B2B Go-to-Market Strategy
Your marketing team is working.
Your pipeline disagrees.
Something in your marketing isn't working. You're just not sure what. We find it, fix the foundations, and build something that turns marketing from a cost center into your strongest growth lever.
$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.
Posts are going out, campaigns are running, the team is heads-down. And somehow your pipeline still looks the same as it did six months ago.
That gap between marketing effort and pipeline outcomes usually lives upstream: positioning that was never quite right, or messaging built for a buyer that has changed. Sometimes both.
Other times, the issue hides because of early success. The company grew on relationships and word of mouth, and nobody ever had to build a real marketing function. Now you need one, but there's no foundation to build from.
We find what's broken and build what's missing.
How it works
Three offerings.
Start where you need us.
We meet you where the business actually is. Some engagements start with a diagnostic. Others skip straight to strategy or execution.
01
Stage One
GTM Diagnostic
A structured assessment of your go-to-market across eight pillars — positioning, messaging, channels, competitive landscape, team, and more. You'll leave with a clear picture of what's broken, and a prioritized plan to fix it.
02
Stage Two
Strategy & Roadmap
A prioritized 90-day plan to kick-start the changes that will move the needle for your business. We'll cover staff, budget, tech stack, and the most critical gap to fix first. Then we'll kick-start the work together in a 4-6 week sprint.
03
Stage Three
Ongoing Advisory
Engage us as your fractional CMO, embedded in the leadership conversation, guiding your team's execution and providing ongoing mentorship. Or, we can source and direct the right contract talent to handle tactical execution for you.
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 your competitors, 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. We'll include where to invest, what to stop doing, and how to sequence it.
Sales & Pipeline Programs
Bridging the gap between marketing output and sales performance with 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 everyone else).
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 Fractional CMO. Val owns the client relationship from diagnostic through delivery - the strategic thinking, the tough conversations, and a GTM roadmap custom-built for your business.
She's spent 15 years inside marketing organizations - 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.
The diagnostic is the fastest way to get clarity on what's actually holding your marketing back. You'll walk away with an honest assessment of where things stand and a prioritized view of what to fix first.
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.
Yes — most of our clients don't. What we find most often is that other team members have absorbed marketing responsibilities alongside their actual jobs. That's not a marketing function. It's exactly the situation we're built to help.
Agencies scale by staffing junior teams and standardizing the work. We bring senior thinking to every engagement, and if your situation calls for specialist support, we pull in the right person for that specific need.
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.