GTM Context OS
Purpose: A unified operating system for researching accounts, contacts, and opportunities. Supports both W2 job hunting and freelance/agency prospecting by combining account-level intelligence, contact research, hiring signal detection, and personalized outreach strategies.
When to Use This Skill
Use this skill when:
- •Researching companies from GTM/sales lists
- •Pursuing W2 employment opportunities
- •Prospecting for freelance/agency clients
- •Analyzing job postings to understand company pain points
- •Building account intelligence dossiers
- •Scoring and prioritizing opportunities
- •Creating quick-win deliverables to stand out
- •Crafting personalized outreach strategies
Core Framework: Research Context Operating System
+=====================================================================+ | RESEARCH CONTEXT OPERATING SYSTEM | +=====================================================================+ | INPUT LAYER | | +-----------------------------------------------------------------+ | | | Core Fields | Optional Job Fields | | | | - Company Name | - Job Title | | | | - Company Domain | - Job URL | | | | - Company LinkedIn URL | - Hiring Manager Name | | | | | - Employment Type (W2/Contract) | | | +-----------------------------------------------------------------+ | +=====================================================================+ | PROCESSING LAYER | | +-----------------------------------------------------------------+ | | | Account Research Engine | Contact Research Engine | | | | - Firmographics | - Professional Profile | | | | - Tech Stack | - LinkedIn Activity | | | | - Hiring Signals | - Content Analysis | | | | - Growth Indicators | - Pain Point Detection | | | +-----------------------------------------------------------------+ | +=====================================================================+ | ENRICHMENT LAYER | | +-----------------------------------------------------------------+ | | | Standard Enrichment | Deep Research (Firecrawl) | | | | - Clearbit/Apollo | - Career Pages | | | | - BuiltWith | - About/Mission | | | | - Crunchbase | - Blog/Content | | | +-----------------------------------------------------------------+ | +=====================================================================+ | CONTEXT LAYER | | +-----------------------------------------------------------------+ | | | Signal Synthesis | Playbook Selection | | | | - Pain Points | - W2 vs Freelance | | | | - Why Now Timing | - Outreach Sequence | | | | - Opportunity Score | - Quick Win Deliverables | | | +-----------------------------------------------------------------+ | +=====================================================================+ | OUTPUT LAYER | | +-----------------------------------------------------------------+ | | | Prioritized Opportunities | Research Dossiers | Outreach Ready | | | +-----------------------------------------------------------------+ | +=====================================================================+
CSV Data Model
Input Schema
| Column | Required | Description | Research Use |
|---|---|---|---|
Company Name | Yes | Target company name | Account identification |
Company Domain | Yes | Website domain | Enrichment key, Firecrawl target |
Company LI URL | Yes | LinkedIn company page | Company research, follower count |
Job Title | No | Position title | Role fit scoring |
Job URL | No | LinkedIn/careers link | Full JD extraction |
Hiring Manager | No | Decision maker name | Contact research target |
Employment Type | No | W2, Contract, Either | Playbook selection |
Derived Fields (From Research)
