GTM Strategy Template & Tech Stack (+$2M Pipeline in 90 Days)

Key Takeaways (TL;DR)

• A GTM System is an Engine, Not a Checklist: A successful Go-To-Market (GTM) approach is an integrated system of technology and processes, not a disconnected set of tools. This post provides a GTM strategy template that connects every stage of the customer journey, from initial awareness to closing the deal.
• The Four-Layer Funnel: Our GTM strategy framework is built on four interconnected layers: Lead Generation (attracting traffic), Lead Capture (converting traffic), Lead Management (nurturing leads), and Lead Conversion (closing deals). Each layer uses a specific GTM tech stack to maximize efficiency.
• Integration Prevents Leaks: Most companies lose potential revenue because their funnel has leaks. An integrated system ensures that every prospect is tracked, every lead is nurtured, and every sales opportunity is maximized, compounding growth at each stage.
• Tech Stack Matters: The right GTM stack is crucial. We detail over 40 tools used in our system, from data enrichment (Clay, FullEnrich) and sales engagement (lemlist, Instantly) to visitor identification (Vector) and CRM (Attio), explaining the specific role of each.
• Proven Results: Implementing this comprehensive go to market strategy template helped us add over $2M to our pipeline in just 90 days, demonstrating the power of a fully integrated system. ColdIQ specializes in building and implementing these custom systems for B2B brands.

GTM Strategy Template & Tech Stack: An At-a-Glance Overview

What is a GTM System and Why Does It Matter?

A Go-To-Market (GTM) system is far more than a simple sales plan; it's the complete engine that drives a company’s revenue growth.

It integrates every process, tool, and team involved in bringing a product or service to market. This includes marketing, sales, customer success, and the technology that binds them all together.

While many businesses have a GTM strategy template, they often operate in silos. Marketing focuses on generating leads, sales on closing them, and the technology stack is a patchwork of disconnected tools. This creates a leaky pipeline where potential customers fall through the cracks.

When you connect all four layers of the funnel - lead generation, capture, management, and conversion - everything compounds.

This approach recently helped us add $2M to our pipeline in 90 days, drive 35,000+ monthly visitors, and convert 2% of them into qualified leads.

This article provides the exact GTM framework we used to build it.

The Four-Layer Funnel: Our GTM Strategy Framework

Our entire GTM strategy for B2B is organized into four distinct layers.

Think of it as a funnel that becomes more focused as prospects move through it, with each layer having its own tools, workflows, and objectives.

Layer 1: Lead Generation - The Wide Top of the Funnel

This is where it all begins.

The goal here is to attract a high volume of relevant traffic to your brand. With over 35,000 monthly visitors, our lead generation is split into two parallel tracks: Outbound and Inbound.

Outbound Lead Generation

The outbound side proactively targets prospects who fit our Ideal Customer Profile (ICP). It has three core components.

1. Intent Signals & Data Enrichment

We meticulously track buying intent signals to pinpoint prospects who are actively searching for solutions within our space. 

However, before any outreach begins, we ensure every lead is backed by accurate, enriched data to maximize relevance. This rigorous verification process serves as the essential foundation for our entire GTM stack, ensuring our sales efforts are both targeted and effective.

• Goal: To build a clean, accurate, and enriched list of high-intent prospects.
• Tools in our GTM Tech Stack:

1. Openmart, FullEnrich, Prospeo.io & LeadMagic: These tools form our data foundation. We use them for sourcing B2B data, enriching contacts with verified emails and details, and extracting crucial information from platforms like LinkedIn.
2. Common Room & LoneScale: These are signal intelligence tools. They help us identify when prospects show buying intent through actions like social media engagement or job changes.
3. Clay: This is the orchestrator. Clay automates the entire data enrichment process, pulling information from multiple sources into a single, unified workflow, ensuring our outreach is based on the most precise data available.

2. Sales Engagement

Once we have meticulously built our list of high-intent prospects, we initiate an omnichannel outreach strategy. 

This ensures we engage with potential customers across multiple platforms, utilizing the rich, verified data gathered during our enrichment process to maximize impact.

• Goal: To initiate personalized conversations at scale.
• Tools in our GTM Tech Stack:

1. Lemlist: Used for highly personalized email sequences that include custom images and videos to stand out.
2. Instantly: Used for scalable cold outreach, allowing us to manage high-volume campaigns while maintaining deliverability.
3. Woodpecker: Used for automated follow-up sequences to ensure we stay top-of-mind with prospects who don't reply immediately.

3. Inbound Lead Generation

The inbound side is all about attracting prospects by offering value and showcasing expertise in a way that draws them in naturally.

This approach often involves creating helpful content, answering key questions, or providing solutions to common challenges, making it easier for potential customers to see the benefits of engaging with your brand.

