The Challenge
A Series A cybersecurity company needed to transition from ad-hoc sales execution to a systemized,
repeatable GTM motion. The team was executing manually with no playbook library, inconsistent
pipeline reporting, and no scalable lead generation beyond traditional cold outreach.
Key Problems:
- No repeatable sales plays—every deal was custom
- Pipeline visibility gaps—manual tracking, inconsistent reporting
- Single-channel dependency—only cold email/calls
- SDR program in early stages—no systemization or playbooks
- Data quality issues—50%+ inaccuracy blocking execution
The Solution: GTM System Architecture
I architected a three-pillar GTM system: Pipeline Velocity, New Pipeline Generation,
and GTM Systemization. Each pillar had specific plays, metrics, and handoff processes.
Pillar 1: Advancing & Closing Core Pipeline
Strategic Plays Deployed:
- Value-Add Pivot: When a POC was delayed, sent strategic "POV Checklist" to keep deal warm and reframe evaluation
- Parallel Path Strategy: Bypassed partner bottlenecks by engaging customer champions directly while staying channel-aligned
- Tiered Quote System: Delivered multiple service options (tiered pricing) to provide clear purchasing paths
- Executive Re-engagement: Used third-party validation (analyst reports) to re-engage stalled deals
Result: Advanced 5 key deals, including a $30K opportunity moved from stalled to closing stage.
Pillar 2: Generating New Pipeline via GTM Experiments
New Channel Plays:
- Reddit "Air Strike" Play: Secret shopper experiment on technical forums generated 3 problem-aware leads and competitive intel
- X/Twitter Drippi Campaign: Automated DM campaigns generated 15+ technical conversations and booked meeting with technical influencer
- SE Proactive Engagement: Enabled sales engineer to generate inbound leads via public forum thought leadership
Result: 18+ new leads from non-traditional channels, proving scalable pipeline sources beyond cold outreach.
Pillar 3: Systemizing the GTM Engine for Scale
Operationalization Work:
- Playbook Library: Codified 4 repeatable plays with scripts, talk tracks, and handoff processes
- SDR Systemization: Built onboarding playbook, discovery rubric, and performance dashboard
- Closed-Lost Campaign: Systemized re-engagement play using analyst reports as value-add assets
- Team Velocity System: 90-minute call blitz process to drive top-of-funnel activity
Result: Turned one-off experiments into repeatable, scalable GTM motions that any team member could execute.
Execution Timeline
Week 1: Foundation
Built SDR onboarding playbook, established Salesforce-first process, launched first GTM experiments (Reddit, X/Twitter)
Week 2: Validation
Reddit experiment generated 3 leads; X/Twitter campaign booked influencer meeting; validated message-market fit
Week 3: Systemization
Operationalized Reddit play with scripts, delegated to SDR; launched SE engagement play; built closed-lost campaign framework
Week 4: Scale
953 total touches, 4 meetings booked, 18+ new leads, significant pipeline across 25 opportunities
Key Metrics & Results
Significant
Total Active Pipeline
25
Qualified Opportunities
Pipeline Composition
| Stage |
Opportunities |
Value |
% of Total |
| Qualification |
5 |
Significant |
22% |
| Negotiation |
3 |
Significant |
14% |
| PoC |
2 |
Significant |
6% |
| Total |
25 |
Significant |
100% |
The Architecture: How It Works
1. Playbook Library
Every successful tactic became a codified play with:
- Clear trigger conditions (when to use)
- Step-by-step execution guide
- Talk tracks and messaging templates
- Success criteria and handoff points
- Delegation framework (who executes, who supports)
2. Multi-Channel Intelligence
Built lead generation across multiple channels:
- Reddit: Technical forums for problem-aware leads
- X/Twitter: Automated DM campaigns targeting competitor followers
- LinkedIn: Thought leadership and direct outreach
- Traditional: Cold email/call sequences with data-driven messaging
3. SDR Systemization
Transformed SDR from activity function to intelligence operator:
- Onboarding playbook with 30-day certification
- Discovery rubric beyond BANT (pain, trigger, priority, timing)
- Performance dashboard tracking touches → connects → meetings → SQLs
- Golden-hour calling blocks for maximum connect rates
- Data hygiene process (LinkedIn verification before outreach)
Key Learnings
1. Systemization > Hustle: Turning one-off wins into repeatable plays is the difference between
individual performance and organizational capability.
2. Multi-Channel > Single Channel: Diversifying lead sources (Reddit, X/Twitter, LinkedIn)
reduces dependency and increases pipeline resilience.
3. Data Quality is a Multiplier: Fixing 50% data inaccuracy unlocked SDR scale and
improved connect rates by 3-5x.
4. Playbooks Enable Delegation: Codified plays allowed SDR to execute Reddit strategy
independently, freeing me to focus on high-value deals.