| Field | Source | Purpose |
|---|---|---|
| Industry | Enrichment (Clearbit/Apollo) | Qualification, segmentation |
| Employee Count | LinkedIn, Enrichment | Size tier, capacity signals |
| Funding Stage | Crunchbase, News | Budget signals, growth stage |
| Tech Stack | BuiltWith, Job Posts | Integration opportunities |
| Open Roles | Careers page, LinkedIn | Hiring signals, pain points |
| Decision Makers | LinkedIn Sales Nav | Contact research targets |
| Recommended Playbook | Signal Analysis | W2 or Freelance approach |
Hiring Signal Detection
Role Signal Categories
| Signal Type | What to Look For | What It Means |
|---|---|---|
| Role Creation | "First hire for this function" | Building capability from scratch - high influence |
| Role Expansion | Multiple similar roles | Scaling what works - need process/systems |
| Role Replacement | Urgent timeline, specific skills | Something broke - quick wins valued |
| Seniority Level | IC vs Manager vs Director | Budget level and decision complexity |
| Tech Stack Listed | Specific tools mentioned | Integration/migration opportunities |
| Pain Language | "Fast-paced", "wear many hats" | Under-resourced, need efficiency |
Company Growth Signals
| Signal | Source | Interpretation |
|---|---|---|
| Funding round | Crunchbase, TechCrunch | Budget unlocked, pressure to scale |
| Headcount growth | LinkedIn, Glassdoor | Which departments growing fastest |
| New leadership | LinkedIn, press releases | New priorities, open to change |
| Product launches | Product Hunt, press | GTM motion needed |
| Geographic expansion | Job locations, press | Territory/localization needs |
| M&A activity | News, SEC filings | Integration challenges |
| Tech stack changes | BuiltWith, job posts | Migration/implementation needs |
Account Research Engine
Tier 1: Rapid Qualification (5 min)
## Rapid Assessment: {{Company Name}}
### Quick Qualification Score
| Factor | Score (1-5) | Notes |
|--------|-------------|-------|
| Role Fit | | Does title match experience? |
| Seniority Match | | Right level for career? |
| Location | | Remote-friendly or acceptable? |
| Recency | | Posted <14 days = 5 |
| **TOTAL** | /20 | 15+ = Deep research |
Tier 2: Standard Research (15-30 min)
Company Overview
- •Legal Name, Website, HQ, Founded, Employee Count, Industry
Funding & Financials
- •Stage (Seed/Series A-D/PE-backed/Public)
- •Last Round (Amount, Date, Investors)
- •Growth Trajectory
Technology Stack
| Category | Tools | Source |
|---|---|---|
| CRM | BuiltWith/Job Posts | |
| Marketing Automation | ||
| Sales Engagement | ||
| Data Enrichment |
GTM Motion Analysis
- •Sales Model: PLG / Sales-led / Hybrid
- •Target Market: SMB / Mid-Market / Enterprise
- •Team Structure from hiring signals
Hiring Signal Decode
- •Why This Role Exists: New team / Backfill / Expansion
- •Urgency Indicators: Reposted? Multiple similar roles?
- •Implicit Gaps: What skill combo is hard to find?
Tier 3: Deep Research with Firecrawl (45-60 min)
For high-priority (score 18+):
Career Page Analysis
- •Total Open Roles, GTM Roles count
- •Hiring Velocity (roles added last 30 days)
- •Growth Departments
Company Narrative (About page)
- •Mission Statement, Core Values
- •Key Differentiators, Culture Signals
Content Intelligence (Blog)
- •Recent Topics (last 90 days)
- •Content Frequency, Thought Leadership Areas
Customer Intelligence (Case Studies)
- •Featured Customers with industry/use case
- •Primary Industries Served
- •Value Propositions Proven
Contact Research Engine
Decision Maker Map
