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We obsess over hiring A-players. But even the best GTM talent will flounder if the foundation isn’t there.
I’ve seen companies overpay for “rockstars” who quit in 6 months—not because they weren’t capable, but because they were dropped into chaos. No ICP. Bad data. No process. No enablement. No system to measure or coach.
Great GTM teams aren’t built on purple squirrels. They’re built on a strong foundation.
That foundation looks like this:
✅ A crisp, written ICP and buyer persona (not just tribal knowledge)
✅ Accurate prospect data to target the right ICP
✅ A playbook that outlines how you win—and how you lose
✅ A clear point-of-view that your team can rally around in every email, call, and deck
✅ Defined stages, handoffs, and accountability across marketing, sales, CS
✅ A baseline reporting system to see what’s working—and what’s not
When this exists, you can onboard faster, coach better, and scale smarter. It's not easy, and it’s not sexy, but it works.
Want to cut CAC and increase ramp speed? Start with your infrastructure. Hire into a structure.
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