A simple model for all early-stage go-to-market efforts:

1. Pipeline: A reliable way to generate sales conversations with your ICP.
2. Sales Process: A clear sequence for turning conversations into paying customers (often a demand-side demo → deep dive → decision).
3. Delivery Process: A consistent way to get customers results and generate referrals/retention.

Why it matters:

• If pipeline is weak, you can’t test sales or delivery.
• If sales process is weak, pipeline leaks.
• If delivery is weak, retention and referrals collapse.