HIRING MANAGER CHAMPION (Has budget/authority) (Advocates for you) • VP Sales/Marketing • Current team members • RevOps Director • Adjacent team leads • CRO • Former colleagues there INFLUENCER GATEKEEPER (Shapes opinion) (Controls access) • Team leads • Recruiters • Senior ICs • HR/TA • Cross-functional • Executive assistants
Contact Profile Template
## Contact Research: {{Contact_Name}}
### Professional Identity
- Name: {{Contact_Name}}
- Title: {{Contact Title}}
- Company: {{Company Name}}
- LinkedIn: {{Contact_LinkedIn}}
- Email: {{Email}}
### Career Trajectory
- Current Role Tenure:
- Previous Company/Role:
- Career Pattern: Rising star / Steady climber / Lateral mover
### LinkedIn Deep Dive
#### Headline Analysis
- How They Position Themselves:
- Keywords Emphasized:
#### About Section
- Professional Philosophy:
- Key Accomplishments:
- What They Value:
- Tone: Formal / Casual / Data-driven / Story-driven
#### Content Analysis (Last 90 days)
| Date | Topic | Engagement | Insight |
|------|-------|------------|---------|
| | | | |
#### Themes & Patterns
- Professional Interests:
- Pain Points Expressed:
- Wins Celebrated:
### Personalization Hooks
1. Shared Experience:
2. Content Reference:
3. Mutual Connection:
4. Industry Insight:
Pain Point Detection Signals
| Signal Category | Example Language | Your Value Response |
|---|---|---|
| Data Quality | "CRM is a mess", "bad data" | Enrichment/hygiene audit |
| Tool Integration | "Tools don't talk", "manual entry" | Integration architecture |
| Scaling Chaos | "Growing pains", "things breaking" | Process documentation |
| Attribution | "Can't prove ROI", "reporting nightmare" | Attribution model |
| Pipeline Velocity | "Deals stuck", "slow pipeline" | Signal-based prioritization |
| Lead Volume | "Top of funnel weak" | Enrichment build, Clay table |
| Team Enablement | "Onboarding takes forever" | Documentation, training |
Opportunity Scoring Model
Composite Score (0-100)
SCORE = (Fit × 25) + (Signal Strength × 20) + (Access × 15)
+ (Timing × 15) + (Alignment × 10) + (Economics × 10) + (Competition × 5)
Component Scoring
| Factor | Weight | 5 (Best) | 3 (Medium) | 1 (Low) |
|---|---|---|---|---|
| Fit | 25% | Exact match | Moderate match | Mismatch |
| Signal Strength | 20% | Urgent signals | Moderate signals | Vague |
| Access | 15% | Warm intro | LinkedIn active | Cold only |
| Timing | 15% | Urgent hire (<7 days) | Active search | No urgency |
| Alignment | 10% | Mission match | Neutral | Misalignment |
| Economics | 10% | Exceeds target | Acceptable | Gap |
| Competition | 5% | Few applicants | Average | Overwhelming |
Priority Matrix
| Score | Priority | Action | Cadence |
|---|---|---|---|
| 85-100 | P1 Hot | Immediate deep research + outreach | Same day |
| 70-84 | P2 Warm | Standard research, queue outreach | 3 days |
| 55-69 | P3 Cool | Light research, watchlist | Weekly |
| 40-54 | P4 Cold | Archive | Monthly |
| 0-39 | P5 Skip | Do not pursue | N/A |
Playbook Selection: W2 vs Freelance
Decision Logic
IF timing_urgency > 80 AND signal_strength > 70:
→ W2 (they need someone now, full commitment)
ELIF company_has_budget_constraints OR role_is_project_based:
→ FREELANCE (lower commitment, prove value first)
ELIF access_quality < 50 AND fit > 70:
→ FREELANCE (Trojan Horse - get in the door)
ELSE:
→ W2_OR_FREELANCE (present both options)
W2 Application Sequence
Touch 1: Application + LinkedIn connection (with note)
↓ (2-3 days)
Touch 2: Value-add content share or comment on their post
↓ (3-5 days)
Touch 3: Send quick win deliverable
↓ (1 week)
Touch 4: Follow up with insight or reference offer
Freelance "Trojan Horse" Approach
