The five phases. In order.
GTM is one continuous arc. Validation feeds positioning. Positioning feeds ICP. ICP feeds messaging. Messaging feeds demand gen. Demand gen feeds pipeline. Pipeline feeds the weekly review. Most consultants own one piece. I work the whole arc.
Validation & Power Positioning
Market validation done with real prospect conversations, not surveys. Competitive analysis the way it should be done — including the status quo as the #1 alternative. Power Positioning applied to your business. Output: a position you can defend in any room, plus the messaging that flows from it.
ICP & Signals
ICP comes from positioning, not the other way around. We define the firmographics of the company. Which industries, and why for each. The triggers in their business that move them into a buy cycle for your product. The external signals — about the company and the people — that we can observe and harvest to know they're a higher-than-average probability target.
Demand generation
Channel-fit thinking — you don't need every channel. Outbound email and phone, done well. Live prospecting: shows, meetups, and a few channels I'll cover when we talk. In today's email-and-dialing-saturated environment, you have to scale these efforts and get creative.
AI-augmented outreach
Why personalization at scale used to mean spam, and what changed. Claude Cowork as the production engine — an agentic platform to operationalize everything we've learned about the ICP, the SOM, the signals, and the value proposition. We generate highly relevant target prospects and superbly customized outreach.
Weekly sales coaching
The planning session that turns the plan into a 90-day operating cadence. The weekly review: pipeline, activities, forecast, deal coaching. What I'm doing: acting as fractional sales manager until you hire one.
Want to talk about where you'd start?
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