GTM Advisory for cobby
About cobby
cobby is not a ‘classical’ SaaS startup focused on ‘hyperscale or die.’
Founded in 2010, cobby has already had quite a journey. It is a fully bootstrapped B2B SaaS company with 100+ customers, generating a six-figure (€) ARR and working towards €1 million ARR.
The Challenge
cobby has a great product, but growth has stagnated over the past two years. While they have a loyal and satisfied customer base, acquiring new customers has become a challenge.
🔴 cobby had a hard time explaining what their product does and it's value proposition to potential customers
🔴 Their positioning and messaging were not clear (no clear use case or product category)
🔴 Unclear about their USP & differentiation
🔴 Potential customers did not understand cobby's USP & how the product fits their tech stack
🔴 Had a hard time targeting the right customers
🔴 Unsure what growth channels work best for them
🔴 Running a mix of self-service (PLG) and sales-assisted/led motion
🔴 Pricing that was not 100% aligned with their product’s value
The Solution
Dima has been following me on LinkedIn for a while and was now looking for someone who can help him ‘turnaround’ cobby.
So we agreed on a 6-month GTM-advisory with 2-week GTM sprints.
Throughout our 6-month Advisory, we:
1️⃣ Analyzed Cobby’s customer base to define a clear ICP with specific criteria
2️⃣ Decided on how we want to position cobby in the market
3️⃣ Build a Messaging framework to get clarity on their market, product & competition, including the status quo of their ICP, problem, competitive alternatives, product features & capabilities, benefits, and social proof
4️⃣ Reworked the cobby website with new messaging (based on new messaging framework)
5️⃣ Launched a new pricing model for greater clarity and market fit (and higher ACVs)
6️⃣ Introduced a 2-step sales process (disco & demo) instead of a self-service motion
7️⃣ Launched the first Outbound Campaigns with Lemlist
The Results
Since we built the GTM together, cobby saw a fundamental shift in how they approached the market.
“It took us longer than expected, but we are quite happy with the results.“ - Dima Janzen
During the 6 months, we mainly worked on the GTM foundations.
They now…
✅ Know their unique positioning in the market, have identified their best-fit customers, and have a strong messaging foundation.
✅ Deeply understand their ICP's core challenges, and know how to speak with them to directly address their needs.
✅ Improved their marketing and sales alignment, but also increased the effectiveness of their outreach and lead generation efforts.
Based on this, we’ve
✅ launched their new homepage
✅ revamped the pricing model
✅ started with their first outbound campaigns with the new messaging.
And the first results from potential customers are quite positive so far!
What was most valuable for cobby working with Alex?
Accountability with the weekly check-ins and getting very honest feedback on our progress.
Dima and the team:
✅ liked that the GTM advisory was 1-on-1 - so not just some group calls or working with one of my team members or freelancers
✅ found it extremely helpful to get someone externally looking at what they were doing (because they are so deep into their topic that they don’t see obvious things)
✅ and getting clear instructions to move in the right direction.
Would you recommend Alex to others?
Yes, definitely. I’d recommend Alex to any B2B startup or scale-up looking to clarify their go-to-market strategy.
He’s great at turning complex ideas into clear, customer-focused messaging and helps teams align quickly around what matters.
Final Thoughts
After our 6-month GTM Advisory, cobby now knows how to position themselves in the market and clearly communicate the value of their product.
If you’re an early-stage SaaS founder looking for guidance on GTM, reach out to me and book your free intro call.
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