GoTo Marketing helps healthcare, health tech, and regulated B2B software companies turn scattered marketing activity into qualified pipeline, clear revenue accountability, and a repeatable growth model.
Book a Strategy SessionFor healthcare and health tech companies from Seed through Series B, regulated B2B software teams, and PE-backed companies under a growth mandate.
The pattern usually looks like this:
If the plan is to keep the current motion and simply add headcount, this is not the right engagement.
Most growth problems do not begin with a lack of activity. They begin with an unclear diagnosis.
The GTM Diagnostic establishes a shared view of the commercial problem, pressure-tests the current motion, and identifies the few priorities that matter most over the next 90 days.
The output is a practical plan leadership can use to make decisions around:
This is the right starting point when the problem is broad, unclear, or politically difficult to resolve internally.
Take the AssessmentFor companies that need hands-on execution in a defined area.
Typical work includes standing up demand generation, improving pipeline reporting, building revenue operations, developing messaging, or creating the systems and team cadence required to run the motion.
For leadership teams that need alignment on the commercial constraint, the priorities that matter, and a credible 90-day plan.
The work creates a shared diagnosis and decision framework for the CEO, CRO, VP of Marketing, and other commercial leaders.
For companies that already agree on the problem and need a strategic solution in one GTM area.
Typical deep-dives include ICP and segmentation, positioning, demand architecture, pipeline quality, customer expansion, pricing and packaging, and revenue operations.
The goal is not more marketing activity. The goal is a GTM model that leadership can run and improve.
Clients leave with:
Cybersecurity, credential and access control
The engagement started where most do, with a diagnosis rather than a campaign. Voice-of-customer research first, to establish how buyers actually describe the problem. Then a website and messaging assessment against what the research surfaced. Pricing strategy and partner-platform evaluation followed, because the route to market and the packaging had to resolve before demand programs were worth building.
The sequence matters more than any single deliverable. Instrumenting a funnel before the ICP and the message are settled produces conversion data averaged across the wrong audience.
20+ years building GTM and revenue functions. GTM OS Certified Partner.
Fractional CMO engagements typically run a fraction of a full-time executive's total comp, scaled to hours per week and scope. Pricing depends on whether the work is strategic guidance, hands-on execution, or both. Book a strategy session for a scoped quote based on your stage and goals.
A consultant typically delivers recommendations and leaves execution to your team. A fractional CMO sits inside the business, owns the marketing function, builds the operating model, and executes alongside Sales, Product, and RevOps. GoTo Marketing works hands-on, not just advisory.
GoTo Marketing focuses on health tech, digital health, and regulated B2B software companies, including compliance-heavy SaaS and PE-backed businesses from Seed through Series B. This focus lets Peter Cullinan apply deep pattern-matching rather than generic GTM advice.
Engagements range from a focused GTM audit measured in weeks to ongoing fractional leadership measured in months or longer. Scope depends on whether the goal is a readiness review, a 90-day GTM plan, or hands-on execution and team building.
Fractional makes sense when a company needs senior GTM leadership but isn't ready for a full-time executive hire, or when the marketing bottleneck is unclear and needs diagnosis before committing to a permanent structure. It's also common when a founder needs someone who has already built the function elsewhere.
Take the assessment to identify where go-to-market is breaking down. If a conversation makes sense afterward, it starts with a shared view of the problem and a clearer path forward.