How to succeed in B2B Go to Market design

Transformations in B2B
Go-to-Market Design:

Connecting Strategy to Execution

A comprehensive review of classic tools, common challenges and strategies for differentiation, based on our cross-functional expertise and broken down into shareable insights, graphics and videos. This includes our B2B Cluster Framework—an  interactive exercise derived from an analysis of more than 50 industries and sectors to distill the most prominent drivers of market and commercial dynamics among them. The result? Six clusters that correlate key challenges and priority tools with high-impact actions for a variety of B2B business types.


The key to building a successful B2B GTM is about knowing what your business and offerings mean to your customers. Our B2B Cluster Framework is a matrix that divides B2B companies into six clusters based on these demands—and identifies key actions and tools for accelerating the results of the GTM within each.

Once you have identified which cluster your business falls in, find out more about the key challenges, tools and solutions that match your reality here. Looking at each B2B cluster may spur ideas within your organization about where yet-imagined opportunities still exist.

There are no ready-made solutions for a B2B GTM. There are, however, tools that can be effectively tailored to the demands and reality your business is facing. Our Strategy-to-Execution toolbox was custom-built with this necessity in mind.

It’s hard to understate the value of change management and its bearing on implementation. A company could develop an iron-clad GTM strategy, yet still fail if change management is not considered from the start. Read about our approach to transformation and the role of the CEO in driving it.




André Valente

André is a director at Integration and leader within the Marketing & Sales practice. Working across sectors, he is a senior specialist advising especially on the revision of Go-to-Market Models, Market Entry Strategy to new markets, Strategy and Innovation Processes and Marketing and Trade Processes. Before Integration, André worked as a Business Developer at Sandvik, [...]

Andrea Aun

Andrea 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 be [...]

Guido Solari

Guido is the leader of our Buenos Aires and Santiago office and is a director within our Marketing & Sales practice. Having worked with Integration since 2006, he has completed a wealth of projects across Latin America, the United States, Canada and Europe with clients spanning many sectors, including Retail, Consumer Goods, Government, Healthcare and [...]

Vinicius Olivo

Vinicius brings a broad and deep understanding of our Marketing & Sales solutions 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 Perfect Store design.

  • On 29 October 2020