This document summarizes a live presentation about achieving "Go-To-Market Fit", which is described as achieving repeatable growth and predictability beyond initial Product-Market Fit. It discusses finding the "Urgent Pain" customers are trying to address, developing a repeatable Go-To-Market playbook based on customer journey data, and using a common Go-To-Market data model to align cross-functional teams. Achieving Go-To-Market Fit is likened to learning to surf by catching the right wave aligned with customer needs.

1. In This Together
Surfing to Go-to-Market Fit
Tae Hae Nahm
Co-Founder & Manager of Storm Ventures
hello@salesimpactacademy.co.uk
CEO and Founders
Live 4pm UK Time
A live broadcast series in partnership with:

2. Tae Hea Nahm
Surfing to Go-To-Market
Fit
#SurvivalToThrival
LinkedIn.com/in/TNahm

3. Bob Tinker
MobileIron Founder/CEO
Punchline Guy
Three-time entrepreneur
Tae Hea Nahm
Storm Ventures VC/Board member
Model Guy
Enterprise Investor

4. VC
CEO’s
Bob Tinker
MobileIron Founder/CEO
Punchline Guy
Three-time entrepreneur
Tae Hea Nahm
Storm Ventures VC/Board member
Model Guy
Enterprise Investor

6. Relationships Founder Hero Selling Product Market Fit

7. Product Market Fit is not enough to unlock growth
Scale after PMF miss plan, high cash burn Skip a step

8. Product Market Fit is not enough to unlock growth
Named the missing step
“Go-To-Market Fit” repeatable growth scalability +
predictability

9. How Do You Find
Go-To-Market Fit?

10. What Does GTM Fit Feel Like?
Paddling Surfing
Tiring Momentu
m

11. What Does GTM Fit Feel Like?
Ride the Wave
Right Surfboard
Catch the Wave
Paddling Surfing

12. Conversion Execution
Catch the Wave
Leads
Line up with the
Urgent Pain
Surfing to GTM Fit
Ride the Wave Right Surfboard
Repeatable
GTM Playbook
Surfboard =
GTM Data Model

13. Catch the Wave
Leads
Line up with the
Urgent Pain
Surfing to GTM Fit
Requires Luck or Founder Heresy

14. Frustration Catch the wave

15. Missing the waves
Consumer social networking
$650B
Professional social networking
$26B
Private social networking
$1.2B

16. How to Catch a Wave
… then Surf with the Wave
Paddle to the Peak

17. How to Catch a Wave
Paddle to Urgent
Pain
Why buy now?
… then Surf with the Wave
(become strategic to the customer)

18. How to find the Urgent Pain?
Commit Founder Heresy
• Focus on the founding idea
• Cast a wider net to collect customer
data
Paddle to Urgent
Pain
Why buy now?
… then Surf with the Wave
(become strategic to the customer)

19. Example of finding the Urgent Pain
Urgent Pain: Exec’s replacing BB with iPhones
Wave: smartphones🡪mobile enterprise in 3+ yrs
Multi-
OS
Device
mng
Telecom Expense
Management
Paddle to Urgent
Pain
Why buy now?
… then Surf with the Wave
(become strategic to the customer)

20. After Catching the Urgent
Wave
Riding the Wave

21. Conversion
Catch the Wave
Line up with the
Urgent Pain
Surfing to GTM Fit
Ride the Wave
Repeatable
GTM Playbook
Leads
What is the
GTM Playbook?

22. What is a GTM Playbook?
My big mistake
NOT IS
Good pitch + sales tactics GTM operating system

23. NOT IS
Content Good pitch + sales tactics GTM operating system
Length 30 page bible 1-2 page
Audience Execs and Board Newest employee
Perspective From sales & marketing From customer
(customer journey)
What is a GTM Playbook?

24. What is the Customer Journey?
Customer
Journey!
• From the customer’s perspective (NOT sales & marketing)
• Agree on the same customer journey for each ICP
• Critical to building a GTM Data Model
• Critical to improving your GTM
Land
Select
Renew
Value
Expand
Strategic
Lead
Interest
ICP:
Urgent
Pain

25. What is a Playbook?
Wow!
(special advancer)
• Cause potential customers to move to the next stage of the customer
journey
• Cause potential customers to take a specific action -- invite a colleague, try
it, bring their boss
• Determined by customer (not product team, CEO, board)
Land
Select
Renew
Value
Expand
Strategic
Lead
Interest
ICP:
Urgent
Pain
Playbook: How to advance customers in the journey Advancers and
Blockers

26. What is the end of the Customer
Journey?
Champion
Manager
email marketing
Director
Demand Generation
CMO
generating Pipeline
Land
Select
Renew
Value
Expand
Strategic
Lead
Interest
Hero
Promoted
ICP:
Urgent
Pain
Playbook

27. What makes the customer a hero?
Champion
Manager
email marketing
Director
Demand Generation
CMO
generating Pipeline
Hero
Report!
• Gets executive attention (shared among executives, gets
recognition, promotion)
• Made by customer (not by product team, CEO, board)
• Identify, replicate and share
Land
Select
Renew
Value
Expand
Strategic
Lead
Interest
Hero
Promoted
ICP:
Urgent
Pain
Playbook

