Questions founders ask before they sign.

A 2-week, fixed-scope assessment of your commercial state across all 10 levers of the Foundry GTM framework. You get a written diagnosis (each lever scored, ranked by impact, with root-cause analysis on your top 3 weak areas), a sequenced action plan, a quantified opportunity sizing on your top gaps (with confidence intervals), a 60-90 minute readout with your executive team, an honest recommendation on what to do next, AND your diagnosis as both a PDF and a Notion-hosted page your team can reference and comment on. Most engagements start here. $10,000 · 2 weeks.

A complete written operating manual covering all 10 levers of your commercial engine, delivered as a PDF AND as a custom Notion workspace transferred to your ownership. The PDF is the canonical snapshot. The Notion workspace is the living system your team uses every day, with all templates (ICP doc, comp plan structure, rep scorecards, 30/60/90 ramp, battlecards, plays) pre-loaded as cloneable starting points. The workspace is published as {yourcompany}-playbook.notion.site so your team can browse it without Notion accounts. $25,000 · 4 weeks.

The Bundle combines the Diagnostic and Sales Playbook into a single 7-week engagement at $30,000, saving $5,000 versus buying them separately. Three structural benefits beyond the discount: (1) continuity, the same person who diagnoses your gaps also builds the system to fix them; (2) up to 3 revision cycles vs. 2; (3) the Bundle ships your playbook to a custom domain microsite (playbook.yourcompany.com if you own it, or {you}.foundry-gtm.io on our subdomain) with 1 year of hosting included. The branded URL becomes the link your team bookmarks, links from Slack, and shares with new hires. Most teams who need the Playbook also need the Diagnostic, so the Bundle is the most common purchase path. $30,000 · 7 weeks.

Yes. The Diagnostic identifies which levers need the deepest treatment in the Playbook. Without it, the Playbook risks being a generic template instead of YOUR system. The Bundle exists for exactly this reason: combines both, saves $5K. If you've completed a Diagnostic elsewhere recently and the work is current, we'll honor a credit on the Bundle price; talk to us.

Start with the Diagnostic. It confirms which lever is actually the bottleneck (often not the one you think), and from there we can scope a targeted follow-on engagement focused on that single lever. We don't promote standalone single-lever Sprints as a productized offering because the Diagnostic is the right way to confirm scope first.

The Scorecard is the entry point. 5 minutes, 20 questions across all 10 levers, free, no commitment. The tailored recommendation at the end tells you which engagement fits your situation, or whether you should be starting somewhere else entirely. It's the smartest place to start if you're not sure whether Foundry GTM is right for you.

The PDF is the canonical, frozen-in-time deliverable. It's what you would print, send to the board, or hand to an attorney. The Notion workspace is the living version your team works in daily: edit your ICP as it evolves, refresh your comp plan when you change comp, add new plays as your motion matures. Same content at delivery, but the workspace stays useful long after week 1 while the PDF tends to die in an inbox. Both are included in the Playbook and Bundle. We transfer Notion workspace ownership to you in perpetuity; you can keep it private to your team or publish it for shareable access.

Bundle engagements include 1 year of microsite hosting on a custom domain (either yours or our {you}.foundry-gtm.io subdomain). After year 1, you have three options: (a) take over the Notion plan yourself and continue running it ($10/mo on Notion's Plus plan), (b) stay on a future Foundry GTM hosting subscription if we offer one, or (c) let the microsite expire and keep the underlying Notion workspace (you keep the content; only the public URL goes away). We'll prompt you 60 days before renewal with the options.

Below $15K, industry buyers tend to assume the work is a templated deck rather than rigorous diagnosis. Above $25K, the engagement becomes a commitment most $1-30M ARR companies need to budget across quarters. $10K sits at the floor of the credible-diagnostic band, accessible without enterprise procurement. The depth (10-lever scoring + root-cause analysis + quantified opportunity sizing + readout + Notion-hosted deliverable) is meaningfully more than the deck-style assessments at this price.

