Book Review: Go-To-Market Uncovered by Paul Sullivan

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Paul Sullivan’s Go-To-Market Uncovered is a practical and no-nonsense guide for anyone looking to successfully launch and grow a business. Whether you're running a startup, a scale-up, or a well-established business, Paul provides a clear, structured blueprint for turning ideas into commercial success.

At its simplest Paul offers:

• 3 question

• 8 pillars

• 5 actions

While he has not reinvented the wheel (thankfully), he has combined what works into a workable model

At the heart of the book is the ARISE framework—a step-by-step approach designed to help B2B SaaS, fintech, and tech-enabled businesses bring their products to market… efficiently and effectively. Unlike many GTM (go-to-market) models that focus purely on the initial launch, Sullivan digs deeper, offering a system that lines up sales, marketing, and customer success.

What Makes This Book Stand Out?

1. Practical, No-Fluff Advice
   Sullivan doesn’t waste time on vague theories. Instead, he delivers actionable frameworks, templates, and worksheets that can be put into practice immediately. This is a book written for doers… those who need real-world strategies, not just high-level concepts.

2. A Focus on the Right KPIs
   Too many businesses measure the wrong things. Paul helps you identify and track the key performance indicators (KPIs) that actually drive business growth. (This fits well with the principles of OKRs (Objectives and Key Results))

3. Sales and Marketing Alignment
   One of the biggest frustrations for agency leaders is the disconnect between sales and marketing - marketing generates leads, but sales teams often fail to convert them effectively. Sullivan tackles this head-on, offering practical strategies to ensure both functions are working towards a unified goal.

4. Real-World Case Studies
   The book is packed with case studies that highlight common GTM challenges and how to overcome them. This isn’t just theory - it’s real-world experience distilled into a step-by-step guide.

Who Should Read This?

• Agency leaders and strategists looking to refine their go-to-market approach for clients

• Marketing and sales directors who need to ensure their teams are pulling in the same direction

• Startup founders and product managers who want a structured, scalable way to take their product to market.

Final Thoughts

You can use the book to help you with the structure and processes in you r own agency. Even cleverer, you can use the framework to help your clients understand heir own business.

Paul Sullivan has written a book that’s as useful as it is insightful. Whether you’re helping clients with their GTM strategy or launching a new service of your own, Go-To-Market Uncovered gives you the tools to go for it.

Clearly he is familiar with HubSpot and he does mention them a lot; Don’t worry about that. His mentions of AI may mean that the book needs to be updated sooner than later but that is not a biggee,

A highly recommended read for agency owners who want to move from being just another marketing supplier to becoming a strategic growth partner for their clients.