The reference
workflow catalogue.
Recurring GTM jobs from our open library, each with its trigger, decision gate and output. Open any one for the full design.
GTM strategy
| Workflow | What it does |
|---|---|
| Prioritize GTM work around the current constraint | Order work by the revenue decision it unlocks, with an owner and evidence for each dependency. |
| Review the ICP using wins, losses and exclusions | Challenge company-fit rules against mature outcomes and sales context before expanding the market model. |
GTM engineering
| Workflow | What it does |
|---|---|
| Add custom CRM code only for a defined gap | Use native actions where they work, then test a narrowly scoped code action with observable errors and rollback. |
| Agree lifecycle stages and preserve original source | Define stages by observable entry and exit criteria, then keep source history intact as accounts progress. |
| Clean the CRM without damaging live work | Resolve duplicates and stale fields through a reviewed change plan that preserves relationships and history. |
| Define a company-signal payload before connecting a provider | Accept only the business-company fields needed for the disclosed job, then validate and score outside the public site. |
| Define the meeting-form handoff contract | Specify what a form must preserve, check and pass to its owner before adding more automation. |
| Enrich a reply only for its next owned action | Match and pause the thread first, then collect the minimum context the response owner needs. |
| Extract public company evidence with a repeatable method | Capture the facts needed for a decision, keep source URLs and dates, and detect when the extraction stops working. |
| Find the handoff that loses usable demand | Inspect how an account moves between marketing, sales and customer teams, then fix the broken transition. |
| Give sales a product-usage handoff it can explain | Use observable product behavior and company fit as separate inputs to a sales task with clear stage criteria. |
| Give the owner a sourced account brief | Summarize the buying context, verified changes and unknowns before a meaningful sales conversation. |
| Keep signal rules tied to recency and commercial evidence | Normalize signals, expire stale events and revise rules only when mature outcomes support the change. |
| Map the CRM before changing how it works | Find the data and workflow decisions that obstruct revenue work, then prioritize a reviewed change plan. |
| Prepare a meeting from the actual inbound question | Give the owner the company's context, the buyer's stated need and the unknowns worth asking about. |
| Preserve outbound influence without overstating causation | Keep original acquisition source and later outbound touches distinct so the team can inspect influenced pipeline. |
| Prototype an internal GTM tool from a bounded decision | Write the operator's job and data contract first, then build the smallest reviewable aid using synthetic data. |
| Reconcile pipeline before explaining performance | Give the team a single defined pipeline view, then explain the exceptions and decisions behind the change. |
| Return commercial outcomes to the next GTM decision | Connect campaign, sales and customer evidence to an owned rule change rather than a vague feedback loop. |
| Route personal-email signups without guessing identity | Keep a legitimate signup usable while asking for the company context needed for sales qualification. |
| Route product signups by fit and declared use | Keep access and onboarding separate from sales prioritization, then assign accounts using reliable company context. |
Paid media
| Workflow | What it does |
|---|---|
| Build audiences from an agreed quality definition | Use eligible first-party account or customer evidence to shape audiences, with the quality model and platform controls explicit. |
| Coordinate account advertising with outbound timing | Use ads to support a buying-group message, with coverage and pipeline measures appropriate to the account cohort. |
| Diagnose the account constraint before changing bids | Distinguish measurement, demand quality, creative, page and sales-handling problems before choosing an intervention. |
| Give bidding a value definition tied to business quality | Use an agreed conversion-value model and mature CRM evidence before asking bidding to prioritize value. |
| Make the landing page answer the ad's buying promise | Show the buyer the relevant use case, evidence and next step, then test the handoff as part of the campaign. |
| Match account advertising to institutions and buying roles | Use institution and role context to support the account's buying decision without assuming titles prove authority. |
| Organize B2B search around markets and buying jobs | Use regional economics and product use cases to guide the account, while keeping signal volume and current platform behavior in view. |
| Read channel contribution with consistent definitions | Keep source and influence distinct, reconcile unique opportunities, and explain what the attribution model can establish. |
| Rework conversion tracking around the actual buying event | Preserve working measurement, repair broken events and reconcile platform reports with distinct CRM outcomes. |
| Separate demand journeys that lead to different buyers | Give institutional and individual demand distinct messages, goals and routing where their buying decisions differ. |
| Test creative around a commercial hypothesis | Use structured variation to learn which message moves the right buyer, while keeping proof and test conditions controlled. |
| Use actual queries and placements to improve demand quality | Review what triggered delivery, then change exclusions or messages where the commercial evidence supports it. |
| Use event geography without assuming attendee identity | Build an event-relevant campaign with current location controls and a clear institutional buying message. |
