GTM Framework

The GTM framework defines the sales and marketing model we utilize at 1 to 100. This assume that you have completed the strategy framework. Notably you should have a clear, well defined point of view on the following items as inputs into this process:

Business Problem

The Business Problem defines the urgent pain the customer feels. If you aren't clear on this your GTM strategy will be unfocused, ineffective, or irrelevant. By crisply articulating the real-world problem we solve, we ensure internal alignment, prevent scope creep, and guide all external messaging to be sharp and resonant.

Solution

The bridge from problem to promise. This ensures you've got clarity on what you offer and how it makes the customer’s life meaningfully better. A well-articulated Solution ensures all teams are aligned around delivering a complete, credible experience. Without it, messaging becomes fragmented and prospects struggle to understand the benefit of engaging with us.

Core Value Propositions

Why customers care and why they should choose you. Core Value Propositions move from general concepts (Business Problem, Solutions) into the structure of messaging. This keeps campaigns and pitches anchored on specific things that matter to the buyer. Without strong, focused, and we say "pointed" value propositions, marketing feels generic.

Core Competitive Differentiation

Core Competitive Differentiation is the mirror image of core value propositions. They define why a prospect should pick us instead of someone else, a home grown solution or taking no action. It is essential for standing out in a noisy market. Without it, your GTM efforts compete solely on price, features, or convenience — a race to the bottom. Strong differentiation arms marketing and sales teams with a clear story that justifies preference, loyalty, and premium pricing.

Ideal Customer Profile (ICP)

While it's important to define your Total Addressable Market (TAM) and Service Addressable Market (SAM) what we *really* care about is where you focus in those markets: your ICP. The ICP ensures marketing and sales focus only on high-probability, high-value prospects. It acts as a tactical filter for ALL GTM activities, optimizing acquisition costs, shortening sales cycles, and increasing customer satisfaction and retention. Without a defined ICP, you'll be marketing to everyone and resonating with no one.

Personas

Finally, Personas make it perfectly clear who we're selling to. They ensure messaging, campaigns, sales tactics, and even product features resonate with actual human beings. Shared, cross-functional personas create consistency across departments, preventing fragmented experiences and misaligned messaging that confuse or alienate prospects.