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A recurring system for keeping GTM decisions accurate.
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| Good assumptions | Bad assumptions |
|---|---|
| Describe buyer behavior, not internal intent | Restate the plan (“We’re targeting mid-market”) |
| Show up in live GTM execution | Beliefs are vague (“Buyers care about value”) |
| Can be contradicted by early signals | Only show up in dashboards |
| Would force a decision if proven wrong | Can fail without changing behavior |
NOTE: If an assumption feels “safe,” it’s probably useless.
Cadence: ☐ Weekly ☐ Bi-weekly ☐ Monthly
Duration: ☐ 30 min ☐ 45 min
Owner: (role / name)
Decision authority present: ☐ Yes ☐ No
NOTE: If “No”, do not run the session.
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Only assumptions that currently shape GTM behavior.
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| ID | Assumption (state as a claim) | Where it shows up |
|---|---|---|
| A1 | (e.g., “Mid-market buyers enter with problem awareness”) | (Homepage headline, outbound opener) |
| A2 | ||
| A3 |
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Leading signals only.
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| Assumption ID | Signal observed | Source | Signal status |
|---|---|---|---|
| A1 | Buyers ask basic “why does this matter?” questions | Sales discovery calls | ☐ Confirms ☑ Contradicts ☐ Unclear |
| A2 |
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Loss of clarity, not performance.
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| Assumption ID | Drift type |
|---|---|
| A1 | ☑ Confusion ☐ Friction ☐ Delay ☐ Resistance |
| A2 |
Related template: **Drift Detection - Early-warning system for GTM decay**