Diagnosis
Clarify the problem, objective, market, offer, resources, channels and constraints.
GO-TO-MARKET CONSULTING
Turn GTM strategy into a clear system of decisions, channels and execution.
We help companies connect market, audience, positioning, offer, communication channels, digital marketing, sales, CRM and partnerships, then turn that logic into an actionable plan.
WHEN COMPANIES COME TO US
The problem is often not a lack of activity, but a lack of a connected system.
- The product exists but the market message is unclear
- The priority segment or ideal customer is not clear
- The offer does not explain why the customer should choose it
- Marketing, sales and customer success operate separately
- Channels exist but their role in the funnel is unclear
- Digital marketing generates traffic but not enough qualified opportunities
- CRM, email and nurture are disconnected from sales
- The launch lacks owners, budget, KPIs or sequencing
- The company is entering a new market, channel or partner model
- The team needs a real 90-day plan, not another presentation
WHAT THE WORK CAN COVER
The scope follows the business problem and company stage.
- Market and competitor analysis
- Segmentation and ICP prioritisation
- Positioning, messaging and offer design
- Pricing and business-model logic
- Go-to-market strategy and launch planning
- Channel strategy and communication roles
- Website, landing pages and conversion path
- Content, SEO and organic distribution
- Paid media and growth logic
- Social, PR and influencers
- Email, CRM and lifecycle communication
- Lead generation and nurture
- Sales process and sales enablement
- Distribution, partnerships and channel strategy
- FMCG, retail, shopper and activation logic
- Funnel, attribution, KPIs and reporting cadence
- 90-day execution plan and checkpoints
- Support during implementation and iteration
The role is not to pretend one person personally executes every specialist discipline. The work connects decisions, channels, teams and external specialists into one GTM system that can be executed and measured.
A GOOD FIT FOR
Companies that need a bridge between strategy and market execution.
- FMCG and retail companies
- B2B and B2C businesses developing or launching a new offer
- SaaS, services and e-commerce businesses that need a clearer GTM system
- Founders, marketing and commercial teams that need external structure
- Companies connecting digital marketing, sales, CRM and partnerships
- Agencies that need additional GTM or activation expertise
NOT A GOOD FIT FOR
The work requires data, involvement and a willingness to make decisions.
- A company looking only for an executor with no room for diagnosis
- A team expecting a finished strategy without participating
- An organisation with no owner for implementation
- A company asking for a guaranteed result regardless of product and market
- A team unwilling to challenge existing assumptions
HOW THE WORK IS STRUCTURED
Five steps from diagnosis to implementation support.
Priorities
Separate decisions that can change the outcome from activity that simply creates busyness.
GTM system
Define the target audience, positioning, offer, channels, sales path, CRM and KPIs.
Execution plan
Turn strategy into a sequence of activities, accountable owners, deadlines and checkpoints.
Support
Review execution, analyse evidence and adjust the next decisions where needed.
EXPERIENCE AND APPROACH
More than two decades of commercial and entrepreneurial experience.
Boris Pezelj built Candy Universe from an idea into a retail system with 15 locations and a team of 43 people. Through Project Codes and advisory work, he now connects FMCG, retail, customer behaviour, digital products and go-to-market logic.
The objective is not another strategy deck. It is a working system of decisions, priorities, accountable owners, deadlines, KPIs and next actions.
FORM
Tell us about the GTM problem you are trying to solve.
A short description of the current situation, objective and biggest blocker is enough.