The GTM Foundations Builder
Consolidate the six major elements of your go-to-market in one place — sales process, buying team, customer journey, tech stack, roles, and campaigns. Fill what you know. Leave what you don't. Ship it, then sharpen.
Sales Process
Map each stage a deal passes through. For each: how you define it, what success looks like, the motions you run, and the bar to exit to the next stage.
Buying Decision Team
Every deal has five roles on the other side. Name the titles, decide who you must engage pre- and post-sale, and split the work across Marketing, Sales, and CS.
Customer Journey
Five stages from first touch to renewal. Each stage has a specific job: demonstrate credibility, show the path, prove ROI, drive value, earn the renewal.
Awareness — demonstrate you understand their problems and are credible on what they care about.
Consideration — show how they solve their problems and reach their goals, generally and with your software.
Decision — prove ROI, prove you can deliver, prove that doing nothing is the worst option.
Systems, Definitions & KPIs
The plumbing that makes the rest run. Name your systems, write your definitions down once, and set numeric targets for every KPI that matters.
GTM Systems
Where each capability lives — one tool or many. Write the vendor and link to the admin.
Definitions
Write these down once — every team reads the same words.
Activity & Quality KPIs
Volume metrics prove motion. Quality metrics prove the motion works. Set a target for each.
Roles & Ownership
For every stage across the lifecycle — who owns it, how you engage, and what defines success. No gaps, no overlaps, no assumptions.
Campaign Drafter
One campaign per funnel stage — the goal, the activity, the asset, the message, the offer. Hover any field for the reference example from the workbook.
Write it down once. Every team reads the same words. That's the whole game.