Data Formula
Data fx
The blueprint for how customer journey stages, conversion signals, and performance metrics are architected across the entire GTM system.
It will help you answer
What moments in the customer journey are non-negotiable truths — where impact either happens or doesn’t?
What would break first if we doubled our pipeline?
What would we need to observe — to know that a customer is moving toward value?
If every step of our bowtie had a red, yellow, or green light then which ones are blinking?
What is something our customer does before they buy that we’re currently ignoring?
What data points today are assumed to matter, but haven’t been causally linked to revenue?
If Marketing, Sales, and CS each had to draw the customer journey on a whiteboard — would the maps even match?
Diagnostic use cases
01
“Our GTM system doesn’t know when it’s working”
First principle: A system must have feedback loops to improve. Without causal signal, you're just running activity and hoping it leads to revenue
02
“We see symptoms, but not causes.”
Must-fix: You know the deal was lost. But you don’t know what signal predicted it, or when it first emerged
03
“There’s no single version of reality.”
First principle: A system without shared language or structure can’t align around truth. Sales says pipeline is healthy. CS says it’s full of churn risks. Marketing says MQLs are gold.
04
“We don’t know what system we’ve actually built.”
Root cause: You cannot improve a machine you don’t understand. You copied funnel stages. You guessed at MQL definitions. You assumed qualification logic.
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Revenue Formula
Money fx
It’s the design logic behind how your business earns, retains, and expands recurring revenue. It defines the rules of the game — and whether you’re playing to win, or playing blind.
Data Formula
Data fx
The blueprint for how customer journey stages, conversion signals, and performance metrics are architected across the entire GTM system.
Math Formula
Numbers fx
A system for calculating, predicting, and designing recurring revenue outcomes by reverse-engineering each lever across the bowtie journey.
Operating Formula
Operating fx
It defines how GTM teams are structured, how handoffs work, what rituals keep things running, and how consistent performance is achieved across every touchpoint.
Growth Formula
Growth fx
Understand how your company should grow — by aligning your go-to-market motion(s) with your revenue model, customer behavior, and team capacity.
How-To Formula
Playbook fx
The exact step-by-step GTM plays your team runs across the bowtie — aquisition, retention and expansion. From cold-call scripts to onboarding plans for every customer.
Get in touch
Let's talk Go-To-Market and opportunities for growth.
Find a timeslot that works for you or email adrian@gtm.company