Design Your Sales & Marketing Model

Clarify how leads become revenue. Align sales and marketing roles across the funnel, define conversion flows, and make sure that your messaging, tools, and goals are coordinated.

Why it's Matters

A strong GTM strategy needs coordinated execution across marketing and sales, not just tactics, but a repeatable system. Startups often struggle because marketing and sales operate on different assumptions, or because neither is tuned to how your ICP actually buys. A cohesive model turns awareness into qualified pipeline and closed deals.

What You Need to Do

Clarify how you generate demand, convert interest, and close sales
Align marketing and sales activities around buyer behaviour
Choose a model that matches your product, price point, and motion
Define clear roles, processes, and metrics across the funnel

How to Approach It

Choose a GTM model (inbound, outbound, product-led, hybrid)
Identify who owns each funnel stage and what success looks like
Document qualification criteria and key workflows
Design collaboration rhythms between sales and marketing leaders

Deliverables

Defined sales model (with logic)
Marketing channel plan
Funnel stages and owner map

How to Tell if You Got It Right

Sales and marketing agree on the funnel logic and ownership
You have a shared view of how leads are generated, qualified, and converted
Messaging and GTM strategy reflect a clear ICP and purchase journey
Both teams know how their activities tie to the overall strategy

What to Watch Out For

Misaligned expectations about who does what
Channel conflict or unclear messaging
Goals that create friction between teams
A sales process too complex (or too vague) for your stage
Selling before the ICP is clear