Because we deliver the same scope in 4 weeks instead of 8-12, using a vetted 10-lever framework + templates + AI-accelerated synthesis. The competitor pricing reflects 3-person teams charging time-and-materials over a quarter. The framework does the heavy lifting, the templates eliminate blank-page work, and you get the same depth at a compressed timeline. Speed is the premium, not the discount.

The Bundle is $30,000 vs. $35,000 if you buy the Diagnostic and Playbook separately. The $5,000 saving reflects operational efficiency for us: continuous engagement, no context switching, no re-onboarding cost. We pass those savings to you. The Bundle also includes the custom domain microsite + 1-year hosting (~$180 standalone value), which standalone Playbook does not.

Diagnostic: 100% on kickoff. Sales Playbook and Bundle: 50% upfront on signing, 50% on delivery. Payment via Stripe (card or ACH). Late payments incur 1.5% interest per month after 30 days past due.

The Bundle ($5K savings vs. buying the Diagnostic and Playbook separately) is the only standing discount. We don't negotiate prices. The discipline keeps quality high and the engagement focused. If a fixed-price engagement isn't right for you, fractional CRO retainers exist in the market and serve a different need.

We don't offer outcome guarantees because outcomes depend on your execution after the engagement, which we don't control. We do offer transparency: fixed scope, fixed price, clear deliverables documented in the engagement letter. If we materially fail to deliver what's contracted, we make it right. In practice, our scope is tight enough that this is rare; the failure mode is usually that the engagement uncovers something bigger than fits in the scope, in which case we recommend the next step rather than padding the current one.

B2B SaaS or services companies between $1M and $30M ARR, with under 10 commercial reps, that have early product-market fit (20+ paying customers AND $1M+ ARR confirmed). The sweet spot is $3M-$15M ARR. We work with both venture-funded and bootstrapped companies; the common thread is PMF, not where the capital came from.

Your highest-leverage work right now is finding product-market fit, not building commercial infrastructure. Building structure too early often locks you into the wrong shape of business. Better starting points for your stage: Y Combinator Startup School, Lenny's Newsletter, First Round Review, and 'The Mom Test' by Rob Fitzpatrick. The Scorecard will route you to a "not yet ready" page with this same advice and an email capture if you'd like to stay in touch.

You're past where we focus. At your scale, the work isn't building the operating system, it's optimizing and evolving the one you already have. That requires a different lens. Better starting points: Winning By Design (revenue architecture consultancy for mid-market+), Pavilion (community of senior commercial operators), or fractional CRO directories. We're happy to point you to specific operators in our network if useful. The exception: if your sales engine needs a real revamp AND your sales leader wants outside support in that process (vs. defending the existing system), we're a strong fit. The framework and the operating-system delivery still work at your scale; the difference is that your sales leader runs it from day one rather than waiting on a future VP hire.

No. We work with both funded Seed-Series A startups and profitable bootstrapped companies. The qualifier is PMF (20+ customers, $1M+ ARR), not capital structure.

The Diagnostic and Playbook work well alongside an in-seat VP. They give your VP an independent baseline and an operating system to lean on, rather than building it from scratch alongside their day job. If your VP is overwhelmed with execution and the system is breaking, we're a fit. If your VP is bandwidth'd on building the system themselves and just needs a thought partner, we're probably not, and we're happy to refer.

Yes. We work remote-only. The framework is geography-agnostic for B2B SaaS. The only consideration is the timezone for working sessions; but we'll find a window that works.

A diagnostic and operating structure for the commercial engine of B2B SaaS companies between PMF and a scalable VP/CRO seat. The 10 levers, in order: Unit Economics, ICP & Buyer Personas, Motion & Methodology, Sales Funnel & Stages, Lead Operations, Pipeline & Capacity, Team & Structure, Account Strategy, Enablement & Plays, Stack & Operating Rhythm. The framework is the product of operating multiple commercial teams from founder-led through $10M+ ARR. The hard work of "what to assess, in what order, against what benchmark" is already done.

Most fractional CROs sell hours and adapt to whatever you ask for. Foundry GTM sells outcomes against a structured framework, with fixed-scope, fixed-price engagements. You're not paying for time. You're paying for a documented system we install, which you keep. We're the firm that builds the operating system a fractional CRO (or your future VP of Sales) inherits.

