90-Day GTM Plan

Before you can build a motion, you need to know who you are actually selling to and why they buy. Spend the first 30 days doing structured discovery, not selling. Complete 10+ discovery calls with current customers or high-intent prospects. Do not use a survey — get on the phone. Map the buying trigger (what event caused them to look for a solution), the decision-maker, the economic buyer, and the technical buyer for each deal. Document verbatim the language customers use to describe their problem — this language becomes your copy. Validate your pricing model: present three pricing tiers to 5 prospects and record where they hesitate. Set an ICP hypothesis as a falsifiable statement (e.g., 'VPs of Sales at Series B SaaS companies with 10-50 AEs who use Salesforce close within 30 days at $24k ACV'). Everything in the first 30 days is about generating clean data, not clean decks.

With an ICP hypothesis in hand, run structured experiments to find which acquisition channel reaches your ICP at acceptable unit economics. Pick exactly two channels to test — not five. More channels means thinner experiments and inconclusive data. For each channel, define a success metric before you start (e.g., 'outbound to VP Sales at Series B: 8%+ reply rate and 2%+ meeting rate means the channel works'). Run outbound sequences to 100-200 ICP-fit accounts. Test one content distribution channel (LinkedIn posts, a community, or a partnership). Instrument your funnel: you need to know lead-to-meeting, meeting-to-opportunity, and opportunity-to-close rates for each channel separately. By day 60, one channel should be showing clear signal. If neither is, your ICP hypothesis is likely wrong — revisit Phase 1 findings before scaling spend.

Repeatability means you can onboard a new person and they can execute the motion without you. In Phase 3, you are building the process documentation and tooling that turns your Phase 2 signal into a machine. Document your winning sequence end-to-end: the research process, the messaging framework, the objection-handling scripts, and the handoff criteria from SDR to AE. Implement basic CRM hygiene — every deal in the pipeline needs a close date, a next step, and a decision-maker contact. Set up a weekly pipeline review cadence with a 60-second deal update format. Hire or assign one person to own the channel that showed signal. At day 90, your test for success is: can someone else run the channel for one week while you are offline, and does pipeline not drop? That is your definition of 'repeatable motion.'

90-Day GTM Sprint Canvas: a single-page template with the three-phase framework, ICP hypothesis worksheet, channel experiment scorecard, and unit economics tracker. Designed to be completed weekly and reviewed at each phase checkpoint.