The GTM Foundation Program
A 12-stage, 60-step build program for B2B companies that are done guessing what to fix next.
Most founders don't know where their GTM is actually breaking down. The GTM Foundation Program starts with a diagnostic — your GTM Health Score across 6 dimensions — and turns that score into a sequenced build plan with step-by-step playbooks and templates for every stage.
This isn't a course about GTM strategy. It's a structured system for building one.
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 templates 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.
15+ Implementation Templates
Every stage in the program comes with the templates you need to execute it — not just understand it. Templates include the ICP Canvas, Buyer Persona, MEDDIC Qualification Scorecard, Discovery Call Framework, Sales Stage Definitions, Objection Handling Guide, Customer Health Scorecard, Forecast Model, and more. All editable, all immediately usable.
The GTM Foundation Roadmap
12 stages. 60 steps. 15+ templates. Each stage builds on the last, and every stage has a measurable outcome — so you always know whether you've finished it or just started it.
The first three stages map to a 90-day sprint. Follow them and you'll have a documented ICP, a repeatable sales process, and a full sales playbook. Most companies pay $15,000–$27,500 to have that built for them. 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. (Templates: ICP Canvas, Buyer Persona, Qualification Scorecard)
- Stage 2 — Document Sales Process: All reps following the same documented process. (Templates: Sales Stage Definitions, Deal Review, Weekly 1:1)
- Stage 3 — Build Enablement Materials: Full sales playbook reps can execute independently. (Templates: 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 full 90-day sprint looks like
| Done For You (Consulting) | GTM Foundation Program | |
|---|---|---|
| ICP + Buyer Personas | ||
| Documented Sales Process | ||
| Sales Playbook | ||
| Discovery & Win/Loss Analysis | — | |
| Amber running the process | — | |
| Investment | $15,000–$27,500 | $2,500 |
The program gives you the same system. You run the process.
Want the full roadmap before you commit? Download the GTM Foundation Roadmap Overview — all 12 stages, 60 steps, and template inventory in one PDF.
Pricing
FREE
- Your GTM Health Score across 6 dimensions
- Full Stage 1 roadmap — start building today, no credit card required
- 3 starter templates: ICP Canvas, Buyer Persona, Qualification Scorecard
GTM FOUNDATION PROGRAM
$2,500 — one-time, no renewal
- Full 12-stage roadmap with step-by-step playbooks for every stage
- All 15+ templates — ICP Canvas, MEDDIC Scorecard, Discovery Call Framework, Sales Playbook, Onboarding Program, Customer Health Scorecard, Forecast Model, and more
- Measurable outcomes defined for every stage
- Progress tracking through each stage
- 12 months access — work at your own pace
Want Amber to build this with you instead? The program gives you the system. Consulting is for when you want a fractional CRO running the process. See how consulting works →