GTM in six phases

The ICP is based on guesswork and the message is generic: buyers don't describe the offer the way the company does.

Finds what the best customers have in common and the words they use; checks whether the message lands.

Profile of the best customers, buying group, buying triggers, value proposition, differentiators, message.

Marketing and sales, with leadership

Marketing chooses the account list alone, and nobody in sales has signed it off.

Finds accounts similar to the best customers and maps the roles in each buying group.

Segments, account list, tiering, and the buying group mapped for each account.

Demand generation with sales; RevOps for the data

Teams optimise for the number of leads and ask people who aren't buying yet to convert.

Pulls themes from the market, tests whether AI assistants name you when buyers ask for suppliers (GEO), and optimises ads and bids for opportunities.

SEO and GEO

AI shortlist test (GEO) · SEO and GEO page checklist Go to resources →

Creating and capturing demand, channels (paid, events, email, partners), SEO and GEO (being found in search and named in AI answers), content, plan, budget and channel metrics.

Demand generation

Marketing generates leads, sales opens opportunities, and nobody can connect the two.

Summarises the account's context for the salesperson and classifies rejection reasons.

Account and lead qualification, handover to sales with SLAs, and opportunities linked to campaigns: sourced and influenced pipeline.

Demand generation, sales and RevOps

The pipeline is there, but nobody knows which campaign produced it.

Writes the campaign performance review and suggests tests.

Attribution simulator · Campaign measurement · Campaign performance review · Data quality before the report Go to resources →

Performance by channel and campaign, cost per opportunity, attribution, testing and optimisation.

Marketing ops and RevOps

Each team measures its own activity, not the result of GTM as a whole.

Explains the funnel numbers and flags anomalies and opportunities at risk.

Win rate, sales cycle length, pipeline coverage, payback, retention by segment. What we learn goes back to phase 1.

Leadership and RevOps