Operator-Led GTM Advisory  ·  France · UK · EMEA · Middle East · Africa

Your business has evolved.
Has your GTM kept up?

BA-GTM helps B2B technology companies build, fix and scale their go-to-market — combining strategy, hands-on execution, fractional leadership, international expansion and executive advisory.

Strategy when you need direction. Operators when you need execution.

Discuss Your GTM Challenge → Explore Our Services
Operators from
OracleMicrosoft SalesforceSAP AnaplanServiceMax GE Digital
Free GTM Resource

The Series A→B GTM Scaling Playbook

The exact framework we use to help SaaS founders build their first enterprise GTM engine. 10 pages of actionable strategy.

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When BA-GTM Steps In

Growth rarely breaks because of
one isolated sales problem

BA-GTM works with leadership teams at critical GTM moments — when strategy, execution, organisation or market expansion needs to change.

01

Your GTM isn't scaling

Founder-led selling, inconsistent pipeline, unclear ICP, positioning or sales processes are preventing repeatable growth.

02

Your revenue engine isn't performing

Enterprise deals stall, sales cycles lengthen, forecasting becomes unreliable or execution varies significantly across the team.

03

You need experienced GTM leadership

The business needs senior commercial leadership, structure and coaching without necessarily making a full-time executive hire.

04

You're entering a new market

A new geography, segment or vertical requires local knowledge, market validation and hands-on execution from operators who've done it before.

05

You're facing a strategic GTM decision

Leadership, investors or the board need an experienced external perspective on a critical commercial decision, transformation or growth challenge.

Talk to a GTM Operator →
How We Help

From strategic diagnosis to hands-on execution

BA-GTM brings experienced operators into the areas where your GTM needs to change.

01

GTM Diagnostic & Strategy

Know what to fix before you scale it.

We help founders and revenue leaders identify what is really limiting growth, challenge existing assumptions and translate the diagnosis into a practical GTM plan.

Capabilities
GTM diagnosticICP & buyer segmentation Positioning & messagingSales process Competitive positioningGTM operating model 90-day action planInvestment readiness
Diagnose Your GTM →
02

GTM Engine

Turn GTM strategy into repeatable execution.

BA-GTM works alongside commercial teams to translate strategy into consistent execution — from pipeline and enterprise deal management to sales methodology and continuous learning.

Capabilities
Enterprise sales executionPipeline management Deal strategyAccount planning Executive stakeholder mappingProcurement navigation Sales playbooksForecasting Win/loss learningSales coaching
Strengthen Your GTM Engine →
03

Fractional GTM & Sales Leadership

Senior GTM leadership when you need it.

Access experienced GTM and sales leadership without making the full-time hire too early. We work inside the business to establish structure, cadence, accountability and execution.

Capabilities
Fractional CRO / GTM LeadOperating cadence Pipeline & forecastingTeam coaching Hiring & onboardingPerformance management Executive alignmentCommercial transformation
Explore Fractional Leadership →
04

Market Entry & International Expansion

Enter new markets with operators who understand how business is won locally.

BA-GTM helps technology companies validate, enter and scale in new markets — combining market strategy with local commercial expertise and hands-on execution.

Capabilities
Market assessmentMarket-entry strategy ICP localisationLocal positioning Partner ecosystemFirst-customer acquisition Local sales executionGTM leadership
Plan Your Market Entry →
05

Executive GTM Advisory & Board Support

Senior GTM perspective for decisions that can't afford trial and error.

BA-GTM works directly with founders, CEOs, executive teams, boards and investors on high-impact GTM decisions — providing an independent operator perspective grounded in real-world commercial execution. Available as ongoing advisory or focused strategic engagements.

Capabilities
CEO & Founder advisoryExecutive coaching Board & executive committee supportGTM decision support Commercial transformationGTM due diligence Critical deal advisoryNew market assessment
Speak With an Advisor →
International Reach. Local GTM Expertise.

Hands-on expertise
across multiple markets

BA-GTM brings hands-on market expertise across France, the UK, Europe, the Middle East, Africa and Canada. We work with international technology companies headquartered across markets including the US, Canada, India, Europe, the Middle East and Türkiye.

Our positioning is based on operator experience and market expertise — not office locations.

Markets We Operate In
🇫🇷 France 🇬🇧 United Kingdom 🌍 EMEA 🇸🇦 Middle East 🌍 Africa 🇨🇦 Canada 🇧🇪 Belgium 🇨🇭 Switzerland 🇲🇦 North Africa 🇸🇳 West Africa
We Work With Companies From

Headquarters: US · Canada · India · France · UK · Middle East · Türkiye
Sectors: B2B SaaS · Enterprise Software · Technology · Digital Services

Client Results

Real engagements. Measurable outcomes.

