gtm-inbound-strategy

# GTM Inbound Strategy Design or optimize the inbound GTM system from lead capture through conversion. Output is a routing model + activation/nurture sequences with explicit SLAs. ## Steps 1. **Classify lead sources** — assign signal strength and routing priority: - Demo request → 🔴 High: route to AE (SLA: 4 hours) - Trial/PLG signup → 🟡 Medium: PLG activation flow - Gated content / event → 🟡 Medium: nurture + intent watch - Newsletter / organic → ⚪ Low: long-play nurture 2. **ICP triage** — FIRE quick-score every inbound lead within 24 hours (see `gtm-qualification-scoring` for the full rubric): - F ≥ 7 AND I ≥ 7 → sales-qualified, route to AE now - F ≥ 6, I < 6 → marketing-qualified, enter nurture + intent watch - F < 6 → self-serve or long-play nurture — no SDR time 3. **PLG activation flow** (if applicable) — define the "aha moment" first: the single action that predicts retention. Build the sequence to reach it in ≤ 3 steps. Default cadence: Day 0 confirm → Day 1 first-value prompt → Day 3 usage check → Day 7 case study → Day 14 sales touch (if ICP match) → Day 21 re-engagement. 4. **Nurture tracks** — assign to one of three tracks: - Track A (High-Fit, Low-Intent): educate, 1x/week for 6 weeks - Track B (High-Intent, Unknown-Fit): qualify fast, 2x/week for 2 weeks - Track C (Low-Fit, Low-Intent): brand affinity, 2x/month 5. **Define SLAs** — every routing rule needs a time window and an owner. "Route to sales" without an SLA is not a system. ## Output ``` # Inbound GTM Motion: [Product / Segment] | [Date] Lead Source Map: [Source · Signal strength · Routing priority] FIRE Triage Thresholds: [Specific F/I thresholds for this ICP] Routing Logic: IF [source + FIRE condition] → [action] (SLA: [time], Owner: [role]) [repeat for each routing rule] PLG Activation Flow: [Day-by-day: channel · content · goal · aha moment] Nurture Tracks: [Track A / B / C — cadence, content type, goal] Handoff SLAs: [Lead tier → response time → who owns it] ```