The method

The HeyThere GTM System

Five layers that tell your reps who to contact next, when, and why.

Take the signal gap scorecard Or book a diagnosis

Definition

What the HeyThere GTM System is

It's built on Winning by Design's SPICED (why a customer buys) and Bowtie (the whole customer journey), so your team and the system share one language.

Five layers, one loop

  1. Step 1: Evidence layer

    Who you actually win, from your deal history.

  2. Step 2: Market layer

    Your TAM, scored down to SAM and SOM.

  3. Step 3: Signals layer

    The events that open a buying window.

  4. Step 4: Warming layer

    Known before the first call.

  5. Step 5: Lead brief layer

    Research, an angle and questions, per lead.

    To your rep

Maintainthe whole system is refreshed as new data comes in.

Five layers from your sales history to a sales-ready lead for each rep, wrapped by a Maintain loop that refreshes the system as new data comes in.

The layers

What each layer does, and what you keep.

Evidence

An audit of three or more years of won and lost deals: which segments close, how long they take, where they come from, and the SPICED story behind each win. It replaces assumptions about your ideal customer with your own sales history.

Win rate by segment
  1. Freight & logisticsYour best fit 38% win rate
  2. Health 24% win rate
  3. Fintech 15% win rate
  4. Retail 7% win rate

You get A Diagnosis Report at the end of month 1, or on its own as the GTM Data Audit.

Market

Your TAM built as a database of real accounts in your tools, enriched down to the SAM you can serve, then scored down to the SOM that looks most like your wins. Reps can see where to start this month.

Same market, narrowed
  1. TAM 12,400 accounts Could buy
  2. SAM 3,100 accounts Can serve
  3. SOM 420 accounts Most like your wins

You get A scored market database in your CRM, and the scoring model behind it.

Signals

The events that make an account more likely to buy now. The aim is fewer, better-timed contacts to accounts with a reason to talk, not more automated outreach.

One account, one quarter

Signal: new Head of Sales

Buying window: contact now

Signals we watch

  • Hiring
  • Funding
  • Leadership change
  • Tech change
  • Web intent
  • Champion job moves
  • Closed-lost re-openers

You get Signal rules and alerts, set up in your own tools.

Warming

Your best-fit accounts get to know you before a rep gets in touch. The same scored list and signals decide what the right people see, so the first call isn’t cold.

Known before the call
  1. Sees your name
  2. Visits your pages
  3. Warm first call

You get A warming plan for marketing, built on the same scored list.

Lead brief

What each rep gets instead of a row on a list: fit and intent scores, the signal that fired, why now, a suggested angle and the first questions to ask.

Sales-ready lead brief

Varnhollow Freight

Segment
Mid-market freight and logistics
Contact
Head of Sales (new in role)
Fit
92
Intent
81
Signal

New Head of Sales, 3 weeks ago. Also hiring two SDRs this month.

Why now

A new sales leader is setting next quarter's plan and building a team to hit it.

Suggested angle

Help the new team see which accounts to work first, instead of inheriting last year's list.

Questions to ask (SPICED)

  1. Situation How do your reps decide who to contact each week today?
  2. Impact What does the new team need to prove by next quarter?
  3. Critical event When does the new plan go to the board?

You get A brief for every lead, in the CRM your reps already use.

Get the blank template (free, email only)

Maintain

The loop around all five layers. People change jobs, companies grow and new deals close, so accounts, contacts, signal rules and the scoring model are refreshed as new data arrives.

Kept current

Your GTM system

  • Accounts
  • Contacts
  • Signal rules
  • Scoring model

You get Ongoing review and fixes, or the whole system run for you, through GTM as a Service.

How the scoring is tested

The model has to find your past wins before it scores anyone new.

  1. Score the past

    The model scores the accounts you’ve already won and lost.

  2. Check the wins

    Your past wins have to rank near the top. If they don’t, the model is adjusted until they do.

  3. Then score the market

    Only then does it rank the rest of your market.

The signal and warming gap

Most of your market isn't buying today.

The signal and warming gap is what happens when a sales team can't see when an account starts to buy (no signal layer) and isn't known before the first call (no warming). Deals then arrive cold or by chance.

Contacting the same accounts more often doesn't change when they're ready. Closing the gap means knowing the moment an account changes, and being known by then.

How big is your gap? Take the signal gap scorecard

Next step

See what the system finds in your own sales history.

In 30 minutes you'll get a straight read on your data, your market and your signal and warming gap.

Book a 30-minute GTM diagnosis

You'll talk to Marlon