Follow-on GTM work

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---
title: "Follow-on GTM Work"
source: notion
notion_id: "2caa03cd-67a9-809a-92c6-c4de4cf9bb2a"
notion_url: "https://www.notion.so/2caa03cd67a9809a92c6c4de4cf9bb2a"
migrated: "2026-03-08"
last_edited_in_notion: "2025-12-15T16:37:07.578Z"
status: active
tags: [gtm, strategy, follow-on, q1-2026]
---

## Second-tier GTM responsibilities

### 1. Market-facing identity & narrative

We need to define ourselves in the context of the wider market (aka. "What is this, and why should I care?")

- **Product name**
- **Category framing** (what do we call ourselves?)
- **Positioning statement** (where are we going to position ourselves in the market and what are the delighters?)
- **Core narrative** (problem → solution → outcome)
- **Message hierarchy** (headline, subhead, proof points)

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### 2. Website & public presence

We need to define ourselves in the context of our chosen ICP (aka. "Is this for me, and what do I do next?")

- Website structure & page hierarchy
- Homepage messaging
- Product pages (workflows and jobs we solve rather than feature lists)
- Pricing page (or pricing position e.g. 'contact sales')
- Trust pages (security, privacy, compliance)
- CTAs and conversion paths

---

### 3. Sales & demo readiness

We need to record and publish demos of the product to show we have a repeatable sales narrative - this is regardless of whether or not we choose a product-led or hybrid motions, it's simply non-optional in B2B.

- Demo script (15–20 min "golden path" that hits all the delighters in the demo)
- possibly: option to experience Demo environment & sample data
- Sales deck / walkthrough
- Discovery questions
- Pilot / trial framing
- Objection handling (especially security & price)

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### 4. Distribution & demand channels

We need to identify where demand actually comes from, how we reach them, and what channels we ignore.

- Primary channel(s) (founder-led sales, outbound, inbound, partnerships)
- Channel sequencing (what comes first vs later)
- Content posture (educational vs thought leadership vs proof)
- Community or ecosystem presence (if relevant)

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### 5. Marketing materials & enablement

we can create a lightweight version for now, but it will be essential for establishing consistency across our sales narrative.

- One-pager
- Pitch deck / overview doc
- Case studies (even anonymised)
- Visual assets (screenshots, diagrams, short clips)
- FAQs / competitive comparisons (internal at first)

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## 6. Trust & risk management (GTM-facing)

This will be more important for Enterprise sales motions, and less important for SMB / Solo-operators.

- Security narrative
- Data handling explanation
- DPA availability
- Procurement FAQs
- "Who we are / why trust us" story

This is especially important in **research tooling**.

---

### 7. Onboarding & first-value experience (GTM × Product)

This is where GTM promises meet product reality so we need to get the first experience right.

- What happens after "Request access" or "Sign up"
- Onboarding call agenda
- First-project template
- "Time to value" definition
- Success criteria for pilots

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### 8. Measurement & feedback loops

I will take care of this myself. Just adding it to the list for completeness.

- Funnel metrics (visit → demo → pilot → paid)
- Activation definition
- Qualitative feedback capture
- Weekly GTM review cadence