B2B Go-to-market design: Connecting strategy to execution
For B2B companies, connecting strategy to execution isn’t just a matter of developing the right commercial model – it’s about ensuring that model is grounded in your market reality and implementable within your organization’s culture.
The difficulty of connecting strategy to execution is a top concern among the more than 500 CEOs we work with each year. Yet many businesses approach their go-to-market by recycling past models or replicating competitor strategies – approaches that fail to respond to the demands their business must fulfill today.
In our experience, companies that skip foundational market analysis or treat the GTM as a “sales-only” initiative consistently underutilize rich possibilities for differentiation and growth.
In this report, we explore Integration’s comprehensive approach to B2B go-to-market design through:
- The Strategy-to-execution Toolbox – A three-part guide covering Market Foundation, GTM Design, and Change Management
- Six Fundamental GTM Design Tools – From segmentation and commercial models to service levels and customer action plans
- The B2B Cluster Framework – A self-assessment tool drawing on 50+ industries to identify the challenges, tools, and priority
actions most relevant to your business - Practical Case Examples – Real scenarios illustrating how different commercial models solve specific client needs
Understanding market demands
Many businesses start by recycling tried-and-tested GTM designs that cloud possibilities from the outset. The two most common paradigms – modifying a past model or replicating competitor strategies – inherently limit the ability to identify how your business can differentiate its value for clients today.
Our approach begins with establishing your Market Foundation through three core analyses: a diverse, end-to-end voice of the market that captures what clients across all regions and channels are saying; a demand distribution index that maps the size of opportunities by location; and a rigorous cost-to-serve analysis executed per client and aggregated by channel.
From strategy to implementation
Through our work across 600+ Marketing & Sales projects and engagement with 500+ CEOs annually, we’ve found that technical expertise alone doesn’t guarantee successful transformation. Change management is not the “third element” of GTM design – it cuts across all components, requiring commitment from the C-level, a multifunctional approach to communication, and careful stakeholder management from day one.
Our full report offers a complete strategy-to-execution toolbox.
FIND OUT MORE BY READING THE FULL REPORT
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André Valente
André Valente is a partner at Integration and leader of our Marketing & Sales practice. He has been part of the company since 2012 and holds nearly 20 years of experience in strategy and transformation projects – with a focus on marketing, innovation, sales and growth. André has worked on more than 50 projects across [...]
Andrea Aun
Andrea Aun is a founding partner at Integration and is recognized as an important female leader among Brazilian executives, participating in the LIDEM (Group of Leading Entrepreneurial Women) Executive Committee. She is an expert within the field of Marketing & Sales and Retail and has led over 100 projects in these areas. She continues to [...]
Augusto Modé
Augusto Modé is an engagement manager within Integration’s Marketing & Sales practice and has been working in the company since July 2018. His experience includes projects in market scan, go-to-market, commercial policy, due diligence and organizational structure redesign in sectors such as retail, consumer goods, metallurgical and financial markets and services. Augusto holds a degree [...]
Augusto Ribeiro
Augusto Ribeiro is a partner at Integration and has been working since 2003 in the Marketing & Sales practice. Augusto built a solid international experience, leading and implementing strategic Marketing & Sales projects in industries ranging from Consumer Goods through Construction & Property Development to the Financial Industry, especially in the Private Equity sector.
Bruno Torres
Bruno Torres is an senior manager at Integration and has worked in the Marketing & Sales Practice since 2017. Prior to Integration, Bruno worked as a software developer in Canada. At Integration, he has mostly participated in go-to-market strategies in various industries, including pulp & paper, agro, B2B services, steel, consumer goods, hygiene & beauty, [...]
Carlos Lima
Carlos Lima is the president of Integration and a founding partner. Carlos has worked with leading international companies across the globe as a consultant for the last 30 years and has developed a particular specialization in Marketing and Sales. He is considered an expert in the Consumer Goods sector and on the topics of Commercial [...]
Fábio Goulart
Fábio Goulart is a senior manager at Integration's Finance & Management Practice. He worked at Integration from 2018 to 2021 and rejoined the company in July 2023. In addition to Integration, Fabio has worked in Growth Strategy at Isaac (Fintech for Education), and in Revenue Management at AB-Inbev. His consulting experience includes projects in Revenue [...]
Guido Solari
Guido Solari is a partner at Integration and the head of our LATAM offices. Guido joined the company in 2006 and is part of the Marketing & Sales Practice. He has carried out over 250 projects across Latin America, North America and Europe, serving clients in the areas of mass consumer goods, agribusiness, pharmaceuticals, media [...]
