GTM motion
The buyer, the deal size, the path after signature, and which seat owns the next stage. Outbound, inbound, product-led, channel, or founder-led is a label. The seat fails when it is filled against a motion copied from somewhere else, or against a path nobody can inspect.
First-hire misses are usually this. The company staffs a seller into a path that does not match the buyer it actually closes.
If nobody can name which seat owns the next stage, the req is early. Prove that on the bench before it becomes a permanent hire.
The situation
- Deals close for different reasons each time.
- Marketing and sales disagree about who the buyer is.
- The company cannot name which seat should own the next stage of the motion.