Module · Layer 3 · Go-to-Market & Account Growth
You're acquiring customers but they don't fit the segment that values you most.
GTM & Account Growth is how the value frame Value Proposition defines becomes pipeline and retention motion — channel-mix, account portfolio, pipeline conversion. Three instruments, one motion.
Outcome · Where growth comes from — by segment & channel
Current revenue → channel-mix shift + conversion lift + account expansion → target.
- +8-20% revenue uplift
- Compounded channel-mix shift toward your highest-WtP segments.
- +5-15 ppts retention uplift
- Account-portfolio reset toward fit-segment customers reduces involuntary churn.
- 20-40% pipeline-conversion lift
- Tightening the motion that turns activity into revenue, segment by segment.
Ranges illustrative — your audit returns the bridge specific to your business.
What moves the number
How VP becomes pipeline and retention motion.
Channel-mix optimisation
Direct, distributor, dealer, OEM-spec-in, partner-ecosystem — costed and margin-mapped per segment. Re-allocates to channels that deliver fit-segment customers at acceptable CAC.
Account-portfolio reset
Existing accounts re-scored against the VP segment-priority map. Concentration risk surfaced. Coverage levels reset by tier — strategic / managed / retained / divested.
Pipeline-conversion discipline
Stage-by-stage conversion rates by segment. Surfaces the qualification gap (front of funnel) and the close-discipline gap (back of funnel) separately.
Methodology
Channel-mix and account growth, made decision-grade.
- How does VP feed channel-mix optimisation?
- VP's segment-priority map ranks segments by WtP fit. GTM reads that ranking, then maps which channels reach which segments at what CAC. The reallocation logic is segment-fit-first, not channel-cost-first.
- What does account-portfolio reset preserve and what does it move?
- Strategic and managed-tier fit-segment accounts stay. Coverage moves: retained accounts go to lighter motion, divested accounts come off the active book. Concentration risk gets explicit pricing in the Strategic Baseline.
- How is the segment-vs-channel gap quantified?
- Per-segment CAC × per-segment LTV against per-channel reach × per-channel margin. Where the four numbers misalign, the gap surfaces with a confidence band and a lever-tagged recommendation.
Audit your growth motion.
5 minutes. €0. Returns your channel-mix map, your first account-health view, and the pipeline-conversion gaps your team is funding right now.