Go-To-Market Strategy & Playbook
Our client, Ranger Energy Services, provides mobile rigs to perform maintenance and workover services, completion drillout services, and abandonment services of oil and gas wells across many United States land markets. At the time of this project, they had recently merged several privately held companies into one, and they had recently made an initial public offering of stock. The company was poised for the next phase of growth and company executives wanted to develop a Go-To-Market Playbook with strategies and tactics to guide their commercialization activities.
Methodology
We initially defined the project scope and timeline with the CEO and COO.
Phase I of the project involved interviewing eight company executives across multiple functions and geographies to gather their perception on the business problem, the external market, and internal capabilities, strengths, and opportunities. We also gathered market data from numerous external sources. We compiled and analyzed the external data and interview responses to prepare the External & Internal Market Analysis and define the business problem. This phase included the following content:
External Market Analysis
- Macroeconomic market drivers and trends
- Market activity trends by geography
- Total Available Market (TAM) Model: Quantified market value by geography and service application
- Competitors: Defined customer vendor selection criteria and scored competitor performance
- Customers: Identified competitors’ value proposition and operational capabilities
Internal Analysis
- Internal SWOT analysis using vendor selection criteria
- Rig Inventory: Scope and capabilities of company and competitor service portfolio
- Ranger revenue and margin analysis by customer and geography
- Market Share: Overall, by geography, and by application
Phase II involved developing the Go-To-Market (GTM) Playbook and presenting the GTM Strategy & Playbook to the executive team. This phase included the following content:
Strategic Playbook
- Summary: Vision, goals, and sales strategy
- Target Markets
- Target growth markets by geography and application
- Customer Segmentation Model including Ideal Customer Profile and Target Customers
- Target functions, decision makers, buyer personas/roles/titles
- Strategic Account Playbook
- How to engage the target markets and customers
- Sales organization, roles, coverage, process, and tools
- Marketing
- Clearly articulated differentiation, value proposition and economic value
- Comprehensive marketing communications strategy and plan
- Basin Strategic Plans
Phase III involved implementing the sales, marketing, and operational recommendations in the GTM tactical plan.
Results
This GTM Strategy provided Ranger’s sales organization with a playbook to focus their marketing efforts of the company’s high-spec workover rig portfolio to their ideal target geographies and customers. It also provided Ranger with a commercialization strategy that was communicated to internal stakeholders, investors and potential employees.
Ultimately, the executive team hired me as a full-time employee to implement this plan, and we achieved the following results.
- Developed a strong Ranger brand by creating high value digital content and campaigns
- Secured multi-year, multi-basin contracts with numerous major operators
- Grew revenues by 300% from $155 million in 2017 to $620 million in 2022
- Grew adjusted EBITDA by 80% from 7% in 2017 to over 13% in 2022
Conclusion
Every company should have a Go-To-Market Playbook with strategies and tactics to guide their commercial activities. Contact Tiger Consulting to create and implement a Go-To-Market Strategic Playbook to focus your team on the ideal products and services, customers, and geographies. A strategic and tactical plan will ensure that your actions build, support, and align with your value proposition to enable profitable growth and successful long-term relationships.
Mark Haubert – President of Tiger Consulting
October 27, 2025
Developing a high-performing sales and marketing organization isn’t easy. Visit our website www.tiger-llc.com to request a Maturity Diagnostic Survey for your team. Tiger Consulting is a management consulting firm that helps companies to build high-performing sales teams and to implement strategic marketing plans to maximize growth. Mark Haubert, President of Tiger Consulting, has sales and marketing executive leadership experience that spans small, mid and enterprise companies in the energy and industrial segments. Contact Mark at 713-249-4604 or mark.haubert@tiger-llc.com