Developed from 18 years of running GTM programs at enterprise companies and high-growth startups across three continents. Four phases, designed to be run in sequence, with specific deliverables at each stage and revenue outcomes at the end.
Evaluate, Architect, Ship, and Yield give leadership a practical sequence for turning strategy into a running revenue engine.
The E-A-S-Y Framework is EasyGTM's proprietary four-phase B2B GTM execution methodology. The four phases are: Evaluate - map the market, ICP, and weak points before campaigns go live; Architect - design the full-funnel revenue system before spending on execution; Ship - launch the system and read the first signals; and Yield - trace every action to pipeline, CAC, and revenue. It is designed to be run in sequence, with specific deliverables at each stage and measurable pipeline outcomes at the end.
What separates execution-led companies from those still running on hope and a slide deck.
Without EasyGTM
With EasyGTM
Write a positioning deck on internal assumptions. Skip buyer research. Approve the plan and move straight to campaigns without knowing who you are really selling to.
Map the real market. Define the ICP with precision. Audit the current GTM motion for capability, capacity, and coherence issues before spending a dollar on campaigns.
CRM is misconfigured. Attribution does not exist. Sales and marketing use different lead definitions. Campaigns launch before the system can handle what they generate.
Design the full-funnel revenue system first. Channel strategy, RevOps, CRM, AI infrastructure, and sales-marketing alignment, all built before execution begins.
Five channels at once with no shared playbook. Multiple agencies running parallel programmes. High spend, no co-ordination, no one accountable for the whole.
Launch the system deliberately. First campaigns live, first signals read. Demand gen, ABM, content, and outbound running as one connected, AI-powered motion.
Marketing reports on MQLs and impressions. Sales reports on opportunities. Nobody explains the pipeline number. The board asks for better data every quarter.
Every campaign traced to pipeline. CAC, payback period, and attribution reported monthly. What works gets more investment. What does not gets cut.
The framework is not a naming exercise. Each phase answers a leadership question and produces the conditions needed for the next phase to work.
Map your market, ICP, and the weak points in your current GTM motion before a single campaign goes live.
We do not stop at firmographics. Evaluate turns ICP into a working definition your sales, marketing, and leadership teams can all use the same way.
This phase clarifies the category you want to own, the buyer problem you are allowed to claim, and the language that makes that position credible.
We map what competitors say, where they are winning, where they are exposed, and which gaps create a genuine opening for your company.
Evaluate surfaces the constraints already inside the business: unclear positioning, missing data, weak handoffs, thin content, or channels that cannot scale.
Design the full-funnel revenue system - channels, messaging, RevOps, and AI stack - before the first campaign launches.
Architect defines which channels matter, what each channel is expected to do, and how they should work together across the buyer journey.
We define lifecycle stages, handoffs, qualification rules, and ownership so demand does not get lost between campaign activity and sales follow-up.
CRM, marketing automation, attribution, analytics, and website flows are designed around decision-making, not tool ownership or historical accidents.
Architect decides where AI should compress research, content, campaign operations, and sales intelligence so the system gets faster without getting noisier.
Launch the system deliberately. First campaigns live, first signals read, and first pipeline generated from a tested architecture.
Ship is not a campaign dump. Every launch is designed to prove or disprove a specific GTM assumption as quickly as possible.
ABM, outbound, content, events, and paid activity are sequenced around the same accounts so the market experiences one coherent motion.
Thought leadership, AEO content, and sales assets are built around the questions buyers ask before they speak to your team.
The first response data determines what gets refined, paused, scaled, or rebuilt. Execution becomes an operating rhythm, not a one-time launch.
Trace every action to pipeline and revenue. CAC by channel, attribution by campaign, and outcomes - not impressions or MQLs.
Yield makes contribution visible by tracing campaigns, channels, content, and account plays to pipeline movement and closed revenue.
CAC, payback, win rate, sales cycle, and LTV become part of the operating conversation so growth quality is visible alongside growth volume.
Reporting is built for action: what changed, what worked, what did not, and where the next marginal dollar or hour should go.
The system improves because budget, channels, messages, and plays are adjusted continuously instead of defended out of habit.
Run all four phases as a Consolidated GTM engagement, enter at any phase if you have a foundation already, or start with a diagnostic audit to identify which constraint is primary.
Book a GTM Audit