Michael Haynes – From Corporate Strategy to Practical B2B Go-To-Market Growth

Michael Haynes shares his journey from large corporate strategy roles to building a practical go-to-market approach for small and mid-sized B2B firms. After years working in banking, consulting, and telecommunications, he saw firsthand how structured growth strategies helped large organizations scale. But when he transitioned to working with smaller professional service firms, he realized those same ideas rarely translated directly.

The conversation explores how Michael adapted corporate B2B strategy into something practical and actionable. Instead of complex research and large segmentation projects, he focuses on clarity. Identifying the right markets, understanding buyers, aligning services, and building cross-functional growth plans. The result is a structured yet realistic approach that smaller firms can actually execute.

Throughout the episode, Michael also reflects on leaving corporate, starting his own consulting practice, and the lessons learned along the way. From landing his first client to building a sustainable pipeline, the discussion centers on the fundamentals of building a growth strategy that works in the real world.

Key Takeaways

• Corporate growth principles still apply to small B2B firms when simplified
• Market clarity is the foundation of effective go-to-market strategy
• Growth comes from acquisition, retention, and expansion, not just new clients
• Choosing target markets is more powerful than trying to serve everyone
• Small firms need practical strategy, not enterprise complexity
• Builders must balance delivery work with intentional business development