Pipeline has stalled
Delivery is strong but new opportunities are not keeping pace. You need a repeatable way to create demand, not another round of referrals.
The 100-day GTM playbook
A structured way to align your leadership team or operating partner on the next 100 days of commercial work. Readiness scores, phased action cards, and named owners. Built to run, not sit on a shelf.
Why use a playbook
Common scenarios where a playbook becomes necessary
A playbook is not for every Tuesday. It is for moments when growth needs a system: shared focus, clear owners, and a plan the whole leadership team can run.
New leadership or PE ownership
A new CEO, CRO, or sponsor wants a credible commercial story and a 100-day plan the board and sales team can run.
Marketing and sales are misaligned
Different narratives, unclear handoffs, and metrics neither team trusts. The playbook becomes shared language and rules of engagement.
Referrals are maxed out
Partner and word-of-mouth motion carried growth until it did not. You need positioning and new avenues that match how buyers evaluate you.
Post-acquisition commercial reset
Sales is being rebuilt, marketing is underused, or the brand no longer fits the go-forward story. Focus and sequencing matter.
Board or fund wants proof of motion
Leadership needs to show where GTM investment goes, who owns it, and what progress looks like quarter to quarter.
Making it actionable
Built to move, not to sit on a shelf
The difference between a playbook people use and one they ignore is execution design: quick wins, owners, sprints, and proof in pipeline. That is what we bake in from the start.
Easy wins first
Low-hanging fruit and quick proof points come early so the team feels momentum. The playbook sequences what to do now vs. what waits for foundation work.
Named owners and dates
Every priority has an owner and a place on the 100-day calendar. Ambiguity is what keeps playbooks on the shelf.
Visible in pipeline
Progress shows up in CRM and reviews, not in a shared drive. If you cannot see movement, the plan will not stay alive.
Sprint backlog
Work ships in short cycles. Each sprint closes a gap the last one surfaced: offer, page, campaign, enablement, or RevOps fix.
Leadership rituals
Commercial reviews keep the playbook current. Leadership adjusts priorities from funnel reality, not from memory of the workshop.
Built to move
Too many playbooks die after the offsite. Ours is designed to travel with the business: updated, debated, and executed.
Fit your firm
Custom every time. The builder is the starting point.
We built the GTM Playbook Builder so you can sketch a 100-day lens with readiness scores and phased actions. Every playbook Mavenray delivers is still custom.
Every fund works with portfolio companies differently. Every founder leads commercial motion in their own way. This is not one size fits all. It is a platform we mold around your business, your hurdles, and your opportunities.
The builder helps you think. An engagement helps you align leadership, prioritize, and run sprints until the motion holds.
Inside the playbook
Key components of GTM
A useful playbook ties together alignment, new pipeline, and RevOps. Skip one and the others underperform.
Alignment
One story from first touch to close
ICP, positioning, proof, and objections handled the same way in marketing and sales. Shared definitions for qualified, sales-ready, and when to engage.
- Message and narrative
- Handoffs and SLAs
- Enablement sales actually uses
New pipeline
Find demand through new avenues
The playbook maps where net-new pipeline can come from: segments, offers, and motions you have underused or not tried yet.
- Inbound and content paths
- Outbound and ABM
- Partners, events, and community
RevOps
Systems that run the motion
CRM, lifecycle, and reporting so marketing and sales operate from one scoreboard. HubSpot and integrations when that is the stack.
- Pipeline stages and hygiene
- Attribution and funnel views
- Automation that matches how you sell
Try the builder or talk with us
Sketch your own 100-day lens with readiness scores and phased actions, or work with Mavenray on a playbook built for how your firm actually sells.