Don't pitch services. Pitch a specific project based on their signals:
- •Identify a gap from your research
- •Propose a scoped 1-2 week project
- •Show expected outcome with metrics
- •Price it as a no-brainer ($2-5K range)
- •Deliver exceptional value → expand relationship
Quick Win Deliverables
By Role Type
RevOps/GTM Ops Roles:
| Deliverable | Time to Create | Impact |
|---|---|---|
| Lead Scoring Audit | 2-3 hours | Shows analytical depth |
| HubSpot Workflow Diagram | 1-2 hours | Demonstrates tool expertise |
| Integration Architecture | 2-4 hours | Shows systems thinking |
| Data Quality Assessment | 3-4 hours | Identifies quick wins |
Sales/BDR Leadership:
| Deliverable | Time to Create | Impact |
|---|---|---|
| Sequence Teardown | 1-2 hours | Shows outbound expertise |
| ICP Refinement | 2-3 hours | Strategic thinking |
| Territory Analysis | 2-3 hours | Analytical skills |
| Competitive Battlecard | 3-4 hours | Market knowledge |
Marketing Ops:
| Deliverable | Time to Create | Impact |
|---|---|---|
| Attribution Model Draft | 2-3 hours | Technical depth |
| Campaign Naming Convention | 1 hour | Operational thinking |
| Lead Source Analysis | 2-3 hours | Data skills |
| Nurture Flow Map | 2-3 hours | Customer journey focus |
Context Management System
Research Pipeline Stages
| Stage | Definition | Next Action |
|---|---|---|
| 0-Raw | CSV import, no research | Rapid qualification |
| 1-Qualified | Passed initial screen | Standard account research |
| 2-Researched | Account research complete | Contact research |
| 3-Intel Ready | Contact research complete | Signal synthesis |
| 4-Outreach Ready | Personalization complete | Draft outreach |
| 5-Active | Outreach in progress | Follow-up sequence |
| 6-Engaged | Two-way conversation | Nurture/interview |
| 7-Won | Accepted position/contract | Celebrate, onboard |
Daily Research Session (2 hours)
Warm-up (15 min) - [ ] Review new CSV additions - [ ] Quick scan for high-signal opportunities - [ ] Prioritize research queue Deep Work Block 1 (45 min) - [ ] 2-3 Account Research Dossiers Break (10 min) Deep Work Block 2 (45 min) - [ ] 2-3 Contact Research Profiles Synthesis (15 min) - [ ] Update pipeline tracker - [ ] Flag high-priority for outreach - [ ] Queue tomorrow's targets
AI-Assisted Research Prompts
Prompt 1: Company to Research Brief
Given this company from my GTM list:
Company: {{Company Name}}
Domain: {{Company Domain}}
LinkedIn: {{Company LI URL}}
Job Title (if applicable): {{Job Title}}
Create a research brief:
1. INITIAL ASSESSMENT - Company stage, industry, size signals
2. HIRING SIGNALS - What does this role/company signal about their needs?
3. RESEARCH PRIORITIES - What to investigate further
4. HYPOTHESIS - What challenges might they face? Growth signals?
5. CONTACT STRATEGY - Who to find, what roles to target
6. PLAYBOOK RECOMMENDATION - W2 or Freelance approach? Why?
Prompt 2: LinkedIn Profile Analysis
Analyze this decision maker's profile:
Name: {{Contact_Name}}
Title: {{Contact Title}}
LinkedIn: {{Contact_LinkedIn}}
Provide:
1. PROFESSIONAL CONTEXT - Career trajectory, expertise
2. CONTENT ANALYSIS - Topics, opinions, pain points
3. COMMUNICATION STYLE - Tone, formality
4. PERSONALIZATION HOOKS - 3 specific conversation starters
5. OUTREACH RECOMMENDATIONS - Channel, tone, value prop
Prompt 3: Opportunity Synthesis
Synthesize this opportunity:
Company: {{Company Name}}
Domain: {{Company Domain}}
Job Title: {{Job Title}}
Hiring Manager: {{Hiring Manager}}
Employment Type: {{W2/Contract/Either}}
Research gathered:
{{Paste research notes}}
Provide:
