Build. The GTM system behind pipeline confidence
Fixed-scope engagements that build the operating models, pipeline systems, processes, and measurement needed to turn growth priorities into execution.
Build engagements
Build engagements are organized by area of the GTM system and aligned to the conditions for pipeline confidence. Start with the priority you need to solve. Engagements can stand alone or be combined where the work spans multiple areas.
MARKET AND
MESSAGING
Your message is unclear to buyers, inconsistent across teams, or untested in new markets.
Positioning and messaging
Market position, value proposition, and competitive narrative.
Product marketing
Personas, use cases, proof points, and sales enablement.
Content marketing strategy
Priority themes, buyer needs, and distribution strategy to create qualified demand.
New segment GTM motion
ICP, messaging, coverage, and plays for entering a new segment or moving upmarket.
PIPELINE
CREATION
Pipeline is inconsistent and narrowly sourced, with no predictable path to target.
Demand and pipeline architecture
Campaign, channel, and account-based programs aligned to pipeline targets.
Outbound pipeline development
Senior-led prospecting and qualification to generate qualified sales opportunities.
Outbound system
Account coverage, roles, processes, and cadence for effective outbound.
Sales development function
Structure, hiring, onboarding, compensation, and performance standards.
AE pipeline accelerator
Account prioritization, prospecting plays, and coaching to increase AE-sourced pipeline.
CUSTOMER REVENUE GROWTH
Adoption, renewal, expansion, and advocacy have no consistent owner or process.
Onboarding and adoption
Customer journeys, education, and engagement to accelerate time to value.
Retention and renewal
Value communication and renewal programs to retain customers and reduce churn.
Expansion and cross-sell
Account targeting, buying signals, and plays to grow customer revenue.
Customer advocacy
Reference, review, referral, and customer story programs that support growth.
FUNNEL AND REVENUE CONVERSION
Marketing and sales work toward different definitions, targets, and outcomes.
Funnel framework
Shared stages, conversion targets, qualification standards, and review cadence.
Lead and handoff rules
Routing, SLAs, and follow-up between teams.
Sales process and inspection
Qualification, deal hygiene, forecasting, and conversion analysis.
GTM
INFRASTRUCTURE
Growth has outpaced the GTM model, team structure, and operating discipline.
GTM operating model
ICP, revenue motions, coverage, targets, and cadence in one system.
Revenue team alignment
Shared goals, accountability, handoffs, and operating cadence across revenue teams.
GTM org design
Team structure, roles, reporting, and hiring sequence.
AI-enabled workflows
Content, campaign, and outreach workflows with quality guardrails.
PLANNING AND PERFORMANCE
Targets, budget, and capacity are set separately, and performance visibility is limited.
Annual GTM planning
Revenue targets translated into pipeline needs, priorities, investment, and capacity.
Performance and measurement
Pipeline and revenue KPIs, scorecards, and reporting cadence.
Investment and budget
Spend connected to segment economics, channel contribution, and CAC.
Sales capacity
Quota assumptions, sales cycle, and headcount requirements.
How Build works
Most Build engagements run 4–8 weeks. Each engagement has a defined scope, outcome, timeline and fee. We work directly with the leaders and teams involved, build the required GTM system, and help put it into operation.
If you're not sure what to build first, start with a GTM Revenue Audit. If you need someone to own the system once it's built, see Lead.
"Wendy developed repeatable processes which allowed the demand gen engine to run at optimal performance. Having the acumen to not only consolidate overall program performance and show its contribution to pipeline, but present it in a way that was easily understood by sales leaders made Wendy a trusted partner across both sales and marketing."
Tina Bucchio
Director of Marketing Operations, Kinaxis
"Rob has an outstanding ability to teach, explain, and develop salespeople into high-performing managers. He is a front-line leader who shares what works and raises the standard for quality and consistency in sales. His leadership helped our department grow fivefold and expand globally in just a couple of years."
Albert Kato
Manager, Inside Sales - EMEA, Halogen Software
Ready to build the system behind your pipeline?
Start with a 30-minute conversation about the GTM problem you're trying to solve. We'll define the scope, priorities and work required to address it.