Each case below is linked to the BA-GTM service that drove the outcome.

GTM Engine Enterprise 🌍 Middle East
ICT Services / Government Energy

An established ICT services provider needed to secure a strategic deal with a utility business operating under the Ministry of Energy — a regulated government buyer with complex multi-stakeholder procurement, compliance requirements, and sovereign-level approval governance far beyond a standard commercial sale.

6-Figure
Deal Value
Secured
Government
Utility Sector
Buyer
Ministry
of Energy
Regulated
Market Entry Series A 🇸🇦 KSA 🇦🇪 UAE
SaaS / Technology Platform

A SaaS technology platform had zero revenue and zero presence in Saudi Arabia — no local references, no network, no path to a first close. Simultaneously, they needed to break into an entirely new vertical in the UAE. Two high-stakes bets with no proof points in either market.

First Logo
Deal closed
in KSA
New Vertical
Entered
in UAE
2 Markets
Activated
simultaneously
Market Entry Scale-Up 🌍 Middle East 🌐 Multi-Market
FinTech

A UAE-headquartered FinTech company operating across the US, Europe, the Middle East, and India had stalled commercial momentum despite a strong product. They needed to land enterprise logos across multiple geographies and convert pipeline into sustained sales revenue growth.

+20%
Sales Revenue
Growth
2 Logos
Enterprise wins
across geographies
New Country
First GCC
market entry
Market Entry Enterprise 🇦🇪 UAE 🏛️ Sovereign Portfolio
Supply Chain Software

A supply chain software scale-up needed to close a major deal within one of the UAE's largest sovereign investment portfolios — a buyer with layered governance structures, sovereign procurement requirements, and multi-stakeholder approval cycles that have no equivalent in standard enterprise sales.

ADQ Portfolio
Sovereign
ecosystem deal
Strategic
Enterprise logo
secured
UAE
Major sovereign-
adjacent win
GTM Engine Scale-Up 🇫🇷 France Enterprise
SaaS / Enterprise Software

A US-based scale-up was engaged with one of France's largest utility and environmental services groups — but faced a serious risk: the customer was pushing to renegotiate the existing contract, threatening significant margin erosion. The goal was to defend existing margin while simultaneously advancing an add-on, navigating French enterprise procurement culture from the inside.

Margin
Renegotiation
risk neutralised
Add-On
Upsell secured
alongside
France
Enterprise procurement
navigated
Discuss Your GTM Challenge →
The BA-GTM Operator Collective

The right expertise for the GTM challenge —
not a generic consulting bench

BA-GTM brings together an international team of experienced operators and specialists across GTM strategy, enterprise sales, revenue operations, market expansion and executive advisory.

Our leadership team works alongside a growing network of vetted experts with specific market, industry and functional expertise — allowing us to build the right team around each client challenge while maintaining consistent BA-GTM methodology, quality standards and accountability.

BA-GTM Leadership
Poli Ba — Founder & Managing Partner, BA-GTM Advisory
Poli Ba
Founder & Managing Partner · GTM, Enterprise Sales & International Expansion

Poli is the Founder and Managing Partner of BA-GTM Advisory and works with founders and executive teams to build, scale and internationalise their go-to-market. He brings 15+ years of hands-on experience in enterprise sales, GTM leadership and market expansion across Europe, the Middle East and Africa, with leadership experience at Oracle, Microsoft, ServiceMax and Anaplan.

GTM Strategy Enterprise Sales Market Entry International Expansion Executive Strategy
🇫🇷 French  ·  🇬🇧 English  ·  🇸🇦 Arabic
LinkedIn
Sidy Ba — Co-Founder, BA-GTM Advisory
Sidy Ba
Co-Founder · Executive Strategy & GTM Advisory

Sidy is a Co-Founder of BA-GTM Advisory and works alongside founders, CEOs and executive teams to uncover the strategic and organisational issues behind complex commercial challenges. His strength lies in executive advisory, strategic coaching and structured diagnosis — challenging assumptions, identifying root causes and translating complex business issues into clear priorities and actionable decisions. He brings particular expertise across France, Switzerland, Belgium and North Africa.

Executive Advisory Strategic Coaching GTM Diagnosis Leadership Alignment Francophone Markets
🇫🇷 French  ·  🇬🇧 English
LinkedIn
Amadou Ba — Co-Founder, BA-GTM Advisory
Amadou Ba
Co-Founder · Revenue Operations & GTM Execution

Amadou is a Co-Founder of BA-GTM Advisory and helps organisations turn commercial strategy into a structured, connected and measurable revenue engine. His expertise spans pipeline management, sales execution and the alignment of Marketing, Sales, Customer Success and Support — improving information flow, accountability and execution across the customer lifecycle. With additional experience in supply chain environments and business technology assessment, he helps organisations evaluate how processes, systems and tools can improve productivity and support scalable growth.

