GTM Advisory for Trave
About Trave
Trave is construction management software for growing contractors: one platform for the site, the office and the QS.
The business started as a construction technology consultancy in 2021, followed by the Trave platform in 2023. The founder came from plumbing and site management and knew the problems contractors faced first-hand.
Trave has a team of approximately 10 FTEs across Ireland, the UK and Vietnam and has raised €1.1m to date.
When we started working together, Trave already had paying customers who relied on the product. Most had come through the founder's network or referrals. The next step was to build a repeatable go-to-market beyond those relationships.
The Challenge
Trave knew the problem and had built a product customers used. But several GTM foundations were missing:
🔴 An ICP that was too broad, with too little measurement of which customers they served best.
🔴 No predictable pipeline. Growth depended on the founder's network and referrals.
🔴 An immature sales process (little qualification, unstructured CRM, loosely defined deal stages) making forecasting difficult
🔴 Pricing worked out deal by deal
🔴 No positioning & messaging framework, no case studies, a template website and no outbound.
🔴 Limited time and GTM experience.
The founder came from construction, not sales and marketing. Between product, customers, hiring and a funding round, GTM work kept slipping.
The Solution
Trave had ambitious growth targets and knew organic growth alone wouldn't get them there. While raising funding, the founder wanted to step back from product execution and spend more time on revenue.
I needed someone who had built this before to help me build a foundation properly the first time, and to hold me to it week to week.
They hadn't worked with a GTM advisor before. After following my LinkedIn content and speaking with a founder I had worked with, they decided to work with me.
From October 2025 to August 2026, we worked in two-week GTM sprints, with a weekly working session, a check-in call and a shared board.
How I Helped Trave
1️⃣ ICP, positioning and messaging. We mapped the contractor's workflow end to end, started measuring which customers Trave serves best, and clarified the category and message. This became a messaging framework the whole team works from.
2️⃣ Website. My homepage framework shaped the wireframe and copy. Trave relaunched trave.io with demo booking, case studies and analytics.
3️⃣ CRM and sales process. We restructured the CRM with SPICED discovery fields, defined deal stages, lead statuses, loss reasons and a weighted pipeline. We built a discovery call script and a structured demo. I also reviewed demo recordings and proposals.
4️⃣ Pricing. We introduced a standard pricing structure, shown openly in the demo instead of negotiated each time, plus a standard onboarding fee.
5️⃣ Case studies. We created a framework and interview questions, and Trave published its first customer case studies.
6️⃣ Outbound. We launched LinkedIn campaigns through Lemlist with A/B tested messaging and buying signals such as website visits and competitor connections. We also tested cold calling and WhatsApp for contractors who aren't on LinkedIn.
7️⃣ Sales plan and targets. We worked backwards from the year-end goal to set monthly targets and tracked the plan against actuals.
8️⃣ Team and partners. I helped scope and structure the first marketing hire, who now owns the GTM plan, and introduced partners including a designer and the referral platform Trave is rolling out.
The Results
As Trave's ICP became more defined, its average contract value increased. The team signed the largest contracts in Trave's history during the engagement.
Our biggest win: as our ICP became more defined, our average contract value went up. Focusing on the customers we serve best has meant bigger deals, and we signed the largest contracts in Trave's history during the engagement.
✅ Increased average contract value
✅ Deal win rate of over 50% at the end of the engagement.
✅ Qualified pipeline coming from outbound and ainbound alongside the founder's network.
✅ A repeatable discovery, demo and proposal process that someone other than the founder can run.
✅ A dedicated marketing lead running the GTM plan
What Was It Like Working Together?
I expected strategy sessions but Alex also got into our CRM configuration, listened to demo recordings, read our proposals and knew the outbound tooling in detail. His network of designers and partners saved us weeks.
What Has Changed Since You Built Your GTM Foundation With Alex?
The biggest change is how I spend my time. I'm not reinventing the sales process on every deal, and I'm confident the next stage of growth will come quicker than the stage we've already been through, because the groundwork is done.
We now have a foundation we can scale on rather than a founder's network and lose processes.
Our ICP is far more focused, everyone works from the same messaging, and every deal sits in one CRM with a weighted pipeline, so we can forecast.
What Was Most Valuable?
Focus and accountability. Alex made us agree a small number of priorities per sprint and finish them before starting anything new. Having someone outside the business who has done this many times also gave me a sounding board on the big calls, such as where to focus and how to structure our first marketing hire.
What Took Time to Appreciate?
Insisting on the foundations first: messaging, website, CRM and case studies before scaling outbound. At the time it felt slow. Looking back, it's why our outbound, website and sales conversations now all say the same thing.
What do I do that makes you feel genuinely supported?
Being available between sessions on Slack, turning feedback around quickly, and joining calls with our partners and new team members when it helped.
What advice from me took time to sink in?
Never leave a demo without the follow-up booked, and talk less in the demo so the customer
does more of the talking. Also, don't judge a campaign until it has enough volume behind it.
Would You Recommend Alex to Others?
Yes. I'd recommend him to B2B SaaS founders who have early customers, mostly through their own network, and now need a repeatable go-to-market. He's especially valuable for founders who come from their industry rather than from sales and marketing, as I do. Alex helped us build the GTM foundation we're now growing on.
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