Those platforms are built for 100+ rep enterprise teams with dedicated enablement staff. We're built for $1M-$30M ARR companies with under 10 reps that don't have an enablement team and don't need one yet. We deliver the playbook and the operating system as documents and templates. You don't need to load it into a complex platform first.

Winning By Design is built for mid-market and enterprise SaaS ($50M+ ARR) and prices accordingly ($15-40K/month). Pavilion CRO Network is a marketplace of fractional CROs, often $25-50K for scoped engagements but with variable consistency. Foundry GTM is sized specifically for the $1M-$30M ARR transition: one operator, one framework, one method, fixed-scope, fixed-price. Different stage, different price band, different shape of engagement.

We help you adopt the one that fits your motion (velocity, deal size, complexity), and document it specifically for your business. MEDDIC tends to fit deal-led enterprise motions. SPICED or Challenger fits velocity-led SaaS. The Sales Playbook includes the methodology adoption framework as a working artifact, not just theory.

Two reasons. First, the 10-lever framework is already built; we're delivering YOUR situation against a proven structure, not building structure from scratch. Second, templates and AI eliminate the wasted hours: every artifact (ICP doc, comp plan, rep scorecard, ramp template, battlecards) is a tailored version of a vetted format. AI accelerates synthesis from your data and interviews into the written playbook, so the work-hours land on judgment and tailoring, not formatting and structure. Speed is the premium, not the discount.

AI accelerates the synthesis and formatting work (pulling CRM data, structuring interview notes, drafting first-pass content against templates). Judgment, tailoring, opinion, and recommendations are done by hand. The output you receive is reviewed and locked by Drew, the same way any consulting deliverable should be. AI is the leverage; the methodology and the operator judgment are the product.

Diagnostic: assume 4-8 hours of total team time across the 2 weeks (kickoff call + 2-4 structured interviews + readout). Sales Playbook: similar, plus 1-3 additional interviews for specific levers + one 90-min working session + a 2-hour rollout session at the end. Bundle: combined total of both. You stay focused on running the business; we do the diagnostic and drafting work.

Yes. All calls happen via Zoom. Data access is via standard read-only API integrations or shared documents. We don't require travel or onsite work. If your team prefers in-person, we can discuss case-by-case for engagements in CA.

Drew Calin (the founder) does every engagement directly. There's no team handoff, no junior consultants drafting work that gets edited and rebadged. The operator credibility is the product. The scale comes from the framework and the AI-augmented delivery process, not from leveraging junior people.

Yes. Standard mutual NDA in place before any data sharing. We can use yours or ours.

You own the client-specific deliverables (your diagnostic report, your playbook, your Notion workspace, your templates filled in with your data). You receive a perpetual, non-exclusive license to use them for your business operations. We retain the underlying framework, templates, and methodology (the "GTM Foundry method"), which we use across engagements. Your playbook stays yours.

The diagnosis is opinionated by design, and disagreement is welcome and useful. The readout is the right venue to pressure-test findings. We'll work through the evidence together. The goal is the most accurate picture of your commercial state, not a polished deliverable that we're protecting.

Engagements are fixed-scope and fixed-price by design. If something significant comes up mid-engagement (new product line, ICP change, major pivot), we'll discuss whether to extend with adjusted pricing or to lock the current version and revisit later. Limited in-engagement changes are accommodated; major scope expansion is flagged for follow-on work.

Every engagement includes 30 days of post-delivery email support so you can roll the system out without getting stuck. After that, most clients work directly from the playbook or come back for a Diagnostic refresh when new gaps emerge.

We typically begin a Diagnostic within 2 weeks of a signed engagement letter. Playbook kickoffs are 2-3 weeks out depending on calendar. Bundle engagements get priority scheduling (within 2 weeks of contract signing) versus standalone engagements when the calendar is full.

Two low-commitment options: take the Foundry GTM Scorecard (5 minutes, free, gets you a tailored recommendation) or book a 30-min call (no obligation, we'll talk through your situation and decide together whether there's a fit). Most engagements are agreed on the second conversation, not the first.