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, and refine it over time.
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
Five roles typically sit on the other side of a deal. 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, and make the cost of doing nothing clear.
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 show activity; quality metrics show whether it converts. Set a target for each.
Roles & Ownership
For every stage across the lifecycle: who owns it, how you engage, and what defines success. Aim for clear ownership, with no gaps or overlaps between teams.
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 your definitions down once, so every team reads the same words.