Lesson 04 – Building a CRM Pipeline from GTM Inputs¶

Translating a go-to-market (GTM) plan into actionable CRM records ensures your team can execute and track outreach effectively. This lesson shows how GTM components map to CRM objects and provides step-by-step guidance for entering and monitoring data.

🧭 Mapping GTM Elements to CRM Entities¶

GTM Component	CRM Entity	Purpose	Example Fields
Audience segments	Leads	Store contact details for each target persona.	Name, Company, Persona, Source
Channels (email, social, events)	Tasks/Activities	Log outreach work and assign to team members.	Type, Due Date, Owner
Success metrics (conversion rate, deal size)	Opportunities & Fields	Track progress through stages and record quantitative results.	Stage, Expected Value, Probability

flowchart LR
    A[Audience] --> B[Lead Created]
    B --> C[Opportunity Qualified]
    C --> D[Deal Closed]
    B --> E[Tasks by Channel]

📝 Sample Data Entry Steps¶

Create a Lead with the prospect's name, company, and segment.

Example lead:

Field	Sample Value
Name	Jane Doe
Company	ExampleCorp
Segment	Healthcare CTO
2. Log a Task for the first outreach channel (e.g., send intro email).
- Example task:

Field	Sample Value
Type	Email
Subject	Introductory outreach
Due Date	2024-07-01
Owner	Alex Smith
3. Convert the Lead to an Opportunity once interest is confirmed.
4. Add Follow‑up Tasks for additional channels like calls or demos.

📊 Tracking Pipeline Metrics¶

Update Opportunity Stage after each interaction to reflect progress.
Example stages: Prospecting → Proposal → Negotiation → Closed Won.
Record Key Metrics such as expected value or probability of close.

Example metrics:

Field	Sample Value
Expected Value	$50,000
Probability	40%
3. Review Task Completions to ensure all channel activities are executed.
4. Use CRM Dashboards to monitor conversion rates and deal velocity.

These steps help transform a strategic GTM plan into a measurable pipeline where every interaction contributes to closing deals.