top of page

Scaling Your Startup: Optimizing your Go-To-Market Strategy with External Expertise

by Tanya K

As an ambitious founder, you understand the importance of building a strong Go-To-Market (GTM) team to drive your product or service to market success. However, when it comes to assembling your dream team, the decision to hire internally or externally can be a pivotal one. In this article, we'll explore the benefits of delaying internal hiring and instead leveraging external expertise in the early stages of your business. By doing so, you can strategically scale your operations while optimizing costs and maximizing performance.

Understanding Go-To-Market (GTM) Functions For Your Startup

Before we dive into the benefits of external hiring, let's gain a deeper understanding of the essential marketing functions within a GTM team. Each role serves as a crucial cog in the machinery of your market success.

1. Funnel Builders: Architects of Client Acquisition

Funnel builders are the masterminds behind your client acquisition process. They wield marketing technology to automate lead generation and sales functions, resulting in a finely tuned sales funnel that maximizes conversion rates. The expertise of these specialists can significantly impact your startup's revenue growth trajectory. When considering salaries for funnel builders, anticipate an average range of $3,500 to $6,500 per month, but exceptional talents may demand higher compensation due to their proven track record in creating successful and scalable funnels.

2. Growth Marketers (Growth Hackers): Catalysts for Rapid Business Growth

A dynamic GTM team requires the vision and skills of growth marketers, often referred to as growth hackers. These forward-thinking individuals identify untapped opportunities, optimize conversion funnels, and leverage a myriad of digital channels to attract and retain customers. The strategic efforts of growth marketers lead to rapid business growth and market expansion. When seeking top-tier growth marketers, be prepared to offer competitive salaries ranging from $4,000 to $8,000+ per month, recognizing that their impact on your startup's trajectory is profound.

3. Media Buyers: Allocations for Maximum Impact

Media buyers play a pivotal role in client acquisition. Their specialization lies in purchasing advertising space and time across various media channels to effectively reach your target audience. With the right media buying strategy, you can achieve specific marketing objectives while optimizing your budget allocation. Salaries for media buyers generally range from $3,500 to $6,000 or more, based on their experience and the scope of their responsibilities.

4. Digital Marketers: Masters of Online Promotion

A skilled digital marketer is an indispensable asset to your GTM team. These professionals leverage online platforms and channels to execute comprehensive digital marketing strategies. Their efforts drive brand visibility, engagement, and customer acquisition. When seeking top-tier digital marketers, be prepared to offer salaries in the range of $3,000 to $6,000 per month. However, highly experienced and specialized professionals may command higher compensation, as their expertise can make a substantial impact on your startup's online presence.

5. RevOps (Revenue Operations): Uniting Revenue-Centric Teams

To ensure seamless collaboration and maximize revenue growth, RevOps professionals unite sales, marketing, and customer success teams. They streamline processes, optimize data-driven decision-making, and break down silos within your organization. Given the complexity of their role, RevOps specialists typically command salaries from $6,000 to $10,000+ per month, depending on their experience and the breadth of their responsibilities.

6. Revenue Engineers: Automation for Revenue Growth

Revenue engineers are pivotal in transforming traditional revenue processes into automated, scalable, and data-centric operations. Leveraging martech tools, analytics, and AI-driven systems, they optimize operational efficiency, leading to increased revenue generation. Salaries for revenue engineers typically range from $5,000 to $9,000+ per month, depending on their experience and technical expertise.

7. Strategists: Architects of Effective Go-To-Market (GTM) Strategies

Strategists are the visionaries behind your GTM approach. They devise strategies for market penetration, customer acquisition, and revenue growth. The expertise of GTM strategists can make or break your business launch. To attract top talent, consider offering salaries ranging from $4,500 to $8,000 or more, based on their experience and success in devising effective go-to-market strategies.

Time and Resource Considerations

As an early-stage startup, resource constraints often play a pivotal role in decision-making. Hiring internal team members for all GTM functions may seem tempting, but it can lead to significant financial strain, especially if certain functions are not yet essential to your growth. By opting for external hiring, you gain access to specialized expertise without committing to long-term financial obligations. This approach allows you to focus on your core competencies while securing the expertise needed for a successful market entry.

The Value of Agency Partnerships

Collaborating with specialized agencies can be a game-changer for startups. Most agencies offer a combination of GTM functions within a package, providing a cost-effective and comprehensive solution. Engaging agencies allows you to access a diverse skill set without the hassle of individual recruitment, resulting in faster execution and quicker market entry.

