This document outlines a hybrid go-to-market framework that incorporates both inbound and outbound strategies. It describes stages from identifying an ideal customer profile to qualifying sales opportunities to closing deals and retaining customers. The framework includes identifying an ideal customer profile to target, engaging buying committees, making customized sales offers, handling objections at the sales qualification stage, personalizing opportunities in the sales pipeline, celebrating new customers to turn them into advocates, and engaging customers through lifetime value stages from education to advocacy. The goal is to offset customer acquisition costs with long-term customer lifetime value.

1. STRATEGY | TACTICS | CONTENT & CREATIVE | DEVELOPMENT | TRAINING
The ULTIMATE LeadMD
Go-to-Market
Framework

2. A Hybrid Model
Both Inbound & Outbound Strategies in a Single Model

3. Account Based Tactics
Retention & Loyalty Tactics
MATURITY ADOPTION ONBOARDINGADVOCACY
Total Addressable
Market
CUSTOMER
Qualification
Threshold
ICP
ENGAGED
UNIT
OPPORTUNITY
PIPELINE
CLOSED
WON
SALES
QUALIFIED
SALES
ACCEPTED
CLOSED LOST
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4. Stages of the Hybrid Waterfall Framework
Ideal Customer Profile: The Ideal Customer Profile becomes the bucket both marketing and sales will target their engagement efforts
towards. By creating focus on the ICP, organizations are forced to define this important element. As with any good working funnel, others will
fall into it. But immediately, this gate also forced us to expand our ICP to fit the new addition, or turn them away.
Engaged Unit: When we talk about an engagement, we’re looking across the entire buying committee. Our focus within this step is to
understand and get to know everyone who will be involved in the decision-making process, and start paying attention to their activities and
insights. Sales and marketing must be in lockstep throughout this stage.
Sales Accepted: This stage is all about penetration. After the value shown to the buyer in the early stages, we must now make a sales offer.
Sales offers can be any number of things, so long as it’s customized for the buyer, specific to their business and demonstrates value. The
pieces you’d typically provide at the proposal stage should be moved to the front of the process and put in play here.
Sales Qualified: Accounts at this stage represent the intersection of time and pain. Marketing should be focused on objection handling and
fostering maturity with the solution at this stage. Sales is doing the same thing, but in a more one-to-one manner.
Opportunity Pipeline: Consisting of several stages this area represents the opportunity process. We’re constantly asking ‘what does your
buyer’s next step look like, and how can you get them to take it’ in this area? The message here should come from sales, but also be given
the professional, glossy finish of the marketing team in order to be hyper-personalized.
Closed Won (Customer): Every trend in this stage is moving toward heightened customer-centricity. The hybrid model doesn’t end when a
lead becomes a customer - it doubles back on itself to hopefully create advocates that get customers back into the cycle itself. Don’t be
hands-off here like you may have been in the past; from welcome kits to events, celebrate your new customer’s decision in a way that will
turn them loyal to your brand advocates.
Lifetime Value Stages: These post sales stages represent the indoctrination of the customer – from buyer to advocate. We must first
educate the account and enable them on our solution and then continue to stay engaged to the point of advocacy. These are the stages
where you win or lose the battle for LTV and offset Customer Acquisition Cost (CAC).

5. STRATEGY | TACTICS | CONTENT & CREATIVE | DEVELOPMENT | TRAINING
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