6sense GTM Maturity Model Overview

Alex Ryan

GTM Maturity Model is the framework you will use to benchmark a clear, staged path to achieving more predictable pipeline and revenue.

What is the Maturity Model?

At a glance, the model is a three‑stage, phased framework—Groundwork → Transform → Maximize—that aligns Marketing, Sales, and RevOps around how you adopt and operationalize account‑based motions. Each stage builds on the prior one so your teams can move with more precision, speed, and impact.

• Groundwork: Reveal in‑market accounts, tighten ICP and coverage, and prioritize the right accounts for sales—building a solid data and process foundation.
• Transform: Activate and scale coordinated engagement across channels and teams; introduce automation and intelligent workflows to boost efficiency.
• Maximize: Personalize across touch points, optimize performance with data, and extend value into areas like territory design and capacity planning.

What does the Maturity Model do for your organization?

The Maturity Model gives you a shared language and roadmap to align strategy, data, and day‑to‑day execution across Marketing, Sales, and RevOps—so you can engage smarter, move faster, and win bigger as you progress.  Concretely, the model maps real use cases to the business outcomes you care about most. A few examples:

• Improve Sales Productivity: Prioritize Accounts, Prospect Intelligently, Qualify & Manage Opportunities → reps focus on higher‑conversion work and move deals faster.
• Increase GTM Efficiency: Identify Target Accounts, Align Technology & Data, Ensure CRM Account Coverage → eliminate silos, reduce waste, and create consistent operating rhythm.
• Accelerate Growth Initiatives: Engage Through Digital Advertising, Automate Personalized Email, Personalized Experiences → expand reach and relevance while maintaining efficiency.

Pair each prioritized use case with clear adoption metrics and leading KPIs, so you can see and communicate progress (not just lagging outcomes).

Additional Benefits:

• Faster time to impact: Start with the highest‑leverage foundations—e.g., ICP and account prioritization—so sellers can act immediately while Marketing orchestrates smarter programs.
• Confidence in sequencing: The phased approach avoids trying to “do everything at once,” which protects adoption and ensures durable behavior change as you scale.
• Measurable progress: Use‑case‑level KPIs and adoption signals to show what’s working, what to optimize next, and where to double down.