Signature to first value. Implementation owns it; the handoff record from Sales is the input.

GTM Operating Model › Onboard
Signature to first value
Closed-won
from Sell
↗
Self-serve payment
from Product-led
↗
Handoff record
goals and success criteria · buying group and champion · contract and trial terms · promised timeline · custom commitments
Kickoff
within SLA of signature; plan agreed from the handoff record
Configure
setup, integrations, data migration
Train
users enabled, admin trained
First value
the success criterion from the handoff record is met
Live
to Customer Success
↗
Pilot or opt-out trial
time-boxed; success criterion and decision owner set at signature
Lapses
onboarding churn, reason coded
owner · Sales → Implementation (kickoff to first value) → Customer Success. measured by · time to first value, onboarding churn
BY MODEL
Self-serve
no kickoff; in-app setup, guided checklists, and automated nudges; first value is a product event, not a meeting
SMB
one kickoff call, templated configuration, recorded training; measured in days; a pooled onboarding team, not a named manager
Mid-market and enterprise
named implementation manager, project plan with milestones, integrations and migration, often billed services; measured in weeks or months
signature
in-app setup, no kickoff
live
if the contract has one
converts
never reached

Boxes marked ↗ open the page for that part of the model.

How to read this

  • Kickoff happens within an SLA of signature and works from the handoff record: goals, success criteria, buying group, trial terms, promised timeline.
  • First value is a gate, not a date. The success criterion written at signature is what has to be met.
  • Pilots and opt-out trials are a side path with their own decision owner and time box.
  • Self-serve has no kickoff; first value is a product event.

Where it connects

Diagram source: 03-onboard.drawio 03-onboard.svg