What it is
GTM Strategy & Leadership is the first of twelve GRIP pillars. It measures whether your company has a written, enforced go-to-market strategy — with a documented ICP, an explicit negative-ICP, clear decision authority for resource conflicts, and a quarterly review that actively kills initiatives that aren't working.
Why it matters
In Theory of Constraints, strategy sets the throughput ceiling. If your ICP is fuzzy, every downstream pillar — demand gen, sales execution, CS — spends capacity on the wrong accounts.
How to improve this pillar
- 1Write a one-page GTM strategy. Force the compression.
- 2Define the negative-ICP explicitly; enforce it in CRM lead-scoring.
- 3Set a quarterly kill process.
- 4Name the decision authority for resource conflicts. 48-hour resolution, not 4 weeks.
FAQ
How is GTM Strategy different from a business plan?
A business plan is internal narrative. GTM Strategy is the set of enforced rules that govern who you sell to and who you refuse.
Who owns this pillar?
CEO, CRO, or a named head of GTM. Distributed ownership = no ownership.
See your own score for this pillar
5-minute Caugia assessment. Your GRIP score per pillar + the binding constraint + the 48-hour action.
Run the assessment →