GTM for exciting shit.
Find the market. Test the motion. Build what works.
We help founders figure out how to actually get their product into the market. We research it, find the right customers and channels, run the experiments, talk to the people and turn what works into systems you can repeat.
Sound familiar?
You've built something real. Getting it to market is the part that isn't working yet.
Who is this actually for?
You're not sure who you should be selling to, or why they should care.
Nothing repeats.
Deals happen, but you can't say exactly why, or make them happen again on purpose.
No time. No machine.
You don't have the bandwidth or the systems to research, test, sell, learn and iterate fast.
Usually when you're
- Still selling founder-led
- Entering a new market
- Launching a new product
- Moving from one-off deals to a repeatable motion
- Expanding across borders, including Asia to the West
What we do.
We specialize in niche markets and in finding new partnerships.
Find the market
Market and ICP research, positioning and messaging, GTM strategy
We work out who should buy, why they'd care, what to say to them and where to reach them. Built from research and real conversations, not assumptions.
Test the motion
Hands-on acquisition experiments
Outbound, account-based campaigns (ABM), paid ads, SEO and content, partnerships, communities, market entry. We run the experiments ourselves, have the conversations and track what actually moves.
Build what works
GTM infrastructure and RevOps
Prospect intelligence, crawlers, scoring, automations, databases and outreach workflows, plus CRM setup, attribution and reporting. When something works, we turn it into a system and automate the repetitive parts.
Hand it over
Playbooks, first sales hires, fractional GTM lead
When the motion works, we write it into a playbook, help you hire your first salespeople and hand it over. Until then, we can act as your fractional GTM lead.
Strategy and execution. Same team.
We don't hand you a plan and disappear. The people who write the hypothesis go out and test it.
The loop
- 01Research
- 02Form a hypothesis
- 03Find the right people
- 04Start conversations
- 05Collect market intelligence
- 06Revise the hypothesis
- 07Test again
- 08Systematize what works
- 09Automate the repetitive parts
Under the hood
- Signals and triggers
- Targeted lists
- Prospect intelligence
- Scoring
- Contextual outreach
- Conversations
- GTM memory
Everything we learn goes into one GTM memory: companies, people, signals, conversations and experiments. Every test makes the next one sharper.
Part consultant. Part early GTM hire. Part builder.
A consultant
hands you a strategy and leaves. We do the work, and keep doing it until something sticks.
An early hire
needs to already know which motion to run. We figure that out first. Hiring ten salespeople doesn't fix a distribution problem nobody understands yet.
A dev shop
builds tools. We build the tools and use them in the market.
Probably not for you if…
- You already have a repeatable GTM engine and mostly need more sales headcount.
- You want high-volume, spray-and-pray lead gen.
- You want a strategy deck and nobody doing the work.
HustleGTM is run by Hank, a GTM operator and Ivey MBA with a background in fintech, finance and early-stage startups. Hank builds AI agents, crawlers and GTM software, and still does the outreach.
More about Hank →Follow the work.
We're starting to share what we test, what works and what doesn't.
FAQ
Are you an agency?
Not a traditional one. Think of us as an outsourced, experimental GTM function. We research, sell, test and build alongside you.
Who do you work with?
Founders and early-stage startups that have built something real but haven't found repeatable distribution yet. Usually that means founder-led sales, a new market, a new product, or moving from one-off deals to a repeatable motion. We work with the founder or CEO first, or a Head of Growth or GTM in more mature companies.
How are you different from a GTM consultant?
A consultant hands you a strategy and leaves. We research the market, build the lists and tools, contact people, have the conversations, test channels and change the approach based on what happens. Strategy and execution stay with the same team.
What does working together look like?
It depends on where you are. Most work starts with research and a clear hypothesis, then moves fast into real conversations and experiments. When something works, we systematize and automate it.
Should we hire salespeople first or work with you?
If you don't know yet which GTM role or motion you need, start with us. Hiring ten salespeople doesn't fix a distribution problem nobody understands yet. We find the motion that works first, turn it into a system and a playbook, then help you hire and onboard your first salespeople.
How much does it cost?
It depends on the scope. Tell us what you're working on and we'll tell you honestly whether we're a fit.
Which industries do you work with?
We've worked across AI and software, fintech, creator platforms and medical devices. Stage matters more to us than industry: you've built something real and haven't cracked distribution yet.
Do you help companies expand into new markets?
Yes. Market entry and cross-border expansion, including Asia into Western markets, fit our experience. We research the new market, find the right customers and partners, and test the motion directly.
Where are you based?
Toronto.
Is this just outbound?
No. Outbound is one channel. We also test paid ads, SEO and content, partnerships, communities, events and new-market entry. The market decides what we double down on.
Built something real that isn't selling yet?
Tell us what you've built and who you think it's for. We'll tell you what we'd test first.