v1.0.0-betaOpen Source
OpenGTM Spec
A machine-readable standard for go-to-market. Define your GTM strategy as code.
What is OpenGTM?
OpenGTM is a specification for encoding go-to-market strategies in a structured, machine-readable format. It enables teams to version control their GTM motions, automate playbook execution, and build interoperable tooling across the revenue stack.
Think of it as Infrastructure as Code, but for your go-to-market strategy. Define your markets, ICPs, personas, signals, and plays in JSON—then let your systems execute with precision.
Quick Example
opengtm.jsonjson
{
"$schema": "https://opengtm.org/schema/v1.0.0/opengtm.json",
"version": "1.0.0",
"metadata": {
"name": "Acme Corp GTM Strategy",
"description": "Enterprise SaaS go-to-market motion for Q1-Q4 2024",
"author": "revenue-operations@acme.com",
"created_at": "2024-01-15T00:00:00Z",
"updated_at": "2024-03-22T14:30:00Z",
"tags": ["enterprise", "plg", "sales-led"],
"environment": "production"
},
"market": {
"tam": 50000000000,
"sam": 15000000000,
"som": 2000000000,
"growth_rate": 0.23,
"segments": [
{
"id": "enterprise",
"name": "Enterprise",
"employee_range": [1000, null],
"revenue_range": [100000000, null],
"priority": 1
},
{
"id": "mid-market",
"name": "Mid-Market",
"employee_range": [100, 999],
"revenue_range": [10000000, 99999999],
"priority": 2
},
{
"id": "smb",
"name": "Small Business",
"employee_range": [10, 99],
"revenue_range": [1000000, 9999999],
"priority": 3
}
],
"geography": [
{
"region": "North America",
"countries": ["US", "CA"],
"weight": 0.6,
"timezone_coverage": "UTC-8 to UTC-5"
},
{
"region": "EMEA",
"countries": ["GB", "DE", "FR", "NL", "SE"],
"weight": 0.3,
"timezone_coverage": "UTC+0 to UTC+3"
},
{
"region": "APAC",
"countries": ["AU", "SG", "JP"],
"weight": 0.1,
"timezone_coverage": "UTC+8 to UTC+11"
}
],
"verticals": [
{
"id": "saas",
"name": "SaaS & Software",
"naics_codes": ["5112", "5415"],
"weight": 0.4
},
{
"id": "fintech",
"name": "Financial Technology",
"naics_codes": ["5221", "5222", "5223"],
"weight": 0.35
},
{
"id": "healthtech",
"name": "Healthcare Technology",
"naics_codes": ["6211", "6214", "5417"],
"weight": 0.25
}
],
"competition": {
"direct": ["Competitor A", "Competitor B"],
"indirect": ["Legacy Solution X", "Manual Process"],
"differentiation": ["AI-native", "Real-time sync", "No-code setup"]
}
},
"icp_model": {
"version": "2.1.0",
"firmographic_weight": 0.4,
"technographic_weight": 0.35,
"behavioral_weight": 0.25,
"min_score_threshold": 0.7,
"max_accounts": 5000,
"refresh_cadence": "weekly",
"firmographic_attributes": [
{
"field": "employee_count",
"operator": "between",
"value": [100, 10000],
"weight": 0.3,
"source": "clearbit"
},
{
"field": "annual_revenue",
"operator": "gte",
"value": 10000000,
"weight": 0.25,
"source": "zoominfo"
},
{
"field": "funding_total",
"operator": "gte",
"value": 5000000,
"weight": 0.2,
"source": "crunchbase"
},
{
"field": "industry",
"operator": "in",
"value": ["Software", "Financial Services", "Healthcare"],
"weight": 0.15,
"source": "clearbit"
},
{
"field": "growth_rate",
"operator": "gte",
"value": 0.15,
"weight": 0.1,
"source": "builtwith"
}
],
"technographic_attributes": [
{
"field": "tech_stack",
"operator": "contains_any",
"value": ["Salesforce", "HubSpot", "Marketo"],
"weight": 0.35,
"source": "builtwith"
},
{
"field": "cloud_provider",
"operator": "in",
"value": ["AWS", "GCP", "Azure"],
"weight": 0.25,
"source": "wappalyzer"
},
{
"field": "engineering_headcount",
"operator": "gte",
"value": 20,
"weight": 0.2,
"source": "linkedin"
},
{
"field": "data_stack",
"operator": "contains_any",
"value": ["Snowflake", "Databricks", "BigQuery"],
"weight": 0.2,
"source": "builtwith"
}
],
"behavioral_attributes": [
{
"field": "website_visits",
"operator": "gte",
"value": 3,
"window_days": 30,
"weight": 0.3,
"source": "6sense"
},
{
"field": "content_downloads",
"operator": "gte",
"value": 1,
"window_days": 60,
"weight": 0.25,
"source": "marketo"
},
{
"field": "pricing_page_views",
"operator": "gte",
"value": 2,
"window_days": 14,
"weight": 0.25,
"source": "heap"
},
{
"field": "competitor_research",
"operator": "eq",
"value": true,
"window_days": 30,
"weight": 0.2,
"source": "bombora"
}
],
"exclusion_criteria": [
{ "field": "is_customer", "operator": "eq", "value": true },
{ "field": "is_competitor", "operator": "eq", "value": true },
{ "field": "do_not_contact", "operator": "eq", "value": true },
{ "field": "bankruptcy_flag", "operator": "eq", "value": true }
]
},
"personas": [
{
"id": "vp-sales",
"title": "VP of Sales",
"alternate_titles": ["Vice President Sales", "SVP Sales", "Head of Sales"],
"department": "Sales",
"seniority": "VP",
"buying_role": "Decision Maker",
"budget_authority": true,
"influence_score": 0.95,
"pain_points": [
"Pipeline visibility and forecasting accuracy",
"Rep productivity and ramp time",
"Data quality and CRM adoption",
"Cross-functional alignment with marketing"
],
"goals": [
"Hit quarterly revenue targets",
"Reduce sales cycle length",
"Improve win rates",
"Scale team efficiently"
],
"kpis": ["Revenue", "Pipeline Generated", "Win Rate", "Average Deal Size"],
"channels": ["email", "linkedin", "phone", "events"],
"content_preferences": ["ROI calculators", "case studies", "executive briefs"],
"objections": [
"We already have a solution",
"Budget is allocated elsewhere",
"Need to see proven ROI first"
],
"messaging": {
"value_prop": "Increase pipeline by 40% with AI-powered signal detection",
"proof_points": ["150+ enterprise customers", "3x ROI in 6 months"],
"call_to_action": "See how companies like yours accelerate revenue"
}
},
{
"id": "revenue-ops",
"title": "Revenue Operations Manager",
"alternate_titles": ["RevOps Manager", "Sales Ops Manager", "GTM Ops"],
"department": "Operations",
"seniority": "Manager",
"buying_role": "Influencer",
"budget_authority": false,
"influence_score": 0.75,
"pain_points": [
"Data silos across tools",
"Manual reporting and analysis",
"Tech stack complexity",
"Attribution and measurement"
],
"goals": [
"Unified data model",
"Automated workflows",
"Real-time dashboards",
"Reduced manual work"
],
"kpis": ["Data Accuracy", "Process Efficiency", "Tool Adoption"],
"channels": ["email", "slack", "webinars"],
"content_preferences": ["technical docs", "integration guides", "best practices"],
"objections": [
"Integration complexity",
"Learning curve for team",
"Already have similar tools"
]
},
{
"id": "cro",
"title": "Chief Revenue Officer",
"alternate_titles": ["CRO", "Chief Commercial Officer"],
"department": "Executive",
"seniority": "C-Suite",
"buying_role": "Economic Buyer",
"budget_authority": true,
"influence_score": 1.0,
"pain_points": [
"Board-level revenue predictability",
"Go-to-market efficiency",
"Market expansion strategy",
"Competitive differentiation"
],
"goals": [
"Sustainable revenue growth",
"Market leadership",
"Operational excellence",
"Team development"
],
"kpis": ["ARR Growth", "Net Revenue Retention", "CAC Payback"],
"channels": ["executive briefings", "peer referrals", "events"],
"content_preferences": ["executive summaries", "industry reports", "peer testimonials"]
}
],
"signals": [
{
"id": "funding-round",
"name": "Recent Funding Round",
"type": "event",
"category": "buying_intent",
"source": "crunchbase",
