Core GTM Philosophy
Fundamental Principles
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Scale what top performers do - Study best reps, systematize their approach
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Diagnose before prescribing - BIPSY framework: Behaviors, Individual, Process, Skill, You
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Signal-based outreach = 3-4x higher contract values
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You can't burn your TAM - Re-engage with new angles
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Lead with pain, not features - HockeyStack approach: "Do you have problems tying brand awareness to revenue?"
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Segment and convert, don't over-personalize - Gorgias went from 200 sequences to 10 modular ones
Multi-Channel Coordination
The Data:
- •Email + ads + referrals = extra $2M ARR (case study)
- •ABM approach = 36% meeting rate vs 10% non-ABM
- •Warm before you touch principle
Coordination Strategy:
| Channel | Role | Timing |
|---|---|---|
| Ads | Warm up, build awareness | Before outreach |
| Primary outreach | Day 1 | |
| Secondary touch | Day 2-3 | |
| Phone | High-intent follow-up | After engagement |
| Referrals | Leverage network | Throughout |
Key Mindsets
On Personalization
- •Personalize to the person, not just the company
- •Use specific numbers, not vague claims
- •Research should inform approach, not just first line
On Volume vs Quality
- •Quality signals beat high volume
- •100 signal-based emails > 1000 cold emails
- •Stack signals for heat scoring (3+ signals = reach out same day)
On Timing
- •New role signals peak at days 14-45
- •Website visitors: act within 24-48 hours
- •Funding announcements: wait 2-4 weeks
On Messaging
- •Lead with pain, not features
- •Soft CTAs outperform hard asks
- •Humor reduces tension and increases response
Combines with
| Skill | Why |
|---|---|
buying-signals-6 | Implement signal-based philosophy |
outreach-4-categories | Categorize leads properly |
sdr-outbound-rules | Apply philosophy to daily execution |
josh-braun-copywriting | Write messages that lead with pain |
Example prompts
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How should I structure multi-channel coordination for a $50K ACV deal?
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Explain the BIPSY framework for diagnosing my SDR team's issues.
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How do I balance volume vs quality for a mid-market SaaS product?