Most tech startups don't have the business expertise to bring their product to market — yet it's too early to hire a full-time executive.
We help tech companies navigate the messy path to sustainable growth
We partner with traction and early-growth tech startups and SMEs to build
a complete GTM system grounded in deep customer insight
THE PROBLEM
Most GTM fails not because it's hard,
but because it's shallow
Solving go-to-market with default tactics is a dangerous shortcut. Without truly understanding the customer first, that approach always fails.
One-and-done doesn't work for go-to-market. Without team alignment and buy-in, the GTM efforts will stall.
THE SOLUTION
GTM, rebuilt from the fundamentals up
GTM isn’t distribution. It starts with understanding how the market interacts with your product — everything else is a function of that. We uncover the real drivers behind your traction and build a scalable system of insight → strategy → execution.
1
Context
Understand the system's core parameters: business model, market, and product.
2
Customer
Understand who your customer is, why they buy, and how they evaluate options.
3
Strategy
Define how your business wins, what to focus on, and what to say no to.
4
Execution
Deliver what the strategy says will drive disproportionate impact on your business growth.
Context
Surface the core constraints and assumptions
Startups don't live in a vacuum. Every tech startup operates within a specific set of realities: product maturity, business model, unit economics, runway, and competitive landscape.
We begin by explicitly mapping these variables. This is a short but critical step to ensure all downstream efforts count.
Customer
Understand your customer: why they buy and how they buy
Nothing impacts a tech company’s trajectory more than how well you understand your customer. Get this wrong, and every downstream GTM decision will compound the problem.
We extract initial signals from sales calls, support conversations, and product-usage data, then build stronger evidence through conversations with real buyers and users. This surfaces who your best customers are, why they buy, where they go to evaluate solutions, and what keeps them coming back — key inputs into a strong GTM strategy.
Strategy
Strategy rooted in customer insight and business context
Tech companies operate with unknown, interdependent variables — change one, and the entire product–market–model–channel configuration shifts. That's why bolting on templatized GTM tactics never works in tech.
We use the learnings from the first two steps to build a strategy that provides clarity and laser focus on the highest-leverage opportunities.
Execution
Translating strategy into outcomes
Execution is where most founders jump right in, but outputs ≠ outcomes. Sales copy doesn't drive pipeline, and new onboarding doesn't improve retention on its own — unless they're the result of deep insight and a coherent strategy.
We only deliver what the strategy determines will actually move the needle for this business at this stage.
OUTCOMES
The results delivered in the past
B2B SaaS
early growth
sales-led
$1.2M in net-new qualified pipeline
The initial audit surfaced a clear segment-level opportunity. The product delivered strong value for a specific customer segment, but the GTM motion was not optimized for that segment. We refocused positioning and messaging, rebuilt the website flow to proactively capture high-fit accounts and convert them into meetings, and updated sales scripts and workflows, generating $1.2M in net-new qualified pipeline in 2.5 months.
Marketplace
growth stage
~110 employees
Customer churn reduced by 30%
The existing growth constraint was high early churn. Analysis showed that churn was driven by inconsistent service quality on the supply side, which hampered the customer experience early in the lifecycle. We identified the key leading indicator tied to churn, mapped the highest-impact levers, and rebuilt the supplier quality loop. This improved the leading churn metric by 40× and reduced customer churn by 30% over the next three months.
B2B SaaS
growth stage
product-led
2× activation for a suite of AI products
Newly introduced AI capabilities faced adoption friction among existing and new vibe-coding users. We identified user desired outcomes and experience bottlenecks, mapped the user journey, and, partnering with the product team, created a coherent experience from the website visit to receiving first product value, resulting in a 100% increase in activation rate.
The commercial brain behind your tech product
I'm Mike, founder of MKG Labs. My GTM path started as the first hire at an early-stage startup, where I spent months trying to sell a product nobody wanted—something Y Combinator eventually forced us to confront. That experience reshaped how I think about growth and GTM: market reality and customer behavior have guided my decisions ever since.
For the past seven years, I've worked with B2B and prosumer tech founders and teams as a full-time operator, fractional lead, and advisor. MKG Labs is where that experience comes together to help bring tech products to market with clarity and impact.
FAQ
Find out if we could be a fit
We focus exclusively on early- and early-growth-stage B2B and prosumer tech companies, leveraging deep expertise in this segment. Unlike traditional agencies, we optimize for business outcomes rather than producing assets or running isolated campaigns. We dive deep into the context of your product, market, and business to build an effective GTM system that your team can continue to use and build upon after the engagement ends.
We work with startups and SMEs where software or AI is a meaningful part of the product. We don't work with consumer, hardware, services, or physical products.
Most tech companies operate in a messy environment with many unknowns before the scale phase. In that context, predefined packages, timelines, and deliverables tend to optimize for convenience rather than driving business growth. We start by understanding your market, product, and business constraints. The shape of the engagement emerges from that context, not the other way around.
We don't believe that templatized GTM or product growth services deliver good results in tech, and we don't operate as a service shop. Depending on the company, the work may span areas such as strategy, positioning, messaging, onboarding optimization, website optimization, growth marketing, or coaching. The exact focus and outputs are defined after the initial discovery, once the real constraints and priorities are clear.
We don't price based on predefined services. We optimize for business outcomes; the "work we do" (and, consequently, how much it costs) is a function of that.
This depends on your stage. At the traction stage, we typically work directly with a founder or co-founders. At early growth, we usually collaborate with 2–3 team members who have a deep understanding of the product, customers, and business strategy.
TESTIMONIALS
Firsthand insights from tech teams
Jonathan Kite
SEO at Rent Ready, a Real Estate Marketplace
"From discovery through execution, ... Mike's contributions significantly elevated our product, and his dedication to customer-driven innovation was evident in every project he touched."
Kirill Chabanov
COO at aqua cloud, a Test Management SaaS
"Mike's sharp in understanding the market and the customers, often diving deep into research and data analysis. That helped us a lot with better positioning of our product."
Leonid Netrebskii
Head of Software Engineering at Rent Ready, a Real Estate Marketplace
"Mike revolutionized our product approach: development teams are now happy to see the goals and values of their work, and product managers are focused on business impact."