UpScale Solutions: Turning a big vision into a clear GTM strategy

Driven by a mission to unlock organisational potential, UpScale Solutions provides Melbourne-based expertise in business systems and custom software. The team solves client’s unique problems by transitioning their processes into a single, intelligent AI-integrated system.

UpScale’s vision is BIG: a future where an AI-enabled delivery model compresses the time it takes to design, scope, and build custom software. Imagine a chatbot capturing end-user requirements, collaborating with stakeholders to refine them, producing a detailed scope, and then generating the application itself.

UpScale had the ingredients: a BIG vision and serious technical depth. But after 18 months and early client wins, the next phase of growth needed focus. The leadership team knew they had to tighten their go-to-market strategy: define the ideal customer, lead with the most profitable problem, refine the offer, and commit to a clear sales and marketing approach.

Faced with this need, it made sense for the UpScale executive team to seek a partner with deep domain expertise in GTM strategy and an aligned philosophy on the opportunity that technology and process bring. Enter align.me, with the Funnel Camp GTM planning workshop and accompanying Funnel Plan, AI-enabled go-to-market planning platform.

SNAPSHOT:

Founded: 2024
Industry: Software Development
Size: 11
Key challenge: GTM alignment, holding to the plan, breadth & depth of marketing execution support

The challenge

Despite having a capable team and early traction, UpScale’s leadership team found themselves juggling multiple priorities without a clear roadmap for growth.

The key challenges they faced included:

Lack of clarity around target customers: While they knew they could solve real problems for a variety of organisations, aligning on the ideal customer segments and understanding how to approach them was unclear.
Defining the problems they were solving: With a broad range of potential use cases, the team needed to clearly articulate the specific problems their solutions would solve for the market.
Understanding how to engage the market: Knowing which channels to use to speak to potential clients and get their foot in the door required a structured approach that the team hadn’t yet developed.
Aligning stakeholders: Key decision-makers and team members needed a shared space to align on vision, strategy, and execution priorities.
Hyper-accelerating demand: Despite enormous in-house capability, UpScale needed a clear strategy to fast-track interest and traction in the market.

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Having a marketing expert who knows B2B, who’s done this all before, and is across both sales & marketing, was a key value add. We needed that person to facilitate it through the lens of an expert, test some of our assumptions, and steer us in the right direction

Gideon Cordover, Chief Marketing Officer, UpScale Solutions

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The strategy

The breakthrough for UpScale came when they were referred to align.me through a trusted connection and engaged the team to participate in Funnel Camp™, align.me’s structured, high-impact planning workshop for B2B organisations. Funnel Camp™ is designed to align teams, validate go-to-market strategy, and build a 3-year execution plan that drives growth.

For UpScale, the workshop – combined with the step-by-step guidance of the Funnel Plan software – was the catalyst for turning ideas into a clear, actionable plan.

The Funnel Plan software wasn’t just the tool used by the align.me consultant to facilitate the planning process – it delivered the internal team capability to become the backbone of their planning process. Gideon and the team didn’t stop at using it to record discussions from Funnel Camp™; they used it to:

Ideate various campaign opportunities
Capture the long list of execution tasks
Prioritise task owners and delivery dates
Build project briefs for those tasks that made sense to outsource
Refine resourcing (people and budgets) necessary to implement the plan

The workshops created space for deep discussion, pushing leaders to work through and align on key elements, and answer fundamental questions of their Go-To-Market strategy.

The result

1

Clear alignment and focus
2

Sharper go-to-market direction
3

Funnel Plan became the single source of truth for their GTM strategy
4

Teamwide ownership of strategy
5

Built execution momentum

We all left the room with the mindset that we’re all paddling in the right direction. Having the plan on a page that we could point to gave everyone clarity on what success looked like and how we’d get there.

Gideon Cordover, Chief Marketing Officer, UpScale Solutions

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Looking ahead

Having built a solid go-to-market plan through Funnel Camp™, UpScale initially set out to execute the strategy internally. However, it soon became clear that while the plan provided clarity and direction, the pace of execution was limited by their internal capacity.

Rather than slow their momentum, UpScale made the strategic decision to bring align.me back on board – this time to lead the execution in 2026 and beyond.

Funnel Plan continues to guide align.me’s execution, and we look forward to sharing the quantifiable business outcomes of the executed GTM plan over the next 12-months.