BrightIron “Ate Their Own Dogfood” To Evolve Their GTM

BrightIron is a boutique support firm who has provided fractional finance services to startups and SMBs for the last decade. As one of the most often requested services from its customers, the company added a new HR/People/Talent practice in 2023. In 2025, BrightIron also added a Go-To-Market services team to address another of its customers’ most critical business functions. Having served hundreds of clients across North America and positioned for growth with a multi-service offering, it was time to evolve BrightIron’s own Go-To-Market strategy.

Having grown significantly since its inception and with ambitious growth targets in the future, timing was right to take a step back and go deep on our Sales, Marketing and Product motions – more commonly referred to as “GTM Strategy”. The objective was to get a fresh perspective on how we could continue to scale the company efficiently, reposition ourselves based on our ever-evolving customer segments and drive execution clarity and accountability through right-sized process, KPIs and tooling.

To kick off, we scoped a 3 month process during which we would get our leadership team together, challenge and test some of our own assumptions and align on short, medium and long term objectives. Although we can’t give away our secret sauce, here are some of the outcomes:

1. Aligned the whole team around clear, measurable short- and long-term goals—creating unity, clarity, and accountability company-wide.
2. Redefined who BrightIron is, how we define our customer segments, and exactly where we’re headed—leading to a fresh, compelling brand identity which we rolled out across every channel.
3. Refined our sales, marketing, and channel strategies—prioritizing key partnerships, boosting CRM effectiveness, and adopting content best practices that drive real results.
4. Aligned our current and future product strategy with a clear, actionable roadmap—minimizing distractions, improving planning, and setting the stage for more accurate budgeting and forecasting.

We’re no different from our clients. Like you, it’s easy for us to get caught up in day-to-day execution, growing the business and keeping customers happy. Taking the time to refine our strategy and be self-critical of our processes has already paid off, and we know it’s going to drive results for the road ahead.