The 120-day sequence, phase by phase
Phase 1: Discovery (Days 1 to 14). A structured audit, not a general onboarding. Review CRM data, pipeline history, existing collateral, and sales call recordings where available. Run 3 to 4 working sessions with leadership and the sales team. Document ICP hypotheses based on the best current customers. Output: a current-state GTM audit, a gap analysis, and the roadmap for Phases 2 to 4. Nothing is built until it is clear what is broken and why.
Phase 2: Build (Days 15 to 45). The core build, in sequence: ICP definition, messaging framework, outbound sequence library, sales process map, CRM configuration. Each deliverable goes through a 45-to-60-minute sprint review and gets approved before the next one starts. Leadership signs off on the final ICP and messaging before outbound launches.
Phase 3: Run (Days 46 to 90). The system goes live. The team runs outbound daily using the built sequences and owns execution from Day 46. IGTMS coaches on live calls, runs a 60-minute weekly pipeline review, rewrites sequences based on reply and conversion data, and refines the ICP against real qualification patterns. Most of the learning happens here.
Phase 4: Hand Off (Days 91 to 120). Involvement steps down while the team takes full ownership of every component. Full GTM playbook, CRM admin training, a hand-off session per component, and a 30-day post-engagement check-in. The team confirms independence on each component before the engagement closes.
What is done at Day 30, 60, 90, and 120
Day 30: you know exactly what is broken and why. ICP defined and validated against real best customers. Current-state audit delivered with gaps documented across messaging, pipeline, tech, and process. Phase 2 roadmap approved. Quick wins identified.
Day 60: the system exists and outbound is ready to launch. Messaging framework complete. Sequence library loaded. Sales process map finalized. CRM configured with pipeline stages, deal properties, and live dashboards. First sequences activating. This is the foundation most B2B companies spend 18 months trying to build in-house.
Day 90: the motion is live and real pipeline is forming. Outbound has run for 30 or more days with coaching. First qualified conversations are in the pipeline or being worked. Real buyer responses are sharpening the ICP and messaging. Call coaching logs document patterns across live deals. Day 90 is a review point: if volume or quality is below target, the underperforming component is fixed before hand-off.
Day 120: a complete system, a trained team, no dependency. Full playbook delivered. Team has run the system independently for 30 or more days. CRM training complete with admin access. Active pipeline generating without the founder in every deal.
The seven deliverables you own at the end
- Validated ICP with firmographic and psychographic profiles, buying triggers, and disqualifiers
- Messaging framework covering positioning, value propositions, proof points, and objection responses
- Outbound sequence library for email and phone, by persona and funnel stage
- Sales process map with stage definitions, exit criteria, talk tracks, and follow-up cadence
- Configured CRM with pipeline stages, deal properties, and reporting dashboards
- Trained team that can run every component without outside help
- Full GTM playbook documenting every decision, framework, and process in one place
Every one is operational, not advisory. You do not pay for a slide deck that describes a system. You pay for the system, and it stays with you permanently. There is no ongoing monthly fee after Day 120.
What it asks of your team
Total leadership time across the engagement is typically 30 to 40 hours.
- Phase 1: 3 to 4 working sessions totaling 6 to 8 hours over two weeks. Access to CRM data, pipeline history, and collateral. Recent call notes or recordings where available.
- Phase 2: A 45-to-60-minute sprint review per deliverable. Sales and marketing leads give real-world input during ICP and messaging sessions. Leadership approves the final ICP and messaging.
- Phase 3: The sales team runs outbound daily. A 60-minute weekly pipeline review. Leadership reviews pipeline metrics weekly and flags blockers.
- Phase 4: Hand-off sessions per component. Leadership signs off on the post-engagement running plan.
To start, you need a product or service that has closed at least a few customers and some form of sales tracking, even a spreadsheet. You do not need an ICP, working outbound, or a sales process. That is what gets built.
Why 120 days and not 30
The four components (ICP, messaging, outbound, and sales process) have to be built in sequence, because each one depends on the one before it. Messaging written before the ICP is settled targets nobody. Sequences loaded before the messaging is tested burn the list. A sales process designed before real buyers have responded is a guess. Rushing any one of them produces a system where the parts do not connect.
The other reason is that a system has to run before it is handed off. By Day 120 the team has been operating the motion for 75 days with coaching. The playbook confirms what they are already doing, not what they are about to start.
The comparison points: companies that build the same infrastructure in-house typically take 18 to 24 months. A VP of Sales hired to build it needs 3 to 6 months to recruit and 6 more to ramp. The IGTMS engagement is a fixed $70,000 for 120 days. Temple IT, on that engagement, went from zero new clients in two years to 15 in six months. True North ITG grew qualified pipeline from $2.2M to more than $10M in four months. Kerlin Walsh Law broke a 10-year revenue plateau in month 4.
When a 120-day plan is the wrong choice
IGTMS builds this plan for founder-led B2B companies that are growing and have not yet broken through $50M in revenue. It is the wrong choice when:
- You have not closed customers yet. There is nothing to systematize. The work before this is product validation.
- You want leads delivered. The plan builds the motion your team runs. IGTMS does not run outbound for you or hand over a contact list. That is a lead generation agency.
- You want a marketing retainer. There is no ongoing fee and no ongoing execution after Day 120. If you want an agency on retainer, do this first so they have a foundation to execute on.
- You want a 30-day sprint. A shorter timeline skips the sequence, and the parts do not connect.
- You need a permanent leader, not a build. If the motion is already repeatable and a team of ten or more needs daily management, hire the VP of Sales. At or near $30M ARR with a revenue team of 15 or more, hire a full-time CRO.
- Leadership cannot give it 30 to 40 hours. Every Phase 2 deliverable needs sign-off. Without it, the build stalls.
Want to know what Day 120 looks like for your company?
Book a 30-minute discovery call. Mark will walk through your current GTM state and name the two or three gaps costing the most.