"source_config": {
"api_endpoint": "/funding_rounds",
"filter": { "announced_on_gte": "-90d" }
},
"weight": 0.9,
"decay_type": "linear",
"decay_rate": 0.033,
"ttl_days": 30,
"conditions": [
{ "field": "funding_type", "operator": "in", "value": ["series_a", "series_b", "series_c"] },
{ "field": "money_raised_usd", "operator": "gte", "value": 5000000 }
],
"enrichment": {
"add_fields": ["lead_investors", "funding_round_url"],
"lookup_executives": true
},
"notifications": {
"slack_channel": "#sales-signals",
"email_recipients": ["ae-team@company.com"]
}
},
{
"id": "job-posting-sales",
"name": "Hiring Sales Leadership",
"type": "event",
"category": "growth_signal",
"source": "linkedin",
"weight": 0.75,
"decay_type": "exponential",
"decay_rate": 0.05,
"ttl_days": 45,
"conditions": [
{ "field": "job_title", "operator": "contains_any", "value": ["VP Sales", "Head of Sales", "CRO"] },
{ "field": "posted_days_ago", "operator": "lte", "value": 14 }
]
},
{
"id": "tech-install",
"name": "Technology Installation",
"type": "technographic",
"category": "fit_signal",
"source": "builtwith",
"weight": 0.65,
"decay_type": "none",
"ttl_days": null,
"conditions": [
{ "field": "technology", "operator": "in", "value": ["Salesforce", "HubSpot", "Outreach", "Salesloft"] },
{ "field": "first_detected_days_ago", "operator": "lte", "value": 90 }
]
},
{
"id": "intent-topic",
"name": "Research Intent Topics",
"type": "behavioral",
"category": "buying_intent",
"source": "bombora",
"weight": 0.85,
"decay_type": "linear",
"decay_rate": 0.1,
"ttl_days": 14,
"conditions": [
{ "field": "topic_cluster", "operator": "in", "value": ["sales automation", "revenue intelligence", "pipeline management"] },
{ "field": "surge_score", "operator": "gte", "value": 70 }
]
},
{
"id": "website-visit-pricing",
"name": "Pricing Page Visit",
"type": "behavioral",
"category": "buying_intent",
"source": "6sense",
"weight": 0.8,
"decay_type": "exponential",
"decay_rate": 0.15,
"ttl_days": 7,
"conditions": [
{ "field": "page_url", "operator": "contains", "value": "/pricing" },
{ "field": "visit_count", "operator": "gte", "value": 2 },
{ "field": "session_duration_seconds", "operator": "gte", "value": 60 }
]
},
{
"id": "competitor-mention",
"name": "Competitor Evaluation",
"type": "behavioral",
"category": "buying_intent",
"source": "gong",
"weight": 0.7,
"decay_type": "linear",
"decay_rate": 0.05,
"ttl_days": 21,
"conditions": [
{ "field": "competitor_mentioned", "operator": "in", "value": ["Competitor A", "Competitor B"] },
{ "field": "sentiment", "operator": "in", "value": ["negative", "neutral"] }
]
},
{
"id": "executive-change",
"name": "New Executive Hire",
"type": "event",
"category": "trigger_event",
"source": "linkedin",
"weight": 0.85,
"decay_type": "linear",
"decay_rate": 0.02,
"ttl_days": 60,
"conditions": [
{ "field": "new_title", "operator": "contains_any", "value": ["CRO", "VP Sales", "VP Marketing"] },
{ "field": "started_days_ago", "operator": "lte", "value": 90 }
]
}
],
"plays": [
{
"id": "inbound-enterprise",
"name": "Enterprise Inbound Response",
"description": "High-touch sequence for enterprise demo requests",
"type": "inbound",
"priority": 1,
"owner": "enterprise-ae-team",
"trigger": {
"type": "and",
"conditions": [
{ "signal": "demo-request", "source": "website" },
{ "icp_score": { "operator": "gte", "value": 0.8 } },
{ "segment": { "operator": "eq", "value": "enterprise" } }
]
},
"entry_criteria": {
"persona_match": ["vp-sales", "cro", "revenue-ops"],
"account_status": ["prospect", "re-engaged"],
"not_in_active_sequence": true
},
"sequence": {
"steps": [
{
"order": 1,
"type": "task",
"action": "research_account",
"sla_hours": 1,
"instructions": "Review company website, recent news, tech stack, org chart"
},
{
"order": 2,
"type": "email",
"template_id": "enterprise-demo-confirm",
"delay_hours": 0,
"personalization_required": true
},
{
"order": 3,
"type": "call",
"delay_hours": 2,
"script_id": "discovery-call-v2",
"voicemail_template": "vm-enterprise-intro"
},
{
"order": 4,
"type": "linkedin",
"action": "connection_request",
"delay_hours": 24,
"message_template": "linkedin-connect-enterprise"
},
{
"order": 5,
"type": "email",
"template_id": "enterprise-value-prop",
"delay_hours": 48,
"include_case_study": true
},
{
"order": 6,
"type": "call",
"delay_hours": 72,
"script_id": "follow-up-call"
},
{
"order": 7,
"type": "email",
"template_id": "enterprise-breakup",
"delay_hours": 168,
"final_step": true
}
]
},
"exit_criteria": {
"meeting_booked": true,
"replied_not_interested": true,
"unsubscribed": true,
"sequence_completed": true,
"max_duration_days": 14
},
"success_metrics": {
"target_response_rate": 0.35,
"target_meeting_rate": 0.25,
"target_pipeline_value": 150000
},
"ab_tests": [
{
"id": "subject-line-test",
"variants": ["A", "B"],
"metric": "open_rate",
"min_sample_size": 100
}
]
},
{
"id": "signal-based-outbound",
"name": "Signal-Triggered Outbound",
"description": "Automated outreach when high-value signals detected",
"type": "outbound",
"priority": 2,
"owner": "sdr-team",
"trigger": {
"type": "or",
"conditions": [
{ "signal": "funding-round", "min_weight": 0.8 },
{ "signal": "executive-change", "min_weight": 0.7 },
{ "signal": "intent-topic", "min_weight": 0.75 }
]
},
"sequence": {
"steps": [
{
"order": 1,
"type": "email",
"template_id": "signal-trigger-intro",
"delay_hours": 0,
"personalization_fields": ["signal_type", "signal_detail"]
},
{
"order": 2,
"type": "linkedin",
"action": "view_profile",
"delay_hours": 24
},
{
"order": 3,
"type": "call",
"delay_hours": 48
},
{
"order": 4,
"type": "email",
"template_id": "signal-trigger-follow-up",
"delay_hours": 96
}
]
},
"exit_criteria": {
"meeting_booked": true,
"replied": true,
"max_duration_days": 10
}
}
],
"scoring": {
"composite_score": {
"icp_weight": 0.4,
"engagement_weight": 0.35,
"signal_weight": 0.25
},
"tiers": [
{ "name": "Tier 1", "min_score": 0.85, "sla_hours": 4, "owner": "enterprise-ae" },
{ "name": "Tier 2", "min_score": 0.7, "sla_hours": 24, "owner": "sdr-team" },
{ "name": "Tier 3", "min_score": 0.5, "sla_hours": 72, "owner": "sdr-team" }
]
},
"integrations": {
"crm": {
"provider": "salesforce",
"sync_frequency": "real-time",
"field_mappings": {
"icp_score": "ICP_Score__c",
"signal_count": "Active_Signals__c"
}
},
"sequencer": {
"provider": "outreach",
"auto_enroll": true
},
"enrichment": ["clearbit", "zoominfo", "builtwith"],
"intent": ["6sense", "bombora"]
}
}Schema Reference
Explore the full schema structure. Click on nodes to expand, hover for descriptions.
marketobject
tamnumber
samnumber
somnumber
segmentsstring[]
enterprisestring
mid-marketstring
smbstring
geographystring[]
verticalsstring[]
icp_modelobject
firmographic_weightfloat
technographic_weightfloat
behavioral_weightfloat
min_score_thresholdfloat
attributesobject[]
namestring
weightfloat
requiredboolean
personasarray
idstring
titlestring
departmentstring
senioritystring
pain_pointsstring[]
goalsstring[]
buying_rolestring
signalsarray
idstring
typestring
sourcestring
weightfloat
decay_ratefloat
ttl_daysnumber
playsarray
idstring
namestring
triggerobject
sequenceobject[]
exit_criteriaobject
metricsstring[]
Core Components
Market
Define your TAM, SAM, SOM, segments, geography, and verticals. Quantify your opportunity.
