GTM Roadmap

July 7, 2026

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How to run a sales-led motion across every stage.

Dan Rosenthal

Step 1: Traffic Generation

Run at least two channels in parallel to build awareness.

Step 2: Lead Capture

Turn traffic into captured leads through multiple entry points.

Step 3: Lead Nurture

Turn awareness into trust before the sales conversation.

Step 4: Data Routing

Enrich every lead and touchpoint and sync automatically.

Use Clay, Cargo, Freckle.io, or Claude Code to run enrichment.
Push enriched data into the CRM as properties and custom events.
Route every touchpoint (form fill, ad click, website visit) to the right record.

Step 5: Qualification

Score every lead automatically and route based on fit.

Assign every lead a tier (1, 2, or 3) based on ICP fit.
Qualified: enroll in sequences, route to reps, send Slack alert.
Unqualified: enroll in a nurture sequence.
The scoring methodology powers everything downstream, so calibrate it before launching.

Step 6: Sales-Led Conversion

Route each tier into the right conversion motion.

Tier 1: high-touch manual outreach via Nooks and Apollo.io.
Tier 2: medium-touch automated sequences via Instantly and HeyReach.
Tier 3: low-touch automated sequences via Instantly.

Step 7: Close, retain, and expand

Run four pipelines beyond the initial sale.

Track leads, deals, renewals, and expansion as separate pipelines.
Product usage: Amplitude and PostHog for behavioral data.
Meeting routing: Chili Piper and Default for scheduling.
Sales process: Apollo.io, Ergo, Nooks, Qwilr, and HubSpot.