Core GTM Philosophy

Fundamental Principles

1. Scale what top performers do - Study best reps, systematize their approach

2. Diagnose before prescribing - BIPSY framework: Behaviors, Individual, Process, Skill, You

3. Signal-based outreach = 3-4x higher contract values

4. You can't burn your TAM - Re-engage with new angles

5. Lead with pain, not features - HockeyStack approach: "Do you have problems tying brand awareness to revenue?"

6. Segment and convert, don't over-personalize - Gorgias went from 200 sequences to 10 modular ones

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Multi-Channel Coordination

The Data:

• Email + ads + referrals = extra $2M ARR (case study)
• ABM approach = 36% meeting rate vs 10% non-ABM
• Warm before you touch principle

Coordination Strategy:

Channel	Role	Timing
Ads	Warm up, build awareness	Before outreach
Email	Primary outreach	Day 1
LinkedIn	Secondary touch	Day 2-3
Phone	High-intent follow-up	After engagement
Referrals	Leverage network	Throughout

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Key Mindsets

On Personalization

• Personalize to the person, not just the company
• Use specific numbers, not vague claims
• Research should inform approach, not just first line

On Volume vs Quality

• Quality signals beat high volume
• 100 signal-based emails > 1000 cold emails
• Stack signals for heat scoring (3+ signals = reach out same day)

On Timing

• New role signals peak at days 14-45
• Website visitors: act within 24-48 hours
• Funding announcements: wait 2-4 weeks

On Messaging

• Lead with pain, not features
• Soft CTAs outperform hard asks
• Humor reduces tension and increases response

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Combines with

Skill	Why
buying-signals-6	Implement signal-based philosophy
outreach-4-categories	Categorize leads properly
sdr-outbound-rules	Apply philosophy to daily execution
josh-braun-copywriting	Write messages that lead with pain

Example prompts

How should I structure multi-channel coordination for a $50K ACV deal?

Explain the BIPSY framework for diagnosing my SDR team's issues.

How do I balance volume vs quality for a mid-market SaaS product?