gtme.ai
Go-To-Market, Engineered

Go to market, engineered.

Taking the theoretical and making it practical.

I help founders, CMOs and CROs win complex enterprise deals in small markets — strategy and execution in the correct sequence, built with your team.

Book a ConversationSee How I Work
  • Diagnose & Design
  • Build
  • Transfer
Alex Ford — Go-To-Market Advisor
Embedded between CMO and CRO

Clients and embedded roles

Trusted by scaling businesses across fintech, healthtech and media

The Argument

Execution Got Cheap. Judgement Didn't.

  1. 01

    Anyone Can Run the Plays

    AI collapsed the cost of go-to-market execution. Enriching, personalising, sending — all of it is cheap now, for everyone.

    Cost of execution against value of judgementAn illustrative chart. The cost of go-to-market execution falls steeply from before AI to now, while the value of judgement stays high and rises.Before AINowRELATIVECost of executionValue of judgement
    JudgementExecution costIllustrative, not measured

  2. 02

    Small Markets Burn Fast

    When your buying population is measured in hundreds, not millions, volume is the wrong physics. One badly judged sequence burns an account you cannot replace.

  3. 03

    The Durable Layer

    Tools will come and go. Human psychology remains. People do business with people they know, understand and trust — they always have, and AI won't change that.

    The durable layerThree stacked layers. Tools at the top keep changing. Judgement in the middle is stable. Human psychology at the base does not change.Human psychologyPeople buy from people they know, understand and trust. Always have.PERMANENTJudgementWho to pursue, what to say, what never to send. Measured, not opined.DURABLETOOLS · COME AND GOSpreadsheetsEmail sequencerList vendorEnrichmentIntent dataSales engagementSignal graphsAgentsWorkflow buildersEvery few years the top layer is replaced.The bottom two are not.

  4. 04

    One System, Not Two Departments

    The motion fails in the seam between the CMO and CRO. Someone senior has to sit inside it and make marketing and sales one system.

    The seam between marketing and salesTwo overlapping circles, marketing and sales. The overlap, labelled the seam, is where the motion fails and where I sit.MarketingCMO · creates pipelineSalesCRO · closes itThe seamNobody owns the whole. Until someone sits inside it.

Tactics and tools alone do not deliver results. Neither does strategy. The combination, in the correct sequence, delivers the results.

How I Work

Diagnose & Design. Build. Transfer.

  1. Diagnose & Design

    MeYour team

  2. Build

    MeYour team

  3. Transfer

    MeYour team

Who does the work shifts each phase. The engine ends up yours.

Diagnose & Design

The judgement work: who to pursue, how the motion should run, and what never to send. ICP, targeting, the operating model, and the architecture of the engine.

  • ICP and account map
  • Operating model and process design
  • Stack and workflow blueprint

Build

The engine, built on your stack with your team — signal, data, and workflow serving an enterprise motion, not a volume motion.

  • The signal and data engine
  • Working plays, live in-market
  • Systems your team can see inside

Transfer

Training, methodology, and enablement until your team runs it without me. The goal is capability transfer — not dependency.

  • Team trained on the engine
  • Playbooks documented in your language
  • The capability stays when I leave
See the full engagement model

Track Record

Trusted across fintech, healthtech, and beyond.

From early-stage fintechs to established financial institutions, healthtech pioneers, and media companies — I bring data-driven growth to scaling businesses.

Venture-Backed, Series A–E

Stage focus

Fintech · HealthTech · Media

Industry expertise

Data-Driven Growth

My approach

Investor-Backed

I support companies backed by the world's leading investors

Client Results

What clients say

“Alex combines the strategic thinking of a founder with the hands-on execution of an operator. He doesn't just tell you w…”

Justin Basini

Justin Basini

CEO & Founder at ClearScore

“Alex brought a level of operational rigour to our GTM that we hadn't seen from external partners before. He understands …”

Paul Kizakevich

Paul Kizakevich

CRO at ComplyAdvantage

“Alex helped us land major clients in our early stage. He protected us from making obvious mistakes in GTM and trained th…”

Joe Jordan

Joe Jordan

Founder at Adclear

“Alex helped us figure out who to go after and how to reach them. His data-first approach cut through the guesswork and g…”

James Gozney

James Gozney

CEO & Founder at Aslan

“Alex understood our complex buyer landscape from day one. He built an outbound engine that actually reached the right pe…”

Robert Jay

Robert Jay

CMO at With Intelligence

“Alex embedded himself in our team and treated our growth like his own. He built the outbound infrastructure from scratch…”

Nick L

Nick L

CEO & Founder at Flawless

“Alex ran an entire website migration and sales team implementation of HubSpot Enterprise across marketing, website, and …”

Amy Miller

Amy Miller

CMO at Care Fertility

“Alex brought a structured, data-driven approach to our outbound that we simply didn't have in-house. He set up the infra…”

Deane Barton

Deane Barton

CCO at Translucent

“What sets Alex apart is that he's been a founder himself. He doesn't just advise — he rolls up his sleeves and builds. T…”

Kate Cox

Kate Cox

CMO at Guesty

“Alex helped us rethink our entire go-to-market approach. His combination of data skills and practical marketing experien…”

Dan Spicer

Dan Spicer

CMO at SureCloud

“Alex brought clarity to a complex market. He mapped our ICP, set up the data layer, and gave us a repeatable process for…”

G

GoodShape

“As a founder, I needed someone who could move fast without hand-holding. Alex did exactly that — he scoped our TAM, buil…”

Paul Wickers

Paul Wickers

CEO & Founder at Huggg

Certified On The Modern Stack

Certified on the tools, which is exactly why I know the tools aren't the answer.

Credentials

  • FMH Top 30 Fintech Marketers 2023
  • FCA Innovation Programme
  • Speaker, UX Cambridge 2018
  • Judge, Kent Business School ASPIRE
  • Mentor — Rise (Barclays), Google Startups Hub, Innovate Finance

Ready To Make It One System?

Book a conversation. If the fit is right, you'll know quickly — and so will I.

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