GTM Operating Plan

The problem I kept seeing

Territory potential and AE headcount get narrated as revenue before anyone has booked it.

The operating model and the revenue model live in different files, so coverage math and capacity math never meet.

Without a repeatable answer: Unassigned potential gets added to the forecast, and a hiring scenario is read as bookings.

What I was working from

Same fictional company. Seeded ICP criteria, territories, accounts, and two scenarios: the current synthetic roster, and an illustrative scale case toward $25M ARR. The $25M view is capacity math, not an outcome the company achieved.

Workflow

Set ICP criteria → Assign territory and owner → Read coverage and ratios → Push the roster into the revenue plan → Review the $10M to $25M case

In plain language

ICP → Territory assignment → Capacity → Coverage ratios → Planning bridge

Described stack — not what this repository runs

Names below are a sketch. They are not completed integrations unless the technology section says Built with.

Next.js · PostgreSQL · Same capacity formulas as the revenue planner · Reviewed-account intake at /data

ICP criteria · Territory · Account · Rep · GTM scenario · Planning bridge · Reviewed account submission

Separate app in gtm-revenue-os. Not embedded on this site. Accepting Larkspur Regional Health, a synthetic review, creates an unassigned account with $380,000 potential and does not insert an opportunity.

Goals

• Suggest ICP fit from stored criteria.
• Show territory coverage, unassigned accounts, and potential as an estimate.
• Push AE count, quota, attainment, ramp, and ending target into the revenue planner without creating bookings.

Out of scope

• Assuming territory potential converts to ARR.
• Claiming this company reached $25M.
• CRM writeback.

Smallest version

Create a territory, assign an account, read unassigned potential, compare headcount scenarios, and apply the roster to the planner. SDR:AE and SE:AE ratios and partner-sourced pipeline are coverage, not revenue.

Question that version tests: When AE headcount changes, does planned capacity change while bookings stay still?

Metrics I would watch

These are not results unless the section above says they are on record.

• An accepted review creates an unassigned account and no opportunity
• A rejected review leaves the account book unchanged
• Territories assigned
• Roster applied to the planner
• Hypothesis: separating capacity, coverage, and potential stops a hiring plan from being read as a bookings result

Headcount changes capacity. It does not create bookings. Potential on an account stays an estimate.

Tradeoffs

• Suggested ICP fit is a rule on stored criteria, not a model score.
• Human assignment stays separate from intake.
• The research feed and this revenue database stay separate so either can be down.

What I would build next

• Receive only reviewed accounts that include a source note.
• Leave live signal polling and sequencer push on the Account Intelligence design.