When I arrived at VRIFY, the work happening across Marketing, Sales, Product, and Geoscience was energetic but fragmented, aka: random acts of Marketing. We had attention from Tier‑1 explorers, promising tech (DORA for AI‑assisted discovery, Viz for interactive 3D presentations), and major event moments on the calendar. What we lacked was a single operating system: shared choices, shared cadences, and a shared scoreboard that turned that energy into compounding results. This is how we built it.
Diagnosis → Strategic Choices
The starting point
High intent around events; inconsistent follow‑through.
Site and lifecycle pulling in different directions; unclear handoffs.
Sales stages existed, but entry/exit criteria, as well as forecast discipline, were uneven.
The choices
Name the game: Lead the “AI‑assisted mineral discovery” category as the only AI-assisted mineral discovery platform that puts the power of AI in the hands of Geoscientists.
Make proof the center: Run proof → demo → win as the universal loop.
Focus the go‑to‑market: ABM + events as the spine; Content‑first with Digital Experience as the through‑path.
Unify the funnel: A To / Through / In motion with shared definitions and metrics.
Instrument the business: Quarterly OKRs and one scorecard everyone trusts.
The Operating System
Cadence
Quarterly: Company & GTM OKRs; investment bets; capacity planning.
Monthly: Pipeline health review (coverage, velocity, stage conversion); ABM tier coverage; forecast and upside.
Two Week Sprints: GTM scorecard; top risks/unblockers; experiment reviews; event follow‑ups.
Org & decision rights
Marketing: Brand, ABM, Content, Digital Experience (website/AEO/GEO/SEO/CRO), Lifecycle, Events.
Sales: Account Executive/ Solutions Architect model; enablement; territories; comp that rewards proof and ARR.
CS/Proof: CSM + Geoscience partnership to run pilots/POCs and generate referenceable proof.
Product: PM + TPMM alignment so launches, narrative, and feature value land coherently.
Decision rights: Named DRIs and stage gates; entry/exit criteria apply across teams.
Unified To / Through / In
To (Demand): ABM plays, field events, thought leadership and social; KPIs: meetings, cost/meeting, Tier‑1/2 coverage.
Through (Digital Experience & Lifecycle): Site speed/AEO/GEO/SEO/CRO; personalized nurture; KPIs: sessions, demo rate, demo quality.
In (Product‑led & Sales): Pilot/proof management; stage discipline; KPIs: proof → demo %, proof win rate, cycle days, opp→win %.
The Scorecard (single source of truth)
Demand: Sessions, demo requests, cost/meeting.
ABM: Tier‑1/2 coverage %, meetings/account, pipeline by tier, meeting→SQL conversion.
Sales: Stage conversion, cycle days, opp→win %, forecast accuracy.
Efficiency: CAC payback, Gross Sales Efficiency, NRR/GRR.
Operating Artifacts (what we used and shipped)
OKRs: Quarterly GTM & Marketing objectives and key results.
Playbooks: ABM personas, tiering rules, channel cadences, event runbooks.
Sales: Stage definitions with entry/exit criteria; enablement packs; comp overview.
Narrative: Category story; product one‑pagers (DORA, Viz); proof library (customer success stories).
Execution Timeline (example arc)
Q1: Category narrative; ABM tiering; sales stages v1; DX speed/AEO/GEO/SEO fixes.
Q2: PDAC launch; lifecycle personalization; ABM activation around field events.
Q3: Proof pipeline scale; forecast discipline; comp tune; partner activation.
Q4: Expansion motion; category PR; refine CAC payback & GSE.
What Changed (alignment → outcomes)
One language for value creation (category → proof → demo → win).
One cadence that compounds learning (OKRs + scorecard).
One funnel with clean handoffs (To / Through / In).
Better focus (Tier‑1/2 accounts) and better forecast discipline.
Outcomes
Demand: sessions ↑ 1200%; demo rate ↑ +45 pp
ABM: 20% of new pipeline sourced by ABM programs.
Sales: proof→demo 60%; demo win rate 80%; cycle days ↓ 25 days; opp→win ↑ +30 pp; forecast accuracy 80%.
Team build & onboarding: 10 critical hires; new‑hire ramp time ↓ 40%.
Efficiency: CAC payback ~2.5 months; GSE ~1.9×; NRR/GRR (Confidential).