{
"market": {
"tam": 50000000000,
"tam_methodology": "bottom-up",
"tam_source": "Gartner 2024 Market Report",
"sam": 15000000000,
"sam_assumptions": [
"North America and EMEA only",
"Companies with 100+ employees",
"B2B SaaS and FinTech verticals"
],
"som": 2000000000,
"som_timeline_years": 3,
"growth_rate": 0.23,
"growth_drivers": [
"Digital transformation acceleration",
"AI/ML adoption in sales",
"Remote work infrastructure"
],
"segments": [
{
"id": "enterprise",
"name": "Enterprise",
"employee_range": [1000, null],
"revenue_range": [100000000, null],
"priority": 1,
"addressable_accounts": 15000,
"average_contract_value": 120000,
"sales_motion": "field-sales",
"sales_cycle_days": 120,
"decision_makers": 5,
"competitive_landscape": [
"Incumbent solutions",
"In-house builds",
"Consulting firms"
]
},
{
"id": "mid-market",
"name": "Mid-Market",
"employee_range": [100, 999],
"revenue_range": [10000000, 99999999],
"priority": 2,
"addressable_accounts": 45000,
"average_contract_value": 35000,
"sales_motion": "inside-sales",
"sales_cycle_days": 45,
"decision_makers": 2,
"competitive_landscape": [
"Point solutions",
"All-in-one platforms"
]
},
{
"id": "smb",
"name": "Small Business",
"employee_range": [10, 99],
"revenue_range": [1000000, 9999999],
"priority": 3,
"addressable_accounts": 250000,
"average_contract_value": 6000,
"sales_motion": "plg-assisted",
"sales_cycle_days": 14,
"decision_makers": 1,
"competitive_landscape": [
"Free tools",
"Spreadsheets"
]
}
],
"geography": [
{
"region": "North America",
"countries": ["US", "CA"],
"weight": 0.6,
"timezone_coverage": "UTC-8 to UTC-5",
"language": ["en"],
"currency": "USD",
"regulatory_considerations": [
"CCPA compliance",
"SOC 2 Type II required for enterprise"
],
"go_to_market": {
"field_presence": ["San Francisco", "New York", "Austin"],
"partner_ecosystem": ["Salesforce AppExchange", "HubSpot Marketplace"],
"event_strategy": ["Dreamforce", "SaaStr", "Revenue Summit"]
}
},
{
"region": "EMEA",
"countries": ["GB", "DE", "FR", "NL", "SE", "IE"],
"weight": 0.3,
"timezone_coverage": "UTC+0 to UTC+3",
"language": ["en", "de", "fr"],
"currency": ["EUR", "GBP"],
"regulatory_considerations": [
"GDPR compliance mandatory",
"Data residency requirements",
"Local entity may be required"
],
"go_to_market": {
"field_presence": ["London", "Amsterdam"],
"partner_ecosystem": ["Local SIs", "Regional VARs"],
"event_strategy": ["SaaStock Dublin", "Web Summit"]
}
},
{
"region": "APAC",
"countries": ["AU", "SG", "JP", "NZ"],
"weight": 0.1,
"timezone_coverage": "UTC+8 to UTC+11",
"language": ["en", "ja"],
"currency": ["AUD", "SGD", "JPY"],
"regulatory_considerations": [
"Australian Privacy Principles",
"Japan APPI compliance"
],
"go_to_market": {
"field_presence": ["Sydney"],
"partner_ecosystem": ["Regional distributors"],
"event_strategy": ["SaaS North Sydney"]
}
}
],
"verticals": [
{
"id": "saas",
"name": "SaaS & Software",
"naics_codes": ["5112", "5415", "5182"],
"sic_codes": ["7372", "7371"],
"weight": 0.4,
"market_size": 20000000000,
"growth_rate": 0.28,
"maturity": "growth",
"buying_triggers": [
"Rapid headcount growth",
"Series B+ funding",
"International expansion"
],
"common_tech_stack": [
"Salesforce", "HubSpot", "Outreach",
"Gong", "Clari", "LinkedIn Sales Navigator"
],
"value_proposition": "Scale revenue operations without scaling headcount",
"case_study_customers": ["Notion", "Figma", "Airtable"]
},
{
"id": "fintech",
"name": "Financial Technology",
"naics_codes": ["5221", "5222", "5223", "5239"],
"sic_codes": ["6021", "6022", "6211"],
"weight": 0.35,
"market_size": 17500000000,
"growth_rate": 0.31,
"maturity": "growth",
"buying_triggers": [
"Banking charter approval",
"New product launch",
"Regulatory compliance deadline"
],
"common_tech_stack": [
"Salesforce Financial Services Cloud",
"Plaid", "Stripe", "Persona"
],
"value_proposition": "Accelerate pipeline with compliant outreach automation",
"case_study_customers": ["Stripe", "Plaid", "Brex"]
},
{
"id": "healthtech",
"name": "Healthcare Technology",
"naics_codes": ["6211", "6214", "5417", "3391"],
"sic_codes": ["8011", "8099", "3841"],
"weight": 0.25,
"market_size": 12500000000,
"growth_rate": 0.19,
"maturity": "emerging",
"buying_triggers": [
"HIPAA certification achieved",
"Hospital system partnership",
"Payer contract signed"
],
"common_tech_stack": [
"Salesforce Health Cloud",
"Epic integrations", "HL7 FHIR APIs"
],
"value_proposition": "HIPAA-compliant GTM automation for healthcare sales",
"case_study_customers": ["Teladoc", "Doximity", "Olive AI"]
}
],
"competition": {
"direct_competitors": [
{
"name": "Competitor A",
"positioning": "Enterprise-focused, high-touch",
"strengths": ["Brand recognition", "Large customer base"],
"weaknesses": ["Legacy tech", "Slow innovation"],
"pricing": "Premium",
"market_share": 0.25
},
{
"name": "Competitor B",
"positioning": "SMB-focused, self-serve",
"strengths": ["Easy onboarding", "Low price point"],
"weaknesses": ["Limited enterprise features", "No API"],
"pricing": "Low-cost",
"market_share": 0.15
}
],
"indirect_competitors": [
"Spreadsheets and manual processes",
"In-house built solutions",
"Consulting firm implementations"
],
"differentiation": [
"AI-native architecture vs. bolt-on ML",
"Real-time signal processing <100ms latency",
"No-code configuration for non-technical users",
"Open API with 200+ native integrations"
],
"win_rate_by_competitor": {
"Competitor A": 0.65,
"Competitor B": 0.78,
"No decision": 0.42
}
},
"market_trends": [
{
"trend": "AI-powered sales automation",
"impact": "high",
"timeline": "now",
"opportunity": "Position as AI-native leader"
},
{
"trend": "Privacy regulations expansion",
"impact": "medium",
"timeline": "2024-2025",
"opportunity": "Compliance as competitive advantage"
},
{
"trend": "Consolidation of point solutions",
"impact": "high",
"timeline": "2024-2026",
"opportunity": "Platform expansion strategy"
}
]
}
}ICP Model
Configure scoring weights and thresholds for your Ideal Customer Profile model.
