At SEED, you built a basic funnel — scrappy, founder-led, maybe duct-taped together — but it worked.
At PRODUCT DEVELOPMENT, the bar rises: now GTM isn’t about whether you can sell, it’s about proving you can consistently acquire, convert, and retain customers at launch-ready scale. This is where the funnel gets sharper, the roles get assigned, and the backend systems stand up.
By the end of this stage, you should be able to point to a funnel and say with confidence:
“This is how customers find us, this is how they buy, this is how we keep them.”
A real GTM strategy doesn’t just fill the funnel — it keeps it flowing.
Purpose
- Show your GTM is a repeatable system, not a founder hustle.
- Prove you can move customers from awareness → purchase → repeat reliably.
- Confirm ownership of each funnel stage, with tools and metrics in place.
- Validate backend systems — CRM, onboarding, support, fulfillment — are launch-ready.
When to Complete
- During late-stage product build, before final launch.
- Once at least one channel consistently produces real customers.
- Before committing full marketing spend or scaling sales hires.
Proof Sections
Lead Generation System
- What’s filling the funnel today?
- Which channels show repeatability? What’s next to test?
- B2B SaaS – “Founder outbound + webinars; LinkedIn Ads in pilot.”
- B2C CPG – “Sampling drives 60% of trial purchases; expanding retail placements.”
- Services – “Referrals dominate; piloting outreach to trade associations.”
Funnel Stages & Conversion Points
- What’s the defined journey from awareness to paying customer?
- Where are the drop-offs, and how are you fixing them?
- B2B SaaS – “Trial → onboarding → activation → paid. Drop-off at onboarding → added guided walkthrough.”
- B2C CPG – “Sampling → coupon redemption → repeat purchase. Drop-off at repeat → added bundle discounts.”
- Services – “Consult → proposal → pilot. Bottleneck at proposal → improved templates + faster follow-up.”
Channel Prioritization
- What’s your top-performing channel?
- Where will you invest deeper, and what’s in test?
- B2B SaaS – “Outbound + webinars work best; next: marketplace listings.”
- B2C CPG – “Retail placement + Instagram influencers; testing TikTok micro-creators.”
- Services – “Referrals + LinkedIn strong; testing direct mail to commercial firms.”
CRM & Pipeline Ownership
- Who owns pipeline movement?
- What system is running it? Is it ready for scale?
- B2B SaaS – “HubSpot live; SDR owns early stages, AE owns close.”
- B2C CPG – “Shopify CRM tracks wholesale; founder handles buyer follow-ups.”
- Services – “Salesforce live; account managers own pipeline progression.”
Retention & Support Plan
- How do you keep customers engaged after purchase?
- What onboarding, content, or support is live?
- B2B SaaS – “In-app tutorials + QBRs; churn alerts on inactivity.”
- B2C CPG – “Loyalty program + seasonal recipe emails.”
- Services – “Monthly check-ins + client portal for ticket tracking.”
Execution Requirements
- At least one lead source producing repeatable conversions.
- Documented funnel with ownership + KPIs.
- CRM live and managing active pipeline.
- Retention plan tied to behavioral triggers.
Domain Adaptability — Moderate
Universal goal: show exactly how customers find, buy, and stay. Execution differs:
- B2B SaaS – Funnel mapped to MQL → activation → paid; CRM-driven.
- B2C CPG – Focus on sampling, retail placement, and repeat purchase.
- Services – Shorten sales cycle; anchor retention in renewals + client reviews.
Expected Output
- Funnel narrative with KPIs.
- Active lead-gen channel report.
- CRM pipeline screenshot or artifact.
- Retention tactic map.
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Optional Enhancements (Pro-Level Execution)
- Channel ROI Dashboard — CAC, LTV, ROI per channel.
- Message–Market Fit Testing — A/B campaigns across channels.
- Automated Playbooks — CRM-triggered sequences for sales + onboarding.
- Partner Distribution — Early co-marketing/retail partnerships.
- Churn Alerts — Automated flags from usage or order data.