04 / GTM & Commercial Alignment
Build the commercial operating model your teams can keep running.
The review diagnoses. This is where the engine actually gets built. Over two to four months, marketing, BDR, sales and customer success move to one target, one ideal customer and one story, with the handovers, the meeting rhythm and the reporting rebuilt around them. The measure of success is not a document. It is that the model still runs after we leave.
The end result
Marketing, BDR, sales and customer success work to one target, one ideal customer and one story, in a rhythm that keeps producing decisions without us in the room.
This is for you if
- A review, an audit or a strategy has already told you what is wrong.
- Every function is performing and the system as a whole still underdelivers.
- Handovers between marketing, BDR, sales and customer success leak.
- Weekly meetings happen and decisions do not.
- Reporting exists in four versions and leadership trusts none of them.
What gets examined
- Shared commercial goals, and what each team is actually measured on.
- One ideal customer profile and target account list, or several competing ones.
- Roles, ownership and what happens at every handover.
- Demand generation priorities, and what should be stopped.
- Where AI genuinely removes manual work, and where it would just add a tool.
How it works
We work inside the rhythm for the first weeks rather than reporting on it from outside.
We build the baseline: pipeline, conversion, cycle length, source and cost, agreed before anything changes.
We design the operating model against the evidence, not against a template.
Every function lead agrees their part out loud, because a model nobody argued with is a model nobody owns.
Phased implementation, run with your team, until the rhythm continues without us.
What you walk away with
Commercial Operating Model
Roles, handovers, decision rights and meeting cadence written down and agreed, built on one ICP & Target Account Definition that marketing, BDR and sales all recognise.
KPI Framework & Reporting Pack
Shared targets, what each team is measured on, and a reporting format leadership can read in five minutes and run themselves.
Sales Enablement Kit
Narrative deck, discovery questions, objection handling and proof points, built from the agreed story and tested on real calls.
Complete when
- 01The operating model is agreed by every function lead and in use rather than filed.
- 02The reporting pack has run for two consecutive months without us building it.
- 03The weekly commercial meeting has ended in decisions with named owners for four consecutive weeks.
Timeline
2 to 4 months, phased
What is needed from you
A named executive sponsor, the four function leads, the weekly commercial meeting, and access to pipeline and campaign data.
Not included
Campaign execution, content production and recruitment. We design and embed the model, your team runs it.
Natural next step
Some clients ask us to stay one to three days a week afterwards as a fractional or interim lead. That is a decision for month three, not a condition of starting.
The most useful first conversation is thirty minutes about what is actually happening. No deck, no pitch.