Outbound and ABM
| Workflow | What it does |
|---|---|
| Balance outbound depth against team capacity | Allocate work across campaign motions using account value, timing and the capacity to respond well. |
| Build a Tier 1 account plan around the buying decision | Connect account economics, buying roles and a verified reason to act in one plan an owner can run. |
| Capture account engagement without assuming intent | Keep observed interactions as context, then check company fit and ownership before choosing a next action. |
| Choose the accounts worth a timely call | Give calling teams a prioritized business reason and account context rather than a queue of unexplained activity. |
| Combine account sources before spending on contacts | Use complementary company sources, normalize identities and validate fit before deeper enrichment. |
| Expand an inbound conversation through its buying group | Help the existing owner understand who else matters to the decision before contacting additional people. |
| Give organic content a useful path to a conversation | Make the resource useful on its own, then offer an appropriate next step through an existing service. |
| Listen for category problems worth investigating | Turn relevant public discussions into topic insight before considering company-level activation. |
| Pause sending when delivery evidence deteriorates | Inspect provider responses and complaints, isolate the affected cohort and resolve the cause before resuming. |
| Prepare an outbound campaign before loading a sender | Resolve account fit, campaign logic and response handling before uploading contacts. |
| Prepare sending infrastructure with observable controls | Configure authentication, suppression and response handling in the client's accounts before a bounded launch. |
| Reactivate a founder's network with a useful reason | Choose relevant existing relationships and a timely resource instead of sending one pitch to every connection. |
| Research category audiences without assuming buying intent | Use public category context to learn which problems matter, then qualify companies through supported business evidence. |
| Review a campaign by qualified conversations and pipeline | Read cohort eligibility, message, delivery and commercial outcomes together before keeping or retiring a play. |
| Review a cold message for relevance and usable proof | Make the reason for contact defensible and the message useful even when the ask is removed. |
| Review company-level website signals with context | Treat disclosed company-level visits as a weak research signal, then check fit and ownership before an action. |
| Review public conversation signals on X | Use a relevant public discussion as research context, then verify account fit before deciding on a conversation. |
| Revisit former champions at their new companies | Start with a real professional relationship, then check whether the new company has a relevant buying problem. |
| Source buying-role contacts after the account qualifies | Choose appropriate roles and verify business contact data only after fit, ownership and eligibility checks. |
| Track account awareness without inventing intent | Keep observed interactions as events, then derive a current awareness state with explicit expiry and uncertainty. |
| Translate an outbound motion into a coherent campaign | Choose the commercial motion first, then make its account depth, message and delivery model agree. |
| Turn a content conversation into useful sales context | Preserve what the buyer actually asked and pass it to an owner without converting every interaction into a sequence. |
| Use social conversations to understand the buying problem | Build relationships through relevant public discussion and useful context, then make a proportionate next move. |
AI search and content
| Workflow | What it does |
|---|---|
| Build a content corpus you have the right to use | Organize owned and permitted evidence so drafting can retrieve useful facts without copying someone else's voice or private material. |
| Draft content from an approved evidence corpus | Retrieve the company evidence behind a claim, then let a person judge what can be said publicly. |
| Expand an owned post into a useful article | Use your own approved insight as the starting point, then add the evidence and detail needed to answer the buyer's decision. |
| Find the evidence behind search and AI answers | Inspect the sources behind a buyer question before deciding what your site should publish. |
| Give employee content a shared commercial direction | Let employees contribute their own expertise while sharing a buyer problem, proof standard and useful destination. |
| Keep content approval and publication visibly separate | Use a small production board so every piece has a purpose, proof state, reviewer and real publication record. |
| Keep editorial judgment in an AI-assisted content system | Use AI for bounded research and drafting while a named person owns claims, usefulness and release. |
| Learn from practitioner discussions without harvesting a lead list | Use relevant public expertise to understand buyer questions and evidence gaps, then create an original useful answer. |
| Plan content around decisions buyers are making | Choose topics and formats by the evidence a buyer needs, then attach each piece to a useful resource. |
| Respond to brand mentions with evidence and ownership | Verify the mention, answer the actual issue and route commercial or support context to the right person. |
| Review the content calendar against buyer use | Plan a sustainable cadence, then retain topics and formats that help real commercial conversations. |
| Turn a verified change into a useful GTM brief | Choose news only when it changes a buyer's decision, and separate the announcement from your interpretation. |