Proposed State Overview
This section documents how the Workwise GTM engine should work after implementing our recommendations.Everything in the
/proposed section represents the target state — not the current state. For current state documentation, see the Audit.Executive Summary
The proposed GTM engine addresses all critical findings from the audit:The New Engine
What Changes
1. True Outbound Capability
We will proactively source and engage accounts that have never heard of Workwise.- ICP-based list building
- Cold sequence separate from warm
- Trigger event monitoring
2. Clear Tiering Framework
Every lead will be scored on two axes:- Intent — Engagement signals
- Fit — ICP match
3. Efficient Data Flow
Target: Under 30% drop from enrichment to CRM.- Audit and fix Baseloop filters
- Monitor sync health
- Alert on drop-off spikes
4. Defined Ownership
Clear RACI for every activity:- GTM owns list building, enrichment, sequences
- BDRs own qualification, meetings, handoff
- SLAs for every handoff
5. Optimized Stack
- Consolidate email tools
- Right-channel by persona
- Cost tracking enabled
Sections in This Area
List Building
How we source leads
Enrichment
How we hydrate data
Tiering
How we prioritize leads
Sequences
How we engage leads
Channels
Email, LinkedIn, Calling
Handoffs
GTM ↔ BDR boundaries
HubSpot
CRM configuration