While we provide GTM Strategy Consulting services, here's the DIY framework for choosing between a fractional executive model and a traditional growth agency.
The fundamental question isn't cost—it's what you're actually buying. Are you purchasing strategic direction that builds lasting infrastructure, or tactical execution that stops when the contract ends?
1. The Core Difference: Strategy vs. Execution
Understanding this distinction is essential before comparing costs or capabilities.
GTM Consultant
- • Defines the "what" and "why"
- • Works as embedded leadership
- • Builds internal capabilities
- • Owns strategic outcomes
- • 15+ years executive experience
Growth Agency
- • Executes the "how"
- • Works as external vendor
- • Delivers campaign outputs
- • Owns activity metrics
- • Junior account managers
A consultant asks "Should we be doing outbound at all?" An agency asks "How many emails do you want us to send?"
2. The Complete Comparison Table
This side-by-side comparison highlights the key differences across dimensions that matter most for scaling companies.
| Dimension | GTM Consultant | Growth Agency |
|---|---|---|
| Primary Value | Strategic direction | Campaign execution |
| Expertise Level | C-suite / VP-level | Junior-mid managers |
| Working Model | Embedded in team | External vendor |
| Infrastructure | Builds lasting systems | Runs campaigns |
| Knowledge Transfer | High (team enablement) | Low (black box) |
| After Engagement | Systems continue working | Campaigns stop |
| Monthly Cost | $8K - $15K | $10K - $25K |
| ROI Timeline | Compounds over time | Linear while active |
3. When GTM Consultants Win
Fractional executives deliver superior value in specific scenarios where strategic thinking and infrastructure building matter most.
Transitioning from Founder-Led Sales
You need someone to document what's working, build repeatable processes, and hire/train your first sales reps. An agency can't do this—they execute playbooks, they don't create them.
Building Revenue Infrastructure
CRM setup, sales process design, compensation planning, territory mapping—these foundational elements require strategic expertise, not campaign execution.
Unclear Go-to-Market Direction
If you're uncertain about ICP, messaging, channels, or pricing, an agency will happily execute whatever you tell them—even if it's wrong. A consultant challenges assumptions first.
4. When Growth Agencies Win
Agencies deliver strong value when strategy is clear and you need specialized execution bandwidth.
Clear Strategy, Need Execution
You know exactly what campaigns to run and just need hands to execute at scale.
Specialized Tactical Skills
Paid media, SEO, content production—areas requiring dedicated specialists you don't want to hire.
Short-Term Campaign Bursts
Product launches, event promotions, or seasonal pushes where you need temporary execution capacity.
Mature Internal Leadership
You have a strong VP of Marketing who can direct agency work—they just need more hands.
5. The Hybrid Model: Best of Both Worlds
The most effective approach often combines strategic consulting with tactical agency execution.
The Optimal Structure:
GTM Consultant: Strategic Layer
Defines ICP, messaging, channel strategy, and success metrics
Growth Agency: Execution Layer
Executes campaigns under consultant's strategic direction
Internal Team: Learning Layer
Absorbs knowledge from both, building lasting internal capability
The consultant ensures agency work aligns with business goals—preventing the common failure of optimizing campaigns that don't move revenue.
The Bottom Line
Growth agencies rent you execution. GTM consultants build you assets. If you need someone to run campaigns, hire an agency. If you need someone to figure out which campaigns are worth running—and build the infrastructure to scale what works—hire a consultant. For most scaling B2B companies, the latter creates 10x more long-term value.
Amplify. Automate. Accelerate.
Frequently Asked Questions
Common questions about this topic