Foundation
Foundation
The numbers, ICP, and motion every other decision rests on.
THE METHOD
The Foundry GTM method.
A proven system through years of application and iteration. It's simply the fastest way to build a scalable sales engine.
THE PROBLEM
Most teams have a fraction of the engine working. Those under-developed compound losses. Deals lost to a broken funnel, under performing sales reps, forecasts no one trusts, etc... The Foundry GTM method gives you an objective and data driven model, so you fix the right things in the right order.
THE SYSTEM
The Diagnosis informs the playbook. It's productized, but bespoke.
Click any lever below to expand. Each one explains what it is and why it matters.
Funnel & Pipeline
Funnel & Pipeline
Stages with real exit criteria, lead ops, and the math behind every hire.
Team & Accounts
Team & Accounts
Architecture and account strategy that carries you upmarket without collapsing economics.
Execution
Execution
Documented plays, enablement, the stack, and the operating rhythm that makes it stick.
The 10 levers of the Foundry GTM method
Stage: Foundation
Lever 01: Unit Economics
What it is: The math behind every commercial decision: CAC, payback period, LTV/CAC, gross retention rate, net retention rate, Rule of 40, contribution margin. Known cold by the founder and the next layer of leadership.
Stage: Foundation
Lever 02: ICP & Buyer Personas
What it is: A precise definition of the company type, buyer role, and triggering events most likely to convert into a fast, high-ARR, high-retention customer. Plus the disqualification criteria that prevent you from chasing the wrong deals.
Stage: Foundation
Lever 03: Motion & Methodology
What it is: The deliberate match between your deal size and the sales motion you run. $15K ACV needs velocity (BANT, 2-call close). $150K ACV needs complexity (MEDDIC, multi-stakeholder, exec sponsorship). Plus a chosen methodology your team is trained on.
Stage: Funnel & Pipeline
Lever 04: Sales Funnel & Stages
What it is: 5–7 named pipeline stages with written exit criteria, enforced in the CRM. Each stage answers: what must be true to advance, who confirms it, what evidence is logged.
Stage: Funnel & Pipeline
Lever 05: Lead Operations
What it is: The system for how leads enter, get scored, get routed, and reach a rep with a clear SLA. Includes source attribution, scoring rules, routing logic, and response-time enforcement.
Stage: Funnel & Pipeline
Lever 06: Pipeline & Capacity
What it is: Coverage ratios (3x pipeline coverage minimum, 4-5x for new motions) and the capacity model behind every hire. Including ramp curves, productive seat math, quota attainment expectations.
Stage: Team & Accounts
Lever 07: Team & Structure
What it is: The architecture of who you hire next, in what order, and how you organize them. Founder selling → first AE → SDR support → segmentation by deal size or vertical → first manager → first VP.
Stage: Team & Accounts
Lever 08: Account Strategy
What it is: Named accounts, tier model (1/2/3), account plans, multi-threading, executive sponsorship, land-and-expand motion. The shift from selling deals to selling accounts as you move upmarket.
Stage: Execution
Lever 09: Enablement & Plays
What it is: Documented sales plays (trigger → action → expected outcome), objection libraries, battlecards, discovery frameworks, demo scripts. The "what to say and do" muscle that turns ICP/motion into rep behavior.
Stage: Execution
Lever 10: Stack & Operating Rhythm
What it is: The tools (CRM, engagement, conversation intelligence, dialer, data, RevOps platform) plus the meetings that keep the engine honest: weekly pipeline review, monthly forecast, quarterly QBR, weekly 1:1s with every rep.
The four stages compound on each other. Foundation must be solid before Funnel & Pipeline can carry weight, and Execution is the rhythm that holds it all accountable. Fixing levers out of sequence undoes earlier work.
WHO IT'S FOR
Built for
- Seed to Series A funded startups
- Profitable bootstrappers, $3–50M ARR
- Founder-led teams that have outgrown the founder
Not for
- Pre-PMF teams (under 50 customers or under $3M ARR)
- Founders and execs who fear change
WHAT HAPPENS AFTER THE SCORECARD
From diagnostic to running engine.
- Step 01
Diagnostic surfaces gaps
Score the 10 levers. See the gap between traction and repeatable growth in one objective view.
- Step 02
The Playbook closes them
Codify the engine end-to-end. A documented operating system across all 10 levers that your team runs every day.
- Step 03
The engine runs
Your team operates the system. The next leader inherits an engine, not a blank page.
WHAT YOU GET
Three deliverables you keep forever.
Branded with your company. Built to be used by your team. Designed to be inherited and iterated by your next sales leader.
YOU KEEP
Engagement Hub
A live Notion workspace where every artifact lives: diagnostic, playbook, recordings, IP library. One URL your team works from. Stays accessible forever.
YOU KEEP
Your Diagnostic + Playbook
Your interactive Commercial Engine Diagnostic plus a custom Sales Playbook, co-branded with your company, used and managed by your team, exportable to board-ready PDFs.
YOU KEEP
Live Sessions + Adoption
Live working sessions recorded for future hires. Two structured adoption check-ins in the first 30 days after delivery. Email-only clarifications, no on-demand support.
Full deliverables and engagement scope on Engagements →
Stop guessing. Start building.
The scorecard takes five minutes. The Diagnostic takes two weeks. The Bundle takes seven. You can be running a documented, repeatable sales motion before your next board meeting.