gtm-system-architecture

# GTM System Architecture ## Overview A GTM system is the operating system underneath your revenue. It's the answer to "how does money flow through this company?" — not "what tactics are we running this quarter?" Winning by Design's GTM Index framework scores 1-10 across six interconnected models. Most companies break because they optimize one model while neglecting the others. This skill designs all six as one unified system. ## When to Use - "Design our GTM system" - "Audit our revenue architecture" - "Build a GTM operating model" - "Our GTM is fragmented — fix it" - "Align sales, marketing, and CS" - "Design how revenue flows" ## Authoritative Foundations - **Winning by Design GTM Index** — six models (Revenue, Data, Math, Operating, Growth, GTM). 1-10 scoring per model. Average across 1000+ companies benchmarked. - **Winning by Design Bowtie** — revenue is a continuous loop: acquire → retain → expand. Not a funnel that ends at "closed won." - **SiriusDecisions Demand Waterfall** — demand flows through stages with defined handoffs and conversion metrics. ## Step-by-Step Process ### Phase 1: The Six Models (WbD GTM Index) Score each 1-10, then identify the weakest link: **1. Revenue Model — "Do we know how we make money?"** - Pricing clarity, packaging, discount authority, expansion model. - Weak: "We charge whatever the customer agrees to." - Strong: "Standard tiers, defined discount rules, clear expansion path." **2. Data Model — "Can we answer basic que...