Revenue Operations Pipeline Management Cross-functional Alignment Customer Lifecycle Technology & Productivity Supply Chain
🇫🇷 French  ·  🇬🇧 English
LinkedIn

A Growing International Operator Network

BA-GTM's leadership is supported by a growing community of vetted operators and specialists who contribute to engagements based on the expertise each client challenge requires.

Market & Territory Expertise

FranceUKEuropeMiddle EastAfricaCanada

Industry Expertise

B2B SaaSEnterprise TechnologyFinTechCybersecurityEnergySupply ChainDigital Services

GTM & Revenue Expertise

GTM StrategyEnterprise SalesMarket EntryRevenue OperationsMarketingCustomer SuccessSales Leadership

Business & Technology Expertise

Business OperationsTechnology AssessmentProductivityCommercial Transformation

One BA-GTM relationship. Access to specialised expertise when needed.

Join the BA-GTM Expert Community →
GTM Changes as You Scale

BA-GTM understands how GTM
requirements evolve as companies grow

Whether you're systemising for Series A, optimising for Series B or expanding at Series C+, BA-GTM has the operator experience to support your specific stage.

Systemising for Series A

You've found product-market fit, but the founder-led sales model is breaking. You need to build your first true GTM engine and playbook to demonstrate repeatable, scalable growth.

Sound Familiar?
  • Sales cycle depends entirely on the founder
  • No repeatable playbook or ICP definition
  • Inconsistent messaging across the team
  • Investors asking for evidence of GTM scalability
Our Approach

We build your first true GTM engine — ICP definition, sales playbook, team structure, and the processes that allow the business to grow beyond the founder.

Expected Outcome

Build the repeatable GTM evidence and operating discipline expected as you prepare for the next stage of growth.

Discuss Your Series A Challenge →

Optimising for Series B

You're scaling, but inefficiently. CAC is creeping up, win rates are inconsistent, and playbooks aren't working in new segments. You need to optimise the engine and improve unit economics.

Sound Familiar?
  • Rising CAC with flat or declining win rates
  • Playbooks working in one segment but not others
  • Sales team executing inconsistently
  • Board pressure to improve unit economics
Our Approach

We optimise your existing GTM engine — fixing the specific processes, playbooks and team behaviours creating inefficiency and capping growth.

Expected Outcome

Lower CAC, higher win rates, and a sales team that executes consistently across all segments.

Discuss Your Series B Challenge →

Expanding for Series C+

You need to execute a complex market expansion — EMEA, Enterprise, or a new product line — without breaking your core business. The stakes are too high to experiment.

Sound Familiar?
  • EMEA or international expansion stalling
  • Enterprise segment requiring a different GTM motion
  • New product launch risks cannibalising existing revenue
  • Board pressure to de-risk major strategic bets
Our Approach

We provide matched operators who have already opened your target market — embedding directly as fractional leadership to execute the expansion with certainty.

Expected Outcome

De-risked market entry and expansion with proven operators who've done it before.

Discuss Your Series C+ Challenge →
How Partnership Works

From first conversation to scalable revenue engine

We diagnose. We design. We operate. We execute alongside your team.

01
Week 1

Diagnose & Match

Deep-dive into your challenge — stage, market, team and ambition. We match you with the collective member whose direct experience mirrors your exact situation.

02
Week 2–3

Strategic Alignment

Your matched advisor audits your GTM motion, identifies critical bottlenecks and co-creates a precise 90-day execution plan with clear milestones.

03
Month 1–3

Build & Execute

We embed directly into your team — building playbooks, coaching your people, leading critical deals. Not advisory from a distance. Hands-on partnership.

04
Month 3+

Scale & Systematise

Every process documented, team self-sufficient, GTM engine runs independently. We make ourselves unnecessary — leaving you a machine, not a dependency.

What to Expect

What happens on your free strategy call

No pitch. No generic advice. A focused 30-minute conversation with a founding partner.

1

Meet a Founding Partner

You'll connect directly with a founding partner — not a sales representative — to discuss your vision, your current GTM challenges and where you want to be in 12 months.

2

Explore Collective Fit

We map your needs against our collective's expertise to identify the right advisor, engagement model and approach for your specific situation.

3

Leave with a Clear Path

You'll leave with a clear understanding of next steps — whether a diagnostic, a matched advisor or a specific project. No ambiguity, no pressure.

Schedule Your Free Strategy Call →

All conversations are confidential. A founding partner responds within 24 hours on business days.

Free Resources

Actionable GTM intelligence, no strings attached

Practical frameworks built from real enterprise GTM experience. Download free, implement immediately.

