Scott Strang — GTM architecture

A more connected approach to GTM

Building GTM is more than choosing a few channels or connecting a stack of tools. It’s deciding who you’re trying to reach, what you’re offering, how people discover and buy it, and what happens after they become customers.

I help founders make those decisions, design the motions around them, and implement what we architect together.

The 4Cs: what the system does

I think about GTM as four connected jobs:

Create demand.: Build awareness and belief among the people you want to reach.
Capture demand.: Turn attention and buying signals into identified prospects.
Convert demand.: Guide prospects through a thoughtful buying experience.
Compound demand.: Help customers succeed, grow, and refer others.

These are connected parts of a GTM system. What you learn in one makes the others better.

The 4Fs: where to focus

Not every company needs the same GTM plays at the same time. The 4Fs help establish what needs to be in place, what to build next, and what can wait:

Foundations.: The prerequisites that give GTM something clear to build on.
Fundamentals.: The essential capabilities and practices to establish first.
Fluency.: More developed capabilities once the fundamentals are working.
Frontier.: Newer or more advanced approaches worth exploring when the conditions are right.

Working together

I help founders decide what their GTM should look like, then build the motions and systems to make it real.

That can include shaping the GTM architecture, designing individual motions, and connecting the technology, data, and creative needed to run them. The starting point depends on the company and the challenge in front of it.

Let’s talk

If you’re building an early-stage AI-native B2B company and thinking about your GTM, tell me a little about what you’re working on and what you’d like help with.

Away from the screen