B2B Go-to-Market Strategy
Your marketing team is working.
Your pipeline disagrees.
We help mid-market B2B companies diagnose what's broken across their go-to-market — and build the plan to fix it. Then we stick around to make sure it actually happens.
$50M+
Pipeline from a single integrated campaign
500%
Increase in lead volume for a scaling B2B brand
32
Countries reached by GTM programs
6
Acquisitions navigated with brand and GTM intact
The problem
You have a team. You have budget.
Something still isn't adding up.
The issue is almost never effort. Mid-market marketing teams are often doing everything right tactically and still losing ground to competitors, watching deals stall, or struggling to explain why growth has plateaued.
GTM problems rarely live inside the marketing function. They live upstream — in how you're positioned, how your message lands in a sales conversation, whether your channels match how your actual customers buy. Most internal teams are too close to the work to see it clearly. That's not a criticism. It's just the nature of being inside the building.
This is exactly where outside perspective earns its keep.
How it works
Three stages.
One continuous thread.
Every engagement starts with a clear-eyed look at where things actually stand — before anyone recommends anything.
01
Stage One
GTM Diagnostic
An honest assessment of your go-to-market across positioning, messaging, channels, competitive landscape, and team structure. You'll have a clear picture of what's working, what isn't, and why.
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02
Stage Two
Strategy & Roadmap
A prioritized plan covering the changes that will move the needle — staffing, budget, tech stack, and the single most critical gap to fix first. Then we fix it, together, within the project scope.
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03
Stage Three
Ongoing Advisory
Engage us as your fractional CMO — embedded in the leadership conversation, guiding your team's execution — or we source and direct the right contract talent to implement it alongside you.
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What we work on
The full GTM picture —
not just the marketing layer.
Competitive Positioning & Messaging
Clarifying what you own in the market, why buyers should choose you over the obvious alternative, and making sure that story holds up from the homepage to the sales conversation.
GTM Strategy & Channel Design
Mapping the right go-to-market motion for your stage, your buyer, and your team's actual capacity — including where to invest, what to stop doing, and how to sequence it.
Sales & Pipeline Programs
Bridging the gap between marketing output and sales performance — battle cards, competitive positioning, campaign programs, and the content that helps your team win deals.
Executive Thought Leadership
Turning your founder or leadership team's genuine expertise into the kind of presence that shortens sales cycles and generates inbound — without sounding like a ghost-writing factory.
Why it Works
Led by someone who's held the seat you're trying to fill.
Our work is anchored by Val Schein, Founder and Lead Strategist. Val owns the client relationship from diagnostic through delivery — the strategic thinking, the hard conversations, the roadmap that actually reflects your business rather than a template from the last engagement.
She's spent 15 years inside marketing organizations — not advising from a distance, but building the infrastructure, owning the number, and sitting in the rooms where GTM decisions get made.
"Most agencies silo these functions, but Hankering works the way founders think — everything connected, everything building toward the bigger picture."
Paul Heddings · Co-Founder, TAAPD
Start with
the diagnostic.
Most engagements begin with a GTM diagnostic — a clear-eyed read of where things stand before we recommend anything. If it surfaces something worth addressing, we'll have a frank conversation about what that looks like. If it doesn't, you'll at least know why your pipeline is disagreeing with your effort.
What you're probably wondering.
A GTM diagnostic is a structured assessment of why a company's go-to-market isn't producing the results it should. At Hankering Collective, the diagnostic covers eight pillars: market and audience clarity, brand positioning, messaging architecture, visibility and earned media, content and digital presence, GTM motions and channels, conversion and client experience, and brand governance. Each pillar is scored independently, with strengths noted, gaps identified, and a prioritized recommendation. The output is a clear read on where the highest-leverage problems are and what addressing them actually looks like.
A fractional CMO provides senior marketing leadership on a part-time or retainer basis, without the cost or commitment of a full-time hire. At Hankering Collective, that means owning the GTM strategy, guiding internal team execution, attending leadership meetings, and serving as the accountable voice for marketing's contribution to revenue. The most effective engagements are grounded in a clear picture of where the business actually stands before recommendations are made.
Mid-market B2B companies that have a marketing team and a budget but aren't seeing those investments convert to pipeline. The most common situation: teams that are executing well tactically but losing ground to competitors, watching deals stall, or struggling to explain why growth has plateaued. The problem usually isn't effort. It's something upstream in positioning, messaging, or channel strategy that internal teams are too close to see clearly.
Most clients start with a diagnostic, either a Lite Diagnostic ($500, based entirely on public signals) or a Full GTM Diagnostic ($2,500, combining external analysis with structured client intake). That said, the right starting point depends on what you're dealing with. The best way to figure that out is to get in touch and share what's going on.
Yes. For companies without an in-house marketing function, Hankering Collective can serve as an outsourced marketing department, with Val managing strategy, vendor relationships, and day-to-day execution. This goes beyond advisory or fractional CMO leadership into full operational ownership of the marketing function.
Hankering Collective is based in Leesburg, Virginia, and works with mid-market B2B companies globally. Val Schein's GTM programs have reached clients in 32 countries.