SEO & Content Marketing

Our content engine is specifically designed to target high-intent keywords, ensuring we attract the right audience actively searching for solutions. 

By focusing on these strategic keywords, we not only drive relevant traffic but also position ourselves as authoritative thought leaders in our industry, fostering trust and credibility over time.

• Goal: To generate organic traffic and educate our audience.
• Tools in our GTM Tech Stack:

1. Ahrefs: Our primary tool for keyword research, competitive analysis, and tracking our SEO performance.
2. Surfer SEO: Used for on-page optimization, ensuring our content is perfectly structured to rank on Google.
3. AirOps: An AI-powered tool we use to help optimize and scale our content creation processes.
4. Scripe & Taplio: Our go-to tools for LinkedIn content creation and scheduling, our main distribution channel.
5. Notion: Used for our entire content planning and collaboration workflow, from idea to publication.

Paid Advertising

To complement our organic growth, we leverage targeted paid advertising campaigns. 

This strategic investment ensures a steady and consistent flow of high-intent traffic to our site, helping us maintain visibility even as organic search trends fluctuate.

• Goal: To drive immediate, targeted traffic from our ideal customers.
• Tools in our GTM Tech Stack:

1. Fibbler: Used for managing our ad campaigns across various platforms.
2. arcads AI: An AI tool for generating high-performing ad creatives quickly.

Layer 2: Lead Capture - Converting Traffic to Contacts

This is where we turn anonymous visitors into known contacts - a stage where most companies lose over 90% of their traffic.

We use multiple pathways to capture leads.

1. Visitor Identification

Not every valuable prospect will fill out a form. 

We use technology to de-anonymize a portion of our website traffic.

• Goal: To identify the companies visiting our site and turn anonymous traffic into actionable leads.
• Tools in our GTM Tech Stack:

1. Instantly & Vector: These tools help identify the companies behind the IP addresses visiting our website, allowing us to proactively reach out to high-fit accounts that showed interest but didn't convert.

2. Landing Pages & Forms

For visitors ready to engage directly, we offer high-value assets in exchange for their contact information.

• Goal: To convert engaged visitors into leads through optimized assets.
• Tools in our GTM Tech Stack:

1. Webflow: Our platform for building fast, beautiful, and high-converting landing pages.
2. Default: Used for optimizing our forms to reduce friction and increase conversion rates.
3. Wistia: Our platform for hosting Video Sales Letters (VSLs) that clearly explain our offer in under 7 minutes. We use these as lead magnets on key pages.

Layer 3: Lead Management - Nurturing Until They’re Ready

Not every lead is ready to buy. This layer is about building trust and staying top-of-mind until the timing is right.

Our lead management system has four key components.

1. Lead Scoring & Routing

We use scoring models to prioritize leads based on demographic fit, behavior, and intent data. 

High-scoring leads are routed to sales instantly.

• Goal: To ensure sales reps focus their time on the most qualified, sales-ready leads.
• Tools in our GTM Tech Stack:

1. Customer.io: We build custom lead scoring models here based on user behavior within our platform and emails.
2. Clay: We use Clay workflows to enrich leads in real-time and apply scoring rules based on firmographic data (like company size or technology used).
3. Automated Routing Systems: High-scoring leads are automatically assigned to the right rep based on territory or vertical, ensuring speed-to-lead is under 5 minutes.

2. Lead Nurturing & Automation

Leads that aren't sales-ready enter automated nurture sequences designed to educate and build trust over time.

• Goal: To move leads down the funnel with relevant, personalized content until they are ready to buy.
• Tools in our GTM Tech Stack:

1. Customer.io: Powers our behavioral email sequences. If a lead reads a blog post about a specific topic, they receive a follow-up email related to that topic.
2. beehiiv: Our platform for our newsletter, which provides general educational content to our broader audience.
3. Relevance AI & OpenAI: Used for AI-powered personalization, allowing us to tailor messaging within nurture sequences at scale.
4. n8n & Clay: These are the automation backbones. n8n handles complex, multi-step workflows, while Clay orchestrates the data flows between all our systems, making the entire lead management process seamless.

Layer 4: Lead Conversion - Closing the Deal

This stage represents the very bottom of your marketing and sales funnel.

It is the critical point where your most qualified and thoroughly nurtured leads finally transition from prospects into paying customers.

1. Sales Enablement

We equip our sales reps with all the context they need to have a successful conversation.

• Goal: To ensure every sales call is highly relevant and effective.
• Tools in our GTM Tech Stack:

1. Attio: Our CRM and relationship intelligence platform. It gives reps a complete history of a prospect's journey, including content consumed and intent signals.

2. Sales Calls & Closing

The final conversations where the deal is closed.

