GTM Framework

This is my working model for going from a list of possible customers to people who use and pay for a product. It changes whenever the evidence does.

From first list to paying customer

Pick a stage to see what I’m working on and what happened.

Stage 01 · NewA company that looks like a possible fit. No contact yet.

Who is actually worth talking to?

This is where I decide who belongs on the list. A company should be here because I can explain why it might need the product—not just because I found its name.

Things I can change

The work that can move this stage.

5 levers

Foundation includes

  • Market definition
  • ICP development
  • Buyer personas
  • Jobs to be done
  • TAM / SAM / SOM

Tests and results

Sorted by: worked, trying now, mixed result, and stopped.

1 logged
Trying now
ICP development

I’m using replies, demos, product use, buying questions, and lost opportunities from architecture offices to narrow down the firms, roles, workflows, and triggers that matter.

Watching: Repeated pains and buying triggers across qualified accounts
GTM topics A reference list of 16 areas I may need to work on—not another set of funnel stages.
Foundation5
  • Market definition
  • ICP development
  • Buyer personas
  • Jobs to be done
  • TAM / SAM / SOM
Positioning5
  • Value proposition
  • Differentiation
  • Category design
  • Competitive positioning
  • Positioning statement
Messaging5
  • Core narrative
  • Messaging framework
  • Taglines
  • Objection handling
  • Message testing
Pricing5
  • Pricing research
  • Packaging tiers
  • Pricing metrics
  • Discount policy
  • Pricing page
Channels5
  • Channel strategy
  • Inbound
  • Outbound
  • Partnerships
  • Channel testing
Sales motion5
  • Self serve
  • Sales led
  • Product led
  • Sales playbook
  • Demo scripts
Content engine5
  • Content strategy
  • SEO content
  • Case studies
  • Lead magnets
  • Sales enablement
Launch plan5
  • Launch tiers
  • Launch timeline
  • Press & PR
  • Launch assets
  • Internal alignment
Demand generation6
  • Paid ads
  • Email campaigns
  • Webinars
  • Events
  • Social selling
  • ABM campaigns
Pipeline5
  • Lead scoring
  • Lead routing
  • Qualification framework
  • CRM setup
  • Pipeline reviews
Conversion5
  • Trial optimization
  • Sales process
  • Proposal templates
  • Negotiation
  • Closing playbook
Customer success5
  • Onboarding flow
  • Success milestones
  • QBRs
  • Renewal strategy
  • Advocacy program
Metrics5
  • CAC & LTV
  • Funnel metrics
  • Attribution
  • GTM dashboard
  • Win / loss analysis
Expansion revenue5
  • Upsell plays
  • Cross sell
  • Seat expansion
  • Usage expansion
  • Enterprise motion
Optimization5
  • A/B testing
  • Funnel fixes
  • Message iteration
  • Channel doubling down
  • Kill list
Scale5
  • New segments
  • New geographies
  • GTM team hiring
  • RevOps
  • Repeatable playbooks