Design a Machine
the clarity that drives relevancy in the motion
Markets are dynamic. Your messaging must be too.
GTM machinery is designed for repeatability at scale. GTM engineering has emerged as the discipline to drive hyper-personal sales plays – catch a signal, automate the outreach. But personalization without relevancy is just targeted noise. Your messaging machinery is there to ensure relevancy isn't lost in the shuffle.
What GTM engineering misses is the fact that most buying environments are multi-dimensional. You have the signals - changing markets, emerging trends, shifting priorities, compelling events. Then you have the sources - multi-product portfolios, customer segmentation, use case variety, competitive angles. An effective machine maps them together, so messaging strikes the right chord with the right people at the right time for the right reasons.
Without it, you scale the motion without scaling meaning, and in turn, you move further away from what made you resonate in the first place. This methodology favors relevancy over personalization. The leap from good to great comes from lasting value, not fleeting attention. Product-market fit must be continuously earned.
It starts by locking in the people worth reaching, codifying the journey that converts them, and aligning every message with realized business and technical value.
"I am everyday people" - Sly and the Family Stone
Relevancy at scale starts with knowing exactly who you're trying to reach.
Your ideal customer profile is the foundation your machine runs on. Get this wrong and everything downstream drifts. Your signals won't map to the right sources. Your messaging will bend toward generic. You'll scale the motion without scaling meaning.
ICP work often gets treated as a one-time exercise – a slide that collects dust after a positioning project wraps. But markets are dynamic. Staying locked in is a continuous discipline. When you stay sharp on who matters most any why you matter, you can design messaging so the walk away feeling is "wow, I need this."
make definitions dynamic
Static documentation decays. Track real-time behaviors – what your audience is doing, saying, prioritizing. The ICP that worked last quarter might not hold today.
map to the initiatives
Profiles only matter if they connect to budget. Know what programs have executive attention and funding. If your targeted message doesn't ladder up to an active initiative, it won't land.
sense attention spans
When your audience tunes out, something's off. Either you're targeting the wrong people or the message isn't hitting. Both are signals. Pay attention and adjust.