3 min read Free

GTM Engineering Series #6: Enrichment Pipelines Need Reliability

Enrichment is often treated as a convenience. Fill missing fields. Add firmographics. Find titles. Append technologies. Refresh headcount. Pull funding. Add intent. Give the field more context. At scale, enrichment is infrastructure. Bad enrichment can break routing, territory, segmentation, personalization, scoring, forecasting, customer health, and account strategy. When a company
3 min read Free

GTM Engineering Series #5: The CRM Is a Product Surface

Most teams talk about CRM as a database. Reps experience it as a product. That distinction explains a lot of GTM dysfunction. If the CRM is slow, confusing, over-fielded, duplicative, or detached from the actual sales motion, people avoid it. They update it late, fill fields badly, keep side
3 min read Free

GTM Engineering Series #4: Routing Is Production Logic

Routing looks administrative until it fails. A hot account goes to the wrong owner. A partner-sourced lead bypasses the channel team. A strategic account gets assigned to an SDR queue. A customer expansion signal routes to new business. Two reps work the same account. A high-intent product user
3 min read Free

GTM Engineering Series #3: Signals Need Contracts

Modern GTM runs on signals. Intent data, product usage, job changes, funding events, support tickets, renewal risk, competitor mentions, website visits, pricing-page activity, community engagement, customer expansion, and executive interactions all promise better timing. Most signal systems fail because the signal has no contract. A signal contract defines what
3 min read Free

GTM Engineering Series #2: The GTM System Has a Data Model

Every GTM system has a data model. Most companies just discover theirs by accident. The account means one thing to sales, another to marketing, another to finance, another to product, and another to support. A lead may be a person, a signal, a source, a request, or a routing problem.
4 min read Free

GTM Engineering Series #1: GTM Engineering Is Not RevOps With Code

Most companies already have RevOps. They may also have sales operations, marketing operations, lifecycle operations, analytics, systems admins, data teams, and a pile of automation. That still does not give them GTM engineering. GTM engineering is the discipline of making the go-to-market system work like a system. It
1 min read Free

Resource Allocation and Budgeting as Strategy — Series Index

Resource Allocation and Budgeting as Strategy is a 10 part series. Use this index as the table of contents and read the posts in order. Read the series in...
4 min read Free

Resource Allocation and Budgeting as Strategy Series #10: The Resource Allocation Audit

A resource allocation audit asks whether the company's scarce resources match its stated strategy. It does not start with the budget summary. It starts with artifacts: budget, hiring plan, roadmap capacity, vendor list, executive calendar, operating-review agenda, stopped-work list, and investment cases. The audit should look

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