The GTM Operating Model
How go-to-market actually works.
Ten layers. Forty-plus processes. Every one mapped to its workflow, the agents that drive it, and the tools behind it. Learn the whole game — or refresh one process before you run it.
Planning & Governance
Where the strategy is set and kept honest: goals, structure, metrics, reviews.
Demand Generation
Creating pipeline: outbound, inbound, events, partnerships, PLG, community.
Sales Acceleration
Turning pipeline into revenue: qualification, SDR process, enterprise sales, enablement.
Customer Success & Retention
Protecting and growing revenue after the sale: onboarding, adoption, retention, renewal.
Account-Based Growth
Concentrated expansion: target accounts, land-and-expand, logo growth.
Pricing & Packaging
Designing how value is captured: strategy, packaging design, optimization.
Operations & Intelligence
The engine room: market intelligence, personas, territories, analytics, sales ops.
Channel & Ecosystem
Leveraging partners, resellers, integrations, and affiliates to scale.
Marketing Operations
Executing marketing at scale: campaigns, lead management, messaging, brand.
Customer Advocacy
Turning customers into proof: case studies, testimonials, advocacy programs, communities.
The rule under everything: every process runs the same loop — identify → collect → prioritize → enrich → personalize → execute → optimize. Learn the loop, and every process becomes a variation.