{
"icp_model": {
"version": "2.1.0",
"model_type": "weighted_composite",
"ml_model_id": "icp-scorer-v2-2024-03",
"training_data_size": 150000,
"last_trained": "2024-03-15T00:00:00Z",
"firmographic_weight": 0.4,
"technographic_weight": 0.35,
"behavioral_weight": 0.25,
"min_score_threshold": 0.7,
"max_accounts_per_tier": {
"tier_1": 500,
"tier_2": 2000,
"tier_3": 10000
},
"refresh_cadence": "weekly",
"auto_demote_after_days": 90,
"firmographic_attributes": [
{
"field": "employee_count",
"display_name": "Employee Count",
"operator": "between",
"value": [100, 10000],
"weight": 0.3,
"source": "clearbit",
"fallback_source": "linkedin",
"scoring_curve": "logarithmic",
"ideal_range": [500, 5000],
"rationale": "Sweet spot for sales team size and complexity"
},
{
"field": "annual_revenue",
"display_name": "Annual Revenue",
"operator": "gte",
"value": 10000000,
"weight": 0.25,
"source": "zoominfo",
"currency": "USD",
"scoring_curve": "step_function",
"steps": [
{ "min": 10000000, "max": 50000000, "score": 0.6 },
{ "min": 50000000, "max": 200000000, "score": 0.8 },
{ "min": 200000000, "max": null, "score": 1.0 }
]
},
{
"field": "funding_total",
"display_name": "Total Funding Raised",
"operator": "gte",
"value": 5000000,
"weight": 0.2,
"source": "crunchbase",
"recency_boost": {
"days": 180,
"multiplier": 1.3
}
},
{
"field": "employee_growth_yoy",
"display_name": "YoY Employee Growth",
"operator": "gte",
"value": 0.15,
"weight": 0.15,
"source": "linkedin",
"rationale": "High growth indicates budget and urgency"
},
{
"field": "industry",
"display_name": "Industry Vertical",
"operator": "in",
"value": ["Software", "Financial Services", "Healthcare"],
"weight": 0.1,
"source": "clearbit",
"industry_mapping": {
"Software": ["SaaS", "Enterprise Software", "Developer Tools"],
"Financial Services": ["FinTech", "Banking", "Insurance"],
"Healthcare": ["HealthTech", "Medical Devices", "Pharma"]
}
}
],
"technographic_attributes": [
{
"field": "tech_stack",
"display_name": "Sales Tech Stack",
"operator": "contains_any",
"value": ["Salesforce", "HubSpot CRM", "Microsoft Dynamics"],
"weight": 0.35,
"source": "builtwith",
"fallback_source": "wappalyzer",
"scoring": {
"contains_1": 0.5,
"contains_2": 0.8,
"contains_3+": 1.0
},
"rationale": "CRM presence indicates sales maturity"
},
{
"field": "sales_engagement_platform",
"display_name": "Sales Engagement Tool",
"operator": "in",
"value": ["Outreach", "Salesloft", "Apollo", "Groove"],
"weight": 0.25,
"source": "builtwith",
"rationale": "Existing SEP = replacement opportunity"
},
{
"field": "cloud_infrastructure",
"display_name": "Cloud Provider",
"operator": "in",
"value": ["AWS", "GCP", "Azure"],
"weight": 0.2,
"source": "wappalyzer",
"rationale": "Cloud-first indicates technical sophistication"
},
{
"field": "data_warehouse",
"display_name": "Data Warehouse",
"operator": "contains_any",
"value": ["Snowflake", "Databricks", "BigQuery", "Redshift"],
"weight": 0.2,
"source": "builtwith",
"rationale": "Data infrastructure enables advanced analytics"
}
],
"behavioral_attributes": [
{
"field": "website_visits",
"display_name": "Website Visits",
"operator": "gte",
"value": 3,
"window_days": 30,
"weight": 0.3,
"source": "6sense",
"fallback_source": "clearbit_reveal",
"page_weights": {
"/pricing": 3.0,
"/demo": 2.5,
"/case-studies": 2.0,
"/features": 1.5,
"/blog": 0.5
}
},
{
"field": "content_engagement",
"display_name": "Content Downloads",
"operator": "gte",
"value": 1,
"window_days": 60,
"weight": 0.25,
"source": "marketo",
"content_weights": {
"buyer_guide": 3.0,
"roi_calculator": 2.5,
"case_study": 2.0,
"whitepaper": 1.5,
"blog_subscription": 1.0
}
},
{
"field": "email_engagement",
"display_name": "Email Engagement Rate",
"operator": "gte",
"value": 0.3,
"window_days": 90,
"weight": 0.2,
"source": "hubspot",
"metrics": ["open_rate", "click_rate", "reply_rate"]
},
{
"field": "third_party_intent",
"display_name": "Third Party Intent Score",
"operator": "gte",
"value": 70,
"window_days": 14,
"weight": 0.25,
"source": "bombora",
"topic_clusters": [
"sales automation",
"revenue intelligence",
"pipeline management",
"sales forecasting"
]
}
],
"exclusion_criteria": [
{
"field": "is_customer",
"operator": "eq",
"value": true,
"rationale": "Route to CSM for expansion"
},
{
"field": "is_competitor",
"operator": "eq",
"value": true,
"competitor_domains": ["competitor-a.com", "competitor-b.com"]
},
{
"field": "do_not_contact",
"operator": "eq",
"value": true,
"source": "salesforce"
},
{
"field": "bankruptcy_flag",
"operator": "eq",
"value": true,
"source": "dun_bradstreet"
},
{
"field": "active_opportunity",
"operator": "eq",
"value": true,
"source": "salesforce",
"exception": "opportunity_stage in ['Closed Lost', 'On Hold']"
},
{
"field": "country",
"operator": "in",
"value": ["CU", "IR", "KP", "SY"],
"rationale": "Sanctioned countries"
}
],
"score_explanation": {
"enabled": true,
"show_top_factors": 5,
"include_suggestions": true
},
"model_performance": {
"accuracy": 0.89,
"precision": 0.85,
"recall": 0.82,
"f1_score": 0.835,
"auc_roc": 0.91,
"last_evaluation": "2024-03-01T00:00:00Z",
"evaluation_window_days": 90,
"success_metric": "opportunity_created"
}
}
}Personas
Map buyer and user personas with their pain points, goals, and buying roles.
{
"personas": [
{
"id": "vp-sales",
"title": "VP of Sales",
"alternate_titles": [
"Vice President of Sales",
"SVP Sales",
"Head of Sales",
"VP Revenue",
"VP Commercial"
],
"title_patterns": [
"VP.*Sales",
"Vice President.*Sales",
"Head of Sales",
"SVP.*Sales"
],
"department": "Sales",
"seniority": "VP",
"seniority_level": 7,
"reports_to": ["CRO", "CEO"],
"direct_reports": ["Sales Directors", "Sales Managers"],
"team_size_range": [20, 200],
"buying_role": "Decision Maker",
"budget_authority": true,
"typical_budget_range": [100000, 500000],
"influence_score": 0.95,
"involvement_stage": ["evaluation", "decision"],
"demographics": {
"experience_years": [10, 25],
"education": ["MBA preferred", "Business degree"],
"previous_roles": ["Sales Director", "Regional VP", "Enterprise AE"],
"career_trajectory": "Individual contributor to management track"
},
"psychographics": {
"motivations": [
"Career advancement to CRO",
"Building high-performing teams",
"Exceeding quota consistently",
"Industry recognition"
],
"fears": [
"Missing quarterly targets",
"Losing top performers",
"Technology disruption",
"Market share erosion"
],
"values": [
"Results orientation",
"Team development",
"Competitive drive",
"Data-driven decisions"
],
"personality_traits": ["Type A", "Competitive", "Goal-oriented", "Charismatic"]
},
"pain_points": [
{
"pain": "Pipeline visibility and forecasting accuracy",
"severity": "critical",
"current_solution": "Spreadsheets and gut feel",
"cost_of_inaction": "20% forecast miss rate"
},
{
"pain": "Rep productivity and ramp time",
"severity": "high",
"current_solution": "Tribal knowledge, shadowing",
"cost_of_inaction": "6+ month ramp time, 40% first-year attrition"
},
{
"pain": "Data quality and CRM adoption",
"severity": "high",
"current_solution": "Manual enforcement, data entry audits",
"cost_of_inaction": "30% of records incomplete"
},
{
"pain": "Cross-functional alignment with marketing",
"severity": "medium",
"current_solution": "Weekly syncs, shared spreadsheets",
"cost_of_inaction": "Lead follow-up delays, attribution disputes"
}
],
"goals": [
{
"goal": "Hit quarterly revenue targets",
"metric": "Quota attainment %",
"target": 1.0,
"current": 0.82
},
{
