Small and medium-sized enterprises face an increasingly critical decision: should go-to-market (GTM) expertise sit within payroll as a permanent role or be brought in through freelance support? This decision has lasting implications. GTM strategy defines how a business introduces products to market, secures revenue growth, and aligns sales, marketing, and operations. Choosing the wrong model can stall launches, inflate costs, or leave growth opportunities untapped. This article explores both freelance and in-house GTM strategists in detail, compares their pros, cons, and costs, and introduces a blended approach that links strategy to execution through GTM engineering support.
Introduction: Do You Need Strategy on Payroll or on Demand?
For SMEs, resourcing is never a straightforward choice. Leaders must constantly weigh speed against sustainability. The rise of freelance GTM talent reflects a shift towards more flexible, on-demand strategy, particularly as founders look to contain costs and secure specialised skills for specific growth phases. Yet many companies still prefer the stability and cultural integration of in-house hires. This article explains what GTM strategy involves, the differences between freelance and full-time support, and how SMEs can build the right mix for their stage of growth.
The Role of a GTM Strategist in B2B Growth
Go-to-market strategy is not a one-off plan but an evolving roadmap. A strategist looks beyond marketing campaigns. They evaluate product-market fit, build positioning statements, design pricing models, and coordinate the sales funnel with operational capacity.
For example, in a B2B SaaS company, the GTM strategist ensures marketing captures qualified leads, sales nurtures them effectively, and operations deliver a seamless onboarding. Without this role, companies risk siloed decision-making, duplicated work, and inconsistent customer experiences.
Strategists also provide foresight. They spot risks in pipeline management, anticipate when to scale the sales team, and recognise when customer success must be bolstered to reduce churn. In other words, they are the architects of revenue growth.
Option 1: Hiring a Freelance GTM Strategist
Pros
Flexibility and scalability: Freelancers can be engaged for a single product launch, a three-month sprint, or retained quarterly. This flexibility is highly valued by SMEs with fluctuating priorities.
Access to niche expertise: A fintech company may engage a freelancer experienced in regulatory markets, while a SaaS platform might seek someone with deep knowledge of subscription pricing and product-led growth.
Lower overhead costs: SMEs only pay for the strategist’s time. No superannuation, leave pay, or office equipment is required.
Cons
Limited availability or long-term accountability: Freelancers often juggle multiple clients. Availability can be restricted, and securing their involvement long term may require premium rates.
Requires internal alignment to activate strategy: Freelancers produce plans, but internal staff must own execution. Without operational maturity, recommendations risk sitting idle.
Typical Cost Range in Australia
Day rates for experienced freelance GTM strategists range between AUD 1,000–2,500. Project-based fees for product launches, go-to-market audits, or campaign design often fall between AUD 10,000–30,000. According to SmartCompany, the proportion of SMEs engaging freelance professionals has steadily increased as businesses prioritise cost flexibility during scaling.
Example use case: A scaling SaaS business with a lean headcount might bring in a freelancer to design a six-month GTM roadmap, then hand over execution to existing marketing and sales teams.
Option 2: Hiring a Full-Time In-House GTM Strategist
Pros
Deeper integration with internal teams: An in-house hire works daily alongside leadership, sales, and product teams. Their strategies are shaped continuously by real-time company data.
Consistency and strategic continuity: Permanent staff ensure projects are carried across quarters, even as priorities shift or leadership changes.
Cons
Higher salary and employment overhead: Beyond salary, SMEs shoulder superannuation, insurance, tools, and training. Fair Work Ombudsman notes these extras add roughly 25–30% to base employment costs.
Risk of misalignment without execution resources: A strategist working alone can only deliver so much. Without operations or engineering support, their plans may stall at the blueprint stage.
Typical Salary Range in Australia
In 2025, GTM strategist salaries sit between AUD 140,000–180,000, often supplemented with performance bonuses. According to the Australian Bureau of Statistics, wages and on-costs remain one of the biggest constraints for SME growth, which is why many businesses hesitate to commit to full-time strategic hires.
Example use case: A well-funded Series B startup may justify an in-house GTM strategist to embed long-term consistency, nurture partnerships, and oversee international market expansion.
Freelancer vs In-House: Side-by-Side Comparison
Factor | Freelance Strategist | In-House Strategist |
Cost | Day or project fees, no benefits | High salary plus employment costs |
Control | External, flexible schedule | Full-time, embedded |
Collaboration | Relies on strong handover to teams | Naturally integrated |
Continuity | Limited to contract | Ongoing, cultural integration |
Best Fit | Budget-conscious or early-stage companies | Funded scale-ups with ongoing needs |
The Blended Approach: Strategy + GTM Engineer Support
A growing number of SMEs combine freelance or in-house strategists with GTM engineers who deliver technical execution. The strategist designs the roadmap, while the engineer builds the systems to bring it to life.
When to Pair Strategists and Engineers
Automation rollouts: Strategist defines customer lifecycle, engineer sets up the marketing automation flows.
CRM restructures: Strategist identifies gaps in data flow, engineer reconfigures the system for sales tracking.
Reporting dashboards: Strategist defines KPIs, engineer builds dashboards for visibility.
This blended approach reduces the risk of strategy sitting on the shelf. It ensures recommendations translate into working processes and measurable outcomes.
Key Considerations for SMEs
When choosing between freelance and in-house, decision-makers should reflect on:
Growth stage and funding runway: Freelancers allow lean startups to scale strategically without payroll pressure. In-house is often better for later-stage companies with stable cash flow.
Internal ops maturity: SMEs with strong marketing and sales managers can activate freelance strategies. Those with limited ops maturity may need a full-time hire for cultural integration.
Need for speed vs need for consistency: Freelancers provide bursts of expertise for launches. In-house hires ensure steady, long-term direction.
Build for Agility, Staff for Impact
Freelance GTM strategists deliver flexibility and targeted knowledge, while in-house strategists bring depth and cultural alignment. The decision hinges on resources, maturity, and urgency. Many SMEs find that a hybrid approach, pairing a strategist with a GTM engineer, creates both vision and execution. This ensures growth strategies are not only designed but delivered.
Need help designing a GTM strategy that fits your growth plan? Let’s chat about how to bring the right expertise in at the right time
FAQs
What does a freelance GTM strategist typically do?
They design GTM roadmaps, align marketing and sales, assess customer journeys, and advise on pricing, positioning, and campaign planning.
How do freelance rates compare to full-time hires?
Freelancers charge daily or project rates, which makes them cheaper in the short term. Full-time hires require salaries and benefits but provide consistent oversight.
Can I scale GTM strategy without hiring in-house?
Yes. Many SMEs scale with freelancers as long as internal teams can execute. For companies with limited resources, pairing with GTM engineers strengthens delivery.
What risks should I consider when outsourcing GTM work?
Risks include reduced availability, loss of continuity, and dependency on internal alignment. Careful scoping and structured handovers reduce these risks.
How do GTM engineers work alongside strategists?
Strategists shape the roadmap. Engineers configure tools, automate workflows, and build reporting to ensure recommendations are actioned.
