gtmskills.com

Reference file

GTMmotion

gtmmotion.md

Instructions

This is positioning intelligence, not company research. Run after the Company brief if you need firmographic context.

Step 1 — What you're inferring

Answer:

  1. Who do they sell to? SMB, mid-market, enterprise — and what verticals.
  2. How do they acquire? Outbound, inbound, PLG, channel, events.
  3. Who closes? Self-serve, AE-led, sales-assisted, account team.
  4. What's their pricing posture? Public pricing, "talk to sales", freemium, usage-based.
  5. What's the rep org structure? SDR/AE split, dedicated CSMs, RevOps maturity.

You won't get all of this. Get what's available, label what you can't infer.

Step 2 — Pricing page = motion fingerprint

swan-fetch-scraped-url on /pricing. The page itself tells you most of what you need:

  • Public tiered pricing → product-led or SMB/mid-market focus
  • "Contact us" only → enterprise sales, custom pricing
  • Freemium / free trial up front → PLG motion
  • "Book a demo" CTAs everywhere → AE-led, gated acquisition
  • Usage-based / per-seat → pricing tells you their value metric

No public pricing page is itself a signal: pure enterprise / sales-led.

Step 3 — Homepage CTAs and primary path

swan-fetch-scraped-url on the homepage. Capture the top-of-page CTA:

  • "Get started free" → PLG
  • "Book a demo" → sales-led
  • "Talk to sales" → enterprise
  • "Start free trial" → PLG with self-serve conversion
  • "Watch a tour" → top-of-funnel education, longer cycle

Note any case study companies featured prominently — that's their public customer mix. Sub-$50K ARR shape vs Fortune 500 logos tells you their target tier.

Step 4 — Job postings reveal the rep org

swan-fetch-scraped-url on the careers page or a LinkedIn jobs search. Look at open sales roles in the last 60 days.

Role pattern Motion signal
SDR / BDR + AE openings Outbound + inbound motion
AE only, no SDR Mostly inbound; SDRs may be offshore
Enterprise AE Top-down enterprise
Mid-market AE Standardized sales process
Solutions Engineer openings Technical sale, longer cycle
Sales Engineer + AE pairs High-touch enterprise
Customer Success openings (heavy) Land-and-expand emphasis
Channel / Partner Manager Indirect sales motion
Growth Marketing / SEO / Performance PLG / inbound emphasis
Demand Gen / Content / ABM Sales-led, longer pipeline cycle

Read 5–10 postings, not all of them. Patterns surface fast.

Step 5 — LinkedIn company page signals

swan-linkedin-social-media-presence on the company page. Look at:

  • What do their reps and execs post about? (customer wins, product launches, hiring, thought leadership)
  • Do they post case studies? (land-and-expand emphasis)
  • Public outbound posts? ("we just opened our SF office")
  • Public hiring numbers? ("we just hired 20 SDRs" = aggressive outbound build)

Step 6 — Tech stack as motion signal

If you've already run TechStack, the stack reveals motion:

Detected tool Motion signal
Outreach, Salesloft, Apollo, Lemlist Active outbound
HubSpot Marketing Hub Pro / Enterprise Inbound funnel maturity
Mutiny, Default, Demandbase ABM / segmentation
Common Room, Pocus, Endgame PLG signals on top of self-serve
Customer.io, Iterable Lifecycle marketing → recurring revenue motion
Gainsight, Vitally, Catalyst Mature CS function → retention focus
Pendo, Mixpanel, Amplitude Product analytics → PLG signals

Step 7 — Compose the read

<Company> — GTM Motion

TARGET CUSTOMER
  - <ICP segment + size + vertical, evidence-backed>

ACQUISITION MOTION
  - <primary motion + secondary, evidence>

REP ORG (inferred)
  - <SDR+AE / AE-only / enterprise / channel + headcount estimate>

PRICING POSTURE
  - <public / private / freemium / usage-based, evidence>

WHAT THIS MEANS FOR US
  - <one paragraph on positioning angle and risk>

The "what this means" section is the value. Examples:

  • "Pure PLG — pitch them as a tool that boosts product-led conversion, not as a sales-team enabler."
  • "Enterprise sales-led with no outbound stack detected — strong candidate for outbound enablement."
  • "Heavy CS hiring + mature retention stack — they care about expansion. Position retention/expansion features."

Step 8 — Tag the account

swan-update-company with the inferred motion type. Future plays at this account inherit the context.

Rules

  • MUST cite evidence per inferred claim. "They run outbound" alone is not enough; "Outreach detected on pricing page + 4 SDR openings in last 60 days" is.
  • NEVER force-fit a motion the evidence doesn't support. Some companies are mixed — say so.
  • NEVER state a motion as fact when only weak signals are present. Use "looks like" / "likely" for hedge.
  • If the company is fewer than 30 employees, most motion signals are noise. Note that and keep the read short.
  • If a tool result is truncated, read from files/tool-outputs/<toolName>_<callId>.json in swan-execute-code.