"goal": "Reduce sales cycle length",
"metric": "Average days to close",
"target": 45,
"current": 62
},
{
"goal": "Improve win rates",
"metric": "Win rate %",
"target": 0.35,
"current": 0.28
},
{
"goal": "Scale team efficiently",
"metric": "Revenue per rep",
"target": 800000,
"current": 650000
}
],
"kpis": [
{
"kpi": "Revenue",
"frequency": "quarterly",
"visibility": "board-level"
},
{
"kpi": "Pipeline Generated",
"frequency": "weekly",
"visibility": "executive"
},
{
"kpi": "Win Rate",
"frequency": "monthly",
"visibility": "executive"
},
{
"kpi": "Average Deal Size",
"frequency": "monthly",
"visibility": "management"
},
{
"kpi": "Sales Cycle Length",
"frequency": "quarterly",
"visibility": "management"
}
],
"day_in_the_life": {
"morning": "Pipeline review, forecast calls, deal inspection",
"midday": "Customer meetings, team 1:1s, cross-functional syncs",
"afternoon": "Strategy sessions, hiring interviews, coaching",
"tools_used_daily": [
"Salesforce", "Gong", "Clari", "Slack", "Zoom", "LinkedIn"
]
},
"information_sources": {
"publications": ["Harvard Business Review", "SaaStr", "Revenue Collective"],
"podcasts": ["Sales Hacker", "The Sales Evangelist", "Predictable Revenue"],
"events": ["Dreamforce", "SaaStr Annual", "Revenue Summit"],
"communities": ["Revenue Collective", "Pavilion", "Sales Assembly"],
"influencers": ["Jacco van der Kooij", "Mark Roberge", "Jason Lemkin"]
},
"channels": {
"preferred": [
{
"channel": "email",
"best_times": ["Tuesday 8am", "Wednesday 8am"],
"response_rate": 0.15,
"notes": "Keep it brief, lead with outcomes"
},
{
"channel": "linkedin",
"best_times": ["Monday morning", "Sunday evening"],
"response_rate": 0.12,
"notes": "Personalized connection requests only"
}
],
"secondary": [
{
"channel": "phone",
"best_times": ["Early morning before meetings"],
"response_rate": 0.08,
"notes": "Voicemail must be <30 seconds"
}
],
"avoid": ["cold email blasts", "generic linkedin automation"]
},
"content_preferences": [
{
"type": "ROI calculators",
"stage": "evaluation",
"engagement_rate": 0.45
},
{
"type": "case studies",
"stage": "decision",
"engagement_rate": 0.38,
"preferred_format": "video testimonial"
},
{
"type": "executive briefs",
"stage": "awareness",
"engagement_rate": 0.22,
"preferred_length": "2 pages max"
},
{
"type": "benchmark reports",
"stage": "consideration",
"engagement_rate": 0.35
}
],
"objections": [
{
"objection": "We already have a solution",
"frequency": "very_common",
"response_strategy": "Acknowledge, then differentiate on specific capability gaps",
"proof_points": ["40% faster implementation", "3x more integrations"],
"case_study": "How Acme replaced CompetitorX and increased win rates 25%"
},
{
"objection": "Budget is allocated elsewhere",
"frequency": "common",
"response_strategy": "ROI justification with payback period <6 months",
"proof_points": ["$2.3M average annual savings", "47% productivity increase"],
"case_study": "How Acme justified budget reallocation with 3-month ROI"
},
{
"objection": "Need to see proven ROI first",
"frequency": "common",
"response_strategy": "Offer pilot program with success metrics",
"proof_points": ["90-day pilot program", "No commitment until ROI proven"],
"case_study": "Pilot to enterprise: How Acme expanded 10x"
},
{
"objection": "Too busy this quarter",
"frequency": "common",
"response_strategy": "Create urgency with time-bound offer or competitive intel",
"proof_points": ["Competitors adopting similar tools", "Market timing"],
"case_study": "Why Acme fast-tracked implementation in 30 days"
}
],
"messaging": {
"value_proposition": "Increase pipeline by 40% with AI-powered signal detection that prioritizes the right accounts at the right time",
"elevator_pitch": "We help sales leaders like you hit quota more predictably by surfacing the 20% of accounts that drive 80% of revenue—before your competitors do.",
"proof_points": [
"150+ enterprise customers including [logos]",
"Average 3x ROI in first 6 months",
"40% increase in qualified pipeline",
"25% reduction in sales cycle"
],
"social_proof": {
"customer_count": 150,
"nps_score": 72,
"g2_rating": 4.8,
"testimonial": "This tool literally changed how we run our sales org. We went from gut feel to data-driven in 60 days."
},
"call_to_action": "See how companies like yours accelerate revenue with a personalized demo",
"subject_lines": {
"cold": [
"[Company] + [OurCompany]: Quick question",
"Idea for [Company]'s Q2 pipeline",
"[MutualConnection] suggested I reach out"
],
"warm": [
"Following up on [trigger event]",
"Thoughts on our conversation",
"Next steps for [Company]"
]
},
"email_templates": {
"initial_outreach": "template_vp_sales_v3",
"follow_up": "template_vp_sales_fu_v2",
"breakup": "template_vp_sales_break_v1"
}
},
"buying_committee_role": {
"stage_involvement": {
"awareness": 0.2,
"consideration": 0.6,
"evaluation": 0.9,
"decision": 1.0
},
"veto_power": true,
"sign_off_required": true,
"typical_questions": [
"What's the implementation timeline?",
"How does this integrate with Salesforce?",
"What does the ramp look like for my team?",
"Can you show me references in my industry?"
],
"success_criteria": [
"Clear ROI projection",
"Low disruption to current workflow",
"Fast time to value",
"Executive sponsor at customer reference"
]
}
},
{
"id": "revenue-ops",
"title": "Revenue Operations Manager",
"alternate_titles": [
"RevOps Manager",
"Sales Operations Manager",
"GTM Operations Manager",
"Business Operations Manager"
],
"department": "Operations",
"seniority": "Manager",
"seniority_level": 5,
"buying_role": "Influencer",
"budget_authority": false,
"influence_score": 0.75,
"involvement_stage": ["evaluation", "technical_validation"],
"pain_points": [
{
"pain": "Data silos across sales, marketing, and CS tools",
"severity": "critical",
"current_solution": "Manual exports, Zapier workflows, custom scripts"
},
{
"pain": "Manual reporting and analysis consuming 60% of time",
"severity": "high",
"current_solution": "Spreadsheets, manual data pulls"
},
{
"pain": "Tech stack complexity with 15+ tools",
"severity": "high",
"current_solution": "Point solutions, no unified view"
}
],
"goals": [
{ "goal": "Create unified data model", "metric": "Single source of truth %" },
{ "goal": "Automate 80% of reporting", "metric": "Hours saved per week" },
{ "goal": "Reduce tech stack by 30%", "metric": "Tool count" }
],
"objections": [
{
"objection": "Integration complexity",
"response_strategy": "Demonstrate native integrations and API documentation"
},
{
"objection": "Learning curve for team",
"response_strategy": "Show onboarding program and certification path"
}
]
},
{
"id": "cro",
"title": "Chief Revenue Officer",
"alternate_titles": ["CRO", "Chief Commercial Officer", "President"],
"department": "Executive",
"seniority": "C-Suite",
"seniority_level": 9,
"buying_role": "Economic Buyer",
"budget_authority": true,
"influence_score": 1.0,
"involvement_stage": ["decision", "executive_approval"],
"pain_points": [
{
"pain": "Board-level revenue predictability",
"severity": "critical"
},
{
"pain": "Go-to-market efficiency at scale",
"severity": "critical"
},
{
"pain": "Competitive market positioning",
"severity": "high"
}
],
"messaging": {
"value_proposition": "Transform revenue operations into a strategic advantage with AI-powered GTM intelligence",
"executive_summary": "Drive predictable revenue growth and operational excellence"
}
}
]
}Signals
Define intent signals, event triggers, and their decay rates over time.
