Market and segmentation
Choose the markets and use cases that deserve commercial attention first.
Narrow Build · Go-to-market strategy
Your technology is ready for customers. Is your commercial model?
Build turns a clear commercial diagnosis into a practical go-to-market strategy and the foundations needed to execute it consistently.
For founder-led technical B2B businesses with real market potential, early conversations or customers — but an unclear or founder-dependent route from interest to revenue.
The challenge
A good product does not automatically create a repeatable route to market.
Without clear market focus, a defined buyer, a compelling commercial proposition and an understood buying process, teams can generate activity without building predictability.
Build connects the strategic decisions to the commercial work: who to prioritise, what problem matters, why a customer should buy, how to reach them, how to qualify opportunities and what to measure.
What Build can cover
The components of a usable GTM strategy.
The exact scope follows the evidence from Focus. We work on the highest-priority components rather than prescribing every activity to every business.
ICP and buyer roles
Define which companies and people have the strongest problem, urgency and ability to buy.
Value proposition
Connect technical capabilities with meaningful customer outcomes and differentiated value.
Positioning and messaging
Develop a consistent commercial story for founders, buyers and partners.
Routes to market
Prioritise appropriate channels, partnerships and founder-led sales activity.
Qualification and sales process
Define evidence-based opportunity stages, next steps, decision criteria and pipeline visibility.
From strategy to operation
Something your business can actually use.
Build is designed to create a commercial plan and working practices that can guide everyday decisions. Depending on scope, this may include sales tools, qualification criteria, pipeline stages, KPIs and a practical implementation roadmap.
There is no assumption that more software, more hiring or more marketing spend is the answer. The goal is to make the commercial model clear enough to test, improve and eventually repeat.
How it starts
Build follows evidence, not a fixed template.
Narrow normally starts with Focus, a standalone commercial diagnostic. This establishes what already works, what the business needs next and which parts of the GTM model warrant investment.
Build is then scoped around those findings, with deliverables and commercial terms agreed before the work begins. Prove can provide ongoing support to refine the model against real customer and pipeline evidence.
What changes
From a strategy document to better commercial decisions.
A GTM strategy has limited value if it cannot guide the next customer conversation, the next qualification decision or the next investment in growth. Build aims to give the founder and team a shared working model.
- Prioritisation: which markets, buyers and use cases to pursue first — and which to leave for later.
- Value: what problem the customer will pay to solve, and how to communicate that in buyer language.
- Progression: how a promising conversation becomes a qualified opportunity with a credible next step.
- Measurement: which leading indicators show whether commercial activity is moving towards revenue.
The deliverables are tailored to the agreed scope. The point is to make the commercial model usable, not to produce more slides for their own sake.
Practical questions
How Build works in practice.
Do we need a completed Focus diagnostic first?
Focus is Narrow's normal starting point because it establishes the evidence and priorities. If you already have a clear, credible commercial diagnosis, we can discuss what is available and whether a targeted Build scope is appropriate.
Is Build only a GTM strategy deck?
No. Depending on the agreed scope, it can include the associated qualification rules, pipeline stages, sales process, measurement approach and implementation plan needed to put the strategy into use.
Will Narrow run our outbound sales?
Build is commercial strategy and capability development, not an outsourced prospecting or appointment-setting service. The objective is to give the business a clearer and more repeatable route to customers.
Build what matters
Let's make the route from technical value to revenue clearer.
Tell Nathan where the business is today and what you need your commercial model to achieve.