Establish the routes to market, GTM Archetypes, and revenue models that efficiently convert opportunity into realized revenue — anchored by the Business Architecture Continuum.
PLAY 3.1: Market Access Design: Execute the Business Architecture Continuum analysis to establish the firm’s fundamental GTM model — and determine the most efficient, Continuum-aligned pathways through which the firm gains access to its ICP.
PLAY 3.2: Channel Orchestration: Select the GTM Archetype most aligned to the firm’s Continuum position — and design the full GTM Continuum: the coordinated channel architecture that deploys BVP, OVP, and AVP to the right Engagement Persona at the right buyer stage.
PLAY 3.3: Revenue Modeling: Build an assumption-explicit, multi-stream revenue model that translates GTM strategy into financial projections and serves as the operational dashboard for revenue leadership.