{
"signals": [
{
"id": "funding-round",
"name": "Recent Funding Round",
"description": "Company has announced a funding round in the last 90 days",
"type": "event",
"category": "buying_intent",
"priority": 1,
"source": {
"primary": "crunchbase",
"api_endpoint": "/v4/funding_rounds",
"api_key_env": "CRUNCHBASE_API_KEY",
"polling_interval_minutes": 60,
"rate_limit": 200
},
"fallback_sources": ["pitchbook", "dealroom"],
"weight": 0.95,
"weight_modifiers": [
{
"condition": "funding_type == 'series_c'",
"modifier": 1.2
},
{
"condition": "lead_investor in tier_1_vcs",
"modifier": 1.15
},
{
"condition": "amount >= 50000000",
"modifier": 1.1
}
],
"decay": {
"type": "exponential",
"rate": 0.033,
"half_life_days": 21,
"min_weight": 0.2
},
"ttl_days": 90,
"conditions": [
{
"field": "funding_type",
"operator": "in",
"value": ["seed", "series_a", "series_b", "series_c", "series_d"],
"required": true
},
{
"field": "money_raised_usd",
"operator": "gte",
"value": 5000000,
"required": true
},
{
"field": "announced_on",
"operator": "gte",
"value": "-90d",
"required": true
},
{
"field": "investor_count",
"operator": "gte",
"value": 1,
"required": false,
"weight_boost": 0.05
}
],
"enrichment": {
"enabled": true,
"fields": [
{
"field": "lead_investors",
"source": "crunchbase",
"map_to": "funding_lead_investors"
},
{
"field": "funding_round_url",
"source": "crunchbase",
"map_to": "funding_announcement_url"
},
{
"field": "post_money_valuation",
"source": "pitchbook",
"map_to": "company_valuation"
}
],
"lookup_executives": true,
"executive_titles": ["CEO", "CFO", "CRO", "VP Sales"]
},
"actions": {
"on_detected": [
{
"action": "update_crm",
"object": "Account",
"field": "Recent_Funding__c",
"value": "{{funding_type}} - {{money_raised_usd_formatted}}"
},
{
"action": "add_to_list",
"list_id": "funding-signals-q1-2024"
},
{
"action": "trigger_play",
"play_id": "signal-based-outbound",
"conditions": ["icp_score >= 0.7"]
}
],
"notifications": [
{
"channel": "slack",
"webhook_url_env": "SLACK_SIGNALS_WEBHOOK",
"template": "funding_alert_v2",
"conditions": ["money_raised_usd >= 10000000"]
},
{
"channel": "email",
"recipients": ["ae-team@company.com"],
"template": "funding_digest",
"frequency": "daily_digest"
}
]
},
"deduplication": {
"window_days": 7,
"fields": ["company_id", "funding_type"]
},
"analytics": {
"track_conversion": true,
"conversion_window_days": 180,
"success_event": "opportunity_created"
}
},
{
"id": "job-posting-sales-leadership",
"name": "Hiring Sales Leadership",
"description": "Company is actively hiring VP+ sales roles",
"type": "event",
"category": "growth_signal",
"priority": 2,
"source": {
"primary": "linkedin",
"api_endpoint": "/v2/job-postings",
"polling_interval_minutes": 360
},
"fallback_sources": ["indeed", "greenhouse_public"],
"weight": 0.8,
"weight_modifiers": [
{
"condition": "job_level == 'c_suite'",
"modifier": 1.3
},
{
"condition": "posting_count >= 3",
"modifier": 1.2
}
],
"decay": {
"type": "linear",
"rate": 0.02,
"min_weight": 0.3
},
"ttl_days": 60,
"conditions": [
{
"field": "job_title",
"operator": "matches_any",
"value": [
"VP.*Sales",
"Vice President.*Sales",
"Head of Sales",
"Chief Revenue Officer",
"CRO",
"SVP.*Sales"
],
"case_sensitive": false
},
{
"field": "posted_days_ago",
"operator": "lte",
"value": 30
},
{
"field": "job_status",
"operator": "eq",
"value": "active"
}
],
"enrichment": {
"enabled": true,
"fields": [
{ "field": "hiring_manager", "source": "linkedin" },
{ "field": "job_description", "source": "linkedin" },
{ "field": "salary_range", "source": "levels_fyi" }
]
},
"signal_combinations": {
"boost_with": [
{
"signal_id": "funding-round",
"window_days": 90,
"combined_weight_boost": 0.3
}
]
}
},
{
"id": "tech-install-crm",
"name": "CRM Technology Installation",
"description": "Company recently adopted a new CRM platform",
"type": "technographic",
"category": "fit_signal",
"priority": 3,
"source": {
"primary": "builtwith",
"api_endpoint": "/v1/lookup",
"polling_interval_minutes": 10080
},
"fallback_sources": ["wappalyzer", "similartech"],
"weight": 0.7,
"decay": {
"type": "none"
},
"ttl_days": null,
"conditions": [
{
"field": "technology",
"operator": "in",
"value": ["Salesforce", "HubSpot CRM", "Microsoft Dynamics 365", "Pipedrive", "Zoho CRM"]
},
{
"field": "first_detected_days_ago",
"operator": "lte",
"value": 180
},
{
"field": "detection_confidence",
"operator": "gte",
"value": 0.8
}
],
"derived_insights": [
{
"if": "technology == 'Salesforce' AND employee_count >= 500",
"insight": "Enterprise CRM adoption indicates sales maturity",
"score_boost": 0.1
},
{
"if": "technology == 'HubSpot CRM' AND first_detected_days_ago <= 90",
"insight": "Recent HubSpot adoption - may need sales engagement layer",
"score_boost": 0.15
}
]
},
{
"id": "intent-research-topics",
"name": "Research Intent - Revenue Intelligence",
"description": "Account showing surge in research activity for relevant topics",
"type": "behavioral",
"category": "buying_intent",
"priority": 1,
"source": {
"primary": "bombora",
"api_endpoint": "/v1/company-surge",
"polling_interval_minutes": 1440
},
"fallback_sources": ["6sense", "demandbase"],
"weight": 0.9,
"weight_modifiers": [
{
"condition": "surge_score >= 90",
"modifier": 1.4
},
{
"condition": "topic_count >= 3",
"modifier": 1.2
}
],
"decay": {
"type": "exponential",
"rate": 0.15,
"half_life_days": 5,
"min_weight": 0.1
},
"ttl_days": 14,
"conditions": [
{
"field": "topic_cluster",
"operator": "in",
"value": [
"sales automation",
"revenue intelligence",
"pipeline management",
"sales forecasting",
"account based marketing",
"sales engagement platforms"
]
},
{
"field": "surge_score",
"operator": "gte",
"value": 60
},
{
"field": "audience_type",
"operator": "eq",
"value": "decision_maker"
}
],
"composite_scoring": {
"method": "weighted_average",
"factors": [
{ "field": "surge_score", "weight": 0.5 },
{ "field": "topic_relevance", "weight": 0.3 },
{ "field": "audience_match", "weight": 0.2 }
]
}
},
{
"id": "website-pricing-page",
"name": "Pricing Page Deep Engagement",
"description": "Multiple visits to pricing page with significant time on page",
"type": "behavioral",
"category": "buying_intent",
"priority": 1,
"source": {
"primary": "6sense",
"fallback": "clearbit_reveal"
},
"weight": 0.85,
"decay": {
"type": "exponential",
"rate": 0.2,
"half_life_days": 3
},
"ttl_days": 7,
"conditions": [
{
"field": "page_url",
"operator": "matches",
"value": ".*/(pricing|plans|packages).*"
},
{
"field": "visit_count",
"operator": "gte",
"value": 2
},
{
"field": "total_time_on_page_seconds",
"operator": "gte",
"value": 120
},
{
"field": "unique_visitors",
"operator": "gte",
"value": 2,
"weight_boost": 0.15,
"required": false
}
],
"actions": {
"on_detected": [
{
"action": "trigger_play",
"play_id": "pricing-page-followup",
"priority": "high"
},
{
"action": "slack_alert",
"channel": "#hot-leads",
"message": "🔥 {{company_name}} deep diving on pricing"
}
]
}
},
{
"id": "executive-change",
"name": "New Executive Hire",
"description": "Company has hired a new sales/revenue executive",
"type": "event",
"category": "trigger_event",
"priority": 1,
"source": {
"primary": "linkedin_sales_navigator",
"polling_interval_minutes": 1440
},
"weight": 0.88,
"decay": {
"type": "linear",
"rate": 0.015,
"min_weight": 0.4
},
"ttl_days": 90,
"conditions": [
{
"field": "new_title",
"operator": "matches_any",
"value": [
"Chief Revenue Officer",
"CRO",
"VP.*Sales",
"Head of.*Sales",
"VP.*Marketing",
"CMO"
]
},
{
"field": "started_days_ago",
"operator": "lte",
"value": 90
},
{
"field": "previous_company",
"operator": "not_null",
"required": false,
"weight_boost": 0.1
}
],
"enrichment": {
"lookup_previous_company": true,
"lookup_linkedin_profile": true,
"check_mutual_connections": true,
"find_email": true
},
"personalization_hooks": [
{
"if": "previous_company in our_customers",
"message_template": "exec_change_prev_customer",
"weight_boost": 0.2
},
{
"if": "alma_mater matches rep_alma_mater",
"message_template": "exec_change_shared_school"
}
]
},
{
"id": "competitor-contract-expiry",
"name": "Competitor Contract Expiring",
"description": "Competitor contract renewal date approaching",
"type": "predictive",
"category": "buying_window",
"priority": 1,
"source": {
"primary": "internal_data",
"model": "contract_expiry_predictor_v2"
},
"weight": 0.92,
"decay": {
"type": "none"
},
"ttl_days": 120,
"conditions": [
{
"field": "competitor_product",
"operator": "in",
"value": ["Competitor A", "Competitor B", "Legacy Solution X"]
},
{
"field": "predicted_renewal_date",
"operator": "between",
"value": ["+30d", "+120d"]
},
{
"field": "prediction_confidence",
"operator": "gte",
"value": 0.75
}
],
"model_metadata": {
"model_type": "gradient_boosting",
"features": ["contract_start_date", "company_growth_rate", "competitor_product_age"],
"accuracy": 0.78,
"last_trained": "2024-02-15"
}
}
],
"signal_orchestration": {
"composite_signal_threshold": 2.5,
"max_signals_per_account": 10,
"signal_refresh_batch_size": 1000,
"parallel_source_queries": true,
"circuit_breaker": {
"failure_threshold": 5,
"recovery_timeout_seconds": 300
}
}
}Plays
Encode your GTM motions as executable plays with triggers, sequences, and exit criteria.
