Go-to-market
Fulcrum GTM Agent
Structures go-to-market for a brand or a product: positioning, product, pricing, place, promotion. The agent prepares the analysis and the scenarios. The decisions stay yours.
Every launch starts from a blank page
The method lives in two or three people's heads. Outside that, every launch and every rebrand rebuilds the same work from scratch.
Research scattered everywhere
Market and competitor analysis sits in old decks, different folders and different heads. Nobody knows which version is current.
Positioning rewritten each time
Messaging, sales arguments and commercial offers are rebuilt from zero every time. The versions in circulation don't match each other.
Prices and channels by hand
Product-segment matrices and pricing scenarios live in spreadsheets. The channel plan gets decided without current price lists and margins.
What the agent does, from analysis to plan
Six tasks across positioning and the four Ps. The agent produces analysis, scenarios and materials; positioning and prices are yours to decide.
Analyses market and competitors
Collects and structures information on competitors, prices and positioning, with the source next to every data point. Where the source is missing, it says so.
Builds positioning and the product-segment matrix
Turns the analysis into positioning, key messages and a product-segment matrix. It prepares several options: you choose which one to run.
Pricing scenarios and channel plan
Builds pricing scenarios on price lists and margins from the ERP and proposes the channel and promotion mix. The pricing decision stays yours.
Updates price lists and pricing rules
Applies approved changes across ERP and e-commerce, one price list at a time. Nothing goes live without approval.
Prepares commercial offers
Assembles offers from CRM and ERP data: configuration, valid prices, terms, expiry dates. Your sales team reviews, adjusts and signs.
Keeps the launch plan running
Turns the go-to-market into a working document with tasks, owners and deadlines. It tracks progress and flags what has stalled.
Where the data comes from and who decides
Systems
Your CRM for pipeline and sales, ERP for price lists, margins and item master data, e-commerce platform for prices and availability, plus the market sources your company subscribes to.
Data
It reads sales history, margins, price lists and pipeline. It writes documents, scenarios and draft offers. Changes to price lists go live only after approval.
Human-in-the-loop
A person approves before an action becomes final. Positioning and pricing stay management decisions: the agent prepares the options and records the one you picked.
Governance
Role-based permissions on margin and pipeline data, a log of analyses and price list changes, data segregated by client and by project.
Launching a new product line
A scenario built on recurring work in a consumer goods company, not a client case. No figures: times are measured on your data during the assessment.
Typical scenario
A new product line in a consumer goods company
Not a client case.
Today
- Competitor analysis is done by whoever has time, when they have time
- Positioning is debated on documents that change at every meeting
- Pricing scenarios live in one person's spreadsheet
- The launch plan exists in slides, then gets lost in daily work
With the agent
- Market and competitor analysis arrives structured, with sources cited
- Positioning and the product-segment matrix are one versioned document
- Pricing scenarios are built on real ERP margins and price lists
- The launch plan has tasks, owners and deadlines, and it is tracked
- Pricing and positioning decisions stay on the management table
KPIs we measure in the assessment
- Time from idea to approved go-to-market plan
- Time to update price lists after a pricing decision
- Competitor analysis coverage: competitors and markets covered
- Cycle time to prepare a commercial offer
No value is promised: they are measured during the assessment.
For teams that launch and reposition
It fits companies that bring several products to market each year and already have commercial data to start from.
Functions
- Marketing and sales leadership
- Brand managers
- Product managers
- Pricing and trade marketing
Industries
- Consumer Goods
- B2B Manufacturing
- Services
Companies from 50 to 1,000 employees running several launches a year.
When it does not make sense
If you launch once every several years and have no commercial data, there's nothing to work on. We'll say so upfront.
Trust and security
Strategic data, controlled access
Margins, price lists and pipeline are among the most sensitive data you hold: they stay segregated by client and by project, with role-based permissions. Analyses and price list changes are logged, with the person who approved them.
Questions we get before the demo
Does it set the price?
No. The agent builds scenarios on real margins and price lists, shows the assumptions and the consequences of each. The choice stays with management. Once approved, the agent applies the change across ERP and e-commerce and logs it.
Does it work for a rebrand?
Yes. Rebrands and launches share the same groundwork: analysis, positioning, messaging, channels. For a rebrand the agent adds an audit of what's already published and the list of materials to update, channel by channel.
Where does the market data come from?
From public sources, from the databases your company subscribes to and from your own sales data. Every item comes with its source. When something isn't verifiable, the agent says so instead of estimating it.
How does it connect to Fulcrum Marketing Agent?
Fulcrum GTM Agent decides what to say, to whom, at what price and on which channels. Fulcrum Marketing Agent executes: it produces and publishes the campaigns, push messages, pages and product content that follow. They also work separately.
Does it work for B2B?
Yes. In B2B the commercial side weighs more: product-segment matrix, price lists per channel, offers prepared from CRM and ERP data. The logic stays the same; channels and sales cycles change.
Bring us your next launch
In the demo we work on a real product or brand, with your commercial data. If AI isn't the answer, we say so.