GTM Advisory for Jimo
About Jimo
Jimo is an AI-powered Digital Adoption Platform that helps B2B SaaS companies improve user activation and product adoption through in-context guidance.
When we started working together, Jimo had already built a strong product, grown to 110 customers, and reached €500k ARR. The team had deep product expertise and a growing customer base, but much of their go-to-market was still driven by founder intuition rather than repeatable systems.
As they prepared for the next stage of growth and an upcoming major product launch, they wanted to build a GTM foundation that could scale beyond founder energy.
The Challenge
When we started working together, Jimo had proven product-market fit and built a solid customer base.
However, several key GTM foundations were still missing.
In particular, they struggled with:
🔴 A positioning that didn't clearly differentiate Jimo from larger Digital Adoption Platform competitors Pendo, Appcues, and Userflow.
🔴 Inconsistent outbound, with no clear signal-based targeting or messaging framework.
🔴 Demos that weren't run with a structured, repeatable process.
🔴 Very little inbound demand generation: no content engine, no SEO presence, no lead magnets bringing qualified prospects to us.
🔴 A pricing structure that didn't fully reflect the value Jimo delivered
Most importantly, growth still relied heavily on the founders.
The Solution
The team realized they had reached a point where founder intuition alone would no longer be enough to scale.
We realized our growth was capped by how much we could push as founders. We had the product and the customers, but not the GTM system to scale predictably. We wanted to move from intuition-driven sales and marketing to a real, repeatable engine, and to build that foundation properly ahead of a major product milestone (our V2, launching in September 2026).
We knew we needed an outside expert to challenge our assumptions and bring structure.
They wanted to move from founder-led sales and marketing to a structured GTM system that could support the next phase of growth.
They were following me on LinkedIn for a while.
His content and approach to B2B SaaS go-to-market resonated with where we were and the kind of structured, hands-on support we were looking for.
This is how we worked together:
✅ Initial GTM audit
✅ Ongoing GTM advisory over 8 months
✅ Bi-weekly sprints with prioritization
✅ Continuous review and and execution support across positioning, sales, outbound, content, and pricing
The goal was to build a repeatable GTM engine that could scale alongside the product.
How I Helped Jimo
I helped Jimo build a GTM foundation that helps them to grow beyond the 1€ million ARR.
Here's what we worked on:
1️⃣ Repositioning Jimo within a clearly defined Digital Adoption Platform category
2️⃣ Building a positioning and messaging framework
3️⃣ Structuring the demo process
4️⃣ Launching signal-based outbound campaigns
5️⃣ Building a founder-led LinkedIn content strategy
6️⃣ Creating an SEO and content engine
7️⃣ Launch of 2 lead magnets, including AI onboarding teardowns and activation playbooks
8️⃣ Implementing the SPICED sales framework
9️⃣ Revamping pricing model (value metric + packaging) and the pricing page
The Results
Since building their GTM foundation, Jimo has achieved:
✅ ARR growth from €530k to €600k+ in 5 months (net positive growth achieved while we were rebuilding our GTM foundation and absorbing some churn in parallel)
✅ A clear and differentiated positioning within the Digital Adoption Platform market that resonates with our ICP and that the whole team can articulate consistently
✅ A repeatable outbound motion built around ICP signals
✅ A structured inbound engine through LinkedIn, SEO, content, and lead magnets
✅ A repeatable sales process using SPICED and a structured demo playbook
✅ Reduced dependency on pure founder-driven growth
What Has Changed Since You Built Your GTM Foundation With Alex?
The biggest shift is that our go-to-market is now a system, not an instinct. We can articulate our positioning in one sentence, we run demos with a clear process, we have a repeatable outbound motion, a sales framework, content and lead magnets bringing inbound, and a pricing structure that holds up in negotiations.
This foundation is exactly what we needed in place ahead of launching our V2 (AI Agent), so we can scale on top of a solid base rather than improvising.
What's Most Valuable for You to Have Alex as Your GTM Advisor?
The most valuable part was Alex's constant support and availability. Beyond the frameworks and the deliverables, having someone genuinely in our corner, available, and rigorous made the difference.
The weekly check-ins were a real asset: they kept us accountable, gave us a regular space to think clearly about GTM, and meant we were never stuck on a problem for long.
Would You Recommend Alex to Others?
Yes, without hesitation. I'd recommend Alex to bootstrapped B2B SaaS founders who have a strong product and real customers but a founder-led, unstructured go-to-market, and who want to build a real, repeatable GTM engine.
What sets him apart is the combination of GTM expertise and genuine, rigorous, always-available support.