1. OPPORTUNITY SCORE - Calculate using 7-factor model
2. PLAYBOOK - W2 or Freelance? Justify.
3. QUICK WIN - Specific deliverable to create
4. OUTREACH DRAFT - First touch message
5. FOLLOW-UP PLAN - Full sequence with timing
Lead Scoring Framework
Composite Model
TOTAL SCORE = (Firmographic × 0.60) + (Behavioral × 0.40)
Firmographic Scoring (60%)
| Factor | Weight | Scoring |
|---|---|---|
| Company Size | 20% | 1-500: 2 / 500-2000: 4 / 2000+: 5 |
| Industry Fit | 15% | Tier 1: 5 / Tier 2: 3 / Tier 3: 1 |
| Tech Stack | 15% | Complementary: 5 / Competitor: 3 |
| Geography | 10% | Target: 5 / Secondary: 3 / Other: 1 |
Behavioral Scoring (40%)
| Factor | Weight | Scoring |
|---|---|---|
| Website Engagement | 15% | Pricing page: 5 / Multiple visits: 3 |
| Content Interaction | 10% | Demo request: 5 / Whitepaper: 3 |
| Direct Actions | 15% | Meeting booked: 5 / Contact sales: 4 |
Recency Decay
- •Last 7 days: 100%
- •8-30 days: 75%
- •31-60 days: 50%
- •60+ days: 25%
Firecrawl Integration
When to Use Firecrawl
| Research Need | Standard Sources | Use Firecrawl When |
|---|---|---|
| Company overview | LinkedIn, Crunchbase | Need mission/values depth |
| Job details | LinkedIn job post | Need full JD from careers |
| Team structure | LinkedIn search | Need org chart from team page |
| Content strategy | Social profiles | Need blog/resource analysis |
| Customer proof | G2 reviews | Need case study details |
Firecrawl Patterns
Career Page Schema:
{
"total_open_roles": number,
"gtm_roles": array,
"hiring_velocity": string,
"culture_keywords": array
}
About Page Schema:
{
"company_mission": string,
"core_values": array,
"key_differentiators": array,
"target_customer_description": string
}
Blog Schema:
{
"recent_post_titles": array,
"primary_content_themes": array,
"posting_frequency": string,
"thought_leadership_topics": array
}
Output Templates
Research Dossier Export
# Opportunity Dossier: {{Job Title}} @ {{Company Name}}
## Executive Summary
**Score**: {{Score}}/100 | **Priority**: {{P1-P5}} | **Playbook**: {{W2/Freelance}}
**Domain**: {{Company Domain}} | **Posted**: {{Date}}
[2-3 sentence summary]
## Account Intelligence
[Company snapshot, GTM context, hiring signals, pain points]
## Contact Intelligence
[Profile summary, communication style, personalization hooks]
## Outreach Strategy
- Channel: LinkedIn / Email / Both
- Tone: Based on contact style
- Lead With: Pain point / Value / Connection
- Playbook: W2 Application / Freelance Trojan Horse
### Connection Request (150 chars)
{{Draft}}
### Initial Message (150 words)
{{Draft}}
### Quick Win Deliverable
{{Deliverable name}}
- Time to create: {{X hours}}
- Expected impact: {{Why it matters}}
- Delivery format: {{PDF/Loom/Doc}}
Integration with Other Skills
| Skill | Integration Point |
|---|---|
| Clay Automation | Build research tables, run enrichment, automate scoring |
| HubSpot Operations | Track pipeline, manage follow-ups, CRM expertise for quick wins |
| Data Orchestration | Connect research to outreach sequences |
| Copywriting | Generate personalized messages, email sequences |
Workflow Stack
GTM Ops CSV (Source data)
↓
GTM Context OS (Research, scoring, playbook selection)
↓
Clay Automation (Enrichment, Firecrawl)
↓
Copywriting (Personalized outreach)
↓
HubSpot / CRM (Pipeline tracking)
Key Insight
Job hunting is outbound sales where you're the product.
Apply the same GTM principles:
- •Research deeply - Account + contact intelligence
- •Detect signals - What are they trying to accomplish?
- •Choose your playbook - W2 or Freelance based on signals
- •Lead with value - Quick wins, not asks
- •Personalize everything - Generic = ignored
- •Follow up systematically - One touch isn't enough
- •Track and optimize - What's working? Iterate.
Troubleshooting
| Issue | Cause | Solution |
|---|---|---|
| Missing emails | CSV incomplete | Use Hunter/Apollo to find |
| Stale opportunities | Posted 30+ days | Verify still open |
| No manager content | Low LinkedIn activity | Focus on company signals |
| Credits burning fast | Over-enriching | Qualify before enriching |
| Research too long | Going too deep | Use tiered approach |
| Personalization forced | Weak signals | Use industry-level insights |
| W2 vs Freelance unclear | Mixed signals | Default to Freelance (lower risk entry) |
Quality Control Checklist
Account Research:
- • Company stage clear
- • Tech stack documented
- • Hiring signals decoded
- • Pain points with evidence
- • Why Now analyzed
Contact Research:
- • Career trajectory mapped
- • Content analyzed
- • Communication style identified
- • 3+ personalization hooks
Synthesis:
- • Opportunity score calculated
- • Priority assigned
- • Playbook selected (W2/Freelance)
- • Quick win identified
- • Outreach draft ready (if P1/P2)