The problem this solves
Trying inbound, outbound, events, partnerships, and paid all at once with a small team means none of them gets enough repetition to work. Meanwhile lifecycle stages are undefined or decorative: nobody agrees what an MQL is, handoffs happen by Slack message, and the funnel report is a work of fiction. The cost is not just wasted spend; it is that you cannot learn what works because nothing runs long enough to produce a signal.
How we work
We start from your economics and buyer reality: deal size, sales cycle, how large the addressable market actually is, and how your buyers discover and evaluate solutions like yours. Those constraints eliminate most motion options quickly; a niche, high-touch offer does not support broad paid acquisition, and a high-velocity product does not need enterprise-style account plays.
We then commit to a primary motion and at most a couple of supporting channels, with explicit reasoning for what we are not doing yet. Around that we define the lifecycle model: stage definitions, entry and exit criteria, conversion expectations between stages, and the SLAs between marketing and sales at each handoff.
The output maps directly onto HubSpot lifecycle stages and properties, so implementation becomes a configuration exercise rather than a translation project.
Deliverables
- Motion selection with explicit rationale, including what to postpone
- Channel plan with sequencing
- Lifecycle stage model with entry and exit criteria
- Marketing and sales SLA definitions
- Funnel conversion assumptions to validate
- HubSpot lifecycle mapping notes
What buyers ask before scoping.
How does this relate to GTM Planning & Roadmap Development?
This module makes the strategic choices: motion, channels, lifecycle model. The roadmap module sequences everything into a plan with owners and milestones. They are often bought together, but the choices come first; sequencing choices you have not made produces a pretty timeline with no strategy inside.
What if we already run a motion that partly works?
Then we start from the evidence you already generated. Partial traction is the best input this work can get: we look at what converts, at what cost, and whether the motion deserves doubling down or is quietly propped up by founder effort that does not scale. Sometimes the answer is to keep the motion and fix the lifecycle around it.
Do you define what counts as an MQL and SQL?
Yes, with entry and exit criteria per stage and the SLA for what happens after each handoff. We keep the definitions operational: criteria your CRM can evaluate from real properties, not judgment calls that vary from rep to rep.
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