Guided path · cross-pillar

Founder GTM

The go-to-market journey a founder runs themselves, in order. Six stages, each drawing on one pillar of the library, each producing an artifact you carry into the next.

6
Stages
34
Topics in order
6
Deliverables

The sequence

  1. FoundationsStage 1 of 6 · Idea

    Idea

    Before you build anything, decide who you are for and why they should care. This stage settles the ICP, the market you are entering, the message, and the metrics you will judge yourself by.

    Producesan ICP, a sized market, a messaging framework, and the metrics you will run on
    How to build a competitive analysis frameworkProduces: Battlecards + landscape 2×2How to run customer interviews that produce decisionsProduces: Interview guide + synthesisHow to build an ideal customer profile (ICP)Produces: ICP doc (9 elements) + battlecard + anti-ICPHow to size a market with TAM, SAM, and SOMProduces: TAM/SAM/SOM modelHow to write a strategic narrative for your companyProduces: Strategic narrativeHow to build a messaging framework that sellsProduces: Positioning + value map + headlinesHow to set a SaaS pricing strategy that scalesProduces: Pricing metric + tiers + unit econHow to choose the SaaS metrics that actually run a businessProduces: North star + stage metrics
  2. ProductStage 2 of 6 · Pre-Launch

    Pre-Launch

    Turn the idea into something people can use. This stage validates the problem, scopes the smallest product that proves it, and designs the onboarding that gets a new user to value.

    Producesa validated problem, a scoped MVP, and an onboarding and activation path
    How to run problem validation before you buildProduces: Discovery plan + signal gradeHow to scope an MVP for startupsProduces: Scoped MVP + concierge planHow to run a beta testing programProduces: Beta plan + feedback loopHow to reduce time to valueProduces: TTV path + friction mapHow to design user activationProduces: Activation milestone + PQLHow to design user onboardingProduces: 9-step onboarding spec
  3. MarketingStage 3 of 6 · Grow

    Grow

    Create demand and a place for it to land. This stage builds the channels, content, and site that bring the right people to you and convert them.

    Producesa content and channel plan, a converting website, and a demand engine
    How to build a B2B content strategyProduces: TOFU/MOFU/BOFU planHow to do AI search optimization (AEO/GEO)Produces: Page audit + schema + llms.txtWebsite conversion optimization for B2BProduces: Landing + comparison pagesHow to build an inbound marketing funnelProduces: Inbound funnel + conversion planHow to build lifecycle marketing nurture sequencesProduces: Nurture sequencesHow to build a paid acquisition planProduces: Channel plan + test matrixHow to build a B2B PR strategyProduces: PR cadence + event planHow to build a B2B social media strategyProduces: Social + community plan + monitoring specHow to choose a customer acquisition modelProduces: Freemium/trial/hybrid recHow to design viral loops (and measure K-factor)Produces: Loop design + K-factor
  4. SalesStage 4 of 6 · Acquire

    Acquire

    Turn interest into revenue. This stage covers founder-led selling, a repeatable sales process, qualification, and the outbound motion that fills the top of it.

    Producesyour first customers, a defined sales process, and a qualification standard
    How to build a market entry strategy for a new countryProduces: Market-entry + localizationFounder led sales: how to get your first 10 customersProduces: First-customer planHow to run outbound sales that gets repliesProduces: Target criteria + sequence copyWhat is MEDDIC — the qualification framework, letter by letterProduces: MEDDIC qualification scorecardHow to design a sales process with clear stagesProduces: Sales process + stagesHow to build channel partnerships that actually sellProduces: Partner shortlist
  5. Customer SuccessStage 5 of 6 · Distribute

    Distribute

    Keep the customers you won and grow the ones worth growing. This stage builds retention, time-to-value, and the expansion motion that lifts net revenue retention.

    Producesa retention playbook, a faster time to value, and an expansion motion
    How to improve customer retentionProduces: Churn-risk model + playbookHow to grow net revenue retention with expansion revenueProduces: Expansion triggers + win-back
  6. Revenue OperationsStage 6 of 6 · Scale

    Scale

    Build the operations that let the engine run without you holding it together. This stage covers the tech stack, the data, and the compliance work enterprise deals demand.

    Producesa fit-for-stage tech stack and the compliance posture to sell upmarket
    How to choose a sales tech stack by ICP and stageProduces: Stack rec by ICP/stageHow to handle SaaS compliance for enterprise dealsProduces: SOC 2 / GDPR checklist
At the end of this path

A complete, defensible GTM — on paper and ready to run.

  • an ICP, a sized market, a messaging framework, and the metrics you will run on
  • a validated problem, a scoped MVP, and an onboarding and activation path
  • a content and channel plan, a converting website, and a demand engine
  • your first customers, a defined sales process, and a qualification standard
  • a retention playbook, a faster time to value, and an expansion motion
  • a fit-for-stage tech stack and the compliance posture to sell upmarket