The ICP is implicit
The founder knows a good-fit account when they see one, but nobody has turned that instinct into criteria, data, or a target list.
Early-stage B2B
Turn founder-led selling into GTM infrastructure.
Early-stage startups often try to scale a sales team before documenting what actually works. The result is expensive: new reps inherit a motion nobody wrote down, and the forecast becomes an opinion.
We work hands-on inside your CRM, data, sequences, and pipeline — not in a deck about them.
The problem
What usually breaks between first customers and a repeatable motion.
The CRM is decorative
Stages do not match how deals actually move, so pipeline reviews become storytelling and forecasting becomes guesswork.
The motion is unwritten
Discovery, demo, and follow-up live in the founder's head, which makes the first sales hire far riskier than it needs to be.
What we build
Five layers of a working GTM system.
Market
- ICP definition
- TAM and addressable segments
- Segmentation
- Account research
- Buying signals
- Competitive positioning
Message
- Positioning
- Value narrative
- Objection handling
- Outbound sequences
- Website and demo narrative
- Pricing conversation
Motion
- Founder-led sales structure
- Outbound infrastructure
- Data enrichment
- Discovery framework
- Demo structure
- Pipeline stages and exit criteria
Infrastructure
- CRM architecture
- Sales automation
- AI workflows
- Activity and pipeline reporting
- Forecasting model
- Revenue operations basics
Scale
- Sales playbook
- Onboarding for first reps
- Ramp expectations
- Territory and routing
- Compensation inputs
- Handoff from founder to team
The motion
From target account to forecast.
Outbound infrastructure
The system
01
ICP criteria
02
Account list
03
Enrichment
04
Signals
05
Sequenced outreach
06
Meeting
07
CRM record
08
Pipeline
Data quality and routing come first. Volume without accurate targeting just burns the market.
Pipeline and forecasting
The system
01
Stage definitions
02
Exit criteria
03
Activity capture
04
Conversion rates
05
Coverage
06
Forecast
07
Hiring plan
A forecast is only as good as the stage definitions underneath it. We start there, then build the reporting on top.
First hires
Hire into a system, not into ambiguity.
Before a first sales hire, the motion should be documented enough that someone else can follow it: who to target, what to say, what qualifies, what the stages mean, and what good activity looks like in the first 90 days. We help build the playbook and the infrastructure behind it, then support the ramp.
What we prepare
- Sales playbook and call structure
- Qualification criteria
- CRM hygiene and required fields
- Ramp milestones
- Reporting the founder can review weekly
- A hiring profile grounded in the actual motion
From domain to demand to revenue
Build the GTM infrastructure before you scale the team.
Document the motion, instrument the pipeline, then hire against something real.