A generic B2B company, drawn as one map. Every box opens the page that explains how that part runs. Nothing here is a vendor or a specific company; it is the pattern most teams converge on.
Boxes marked ↗ open the page for that part of the model.
How to read this
- Left to right is the customer lifecycle: acquire, then retain and grow.
- Four sources feed one Qualify gate. The definition of qualified is the same regardless of source; that is the single most important rule in the model.
- Sell ends at signature. Onboard ends at first value. Keep and grow runs for the life of the customer and sends expansion back through Sell as a new opportunity.
- The product-led path can convert without Sales at all; above a size threshold it is handed to a rep.
- Revenue Operations sits under all of it: the definitions, routing, systems, planning, forecast and cadence every function shares.
About this
I built this to show how I think about a revenue organization: where each motion starts and stops, who owns each handoff, and what Revenue Operations has to write down so a number means the same thing in every meeting.
The company on these pages is generic on purpose. Every real company bends this somewhere, and each page says where it usually does. The positions I hold most firmly: one qualification gate for every source, definitions written in exactly one place, and a forecast built three ways and reconciled. The trade-offs page lists the ones I expect to argue about.
If you have five minutes: QualifyRoutingForecastTrade-offs
All pages
- Start
- GTM map (Level 0)
- Retain and grow
- Onboard
- Keep and grow
- Revenue Operations
- Revenue Operations
- Stage definitions
- Metrics definitions
- Data model
- Attribution
- Systems and data
- Integrations
- AI agents
- Plan and forecast
- Plan
- Demand and retention plan
- Territory design
- Compensation design
- Forecast
- Renewal forecast
- Operating cadence
- ARR plan model
- Judgment
- Where reasonable people disagree
Diagram source: 00-level0-gtm-map.drawio 00-level0-gtm-map.svg
