The Process
Four Phases. 120 Days. A System Your Team Runs Without Us.
Every IGTMS engagement follows the same four-phase build. Not because it is a template, but because ICP, messaging, outbound, and sales process have to be installed in the right order or they do not connect.
Total timeline
120 days
Phases
4 structured sprints
What you own after
Everything. Permanently.
Phase 01
Days 1–14Discovery: We learn your business before we touch anything.
The first two weeks are diagnostic. We review your current GTM state: who you are selling to, how you are reaching them, what is converting, and what is not. We go through CRM data, existing collateral, sales call recordings if available, and your competitive landscape.
This is not a general onboarding. It is a structured audit with specific outputs. Every decision made in Phase 2 traces back to something found in Phase 1. We do not start building until we understand what is broken and why.
What IGTMS Does
- +Current-state GTM audit across ICP, messaging, pipeline, and tech
- +3–4 structured working sessions with your leadership and sales team
- +Competitive and market context review
- +ICP hypothesis documentation based on your best current customers
What You Do
- +Provides access to CRM data, pipeline history, and existing collateral
- +Key stakeholders participate in discovery sessions (2–4 hours total)
- +Sales team shares recent call notes or recordings where available
Phase 1 Delivers
Current-state GTM audit report, documented ICP hypotheses, gap analysis, engagement roadmap for Phases 2–4.
Phase 02
Days 15–45Build: We install the four components your revenue runs on.
Phase 2 is the core build. Working from the Phase 1 findings, we define your validated ICP, develop a messaging framework, design your outbound motion, map your sales process, and configure your CRM. These four components — ICP, messaging, outbound, and sales process — have to be built in sequence and connected to each other. Most in-house builds get this sequence wrong.
Every deliverable goes through a sprint review before moving to the next component. You review and approve each one. Nothing gets built on top of something you have not signed off on.
What IGTMS Does
- +ICP definition: firmographic profile, psychographic signals, buying triggers, disqualifiers
- +Messaging framework: positioning, value propositions, proof points, objection responses
- +Outbound sequence library: email and phone sequences by persona and funnel stage
- +Sales process map: stage definitions, exit criteria, talk tracks, follow-up cadence
- +CRM configuration: pipeline stages, deal properties, reporting dashboards
What You Do
- +Sprint reviews at the end of each deliverable (45–60 minutes each)
- +Sales and marketing lead provides real-world input during messaging and ICP sessions
- +Leadership approves final ICP and messaging before outbound launch
Phase 2 Delivers
ICP definition document, messaging playbook, outbound sequence library, sales process map, configured CRM.
Phase 03
Days 46–90Run: We activate the system and coach your team on live deals.
Phase 3 is where the system goes live. Your team runs the outbound motion we built in Phase 2. IGTMS coaches on live calls, reviews real pipeline, and iterates messaging based on early signal data. This is not shadowing. Your team owns the execution from Day 46.
Most of the learning happens here. Real buyer responses will validate or challenge our ICP assumptions. Real pipeline will surface gaps in the sales process. We use that data to sharpen every component before the handoff. The goal is a system that is already working when we hand it over.
What IGTMS Does
- +Weekly pipeline reviews with sales team
- +Live call coaching (recorded with notes)
- +Outbound sequence iteration based on reply and conversion data
- +ICP refinement based on real-world qualification patterns
- +Ongoing CRM troubleshooting and optimization
What You Do
- +Sales team runs outbound daily using the built sequences
- +Attends weekly pipeline reviews (60 minutes)
- +Leadership reviews pipeline metrics weekly and flags blockers
Phase 3 Delivers
Active pipeline, call coaching logs, sequence iteration history, ICP refinements, real-world conversion data.
Phase 04
Days 91–120Hand Off: We document everything and train your team to run it independently.
Phase 4 is the exit. IGTMS gradually reduces involvement while your team takes full ownership of every component. We document all systems, produce the final GTM playbook, complete CRM training, and run structured hand-off sessions for each deliverable.
By Day 120, your team has been running the system for 75 days with coaching support. The playbook documents everything they have already been doing. The hand-off is not a transfer of information. It is a confirmation that the system is already running without us.
What IGTMS Does
- +Full GTM playbook production (ICP, messaging, outbound, sales process in one document)
- +CRM hand-off with admin training and documented configuration
- +Team training sessions on each system component
- +Post-engagement support plan and 30-day check-in structure
What You Do
- +Sales and marketing leads complete hand-off sessions
- +Team confirms independence on each component before engagement closes
- +Leadership signs off on post-engagement running plan
Phase 4 Delivers
Complete GTM playbook, fully documented CRM, trained team, post-engagement check-in schedule.
Day 120
What You Own When We're Done
Everything below is documented, trained, and running before the engagement closes. None of it requires IGTMS to operate.
Common Questions
What People Ask Before Starting
How long does a GTM implementation take?
The standard IGTMS engagement runs 120 days across four phases: Discovery (Days 1–14), Build (Days 15–45), Run (Days 46–90), and Hand Off (Days 91–120). The timeline is structured so the system is already running before the engagement ends. Companies that try to build the same infrastructure in-house typically take 18 to 24 months.
How much time does this require from our team?
Phase 1 requires the most concentrated time: 3–4 working sessions totaling 6–8 hours over two weeks. Phases 2 and 3 require 2–3 hours per week for sprint reviews and pipeline calls. By Phase 4, your team is running the system independently and the time commitment is close to zero. Total leadership time across the engagement is typically 30–40 hours.
What do we need to have in place before starting?
You need a product or service that has already closed at least a few customers, and some form of CRM or sales tracking (even a spreadsheet). You do not need a defined ICP, working outbound, or an existing sales process. That is what we build. Companies that have been operating for 12 months or more with at least some revenue have everything required to start.
What happens after the 120 days?
You own and run the full system. IGTMS is not involved in day-to-day operations after the engagement. A 30-day check-in is included to address any questions after the hand-off. Most clients either run the system with their existing team or bring in a fractional CRO to manage it. The playbook we produce gives any new hire full context on every component.
What if results are not where we expected at Day 90?
Day 90 is still inside Phase 3, which means the system is still being tuned. If conversion rates or pipeline volume are not meeting targets at the midpoint review, we adjust the outbound sequences, ICP definition, or messaging framework based on the data collected. The engagement does not close on a fixed date if the system is not performing. We build in structured review points specifically to catch and correct gaps before handoff.
Can we start with just one phase, like the audit?
Yes. The IGTMS GTM Audit is a standalone diagnostic that covers the same ground as Phase 1 but without a commitment to a full engagement. It produces a current-state report, ICP hypotheses, and a gap analysis. Most clients use the audit findings to scope the full engagement. Some use the audit alone and build in-house from there.
Related
Go Deeper
Ready to see if you're a fit?
Book a 30-minute call with Mark. He will walk you through the process, tell you where your current GTM is breaking, and whether an IGTMS engagement is the right next move.