Go To Market Consulting

was originally founded in 2011 as Business Backstage by Ursula Dauenhauer with the simple objective to help leaders of medium-sized B2B technology companies to craft a powerful Go To Market strategy and then implement it successfully. Ultimately it is all about  lifting sales performance and scaling sales faster and with more predictability.

Ursula’s work addresses the three most common symptoms that stymie  business growth , which are complexities of a fast moving market, working within constraints, finding a strong competitive market positioning and ultimately creating more certainty around revenue streams. She believes that Go To Market is not a high level, one-off process, but a dynamic business function, essential to take the business with confidence to the next level.

go to market consulting - ursula dauenhauer

After leaving her corporate sales and marketing career with Xerox and IBM 20 years ago, Ursula has worked with more than 110 businesses across a broad spectrum of technology companies. Today she specialises in the IoT markets and adjacent B2B Tech companies. Over the last five years she worked with IoT company Thinxtra as GM Marketing and is supporting the  global 0G Association representing IoT Solution Providers in 72 countries around the world from a GTM perspective.

Previously she has been working with organisations such as  SAP, Microsoft & Oracle ecosystems and organisations such as Milestone Group, Gratex International Australia, Wunderman Bienalto, Acxiom, Holocentric, Grosvenor Engineering, Cohort, ProQuest Consulting.

Over more than 30 years in the world of technology sales and marketing, Ursula has seen and learned a lot from successes and mistakes. She encoded her real world  insights in the Go To Market Framework,  which has stood the test of time and delivers bespoke outcomes for every business she is has been working with. 

She is known for straight talk, team work, commitment, discipline and focus on real outcomes. As a values driven creative problem solver she strives on complexity and a challenge. Ursula works only with max. 2-3 clients in parallel as she delivers all services herself. 

Ursula Dauenhauer - Go To Market Consulting

Meet Ursula Dauenhauer,
Founder of Go To Market Consulting:

“I work hand in hand with leaders of medium sized IoT and Tech businesses who recognise how critical a bespoke Go To Market is and are ready for fresh perspectives and process to create focus and make things happen.


With straight-talk, commitment to the objective, stakeholder management and creative problem solving –  I can make a difference.


My job is done when results improve, the sales and marketing engine works and the business is on the right growth trajectory to achieve it’s purpose.”


i CARE.” uRSULA d.

An eclectic range of experience and qualifications

  • Master of Marketing Management (Macquarie Graduate School of Management)
  • Change Management accreditation
  • Certified Blue Ocean Strategy Consultant (Blue Ocean Strategy Australia)
  • Graduate Diploma Counselling/Coaching (Australian College for Applied Psychology)
  • “Systemic Constellation” practitioner (diagnostic and solution development method)
  • Certified Neuro Linguistic Programming practitioner
  • Strategic marketing practitioner ( IBM Market Manager, Information Management)
  • Consultative solution selling experience  in complex data management solutions (software and service) (IBM, Xerox)
  • Transactional product selling experience in hyper-competition office equipment market 
  • Corporate Role-play design for sales scenarios, extensive acting training and experience

What people say…..

"I have great respect for Ursula’s professionalism and expertise. Her no-nonsense insightful and cut-through advice is delivered with clarity, often through an injection of disarming metaphors and humour."

Andrew Nelson, Managing Director, Blue Ocean Strategy Australia

"Taking a refreshing, consultative approach, Ursula dug into our business, challenging all aspects of the sales process. She engaged with every member of staff in the Sales arena and delivered insights that we truly had not expected."

CEO Digital Agency

"We’ve achieved results that we could never have expected before. By being more systematic and structured in our approach, we’ve noticed results in a matter of a few weeks.

Aymeric Zito, CEO ProQuest Consulting

"Ursula has mastered the art of capturing and simplifying GoToMarket in complex environments. She helped me and more than 70 global customers to better understand our markets and build the right strategy and methodology to go-to-market and grow. This was invaluable to our business and a fantastic personal journey".

Loic Barancourt, CCO UnaBiz

"Ursula implemented successfully an entire re-positioning strategy within a very short period of time. Her ability to gain buy-in and mobilise the team, together with her people and stakeholder management skills made her an extremely effective change agent".

Ralph Stonell, Finance Executive


Get In Touch

There is nothing like having a good conversation. Contact Ursula for an obligation free session to explore if and how she might be able to assist you.