GTM Strategist
Prepared for Splose.
Luigi PrestinenziMelbourne, Australia
Splose · Current state
Splose has done the hard part. A brand practitioners trust, demand arriving on its own, more than 25,000 customers, and a team hired to take it further. Inbound works. HubSpot is coming online.
25,000+
Customers already won
Inbound
Demand arriving on its own
Team
Senior AEs, AEs and SDRs hired
The foundation is strong.
Splose · The opportunity
Everything upstream of pipeline is already working. Build a repeatable way to originate demand on top of it, and growth stops depending on how much inbound arrives that month.
An outreach motion succeeds on the system behind it, not the effort in front of it.
Diagnosis
Two halves of one gap. Build the system without the coaching and it decays. Coach without a system and there is nothing to coach against.
01
The system behind it
ICP definition, trigger logic, messaging, cadence architecture and the activity model. Senior AEs, AEs and SDRs have been hired to originate, and there is nothing repeatable for them to run. Some battle card material exists, built informally, never codified.
02
The coaching framework to embed it
A defined standard for what good looks like, deal inspection against buyer evidence, and a weekly coaching rhythm the sales leader owns. Without it, the system is a document that decays.
What compounds it
Why it persists
Deals stall in pipeline
No qualification standard, so nobody can say which deals are real and which are stuck
Reps are not coached to a standard
There is nothing defined to coach against, so activity gets inspected and capability does not
The compounding effect
Inbound already works at Splose. The same standard that makes a cold conversation work makes a warm one convert at a higher rate and a higher value.
Inbound leads get qualified, not just taken
The same qualification standard applied to outbound tells the team which inbound conversations are real and which are curiosity.
Discovery gets deeper on every call
Reps trained to open a cold conversation ask better questions on a warm one, so value is established before price.
Conversion and deal size lift on demand you already have
The same buyer-evidence standard runs across both channels, so coaching compounds instead of splitting in two.
Build it for outbound, and the demand you already have converts better on the way through.
Why a document is not enough
Give an order-taker a cadence and nothing changes. The behaviour has to be built, coached and inspected against a standard, week after week, until it holds.
That is the work. Not the document.
Timing
Pipeline stages and qualification criteria should be defined before the migration completes, not retrofitted afterwards. Define them now and HubSpot becomes the system that shows where deals break down and which reps need coaching.
Define them later and you spend the next twelve months cleaning data that went in structured wrong.
Outbound as a system
A list gets bought. A sequence gets written. It does not work, and the conclusion is that outbound does not work in this market.
Layer
What most teams have
What it needs to be
Target
A broad industry filter
A defined ICP with named accounts and tiering logic
Trigger
Nothing
A watchlist of events that make an account worth contacting now
Message
A product description
A problem the buyer recognises, in their words, before any mention of product
Cadence
An email sequence
Multi-channel, sequenced, with a defined role for each touch
Management
A weekly activity count
Leading indicators, quality inspection, and coaching on the calls
This is the work I did at SprintSuite. One customer, no repeatable way to win another. Outreach is now their strongest lead channel.
Engagements
Step 01
Solves
Pipeline depends on inbound. No repeatable way to originate.
I build
ICP, trigger events, messaging, cadence architecture, activity model and the metrics to run it.
For Splose
The motion the SDRs and AEs were hired to run.
Step 02
Solves
The playbook exists but the team does not execute it, and managers cannot say why.
I build
Training against the playbook, live deal coaching, manager coaching rhythm, reinforcement through Ricavi.
For Splose
The rhythm Ryan runs from Sydney to hold it in place.
Step 03
Solves
No defined standard, no stage logic, no way to diagnose where deals break.
I build
Qualification framework, stage definitions, pipeline architecture, capacity and coverage model.
For Splose
The standard HubSpot needs before migration completes.
The diagnosis determines the sequence, not the brief.
Stage definition
Most pipelines are structured around what the seller did. Sent a proposal. Had a meeting. Following up. Those stages cannot be inspected, because nothing in them is verifiable.
