Pipeline and conversion need a common diagnosis
Leadership wants to understand how customer selection, value, evidence, process and team behaviour interact.
← Client workCommercial work
GTM systems
Advisory for companies developing the connection between product, customer value, positioning, evidence, sales and commercial learning.
About the work
GTM systems
Commercial performance is produced by a connected system. Product choices affect the value story; the value story affects discovery and evidence; the buying process affects sales work; delivery and customer experience affect what the company learns next.
I examine that system with leadership and the relevant teams. The work identifies the point currently limiting performance and develops the commercial logic, material and operating routines around it.
When this is useful
Situations I can help with
Product and commercial teams need shared language
The product capability and the customer consequence need to connect across positioning, sales and delivery.
Growth has created different local practices
Teams or regions need a common commercial architecture with room for local customer context.
Working process
How an engagement works
Commercial system review
We follow the path from customer problem and product capability through value, evidence, decision and delivery.
Customer value architecture
We describe the causal relationship between the product, the customer’s work and the measurable consequence.
Buying and evidence design
We align discovery, business cases, proof, stakeholder work and sales material with the customer decision.
Operating routines
We define roles, handovers and feedback that allow the commercial system to keep learning.
Typical material
What the work can produce
Commercial system map
The connected path from target customer and problem to value, evidence, decision, delivery and learning.
Value architecture
A shared account of how the product creates a relevant customer consequence.
Buying process
The decisions, stakeholders and evidence that move an opportunity toward commitment.
Commercial operating rhythm
Ownership, material and review routines that support consistent learning.
Formats
Ways to structure the work
GTM diagnostic
A concentrated review of the commercial system and the issue currently affecting performance.
Value and buying-process design
A focused engagement across customer value, evidence, sales process and supporting material.
New market or region design
Commercial architecture for a new geography, customer context or team.
Relevant experience
Background brought into the engagement
My commercial background includes enterprise sales, sales engineering, GTM leadership and the development of new regions and teams. I have worked with value frameworks, complex buying processes and the operating systems around them.
Practical details
Common questions
What does the diagnostic cover?
It covers target customers, the customer problem, product value, positioning, pipeline, discovery, evidence, buying decisions, handovers and learning.
Can the work support a new market?
Yes. The work can define the local customer context, commercial model, team responsibilities, material and learning cadence.
Which teams usually participate?
Leadership, product, sales, marketing, customer success and sales engineering can participate according to the question being examined.
Discuss gtm systems.
Send the context, what you would like to discuss and any relevant timing. I will respond directly.
jacob@topmoller.com