The B2B GTM Wiki by Envizon
Clear frameworks. Real examples. Built for founders who want clarity, not noise.
Envizon Wiki is a living library of go-to-market concepts, frameworks, and execution playbooks for B2B startups. Each topic is explained through the lens of real GTM builds — not theory.
You'll find practical definitions, strategic context, and expert commentary drawn from 20+ startup GTM engines we've built and scaled.
GTM Foundations
An Ideal Customer Profile (ICP) defines the type of company most likely to benefit from your product and deliver long-term value. It includes firmographics, technographics, buying triggers, and pain points.
How early-stage startups confuse ICP with total market size, and how to fix it using problem–persona–priority mapping.
"If everyone is your ICP, no one is." A founder's ICP should evolve every 6 months until PMF stabilizes. - Envizon.
A GTM phase where the founder drives early traction through direct customer engagement before scaling a marketing or sales team.
Founder-led growth works until repeatability breaks. The audit moment is when founder energy exceeds system maturity.
"Founders shouldn’t “get out” of marketing, they should move from doing to enabling." - Envizon
GTM Readiness is the level of alignment between your product, positioning, ICP, messaging, metrics, and team processes. It determines whether you’re prepared to scale demand generation without wasting budget or burning out teams.
Envizon’s 5-Point GTM Readiness Framework: ICP → Messaging → Motion → Metrics → Team.
70% of startups start scaling before readiness, burning both budget and confidence. - Envizon
The moment when your product consistently satisfies a clearly defined market segment.
Why B2B PMF isn’t a survey metric, it’s visible in retention and referral velocity.
"Treat PMF as a living milestone, not a one-time event."- Envizon
Inbound Engine
The process of attracting qualified visitors by aligning content to search intent rather than chasing search volume. It focuses on problems, buying triggers, and decision-stage queries that signal readiness to engage with a sales team.
For B2B SaaS, SEO isn’t about volume,it’s about velocity to intent. Focus on bottom-funnel queries and category education.
" Keyword research should start from sales objections, not SEMrush. " - Envizon
A compounding system where every new piece of content builds momentum for the next.
Blog → Social → Newsletter → LLM discoverability.
Don’t “create more content.” Create better distribution systems. - Envizon
The art of writing content that LLMs (like ChatGPT and Claude) can easily understand, cite, and reuse it. It focuses on clarity, factual density, expert voice, and interconnected topics rather than keyword placement.
Q&A structure, factual density, author schema, and topic interlinking.
"LEO is the new SEO, authority is the new keyword." - Envizon
Outbound Engine
A structured plan for business development reps to generate outbound pipeline through email, calls, and social touches.
The 3-layer Envizon cadence: Awareness → Relevance → Value.
Outbound isn’t spam. It’s empathy at scale. - Envizon
The structured timeline of email touches used to engage cold prospects.
Personalization hierarchy: Industry > Role > Trigger > Insight.
Great sequences don’t sell the product. They sell curiosity. - Envizon
Quantitative measures that track outbound efficiency.
Top 3 ratios to track: Reply Rate, Meeting Rate, Pipeline/Lead.
More meetings ≠ more revenue. - Envizon
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