In addition to cost savings, agency partnerships enable you to test different strategies and refine your GTM approach. As your business gains traction, you can reassess your hiring needs and identify which roles require an in-house presence.

When to Consider Transitioning to Internal Hiring

As your startup progresses and achieves a certain level of revenue and stability, you may consider transitioning some GTM functions to in-house roles. This strategic move ensures greater control over critical processes and closer alignment with your company's long-term vision. However, it's essential to gauge the scalability and feasibility of internal hiring at each stage of your startup's growth.


As a founder, building a strong and strategic Go-To-Market (GTM) team is essential to the success of your startup. While internal hiring may seem appealing, delaying it in favor of external hiring can prove to be a game-changing strategy. By tapping into the expertise of specialized agencies and professionals, startups can access top-tier talent, optimize costs, and refine their GTM approach.

Remember, each GTM function is crucial to your startup's success, but the timing of internal hiring matters. By strategically outsourcing certain functions in the early stages, you can effectively allocate resources and focus on core competencies. As your startup matures and gains traction, you can gradually transition specific functions to in-house roles.

Collaborating with external partners offers invaluable benefits, including market insights, innovative ideas, and scalability. These partners become an extension of your internal team, working hand in hand to achieve shared objectives.

Embrace external expertise, optimize your GTM approach, and position your startup for sustainable growth in a fiercely competitive market. By striking the right balance between internal and external capabilities, your startup can thrive, creating a lasting impact in your industry.


  1. Why is building a Go-To-Market (GTM) team crucial for startups? Building a GTM team ensures a strategic approach to market entry and accelerates revenue growth. A well-structured GTM team helps attract and retain customers, maximizes conversion rates, and drives rapid business expansion.

  2. What are the benefits of hiring externally instead of internally? Hiring externally allows startups to access specialized talent without committing to long-term financial obligations. Partnering with agencies and external experts provides cost-effective solutions and offers flexibility during the early stages of the business.

  3. When should startups consider transitioning to internal hiring? Startups should consider transitioning to internal hiring once they have achieved a certain level of revenue and stability. At this stage, it becomes more feasible to bring key GTM functions in-house to align with the company's long-term vision.

  4. How can startups identify the right agency partners for their GTM needs? Startups should look for agencies with a proven track record in delivering successful GTM strategies. Research their previous clients, case studies, and industry reputation. Additionally, choose agencies that align with your company's values and goals.

  5. What challenges might startups face when building a GTM team? Startups may encounter challenges such as resource constraints, difficulty in attracting top talent, and the need to quickly adapt to market changes. By strategically outsourcing certain GTM functions, startups can overcome these challenges while focusing on core competencies. Additionally, startups need to ensure that the external experts they hire align with their company culture and have a clear understanding of their target market.

  6. How can startups optimize their GTM approach through external hiring? External hiring enables startups to tap into a diverse pool of specialized talent. This approach brings fresh perspectives, innovative ideas, and industry expertise that can elevate your GTM strategy. By collaborating with external partners, startups can quickly iterate and refine their approach, gaining valuable insights from experts who have worked with various clients across different industries.

  7. What are the long-term benefits of external hiring for startups? The long-term benefits of external hiring extend beyond immediate cost savings. By leveraging specialized agencies and experts, startups can access a wider talent pool, global market insights, and tested strategies. As your startup scales, the external partners can adapt their services to meet changing demands, allowing you to focus on core business activities.

  8. How can startups ensure a seamless integration of external experts with their internal teams? Effective communication and collaboration are key to integrating external experts seamlessly. Startups should foster an open and transparent environment where external partners feel like an extension of the internal team. Regular meetings, shared project management tools, and joint brainstorming sessions foster a sense of teamwork and shared objectives.

  9. What are the potential risks of delaying internal hiring too long? While external hiring has its merits, delaying internal hiring for too long can have its risks. Relying solely on external partners may lead to a lack of control over certain critical processes, potentially hindering your startup's ability to pivot and adapt quickly to market changes. It's essential to strike a balance between external expertise and internal capabilities.

  10. How can startups assess the return on investment (ROI) of external hiring? Measuring the ROI of external hiring involves tracking key performance indicators (KPIs) and comparing the costs of external services with the impact on revenue growth and market expansion. By analyzing the impact of external expertise on lead generation, conversion rates, and customer acquisition, startups can evaluate the effectiveness of their GTM strategy.

Work with Tanya K

Read more articles by Tanya K

“Solving niche challenges founders face”.

Illustrator: Lisa Williams (Instagram: @artist_llw)


bottom of page