The Founder’s Playbook for Standing Up GTM Infrastructure

Audience: Series A B2B SaaS Founders and Early GTM Leaders
Objective: Build scalable, hybrid GTM infrastructure to drive pipeline, measure performance, and align cross-functional teams.

Introduction: Why This Guide Matters

In the earliest stages of building a B2B SaaS company, success hinges on more than a strong product. Your ability to acquire, convert, and retain customers at scale depends on the strength of your go-to-market (GTM) infrastructure. This guide is designed to be your playbook—whether you're a founder wearing multiple hats or an early GTM leader tasked with building from scratch. We'll walk you through the strategy, tools, systems, and metrics needed to launch a world-class GTM operation.

At Domestique, we’ve supported dozens of Series A companies through this journey. We've distilled our lessons into a framework that scales: Planning, Process, Tooling, Data, and Enablement. Let’s get started.

1. Start Here: The Role of RevOps in GTM Infrastructure

RevOps isn't just a role; it's a philosophy. It's the connective tissue across your customer journey, aligning strategy with execution across marketing, sales, and customer success. It ensures your GTM motion isn’t a patchwork of siloed functions but an orchestrated engine.

What Founders Should Do

• Hire a fractional RevOps lead early to avoid costly rework later.

• Embed RevOps in planning conversations from the outset.

• Empower them to build GTM systems holistically—not just "fix CRM issues."

2. Planning the GTM Engine

Without a plan, GTM teams spin their wheels. Planning defines your targets, focus areas, and resourcing needs.

ICP & Segmentation

• How to do it: Analyze your best customers by firmographics (industry, size, geography) and behavior (use case, buying triggers). Use that to create Tier A (high-fit), B, and C accounts.

• Tools: Clearbit, LinkedIn Sales Navigator, existing CRM/MAP.

Capacity Planning

• How to do it: Use a reverse waterfall model starting from your revenue target. Layer in AE/BDR productivity, close rates, average deal size, and ramp.

• Template: Create a spreadsheet model mapping Q targets to monthly inputs (MQLs, Opps, meetings).

ABM/ABX Targeting

• How to do it: Build account lists by segment. Identify buying committee members. Set account-level engagement targets.

• Cadence: Review monthly in a Demand Council meeting.

3. Process: Codifying the Customer Journey

You can't measure or improve what you haven't defined. Process creates alignment across every GTM handoff.

Lifecycle Stages

• Define each stage with entry/exit criteria, owners, systems of record, and key automations.

• Example: An MQL might require a score of 75+, filled out form, routed to BDR within 5 minutes.

Deal Stages

• Use a 5-stage model: Discovery, Scoping, Proposal, Commit, Closed Won/Lost.

• Stage exit criteria: Define "what good looks like" to progress (e.g., business case validated).

Lead Management

• Build routing rules in tools like LeanData or HubSpot workflows.

• Set SLAs (e.g., all MQLs followed up within 2 hours).

• Add backups for coverage when BDRs are OOO.

4. Tooling: Building a Lean but Scalable Stack

Start lean, but make scalable choices. Focus on systems that give you visibility and can integrate easily.

MVP Stack

• CRM: HubSpot (easy setup) or Salesforce (more flexible).

• MAP: HubSpot (for simplicity) or Marketo (for scale).

• Sales Engagement: Outreach or Apollo for sequencing.

• Enrichment: Clearbit for real-time data.

• Scheduling: Calendly for SDRs/AEs.

Best Practices

• Keep ownership clear: marketing owns MAP, sales owns CRM.

• Use middleware (Zapier) to automate handoffs if native integrations don't exist.

5. Data: Architecting for Visibility

Data tells you what’s working and what’s not. Start clean, define everything, and build dashboards people trust.

System of Record Strategy

• Contacts & Accounts: CRM

• Marketing Touches: MAP

• Activities: CRM + Sequencing tool

Funnel Reporting

• How to do it: Build a dashboard that shows stage-to-stage conversion. Track MQL > SQL > Opp > Close weekly.

• Tool: Use HubSpot, Salesforce Reports, or Looker Studio.

Dashboards

• Ops-Level: Include conversion, velocity, volume.

• Board-Level: Pipeline coverage, forecast vs. target, source performance.

6. Enablement: Driving Accountability & Learning

Operating Cadence

• Weekly GTM Sync: Funnel performance, campaign progress.

• Monthly Campaign Review: What worked, what didn’t.

• Quarterly Planning: Set targets, budget, and campaign themes.

Playbook Documentation

• Create a playbook with sales stages, discovery call guides, follow-up cadences.

• Use tools like Notion or Google Docs to centralize these.

• Standardize onboarding with checklists and role-specific training.

7. Standing Up Inbound & Outbound Motions

Inbound Motion

• Start with high-intent channels: Google Ads, paid LinkedIn, SEO.

• Build strong CTAs and UTMs to attribute correctly.

• Use clear lead capture paths: demo requests, gated content.

Outbound Motion

• Build ICP lists in Apollo/ZoomInfo.

• Create persona-based sequences (3-5 steps for execs, 5-7 for ICs).

• Use intent tools like 6sense to prioritize.

8. Early KPIs & How to Measure Them

Track weekly, review monthly.

• # MQLs: Count of leads meeting score and intent criteria.

• MQL > Opp Conversion Rate: Health of handoff.

• Marketing Sourced & Influenced Pipeline: Attribution-based.

• Close-Win Rate: By source and stage.

• Pipeline Coverage: Pipeline/Quota ratio by AE.

• Top Sources: Volume and win-rate based.

9. Fractional RevOps: How to Hire and What They Own

When to Hire

• As soon as you have a functioning AE + BDR team.

What They Own

• Strategy: Capacity plan, funnel targets

• Process: Lifecycle definitions, routing logic

• Tools: Vendor selection, admin work

• Data: Dashboards, attribution

• Enablement: Training, cadences

How to Work With Them

• Set clear outcomes and timelines

• Meet weekly to unblock work

• Integrate them into GTM leadership syncs

10. DOMESTIQUE’S Templates, Checklists & Systems

• ICP & Segmentation Template

• Funnel Tracking Dashboard

• Campaign Calendar Template

• Lead Routing Flowchart

• Weekly GTM Meeting Agenda

• Outbound Campaign Builder (Messaging + Sequences)

• Revenue Forecast Model

• Attribution Model Summary

• Lifecycle Stage Definitions Document

Closing Thoughts

Standing up a net-new GTM infrastructure is a daunting but thrilling task. With the right systems, a lean team, and a RevOps partner at your side, you can scale confidently. Use this playbook to avoid common pitfalls and build a motion that is measurable, repeatable, and ultimately scalable. Good luck, and go build the engine that grows your business!