{
"plays": [
{
"id": "inbound-enterprise-demo",
"name": "Enterprise Inbound Demo Request",
"description": "High-touch multi-channel sequence for enterprise demo requests with ICP score >= 0.8",
"version": "3.2.0",
"status": "active",
"type": "inbound",
"priority": 1,
"created_by": "revenue-ops@company.com",
"created_at": "2024-01-15T00:00:00Z",
"updated_at": "2024-03-22T14:30:00Z",
"owner": {
"team": "enterprise-ae-team",
"assignment_rules": [
{
"condition": "account.region == 'west'",
"assign_to": "west-ae-pool"
},
{
"condition": "account.region == 'east'",
"assign_to": "east-ae-pool"
},
{
"condition": "account.industry == 'financial_services'",
"assign_to": "vertical-ae-finserv"
}
],
"round_robin": true,
"capacity_aware": true,
"max_open_per_rep": 25
},
"trigger": {
"type": "and",
"conditions": [
{
"source": "website_form",
"event": "demo_request_submitted",
"form_id": ["demo-form-main", "demo-form-pricing"]
},
{
"field": "icp_score",
"operator": "gte",
"value": 0.8
},
{
"field": "segment",
"operator": "in",
"value": ["enterprise", "strategic"]
}
],
"sla": {
"first_touch_minutes": 5,
"escalation_minutes": 15,
"escalation_to": "ae-manager"
}
},
"entry_criteria": {
"persona_match": {
"required": ["vp-sales", "cro", "revenue-ops"],
"optional": ["sales-director", "sales-manager"]
},
"account_status": {
"allowed": ["prospect", "re-engaged", "marketing_qualified"],
"blocked": ["customer", "churned_<6mo", "competitor"]
},
"data_requirements": {
"email": { "required": true, "validation": "corporate_domain" },
"phone": { "required": false, "preferred": true },
"company_name": { "required": true }
},
"exclusions": [
{
"field": "in_active_sequence",
"operator": "eq",
"value": true,
"exception_if": "sequence_age_days > 30"
},
{
"field": "active_opportunity",
"operator": "eq",
"value": true
},
{
"field": "do_not_contact",
"operator": "eq",
"value": true
}
]
},
"sequence": {
"total_duration_days": 14,
"working_hours_only": true,
"timezone_aware": true,
"default_timezone": "America/Los_Angeles",
"steps": [
{
"order": 1,
"id": "step-research",
"type": "task",
"action": "research_account",
"name": "Account Research & Prep",
"sla_minutes": 60,
"required": true,
"instructions": {
"checklist": [
"Review company website and recent news",
"Check tech stack on BuiltWith/Wappalyzer",
"Map org chart in LinkedIn Sales Navigator",
"Review Gong calls with similar companies",
"Prepare 3 personalized talking points"
],
"research_template": "enterprise_account_research_v2",
"time_estimate_minutes": 15
},
"outputs": {
"required_fields": ["research_notes", "key_stakeholders"],
"optional_fields": ["competitive_intel", "mutual_connections"]
}
},
{
"order": 2,
"id": "step-email-confirm",
"type": "email",
"name": "Demo Confirmation + Value Add",
"delay": {
"value": 0,
"unit": "minutes",
"from": "previous_step_complete"
},
"template": {
"id": "enterprise-demo-confirm-v4",
"subject_variants": [
"Your {{company_name}} demo - confirmed",
"Looking forward to {{demo_date}}, {{first_name}}",
"{{first_name}}, your personalized demo is ready"
],
"personalization": {
"required": ["first_name", "company_name", "demo_date"],
"optional": ["industry_insight", "mutual_connection", "recent_news"],
"ai_assist": true,
"ai_model": "gpt-4-turbo"
}
},
"tracking": {
"open_tracking": true,
"click_tracking": true,
"reply_detection": true
},
"branching": {
"if_opened": { "wait_hours": 2, "then": "continue" },
"if_not_opened_24h": { "action": "send_variant_b" },
"if_replied": { "action": "exit_to_conversation" }
}
},
{
"order": 3,
"id": "step-call-1",
"type": "call",
"name": "Pre-Demo Discovery Call",
"delay": {
"value": 4,
"unit": "hours",
"from": "step-email-confirm"
},
"call_config": {
"type": "outbound",
"max_attempts": 3,
"attempt_spacing_hours": 4,
"preferred_times": ["09:00-11:00", "14:00-16:00"],
"local_presence": true,
"record_call": true
},
"script": {
"id": "discovery-call-enterprise-v3",
"talk_tracks": {
"opener": "Hi {{first_name}}, this is {{rep_name}} from {{company}}. You requested a demo and I wanted to connect briefly before to make sure we customize it perfectly for {{company_name}}.",
"discovery_questions": [
"What prompted you to look at us now?",
"Walk me through your current process for [use case]",
"Who else would be involved in evaluating this?",
"What does success look like in 6 months?"
],
"objection_handling": {
"just_looking": "Totally understand - what specifically caught your attention?",
"bad_timing": "When would be better? I can send some materials in the meantime.",
"already_have_solution": "Good to know - what's working well? What would you improve?"
