Send us a text

Here are the core areas we discuss in today's episode:
The GTM Model as the Execution Layer of Revenue Architecture

The GTM Model is where all the theory becomes tangible. While the first five models of Revenue Architecture define the who, what, and why of your go-to-market, the GTM Model defines the how. It’s the layer where strategy becomes process, and process becomes pipeline.

“The GTM Model is where the architecture becomes action. But only if the foundations are there first.”

Mats explains that many GTM issues aren’t due to poor execution, but to misapplied or disconnected motions. When done right, the GTM Model becomes the operating system for repeatable, scalable revenue.

Motion-Segment Fit: Choosing the Right Motion for the Right Job

GTM success hinges on what Mats calls motion-segment fit, aligning the right sales or marketing motion with the right type of customer and opportunity. He warns that even strong motions fail when misapplied to the wrong segment.

“Segment-motion fit is what separates scale from waste.”

Rather than chasing trends like PLG or outbound, companies need to diagnose customer size, sales cycle complexity, and deal velocity, then match motions like No Touch, Low Touch, or High Touch accordingly. The GTM Model provides that clarity.

Why Most GTM Execution Breaks: Misaligned Motions, Misfiring TeamsAccording to Mats, the #1 cause of GTM underperformance is premature execution. Teams launch outbound, invest in inbound, or build SDR engines before understanding which motion fits their revenue model, buyer, or product.

“If you start executing without knowing what segment you’re serving, or whether your math works, you’re building GTM on guesswork.”
Mats emphasizes that GTM isn’t about activity volume, it’s about motion precision. Revenue grows when execution is sequenced properly on top of a solid architecture.Layering Motions, Not Replacing ThemMost companies treat GTM like a series of switches: turn inbound off, turn outbound on; replace SDRs with partners; stop sales and try PLG. Mats says that mindset breaks scale.

“Don’t swap plays. Layer them. Each motion adds force, if the engine can handle it.”
The most mature GTM engines aren’t built on one motion, they’re blended. Inbound creates gravity, outbound adds predictability, partners extend reach, and PLG drives efficiency. But only when layered with operational intent.

Enablement is the Make-or-Break for GTM Success

Strategy sounds good in a workshop. But GTM lives or dies in execution. Mats points out that most breakdowns happen not because of poor planning, but because frontline teams weren’t enabled to run the motion.

“Everyone talks about strategy. The hard part is getting teams to run the play.”

For a GTM Model to work, every motion needs content, workflows, CRM triggers, and training mapped to it. Otherwise, you’re just handing your team a playbook they can’t run.

RevOps as the GTM Engineer

RevOps isn’t just ops. It’s the engineering layer of GTM. Mats highlights how RevOps teams are best positioned to measure, monitor, and optimize each motion using data from the Data Model—volume, conversion, and velocity.

“RevOps brings continuity across the motions. They’re the engineers of the GTM machine.”
When GTM is scattered across departments, nothing sticks. When RevOps drives motion execution, feedback loops b

Learn more at www.forceandfrictionpodcast.com