GTM Advisor for Complex B2B

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.

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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 B2B GTM

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

GTM 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 GTM strategy isn’t translating into consistent execution.
You’re moving upmarket, launching something new, or trying to scale, and weaknesses in the current GTM motion are showing.

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

The Three Questions We Answer

What’s limiting growth?

Separate the symptoms from the real issue.

What should we fix first?

Align leadership around what to fix first.

How do we make the change?

Help your team turn those decisions into action.

Different symptoms. Different 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

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Diagnose across the whole GTM, 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.

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.

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 GTM 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 →