GTM Advisory for Leto
About Leto
Leto helps architects and engineering companies to find relevant public tenders using AI.
When we started working together, Leto had already built a strong product and grown to 81 customers and €180k ARR. The team had deep expertise from the gaming and agency world, but was still relatively new to building and scaling a B2B SaaS company.
That's why they were looking for external support building their GTM strategy.
The Challenge
They already worked with some other sales advisor before, but none of them focused on GTM end to end.
When we started working together, Leto had already proven that customers were willing to pay for the product.
However, several important GTM foundations were still missing.
In particular, they struggled with:
🔴 No clear positioning and messaging
🔴 Uncertainty about what initiatives should be prioritized next
🔴 No structured customer success process for onboarding and expansion
🔴 Higher customer churn than desired
🔴 Limited visibility into what was working and what wasn't
The biggest challenge wasn't a lack of ideas.
It was deciding what to focus on first.
"There are endless opportunities and ideas you could pursue. Without clear priorities, it's very easy to get distracted and work on the wrong things."
The Solution
The team knew they needed support from someone who understood how B2B SaaS companies build and scale their GTM motion.
Coming from the gaming and agency world, they wanted an experienced sparring partner who could help them avoid common mistakes and create more structure around growth.
Early on, we decided on 2 main objectives for our engagement:
1️⃣ To double the ARR revenue in 4 months
2️⃣ Having a clear GTM plan on how to reach the 1€ million ARR in the next 12 months
This is how we worked together:
✅ Initial GTM audit
✅ Ongoing GTM advisory over 4 months
✅ Bi-weekly prioritization and execution support
✅ Continuous feedback loops across sales, customer success, pricing, and positioning
✅ Bringing one of my vetted partners on board for the development and design of the new website
How I Helped Leto
Instead of adding more tactics, I focused on helping Leto strengthen the core GTM systems across the company.
This included:
1️⃣ Building a positioning and messaging framework
2️⃣ Launching a new website
3️⃣ Revamping email sequences across the entire sales process
4️⃣ Improving the sales process (Discovery, Demo, Trial)
5️⃣ Building a customer success process (Onboarding, Expansion, Referrals)
6️⃣ Revamping pricing and packaging
7️⃣ Creating a GTM dashboard for better visibility and decision-making
8️⃣ Collecting social proof (case studies + wall of love)
The Results
Since building their GTM foundation, Leto has achieved:
✅ Customer growth from 81 to 156 customers
✅ ARR growth from €180k to €350k within 4 months
✅ ARPA growth by 25% from €150 to €192
✅ Improved retention and customer success processes
✅ More clarity around positioning, messaging, and prioritization
How Was Your Experience Working With Alex?
"What I valued most was the structure and clarity Alex brought to the table. He turned an overwhelming number of possibilities into a clear roadmap, helping us understand exactly what to focus on and why."
The collaboration focused heavily on turning complexity into clarity and helping the team move forward with confidence.
What Has Changed Since You Built Your GTM Foundation With Alex?
The biggest change has been clarity across the entire company.
"Above all, we now have much more clarity across the business. We have a much better understanding of what's working, what's not working, and what the next priorities should be." That clarity extends across the entire team, not just the sales function."
What's Most Valuable for You to Have Alex as Your GTM Advisor?
One surprising lesson was the impact of positioning and messaging work.
"To be honest, I didn't really believe in things like messaging and positioning frameworks before. It sounded more like theory than something that would have a real impact. In hindsight, it turned out to be one of the most valuable pieces of work because it suddenly became clear what we should say and who we should say it to."
What initially seemed like a theoretical exercise became one of the highest-impact projects for the company.
Would You Recommend Alex to Others?
"Absolutely. I'd especially recommend Alex to founders and teams who feel overwhelmed by the sheer number of things they could or should be doing.
That's exactly where Alex brings structure, clarity, and focus."