Most Popular
📖
PLAYBOOK10 pages

The Series A→B GTM Scaling Playbook

The exact framework for building your first enterprise GTM engine — ICP definition, sales playbook structure, team design and forecasting.

Thank you — we'll send it within 24 hours. ✓
☑
CHECKLIST63 points

International Expansion Readiness Checklist

The 63-point checklist we use before any EMEA or Middle East market entry. Covers legal, cultural, partner and GTM readiness.

Thank you — we'll send it within 24 hours. ✓
📊
REPORT9 pages

Enterprise Sales Metrics Benchmarks

Industry benchmarks for win rates, sales cycles, CAC and pipeline coverage across Series A, B and C+ SaaS companies.

Thank you — we'll send it within 24 hours. ✓
Join the BA-GTM Expert Community

Bring Your Expertise.
Operate With Impact.

BA-GTM brings together a curated international community of experienced operators, executives and specialists with deep market, industry and functional expertise.

Our community continues to grow as we bring in proven practitioners who can contribute specialist expertise to BA-GTM client engagements around the world.

Expertise We're Growing

Territories & Markets

Operators with hands-on market experience across France, the UK, Europe, the Middle East, Africa and Canada — with additional international expertise welcomed.

Industry Verticals

Specialists with deep industry experience across B2B SaaS, enterprise technology, fintech, cybersecurity, energy, supply chain, digital services and other complex B2B environments.

GTM Strategy & Sales

Experienced practitioners across GTM strategy, enterprise sales, sales leadership, complex deal execution, market entry and international expansion.

Revenue Operations

Experts in pipeline management, forecasting, CRM, revenue processes, commercial operations and Marketing-Sales alignment.

Marketing & Customer Success

B2B specialists across demand generation, ABM, customer lifecycle, Customer Success, retention and cross-functional revenue alignment.

Executive & Board Level

Experienced executives, former CROs, CCOs, VPs and senior operators available for executive advisory, strategic coaching, board support and fractional leadership engagements.

Becoming a BA-GTM Vetted Expert
1
Apply
→
2
Experience
Review
→
3
Interview
→
4
BA-GTM
Methodology
→
5
Assessment
→
6
BA-GTM
Vetted Expert

Every expert joining the BA-GTM community goes through a structured qualification process designed to validate experience, specialist expertise and alignment with BA-GTM's methodology and delivery standards.

Once approved as a BA-GTM Vetted Expert, operators may be invited to participate in client engagements where their market, industry or functional expertise matches a specific business challenge.

Apply to Join BA-GTM

Tell us about your expertise and the value you'd bring to BA-GTM client engagements.

Select the BA-GTM service areas where your experience could contribute to client engagements.
Frequently Asked Questions

Everything you need to make a decision

How is BA-GTM Advisory different from a traditional consulting firm?+
Traditional consulting firms deliver strategy decks and leave. BA-GTM embeds directly into your team as operators — coaching your people, leading deals and building the systems. Every advisor we match you with has personally navigated your specific challenge in your specific market. We diagnose. We design. We operate. We execute alongside your team.
How do you match us with the right advisor?+
We start with a deep-dive discovery call to understand your stage, market, vertical, team and the specific bottleneck you're trying to break through. We then match you with the collective member whose direct experience most precisely mirrors your situation. You'll meet your matched advisor before committing to any engagement.
What is the BA-GTM Expert Community?+
Alongside the BA-GTM leadership team, we draw on a growing network of BA-GTM Vetted Experts — practitioners who have gone through our structured qualification process. Every expert has validated hands-on experience in specific markets, industries or GTM disciplines. For each engagement, we build the right team around your specific challenge.
What is the minimum engagement length?+
The GTM Diagnostic & Strategy engagement typically runs 4 weeks. Fractional GTM Leadership has a minimum 3-month engagement. Strategic projects and executive advisory are scoped individually. Every engagement has a defined scope and success criteria from day one — no open-ended retainers.
Do you work with companies outside EMEA?+
Our primary expertise covers France, the UK, EMEA, the Middle East and Africa. We regularly work with companies headquartered in the US, Canada, India, Türkiye and across Europe — helping them navigate complex GTM challenges across borders. Our positioning is based on operator experience, not office locations.
What types of companies do you work with?+
We work with B2B SaaS and technology companies at various stages — from Series A through Series C+ and beyond. We also work with PE and VC-backed technology businesses, scale-ups and enterprise software companies facing specific GTM challenges. The common thread is a complex B2B commercial motion that needs to be built, fixed or scaled.
Get Started

Your next phase of growth
starts with one conversation

No pitch. No generic frameworks. A focused 30-minute diagnosis with a founding partner who's navigated your exact challenge.

Book Your Free Strategy Call → Download Free Resources

OR SEND A QUICK MESSAGE

All conversations are confidential. A founding partner responds within 24 hours on business days.