}
}
},
"voicemail": {
"template": "vm-enterprise-predemo-v2",
"max_length_seconds": 25,
"leave_after_attempt": 2
},
"outcomes": {
"connected": {
"disposition_required": true,
"options": ["demo_confirmed", "needs_reschedule", "not_interested", "wrong_person"]
},
"not_connected": {
"options": ["voicemail", "no_answer", "bad_number"]
}
}
},
{
"order": 4,
"id": "step-linkedin-connect",
"type": "linkedin",
"name": "LinkedIn Connection Request",
"delay": {
"value": 24,
"unit": "hours",
"from": "step-call-1"
},
"action": "connection_request",
"message_template": {
"id": "linkedin-connect-enterprise-v2",
"text": "Hi {{first_name}} - I'm looking forward to our upcoming demo. Wanted to connect here as well. - {{rep_first_name}}",
"max_length": 300
},
"conditions": {
"skip_if": "already_connected",
"skip_if_replied_email": true
},
"rate_limits": {
"daily_requests": 50,
"weekly_requests": 200
}
},
{
"order": 5,
"id": "step-email-value",
"type": "email",
"name": "Value Prop + Case Study",
"delay": {
"value": 48,
"unit": "hours",
"from": "step-linkedin-connect"
},
"template": {
"id": "enterprise-value-prop-v3",
"dynamic_content": {
"case_study": {
"match_on": ["industry", "company_size", "use_case"],
"fallback": "generic-enterprise-case-study"
},
"roi_stats": {
"source": "roi_calculator",
"personalize_to_company_size": true
}
}
},
"attachments": [
{
"type": "case_study_pdf",
"conditional": "best_match_by_industry"
},
{
"type": "one_pager",
"always_include": true
}
],
"branching": {
"if_case_study_clicked": {
"action": "fast_track",
"jump_to": "step-call-2",
"delay_hours": 2
}
}
},
{
"order": 6,
"id": "step-call-2",
"type": "call",
"name": "Follow-up Call",
"delay": {
"value": 72,
"unit": "hours",
"from": "step-email-value"
},
"call_config": {
"type": "outbound",
"max_attempts": 2
},
"script": {
"id": "follow-up-call-enterprise-v2"
}
},
{
"order": 7,
"id": "step-linkedin-engage",
"type": "linkedin",
"name": "LinkedIn Content Engagement",
"delay": {
"value": 96,
"unit": "hours",
"from": "step-call-2"
},
"actions": [
{ "action": "like_recent_post" },
{ "action": "comment_on_post", "template": "thoughtful-engagement-v1" }
],
"conditions": {
"skip_if_no_recent_posts": true
}
},
{
"order": 8,
"id": "step-email-breakup",
"type": "email",
"name": "Gentle Breakup",
"delay": {
"value": 168,
"unit": "hours",
"from": "step-linkedin-engage"
},
"template": {
"id": "enterprise-breakup-v4",
"tone": "professional",
"include_calendly": true,
"offer_alternative": "quarterly_newsletter"
},
"final_step": true,
"branching": {
"if_replied": { "action": "revive_sequence" },
"if_no_response": { "action": "add_to_nurture" }
}
}
]
},
"exit_criteria": {
"immediate_exit": [
{
"condition": "meeting_booked",
"action": "mark_success",
"next_play": "demo-to-opportunity"
},
{
"condition": "replied_not_interested",
"action": "mark_complete",
"add_to_list": "re-engage-6mo"
},
{
"condition": "unsubscribed",
"action": "mark_complete",
"update_preference_center": true
},
{
"condition": "bounced_hard",
"action": "mark_invalid",
"flag_for_review": true
}
],
"time_based": {
"max_duration_days": 14,
"action_on_expire": "add_to_nurture"
},
"success_criteria": {
"primary": "meeting_booked",
"secondary": ["replied_positive", "forwarded_to_colleague"]
}
},
"success_metrics": {
"targets": {
"response_rate": 0.35,
"meeting_rate": 0.25,
"pipeline_generated": 150000
},
"current_performance": {
"response_rate": 0.38,
"meeting_rate": 0.27,
"pipeline_generated": 180000,
"last_30_days": {
"enrolled": 145,
"completed": 98,
"meetings": 39,
"pipeline": 585000
}
},
"benchmarks": {
"industry_avg_response_rate": 0.22,
"top_decile_meeting_rate": 0.32
}
},
"ab_tests": [
{
"id": "subject-line-personalization",
"status": "active",
"step_id": "step-email-confirm",
"element": "subject_line",
"variants": {
"A": "Your {{company_name}} demo - confirmed",
"B": "{{first_name}}, looking forward to {{demo_date}}"
},
"traffic_split": [0.5, 0.5],
"primary_metric": "open_rate",
"secondary_metrics": ["reply_rate", "click_rate"],
"min_sample_size": 200,
"current_results": {
"A": { "sample": 156, "open_rate": 0.62 },
"B": { "sample": 149, "open_rate": 0.58 }
},
"statistical_significance": 0.72
},
{
"id": "call-timing-test",
"status": "active",
"step_id": "step-call-1",
"element": "delay_hours",
"variants": {
"A": 4,
"B": 2,
"C": 8
},
"primary_metric": "connect_rate"
}
],
"guardrails": {
"daily_limits": {
"emails_per_person": 1,
"calls_per_person": 2,
"linkedin_actions_per_person": 3
},
"compliance": {
"check_dnc_list": true,
"respect_unsubscribe": true,
"gdpr_consent_required": true,
"can_spam_compliant": true
},
"quality_gates": {
"require_research_before_call": true,
"require_personalization_score": 0.7,
"manager_approval_if_score_below": 0.5
}
},
"integrations": {
"crm": {
"object": "Lead",
"field_mappings": {
"play_status": "Current_Play_Status__c",
"last_touch": "Last_Sequence_Touch__c",
"sequence_step": "Current_Sequence_Step__c"
},
"create_task_on_step": true,
"log_activities": true
},
"sequencer": {
"platform": "outreach",
"sequence_id": "seq_ent_inbound_v3",
"auto_enroll": true
},
"calendar": {
"platform": "calendly",
"event_type": "enterprise-demo-60min",
"buffer_minutes": 15
}
}
},
{
"id": "signal-outbound-funding",
"name": "Signal-Triggered: Funding Round",
"description": "Automated outreach triggered by recent funding signal",
"type": "outbound",
"priority": 2,
"status": "active",
"trigger": {
"type": "signal",
"signal_id": "funding-round",
"additional_conditions": [
{ "field": "icp_score", "operator": "gte", "value": 0.7 },
{ "field": "money_raised_usd", "operator": "gte", "value": 10000000 }
]
},
"sequence": {
"total_duration_days": 10,
"steps": [
{
"order": 1,
"type": "email",
"template": {
"id": "signal-funding-intro-v2",
"personalization": {
"required": ["funding_type", "funding_amount", "lead_investors"]
}
}
},
{
"order": 2,
"type": "linkedin",
"action": "view_profile",
"delay_hours": 24
},
{
"order": 3,
"type": "call",
"delay_hours": 48
},
{
"order": 4,
"type": "email",
"template": { "id": "signal-funding-followup-v1" },
"delay_hours": 96
}
]
},
"success_metrics": {
"targets": {
"response_rate": 0.25,
"meeting_rate": 0.15
}
}
},
{
"id": "re-engagement-churned",
"name": "Churned Customer Re-engagement",
"description": "Win-back sequence for customers churned 6-12 months ago",
"type": "outbound",
"priority": 3,
"status": "active",
"trigger": {
"type": "scheduled",
"schedule": "monthly",
"criteria": [
{ "field": "customer_status", "operator": "eq", "value": "churned" },
{ "field": "churn_date", "operator": "between", "value": ["-12mo", "-6mo"] },
{ "field": "churn_reason", "operator": "not_in", "value": ["acquired", "out_of_business"] }
]
},
"sequence": {
"steps": [
{
"order": 1,
"type": "email",
"template": { "id": "winback-whats-new-v2" }
},
{
"order": 2,
"type": "call",
"delay_hours": 72,
"script": { "id": "winback-discovery-v1" }
},
{
"order": 3,
"type": "email",
"template": { "id": "winback-offer-v1" },
"delay_hours": 168,
"include_offer": {
"type": "discount",
"value": 0.2,
"duration_months": 6
}
}
]
}
}
],
"play_orchestration": {
"max_concurrent_plays_per_account": 1,
"priority_resolution": "highest_priority_wins",
"cooldown_between_plays_days": 14,
"allow_manual_override": true
}
}Open Weights
Pre-trained scoring models for common GTM use cases
ICP Scorer v1
Firmographic + Technographic
92% accuracy
Intent Classifier
Multi-signal aggregation
89% accuracy
Persona Matcher
Title + seniority mapping
95% accuracy
Interactive Playground
Edit the GTM spec and see how it renders in real-time.
GTM Playground
opengtm.json
Preview
MARKET
TAM: $50B
Segments: 2
North AmericaEurope
PERSONAS (1)
VP of Sales
VPDecision Maker
SIGNALS (1)
website_visit
0.8