Early access
I'm including full program access for everyone while I learn from early users. Feedback welcome.
The GTM Foundation Program: My Methodology, Self-Serve
The same framework I use as a full-time CRO, built into a self-paced program for founders and operators who want to run it themselves. Start with your GTM Health Score, then work through the stages at your own pace.
You upload deals (CSV or Excel), work each stage in the app, and fill out blank deliverable templates as you go. Completed work is saved to your Binder: a personal record you can reference and share. Twelve stages, fifty-seven steps, nineteen deliverables, sequenced so you fix foundation before you optimize downstream.
GTM Health Score
A diagnostic that shows exactly where your go-to-market foundation is strong or broken across 6 dimensions: ICP clarity, sales process, pipeline generation, qualification, conversion rates, and retention. Most companies score between 30–55 on first assessment. The score shows you precisely what to fix first, so you're not wasting time on Stage 6 work when you still need Stage 2 foundations.
Your Stage-Based Roadmap
A sequenced build plan based on your score and your maturity level. Not generic advice. Not a list of best practices. The exact stages, steps, and deliverables that are right for where you are right now, with a measurable outcome defined for each stage so you know when you've actually finished it.
Your Binder
Every stage has a blank deliverable you fill out in the platform: ICP Canvas, Buyer Persona, qualification scorecard, discovery framework, sales stage definitions, objection handling, customer health, win/loss scripts, and more. Completed work is saved to your Binder so you can come back to it, share it, and keep building on it.
What you get in the program
Diagnose, then execute with concrete steps and in-platform deliverables saved to your Binder.
A real diagnostic
GTM Health Score (0–100) across six dimensions, so you're not guessing what's broken first.
A roadmap that matches your stage
Stages and steps ordered by maturity, fix foundation before you optimize what's downstream.
Progress you can see
Check off steps, upload evidence, and watch the score move as you finish real work, not slides.
A Binder you actually use
Nineteen in-platform deliverables, saved as you complete them, plus CSV/Excel deal upload. Export from your CRM, analyze here, keep the work.
The GTM Foundation Roadmap
12 stages. 57 steps. 19 deliverables. Each stage builds on the last, with a measurable outcome, so you know when you're done, not when you've read enough.
The first three stages map to a 90-day build. Follow them and you'll have a documented ICP, a repeatable sales process, and a full sales playbook: the same work I do when I build a revenue function from the inside. The program gives you the structure to build it yourself.
You're the bottleneck. All the knowledge lives in your head, and that's the problem. In the first three stages, you'll document what's working, build a repeatable process, and create the playbooks a sales hire could actually follow without you in every deal.
What you'll build:
- Stage 1, Validate Your ICP. Documented ICP with 5+ firmographic and behavioral criteria. (Deliverables: ICP Canvas, Buyer Persona, Qualification Scorecard)
- Stage 2, Document Sales Process. All reps following the same documented process. (Deliverables: Sales Stage Definitions, Deal Review, Weekly 1:1)
- Stage 3, Build Enablement Materials. Full sales playbook reps can execute independently. (Deliverables: Discovery Call Framework, Objection Handling Guide, Proposal Template, Win/Loss Scripts, Competitive Battle Card)
90-day outcome: A documented ICP, repeatable sales process, and complete playbook. The foundation a sales hire needs to ramp in under 90 days.
What the first 90 days look like
| Built with a CRO | GTM Foundation Program | |
|---|---|---|
| ICP + Buyer Personas | ||
| Documented Sales Process | ||
| Sales Playbook | ||
| Discovery & Win/Loss Analysis | - | |
| Amber running the process | You run it | |
| Where the work lives | Inside the company | Your Binder, in the platform |
Same system I run as a full-time CRO. You execute it in the program. Program vs $2,500 Strategy Session: the program is your system, self-paced, 12 months. A Strategy Session is judgment on a specific problem in two hours, not software access. See pricing.
Want the full roadmap before you commit? Download the overview, all 12 stages, 57 steps, and deliverable inventory in one PDF.
Pricing
Most founders start with the free health score. The score tells you what to fix first. The program gives you the steps and deliverables to fix it.
FREE (START HERE)
- Your GTM Health Score across 6 dimensions
- During early access: full program included, same as paid tier below, no card
GTM FOUNDATION PROGRAM
Included during early access
Planned price when billing is on: $2,500 one-time for 12 months of access.
- Full 12-stage roadmap: 57 steps with playbooks
- 19 in-platform deliverables, saved to your Binder: ICP, MEDDIC-style scorecard, discovery, onboarding, health scorecard, win/loss scripts, and more
- Measurable outcomes per stage + progress tracking
- Deal CSV/Excel upload and in-app canvases
- 12 months access when paid, work at your own pace
Need a person for a specific problem? I occasionally take on advisory work. A Strategy Session is two hours on one question. See advisory →