GTM Lab - Mavenray

Stimulate Organic Growth with a 120-Day GTM Lab

Growth slows when companies chase too many things at once. The GTM Lab runs in parallel with your business, in a controlled silo. It isolates one lever that already shows potential, optimizes it, and then uses those results to inform the broader go-to-market. The Lab is fast, non-disruptive, and proven to work.

How the Lab Works

Diagnostic

We start with a maturity and gap analysis across operations, data, and reporting. Then we identify the highest-performing channels, segments, or targets that can scale quickly..

Architect the Lab

We design the Lab workflow, define dependencies, and clarify expected outcomes. Labs typically fall into one of three tracks:

Demand Lab (TOFU - Top Of Funnel)
Spark awareness and demand in a focused channel, generating new net pipeline.

Engagement Lab (MOFU - Middle of Funnel)
Help sales nurture and convert stalled interest, reduce CAC, and shorten pipeline cycles.

Enablement Lab (BOFU - Bottom of Funnel)
Improve proposals, pitches, and close rates. Often supported by sales shadowing, objection handling, and better sales tools.

Note on Technology
The technology architecture for the Lab is already established. We provide a ready-to-go environment built on HubSpot, with CRM, reporting, and outreach tools preconfigured. That means we get straight to the workstreams instead of losing time on setup. At the end of the Lab, all data is exported cleanly for integration into Salesforce, Dynamics, or HubSpot. If preferred, we can also run inside your existing systems.

120 day Execution

The Lab runs on Mavenray’s integrated marketing and sales tech stack, built on HubSpot. This operates independently of your current systems. At the end, all data is exported for integration into Salesforce, Dynamics, or HubSpot. If preferred, we can also run inside your systems.

Expected Outcomes After 120 Days

Demand Lab

Audience quality and engagement

This is at the heart of net new organic growth shifts. Sales engagement that triggers the organic growth cycle.

Audience quality improves and expands, creating more opportunities to nurture.

Engagement Lab

Pipeline starts to move

Meetings booked, downloads completed, offers accepted. Sales reps engage more directly with prospects, creating more active opportunities.

Enablement Lab

Close rates improve

Pitches and proposals are sharper, sales motions are streamlined, and the cost to close decreases. Wins become repeatable and easier to replicate.

When to Use the GTM Lab

The Lab is most effective when leadership needs quick wins and clarity. It creates opportunities to move fast without overhauling the entire organization.

M&A Integration

When brands and sales teams are coming together, alignment often lags behind leadership and technology changes. The Lab can focus on a single product, offering, or channel. The outcomes then serve as a case study that builds consensus and momentum iteratively across the new team.

Stalled Pipeline

When financial engineering has run its course and organic growth becomes the clear option, the Lab accelerates the process. By isolating a channel, running it in a controlled silo, and capturing real-time feedback, leadership gains insights that compound quickly.

Leadership Transitions

New executives need a quick way to prove direction. The Lab gives them a structured environment to test and validate one lever, generating confidence for both the management team and investors.

Channel Expansion

When considering a new channel — direct, partner, or digital — the Lab creates a safe pilot to test adoption, conversion, and scalability before committing broader resources.