28. From One Hero to a Community of Heroes
Passionate Community of Heroes
Thought Leadership
“Marketo built a massive community with
educational marketing.” Share advice on how to
become a hero
Hero Stories
“Showcase your champions’ success as crusaders of
change in their companies…. Make your champions
(not your offering) the central hero of the story.”
Chandar Pattabhiram
Land
Select
Renew
Value
Expand
Strategic
Lead
Interest
Hero
Promoted
ICP:
Urgent
Pain
Playbook

29. Sample GTM Playbooks
www.SurvivalToThrival.com/resources/playbo
ok
Product led Marketing led Sales led
Customer JourneyICP:
Urgen
t Pain Playbook

30. How to build and deploy the GTM
playbook?
Pioneer Map
Replicate
Pioneer
Automate
Pioneer
Awareness
It works!
Repeatable
Davy Crocket
Playbook
Document …
Slides (no voiceover)
GTM blocks
(ICP, Customer Journey,
Urgent pain, Wow,
Competitor traps)
Sales
Test with others
What is missing?
Then improve
Marketing
Replicate pioneer
on website and
videos
Marketing
Leverage ICP and
Urgent Pain
How ICP find you?
Where find ICP?

31. Find and win same type
of customers
Catch the Wave
Line up with the
Urgent Pain
Surfing to GTM Fit
Leads
Ride the Wave
Repeatable
GTM Playbook

32. Find and win same type
of customers
How to drive execution?
Catch the Wave
Line up with the
Urgent Pain
Surfing to GTM Fit
Right Surfboard
Surfboard =
GTM Data Model
Leads
Ride the Wave
Repeatable
GTM Playbook

33. Challenge is people – cross functional integration
Marketing
Sales
Product Product
How to get Marketing, Sales and Product to execute same
playbook?
Marketing
Sales
Large company with Silos
Small startup with 3
individuals
Customer JourneyICP:
Urgent
Pain
Playbook

34. Challenge is people – cross functional integration
How to get Marketing, Sales and Product to execute same
playbook?
We know the Answer:
Align and drive teams by setting the right goals
and reporting right metrics at every board meeting
Customer JourneyICP:
Urgent
Pain
Playbook

35. If I were a VP Sales,
what slides to include my board deck
….

36. Forecast next quarter: New pipeline creation
Q-4 Q-3 Q-2 Q-1 This Q
Inbound Marketing
Outbound Sales
Other (eg partner) BD
Total New Pipe ????
Total New Pipe Needed
% New Pipe Attainment Generating enough pipe?
% New Pipe from inbound

37. Last Board Mtg This Board Mtg
Marketing New pipeline, product marketing ... Making progress? Metrics?
Product Features, Reliability, Scale ...
Cust Success References, Referrals ...
BD Pipe from partners, help closing…
HR Hiring and ramping AE’s, …
Finance/Legal Budget, contracts, commissions …
What Sales needs from other departments to make
Q
If you want my sample VP Sales presentation, pls ask me by LinkedIn

38. Last Board Mtg This Board Mtg
Marketing New pipeline, product marketing ... Making progress? Metrics?
Product Features, Reliability, Scale ...
Cust Success References, Referrals ...
BD Pipe from partners, help closing…
HR Hiring and ramping AE’s, …
Finance/Legal Budget, contracts, commissions …
What Sales needs from other departments to make
Q
Inconsistent metrics misalign teams

39. Common GTM Data Model
How to align teams behind the playbook?
SaaS Data Model by Jacco van der Kooij
https://winningbydesign.com/the-saas-data-model/
Track your entire customer journey
Be consistent
Customer JourneyICP:
Urgent
Pain
Playbook
Marketing Sales Cust Success Product
Consistent metrics align teams

40. Surfing to GTM Fit
Ride the Wave: Repeatable GTM
Playbook
Right Surfboard: GTM Data Model
Catch the Wave: Urgent Pain
Paddling Surfing

41. GTM Fit unlocks growth and capital
Survival Thrival

42. Why superstars
fail?
The Downside of Growth

43. Three Different Ideal VP Sales
Joan of Arc/Braveheart
Lead Great Warriors
Unlearn
Pioneer
Dwight Eisenhower
Architect & Manage ego’s
Unlearn
Warrior
Davy Crocket
Pioneer

44. INSECURIT
Y
Why is change so difficult?
Overcome your
insecurity
Unlearn what made
you successful

45. How change?
… If no right mentorRight Mentor

46. Surfing to GTM Fit
Customer journey
(Wow! + Hero Report)
Conversion
Internal bias
Right board reports
Execution
Siloes
Cast a wider net
Founder heresy
Leads
Ride the Wave Right SurfboardCatch the Wave
Repeatable
GTM Playbook
Surfboard =
GTM Data Model
Line up with the
Urgent Pain

47. Thank You!
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Questions:
LinkedIn.com/in/TNahm