Core GTM Philosophy
Fundamental Principles
- Scale what top performers do - Study best reps, systematize their approach
- Diagnose before prescribing - BIPSY framework: Behaviors, Individual, Process, Skill, You
- Signal-based outreach = 3-4x higher contract values
- You can't burn your TAM - Re-engage with new angles
- Lead with pain, not features - HockeyStack approach: "Do you have problems tying brand awareness to revenue?"
- Segment and convert, don't over-personalize - Gorgias went from 200 sequences to 10 modular ones
Multi-Channel Coordination
The Data:
- Email + ads + referrals = extra $2M ARR (case study)
- ABM approach = 36% meeting rate vs 10% non-ABM
- Warm before you touch principle
Coordination Strategy:
| Channel | Role | Timing |
|---|---|---|
| Ads | Warm up, build awareness | Before outreach |
| Primary outreach | Day 1 | |
| Secondary touch | Day 2-3 | |
| Phone | High-intent follow-up | After engagement |
| Referrals | Leverage network | Throughout |
Key Mindsets
On Personalization
- Personalize to the person, not just the company
- Use specific numbers, not vague claims
- Research should inform approach, not just first line
On Volume vs Quality
- Quality signals beat high volume
- 100 signal-based emails > 1000 cold emails
- Stack signals for heat scoring (3+ signals = reach out same day)
On Timing
- New role signals peak at days 14-45
- Website visitors: act within 24-48 hours
- Funding announcements: wait 2-4 weeks
On Messaging
- Lead with pain, not features
- Soft CTAs outperform hard asks
- Humor reduces tension and increases response
Combines with
| Skill | Why |
|---|---|
buying-signals-6 | Implement signal-based philosophy |
outreach-4-categories | Categorize leads properly |
sdr-outbound-rules | Apply philosophy to daily execution |
josh-braun-copywriting | Write messages that lead with pain |
Example prompts
How should I structure multi-channel coordination for a $50K ACV deal?Explain the BIPSY framework for diagnosing my SDR team's issues.How do I balance volume vs quality for a mid-market SaaS product?