A deal that has not met the criteria for its stage is not slow, it is unqualified. Ryan can triage the pipeline in an afternoon.
There is now a standard, so a rep review is a comparison rather than an opinion.
A number built on buyer evidence, not seller optimism.
The work
I have trained and coached thousands of sellers across the globe, consulted to organisations from early-stage startups to global enterprises, and run as a fractional CRO inside businesses carrying the number myself.
1,000s
Sellers trained and coached globally
Startup → Enterprise
Organisations consulted across every size
Fractional CRO
Carrying the number inside the business
Co-authored with David Fastuca. The sales operating system behind every engagement, published and in the hands of thousands of sellers.
50+ episodes of real conversations with the operators building predictable, profitable revenue. Practitioners, not commentators.
Weekly coaching calls · Courses · AI prompts · Templates and frameworks
A live community of sellers and sales leaders with weekly coaching calls, structured courses and frameworks. Capability development that keeps running after the engagement ends.
Trained reps inside Stripe, HubSpot and F45. The work is built with revenue teams across Australia and Asia Pacific, and tested with the people running them.
Track record
The outreach motion works
SprintSuite
From one client to more than one hundred. Series A raised.
The outreach motion works
“Our outreach motion is now our strongest lead channel, and it carried us from one client to over a hundred and through our Series A.
Fredy Galindo Jnr · Founder, SprintSuite“In just 9 weeks, we saw a 32% increase in new client acquisitions, with 8 contracts signed. The tailored advice and actionable strategies have made a tangible difference in how we approach sales.
Stephen Luxmoore · Founder and CEO, Your HRThe coaching sticks
“I went from not knowing the fundamentals of a sales process and having a fear of pushing through objections to then becoming one of the top sales reps at LinkedIn for North America. I am always learning with Ricavi.
Val Perea · Account Executive, LinkedIn“I would highly recommend Ricavi. They are knowledgeable practitioners who are easy to work with and, after just a few weeks, have made a massive impact on our sales systems.
Katie Swick · Head of Enablement, StripeThe method
Most consultants arrive with a solution and look for a problem it fits. I do the opposite.
Interviews, call reviews, pipeline and data analysis. Find the constraint.
Current state, desired state and the specific gaps between them.
ICP, messaging, playbook, cadences and pipeline stages built for your business.
Train against the playbook and coach live deals. Ryan is trained separately, on what to inspect and how to run a deal review.
Load the playbook and qualification criteria into Ricavi so the coaching continues every day.
Enablement
The team
Trained against the playbook and coached on live deals until the behaviour holds.
The sales leader
What to inspect, when to inspect it, what evidence to look for, and how to run a deal review that changes what a rep does next week rather than restating what happened last week.
The single biggest determinant of whether this investment converts is whether the sales leader has a coaching rhythm. That gets built with him, not handed to him.
Reinforcement
Your ICP, messaging, objections and qualification criteria are loaded into Ricavi. From that point the team is coached against your own standard every day, not just in the session.
Without a reinforcement layer
With Ricavi
Which matters more for a team of order-takers learning a new motion than for any other kind of team.
Methodology
A buyer-centred sales methodology. Built for markets where trust is earned through the quality of thinking, not the volume of activity.
Value
Insight
Strategy
Impact
Outcomes
Needs
Australian and Asia Pacific buyers are direct, sceptical of process for its own sake, and decide in flatter groups. Everything is designed for this market.
Outcomes
The team gets a system it can use every day.
Targeting
Pipeline
Reinforcement
I will not deliver a workshop and leave, hand over a playbook nobody was trained to run, or report on problems without owning part of the fix.
Where it starts
Before any build begins, I run a structured assessment of your go-to-market: targeting, messaging, pipeline, capability, management cadence and data.
You get a written diagnosis with ranked priorities and a recommended sequence.
If the right answer is that you do not need me, you will be told that.
Start the conversation
Building outreach motions. Coaching teams to run them. Designing the GTM model underneath.
Capability Systems™ · Ricavi