• Goal: To make the closing process as smooth and efficient as possible.
• Tools in our GTM Tech Stack:

1. Google Meet: The platform for most of our sales calls.
2. Attention: We use this tool to analyze sales calls, identify coaching opportunities, and improve our team's performance.
3. Breakcold: A social selling tool used to engage with prospects on social media before and after calls.
4. Qwilr & PandaDoc: Used for creating interactive proposals (Qwilr) and managing digital contracts and e-signatures (PandaDoc), reducing friction and accelerating time-to-close.

Example Go To Market Template for a B2B Service Brand

To illustrate how this works in practice, let’s apply the go-to-market framework outlined above to a fictional B2B consulting firm called "StrategySphere."

StrategySphere specializes in helping SaaS companies optimize their pricing models, and we will walk through how they can use these stages and tools to refine their strategy and secure more clients.

Layer 1: Lead Generation

1. Outbound

StrategySphere uses Clay to identify SaaS companies that recently received funding or hired a new Head of Revenue. 

They enrich this data with Prospeo.io to find contact information. They then launch a personalized email campaign using lemlist, congratulating them on the new hire and referencing a pricing case study relevant to their niche.

2. Inbound

They write a comprehensive blog post, "The Ultimate SaaS Pricing Go To Market Template," optimized with Surfer SEO. 

They promote it heavily on LinkedIn using Taplio and run targeted Fibbler ads to users with "Head of Revenue" or "Founder" job titles in the SaaS industry.

Layer 2: Lead Capture

3. Visitor ID

They use Instantly to identify a Series B SaaS company that visited their pricing page three times but didn't book a call. 

The sales team follows up with a personalized connection request on LinkedIn.

4. Forms

The blog post offers a downloadable "SaaS Pricing Calculator" lead magnet. 

Visitors who enter their email on the Webflow landing page are captured as leads.

Layer 3: Lead Management

5. Scoring & Routing

A lead from a 500+ employee company who downloads the calculator and visits the case study page gets a high score and is instantly routed to a senior consultant's calendar. 

A lead from a small startup enters a nurture sequence.

6. Nurturing

The startup lead receives a carefully crafted 3-part email series from Customer.io that dives into the most common pricing mistakes businesses make and how to avoid them. 

Each email provides valuable insights and actionable tips to help startups refine their pricing strategies. 

This informative series is followed by an exclusive invitation to a webinar focused on value-based pricing, offering a deeper dive into how businesses can align their pricing models with the value they provide to customers.

Layer 4: Lead Conversion

7. Enablement

Before hopping on the call with the high-scoring lead, the consultant takes time to thoroughly review their entire engagement history within Attio. 

This includes analyzing past interactions, understanding their preferences, and identifying key moments in their journey that signal interest or intent. By doing so, the consultant is better equipped to personalize the conversation and address the lead's specific needs effectively.

8. Closing

Following a successful consultation call conducted on Google Meet, the consultant crafts and sends a visually appealing, interactive proposal using Qwilr. This proposal allows for a more engaging client experience than a static document. 

The client can then review and digitally sign the agreement through PandaDoc, often as quickly as the following day, finalizing the deal seamlessly.

The Results: $2M Pipeline Growth in 90 Days

The difference between a traditional, siloed approach and this integrated system is simple: nothing leaks.

Every visitor is tracked. Every lead is scored and nurtured. Every sales conversation is enabled with perfect context. By implementing this GTM strategy template, we achieved the following in just 90 days:

• $2M added to our sales pipeline.
• 35,000+ monthly website visitors.
• A 2% visitor-to-qualified-lead conversion rate.
• Higher close rates because prospects arrived pre-educated and pre-qualified.

Build Your Custom GTM System with ColdIQ

You don't need all 40+ tools to start, but you do need an integrated system. The goal isn't to have the most tools - it's to have the most connected system that turns traffic into revenue.

This is exactly what we do at ColdIQ.

We help B2B companies design, implement, and optimize a complete go to market strategy template tailored to their unique needs. We are experts in building revenue engines that deliver predictable growth.

Why partner with ColdIQ?

• GTM Flywheel Integration: We've generated over 30M+ organic LinkedIn views and booked tens of thousands of prospecting meetings. We know how to connect all the pieces.
• Elite Clay Implementation: As one of only four Elite Studio Clay Experts, we are masters of the most powerful data orchestration and sales automation platform on the market.
• Cutting-Edge Tech Stack: We are constantly testing and implementing the best GTM technology. With us, your GTM stack will always be the most advanced.
• Speed-to-Market: Your first campaign is ready in two weeks, not six.
• Precise Data: We use over 10 different software tools just for data sourcing and enrichment to ensure we target your tight ICP with surgical precision.
• Full-Transparency Reporting: You get live dashboards with granular metrics on everything from deliverability and engagement to pipeline health.

Book a free strategy call with ColdIQ today and let us build the GTM system that will transform your business.