When your GTM generates activity but not enough revenue.

I help established B2B companies with complex sales find what’s limiting growth, align on what to fix, and help their teams make the change.

That includes understanding where AI can improve GTM performance, where the work needs to change, and where human judgment still matters.

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No pressure. No pitch. Just clarity.

Brian Carroll

GTM Advisor for Complex B2B
McGraw-Hill Author | Former Inc. 500 CEO | 25+ years in complex B2B 

You know something isn’t working. The harder question is knowing what.

  • Sales and marketing activity looks healthy, but revenue isn’t keeping up.
  • Pipeline growth has slowed, and no one can clearly explain why.
  • Marketing, Sales, and RevOps aren’t aligned on the problem, priorities, or what to fix.
  • Your ICP, segment focus, or growth strategy isn’t translating into consistent execution.
  • You’re moving upmarket, launching something new, or trying to scale, and weaknesses in the current approach are showing.
  • Your teams are using AI, but you're not seeing meaningful improvements in GTM performance.

If you’re seeing these patterns, don’t guess what’s wrong. Start by identifying the real issue.

The Three Questions We Answer

1.

What’s limiting growth?

Separate the symptoms from the real issue.

2.

What should we fix first?

Align leadership around what to fix first.

3.

How do we make the change?

Help your team turn those decisions into action.

Different symptoms and constraints. Measurable results. 
35+ GTM engagements

Customers served! 1 X Meetings for a SaaS BDR team in four weeks
Customers served! 1 % Higher SDR quota attainment after redesigning qualification and handoffs
Customers served! 1 % Fewer untouched leads by improving routing, ownership, and follow-up
Customers served!
1 % Shorter sales cycle after redesigning the buyer path
GTM OS Certified Partner badge with colorful ring

Diagnose the whole revenue system, not just the funnel

I use the GTM Operating System™ to look across the interconnected parts of go-to-market rather than assume the visible symptom is the actual problem.

It gives us a common language. The evidence tells us where to act.

gtm os

AI won't fix the wrong GTM system. It just scales it. 

AI is changing what's possible across marketing, sales, and customer success. 

But making individual teams more productive doesn't necessarily improve how your business goes to market. 

The bigger opportunity is to rethink how work gets done across your GTM system. You can't rely on the past to get you where you want to go.

I help B2B leaders identify where AI can create leverage, redesign how work gets done, and bring people together to make the change happen.

Diagnose

Where can AI make a difference?

Identify where AI can create value and what's getting in the way.

Redesign

What needs to work differently?

Rethink workflows, decisions, and how people and AI work together.

Enable

How do we make the change?

Help teams put new ways of working into practice.

Explore AI-Enabled GTM →

How I find what’s really going on

I compare the data with the buyer journey and what frontline teams are experiencing to separate visible symptoms from the real issue.

That gives you the proof to decide what to fix before investing in another solution.

What this looks like in practice

SaaS | Fixing a Broken GTM Motion

Meetings weren’t converting. I helped identify the breakdown in qualification, handoffs, and follow-up. Demo volume doubled in four weeks.

Manufacturer | Rebuilding Lead Follow-up

Thousands of leads. Broken routing. No accountability. After rebuilding the GTM motion, quota attainment increased 27%.

Manufacturer | Redesigning the Buyer Journey

Outbound activity was high, but revenue wasn’t. Redesigning the buyer journey helped shorten the sales cycle by 22%.

Read the full case studies →

Hi, I’m Brian Carroll.

For more than 25 years, I’ve worked inside complex B2B revenue systems, helping organizations find what’s getting in the way of growth and make those systems work better.

Before Markempa, I built InTouch into a 63-person Inc. 500 company, later acquired by MECLABS. I’m also the author of Lead Generation for the Complex Sale (McGraw-Hill).

Most organizations already have talented people who can do the work. My job isn’t to replace them. It’s to help leadership make sure the organization is working on the right things, in the right order, and doing them well.

I'm also actively exploring how AI changes what's possible in GTM. I've built my own AI-enabled operating environment, developed specialized agent workflows, and created a GTM skill accepted by GTM Skills.
That hands-on experience helps me understand where AI can create value, what needs to change first, and where human judgment still matters.

Before you invest in another fix, make sure you’re solving the right problem.

  • More pipeline won’t fix a conversion problem.
  • New AI workflows and agents won’t fix a process problem.
  • A reorg won’t fix a buyer-journey problem.
  • More activity won’t fix a sales and marketing system that’s working against itself.

Find out what’s limiting growth.

Not sure where the problem is? Start with the GTM Maturity Assessment.

Take the GTM Maturity Assessment →

Already know what you need help with?

Let's talk about your GTM →