Free · Version 5.0
The GTM Blueprint for value-based selling
9 milestones that take a B2B tech company from an unclear market focus to a signed contract. Read the whole thing here, no sign-up.
9 milestones, in 2 phases
Start here — Introduction to the GTM Blueprint
Covers what the GTM Blueprint is for, the sales models behind it, the two phases it is split into, and the structure every milestone follows.
GTM Setup
2 milestones“Where do we want to play?” Define the target market and the strategic foundation needed to win, before running campaigns or engaging customers.
- Milestone -2
GTM Foundation
Sets the six foundations of a value-based GTM system: ICP, personas, value proposition, customer mental model, USPs, and commercial insight.
Mandatory Read - Milestone -1
Value Narratives
Builds the value thread and the five-level messaging architecture into one narrative, then maps it to funnel content and a cold outreach cadence.
Mandatory Read
GTM Execution
7 milestones“How do we want to play in our target market?” Run customer engagements with a consistent, value-based approach that improves conversion, deal quality and speed to close.
- Milestone 0
Lead Generation
Deploys the value narrative through content, SEO, organic, paid, and ABM channels, using an editorial calendar and SIC-based automation.
Mandatory Read - Milestone 1
Value Discovery
Qualification of a new opportunity against five criteria: situation, problem, impact, urgency, and decision, before any solution is pitched.
Mandatory Read - Milestone 2
Value Presentation
Builds the customer specific presentation from discovery, structures it around three alignment questions, and ends with a roadmap to decision.
Mandatory Read - Milestone 3
Value Design Workshop
An optional facilitated workshop that aligns the buying group on priority challenges, use cases, success criteria, and a preliminary roadmap.
Optional Read - Milestone 4
Value Demonstration
Running a product demonstration or proof of concept against success criteria agreed in advance, tailored to the customer's priority use cases.
Optional Read - Milestone 5
Business Case
Quantifies what the offering is worth to the customer, from baseline data and cost of inaction to payback, then validates it with decision-makers.
Optional Read - Milestone 6
Decision and Agreement
Closes the engagement with a structured review, a live offer presentation, and an explicit request for the buying group's decision.
Mandatory Read
Who it is for
One shared language for sales, marketing and product
The Blueprint exists because revenue stalls for structural reasons: a strong product that does not sell, a few reps carrying the number, and three functions working from three different stories.
Sales
A step-by-step model for value-based selling, from discovery through pricing to close, that makes win rate and cycle time a property of the system rather than of the individual rep.
Marketing
Insight-led campaigns that engage prospects early, challenge the assumptions behind their current approach, and hand sales a lead that already understands the problem.
Product management
Structured customer feedback turned into outcome-driven roadmap decisions, so what gets built is what the commercial teams can actually sell.
How to read it
Every milestone has the same six parts
Once you have read one milestone you know where to find anything in the rest. Skim the Quality Gates first if you want to know what "done" looks like before committing to the detail.
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- Part 1 Introduction
- What the milestone covers, and whether it is mandatory or optional.
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- Part 2 Purpose
- What the milestone is meant to achieve, for the vendor and for the customer.
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- Part 3 Methodology
- The principles and external models that inform the milestone.
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- Part 4 Execution
- Step by step guidance, best practices, and team responsibilities.
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- Part 5 Quality Gates
- Action-based, objective, binary criteria confirming the milestone is complete before moving on.
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- Part 6 Sales Enablement Artifacts
- The templates and tools that support execution, free to download.
Sales enablement artifacts
The method is free. So are the tools.
Every milestone ships with the templates, canvases, checklists and calculators needed to run it: ready to use, yours to keep, one short form for the lot.
Alongside the Blueprint
Reference and support
Frequently asked questions
Covers scope boundaries, enterprise and partner deals, what is billable, and how to apply the Blueprint to opportunities already in progress.
Glossary
Alphabetical definitions of the key terms used throughout the Blueprint, including the Milestone number each named stage refers to.
GTM Blueprint assistant
A GPT trained on the Blueprint, for questions about applying it to a specific deal or market. Opens in ChatGPT.
Book a call
A 45-minute conversation about where your go-to-market is losing deals, and which milestone addresses it.