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Figure Figure 2 Go-to-market & pricing

The ten doors

One column is the whole exercise: what actually opened the door, not the campaign it was attributed to afterwards. The count of yeses in the third column is what the playbook is worth abroad.

A worksheet for the last ten closed-won deals at home: what actually opened each door, whether that thing exists in the new market today, and what would build it if not.THE DEALClosed-won, athome.WHAT OPENED THE DOORReferral, inbound, partner, reference,analyst.DOES IT EXISTTHERE?In the new market,today.IF NO, WHAT BUILDS ITThe first customer, partneror analyst.Ten deals. Count the yeses. That number, not the pipeline forecast and not the headcount, is what the playbook isworth in the new market today.
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Reference & Evidence

Source: Author's own worksheet.

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