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Practical guides for better commercial decisions.
Choose the question your team is working on. Find account criteria, campaign briefs, research methods and workflow checks you can put to use.
Which companies should you pursue?
Use the customer knowledge you already have. Investigate the market, define useful criteria and find the accounts behind the names.
Build a target account list sales can use
Define the buying unit, check fit and coverage, and keep unresolved accounts visible.
Prepare research that supports a decision
Connect sites, operators, buying roles and contact routes in a brief your colleague can use.
Turn your ICP into selection criteria
Write the conditions that matter, then test them against a varied set of accounts.
Choose segments that need a different approach
Look for differences in buying needs, conversations and delivery that justify separate treatment.
Build positioning from buyer evidence
Connect customer questions to a promise your business can support in marketing and sales.
Research a market decision
Compare dated evidence, source gaps and options before choosing where to focus.
Assess a competitor’s change
Find what changed, check the evidence and decide whether it affects a buyer’s question.
Map territory coverage and responsibility
Distinguish the market you can serve from the accounts your team has capacity to handle.
What gives a buyer a reason to respond?
Start with a useful question and an answer you can support. Connect the message, channel and work that follows a response.
Connect research, outreach and follow-up
Agree the audience, approach, channels and responsibilities for one complete campaign.
Plan content around buyer questions
Use enquiries and sales conversations to choose an answer worth developing.
Adapt useful content for another setting
Turn an approved source into sales replies, posts or excerpts while preserving its meaning.
Give content a route to the right reader
Choose the audience, channel, timing and person who will handle the response.
Brief a paid campaign through to the enquiry
Make the advertisement, landing page and sales handover keep the same promise.
Check readiness before sending email
Review recipients, sending setup, exclusions and who can pause the campaign.
What should happen when interest appears?
Understand the request, connect the account history and give the right colleague enough context to respond.
Assess an enquiry before moving it forward
Keep the stated request, account fit and missing questions together.
Interpret website activity with care
Understand company matches and distinguish observed activity from an actual buying enquiry.
Route work to someone who can act
Define ownership, conflicting rules, absent colleagues and failed handovers before automating assignment.
What does the next buying decision need?
Bring the requirement, people, evidence and open questions into view so follow-up has a clear purpose.
Map the people around a purchase
Record who uses, assesses and approves, with evidence for each role and the gaps still to resolve.
Review an RFQ before pricing
Keep document versions, confirmed requirements and open questions in one review.
Follow up on the decision behind a quote
Use the current version and the customer’s unresolved question to choose the next contact.
Make the pipeline review useful
Assess evidence of buyer progress and decide what each opportunity needs next.
Turn sales conversations into checked records
Prepare notes, open questions and proposed CRM updates that the account owner can verify.
Learn from won and lost deals
Separate buyer feedback from the team’s interpretation before changing the approach.
Where could you help a customer next?
Read changes alongside orders, service history and the people involved. Prepare a useful question for the account owner.
Investigate gaps in existing customer accounts
Find unserved products or sites, then check the need and buying arrangements behind each gap.
Build an account plan people keep using
Bring customer goals, buying roles and a next action together around a specific decision.
Assess a possible expansion opportunity
Connect a new site or requirement to the work you already do and the customer’s context.
Investigate slowing orders
Check the comparison, product changes and service history before deciding how to respond.
Keep buying relationships current
Review changes in responsibility as well as contacts moving to another employer.
Which change deserves attention now?
Choose useful sources, keep observations distinct from assumptions and put the resulting work in a sensible order.
Choose which buying signals deserve a response
Judge a change against your offer and the account history, then agree a useful action.
Define an account watchlist
Specify sources, relevant changes, review responsibility and what happens when a check fails.
Prioritise the next account task
Keep fit, timing, commitments and available capacity visible when ordering the work.
Run a useful review when wins are sparse
Check whether the system worked and people used its output before interpreting commercial results.
How does information become usable work?
Start with the task and the person who needs its result. Then define the data, connections and automation that help.
Choose a first AI workflow
Find a recurring task with a checkable result and a clear point for human review.
Check CRM data before automating
Test whether records identify the right account, owner and source for the intended task.
Evaluate enrichment before a CRM update
Check matches, freshness and field conflicts, then compare the cost per usable record.
Specify a complete workflow handover
Define the start, required context, receiving person and conditions for completion.
Brief a small internal tool
Identify the decision your existing tools make difficult and the controls a useful screen needs.
Set an AI agent’s working boundaries
Define permitted reads, drafts and changes, along with review, stopping and operating limits.
Test a workflow before handover
Use real cases and awkward inputs to check the result, exceptions and recovery.
Work out the cost of a workflow
Include setup, operating costs and the human work of checking and handling exceptions.
Understand what GTM engineering does
Follow the data, rules and tools that connect a commercial question to a usable handover.
Scope a first implementation
Agree the deliverable, client inputs, responsibilities and evidence needed to judge readiness.
See how the parts fit together.
Three longer guides connect the commercial work to the systems behind it and the way you judge results.
How go-to-market work connects
Market choices, demand, qualification, deals and customer growth, supported by signals and shared data.
Choose tools and agents for the task
Decide when an existing feature is enough and when an integration, workflow or agent adds something useful.
Measure the work and its results
Choose meaningful outcomes, inspect the records and be clear about what the evidence can establish.
Want help with the work itself?
Tell us what you need to understand or get done. We can deliver research to your team, run a campaign or agree how to share the work.
A Fit Call is a free 30-minute video conversation. No preparation needed.