?

You keep the score, the baseline, every finding and the business case. Plenty of companies take that and run the fix themselves. If you want someone keeping you honest while you do, that’s the $4,000 Scorecard.

Is there a guarantee?

Yes. The 100-Point GTM Autopsy is covered by a no-questions-asked money-back guarantee.

Can we skip the audit if we already know what’s wrong?

No. You may well be right about what’s wrong — most people are right about one or two things and miss the rest.

Who actually does the work?

I do. There’s no team behind me and no one to hand you off to. That’s also why I run two builds at a time.

What do you need from us?

One named executive sponsor, read-only CRM access from day one, four to six people for interviews during the audit, and a team willing to execute after day 90.

What happens if our team doesn’t execute?

You’ll know by the second monthly review, because the scorecard will show it, and I’ll say so. That’s most of what you’re paying for from month four.

Can we pause?

Not during the six-month minimum. After that, Advisory is month to month and you can pause, stop, or step down to the Scorecard.

What’s the difference between the two ongoing tiers?

Advisory includes a monthly work session and weekly office hours — you get working time. The Scorecard is measurement and direction only: the monthly review, the mid-month check, the quarterly re-score.

Do you work with companies outside $50M–$200M?

Sometimes, below the range. Above it there’s usually an internal team and the work is different. Ask on the fit call.

Start where everyone starts

Thirty minutes to see whether this fits. If it does, the audit starts within a week and you have your score ten business days later.

$5,000·10 business days·100 points scored·every finding, ranked by cost

Book the audit call Download the 100-point framework.

It’s the full list I score against, so you can see exactly what the audit measures before you spend anything. Reading the list is free. Knowing where you actually score isn’t something anyone can do from inside the company — which is most of what you’re paying for.