Article · long read

The Most Common Go-to-Market Questions This Expert Gets from Early Founders

First Round Review with Emery Rosansky · First Round Review Free Intermediate

Covers ICP definition, the PBC structure for running a sales call, pilot design and weekly forecasting in one place, with templates for the call scorecard and the forecast model. The most useful single page for a founder building their first process.

  • Define ICP by operational signals, not size: for an onboarding tool, companies with 20+ open remote roles on LinkedIn.
  • Keep pilots under 90 days; if value takes six months to show, only run it as a paid pilot.
  • At ACVs of 10K dollars or less, margins look far healthier on a self-serve motion.
  • Run a monthly 90 minute forecast review plus 30 minutes a week on opportunity hygiene and close dates.
Open on review.firstround.com ↗

It answers 5 questions

  1. What does 'go to market' actually mean? People say GTM constantly and I still cannot define it.
  2. I have a call booked with a real prospect tomorrow. What do I do on it?
  3. How do I tell whether our GTM is genuinely working or we just got lucky with a few deals?
  4. My demos go well and then the deal stalls. How do I stop that?
  5. How do I turn random wins into a sales process someone else can run?

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