Guilherme Melo
Guilherme Melo is a senior manager in the Marketing & Sales practice. He has been with Integration since 2012 and is specialized in solutions such as go-to-market strategies, distribution network assessment & design, market sizing and entry strategy – with a strong focus on the consumer goods sector. Prior to Integration, Guilherme interned at Microsoft [...]
Guilherme Paz
Guilherme Paz is a senior manager leading the Digital Practice at Integration. Having joined the company in 2015, Guilherme has over 7 years of experience supporting clients in transforming their digital strategies and supply chain operations. His focus lies in the consumer services, retail and FMCG industries, with various projects addressing digital strategies and operations, [...]
Helena Rovery
Helena Rovery is an engagement manager in the Marketing & Sales practice at Integration and has been with the company since September 2022. Her experience includes leading and managing product innovation projects across several categories including food, personal care and beauty.
Ian Matiussi
Ian Matiussi is a senior director and joined Integration in 2010 and now has over a decade of experience, working in our Marketing & Sales Practice. Comfortable with a wide range of topics in this area, he is especially known for his expertise in strategic marketing initiatives such as Market Scans, Go-to-Market and Commercial Policy. [...]
Ian Specht
Ian Specht is a senior manager at Integration and has been working in the Marketing & Sales practice since July 2019. His experience includes Strategic Management and also has the following certifications: White Belt; Financial Management/ Investments.
Jonathan Ezban
Jonathan Ezban is a senior director at Integration and has been working since July 2011 in the practice of Marketing & Sales. Prior to Integration, Jonathan was an Analyst at The Friedman Group, where he developed projects related to Sales Budgets for retail companies in Mexico. Within Integration, we can highlight his experience in Market [...]
Jorge Gomes
Jorge Gomes is a senior director and a highly experienced professional in our Finance & Management practice having joined Integration in 2008. Jorge has travelled to countries around the world in support of our clients, leading projects related to revenue management, strategic planning, M&A and more. He has a well-rounded experience having completed multiple projects [...]
Juan Ignacio Martínez
Juan Ignacio Martínez is an senior manager at Integration and has been working since 2017 in the Argentina office. At Integration, Juan's work includes experience in various methodologies (go-to-market, distributor evaluation and excellence programs, and cost-to-serve) across a variety of industries and countries throughout LATAM.
Luis Bernal
Luis Bernal is a director in the Marketing & Sales Practice. Originally from Columbia, Luis is an entrepreneur at heart, and has worked in several start-ups in Colombia, receiving his MBA from IPADE. He has accumulated international consulting experience whilst working across the United States, Mexico, Caribbean and Central America, Colombia and Brazil in industries [...]
Marco Aurélio Pacheco
Marco Aurélio Pacheco is an engagement manager at Integration and has been working since 2017 in the São Paulo office. At Integration, Marco Aurélio’s work includes experience in various methodologies (Go-to-Market, Market Scan, Strategic Planning, Commercial Due-Diligence and RGM) across a variety of industries and countries.
Marco Lima
Marco Lima is an engagement manager at Integration's Finance & Management Practice and has been with the company since January 2021, with a focus on strategic planning, go-to-market, cost efficiency, digital transformations and process redesign in the consumer goods, retail and financial sectors.
Paulo Ferreira
Paulo Ferreira is an engagement manager at Integration's Marketing & Sales practice, where he has been working since 2020. His experience includes strategic planning, go-to-market projects, market analysis, market entry and expansion strategies, with a focus on the consumer goods, retail and basic industries sectors. He has worked in markets across South America, Europe and [...]
Roger Saltiel
Roger Saltiel is a partner at Integration and has been working since 2002 in the Marketing & Sales practice. Considered an authority in the Indirect Channel and Partner Relationship Management (PRM), he is a member of the Associação Brasileira de Atacadistas e Distribuidores (ABAD) [Brazilian Association of Wholesalers and Distributors], working in the leadership of [...]
Valentín Cia
Valentín Cia is an senior manager at Integration’s Marketing & Sales practice. With the company since 2016, his experience focuses on the design as well as implementation of projects across different methodologies, including go-to-market strategies, strategic planning, revenue management, commercial routines, process optimization and more. Valentín has carried out these projects in a diverse number [...]
Vinicius Olivo
Vinicius Olivo is a director and brings a broad and deep understanding of our Marketing & Sales solutions since having joined Integration in 2011. He supported leading national and international organizations in Retail and Consumer Goods in building sustainable competitive advantage. His project experience ranges from Go-to-Market models, Market Scans, Customer Segmentation, Category Management and [...]
- On 14 January 2026
