Plug the program into go-to-market
Connect the search and AI-visibility program to the motion, positioning, launches, sales cycle, and roadmap it is supposed to serve.
Wire the program into the company around it: name the motion and its conversion event, settle the category vocabulary with product marketing, put a surface checklist on every launch, hand sales the pages, and send product a sized memo of the demand no page can answer.
You will have one map that says what conversion means in your motion, which surfaces change on every launch, how sales uses the pages, and how search evidence reaches product.
A program that runs beside go-to-market gets cut in the first budget review, no matter how good its numbers are. A program that runs inside it becomes the way the company learns what buyers call the category, what they ask before a demo, and what the product cannot yet answer.
IF YOU SKIP IT / A program that runs beside go-to-market is the first line cut in a budget review, however good its numbers are. Nobody defends a channel that never told sales anything and never told product anything.
- Motion
- How the company sells: product-led (self-serve signup and activation), sales-led (demo and rep), or hybrid (trial handed to sales). It decides what a conversion is.
- Conversion definition
- The written statement of which event counts, where it fires, and which pages may send a buyer to it. Module 09 asked for it; this module owns it.
- Category vocabulary
- The phrase the company, its buyers, and its third-party profiles use for what the product is. When the three differ, engines have to guess.
- Launch surface checklist
- One reusable list of every surface a release can change, with an owner and a date per row. It lives in the release template, not in the marketing drive.
- Product-fit gap
- Demand the program can see but no page can answer, because the product lacks the capability. Sized and sent to product, it is roadmap evidence.
Each phase feeds the next. Don't skip ahead, the artifact at the end is only trustworthy if every phase ran.
- 01Name the motion
Write the motion, the conversion event, where it fires, and which pages may send a buyer there.
- 02Trace one path
Walk one real conversion backwards through every system and screenshot each hop.
- 03Check vocabulary
Compare the identity sentence, buyer phrases, and profile categories, and settle differences with PMM.
- 04Install the checklist
Put the launch surface checklist into the release template with an owner per row.
- 05Equip sales
Publish the pre-demo page index and route audit objections to PMM with reframes attached.
- 06Collect gaps
Filter audit findings to product-fit gaps and size each with volume, frequency, and lost deals.
- 07Send the memo
One page to product every month, led by the gap with the most evidence.
- 08Review loops
Once a month, check every loop for a named owner on the other side and movement since last time.
- ✓You now have
GTM integration map
Name the motion and what conversion means in it
Product-led, sales-led, and hybrid companies mean different things by a conversion, and the whole program inherits that definition.
Ask three companies what a conversion is and you get three answers. The product-led tool counts an activated workspace. The sales-led platform counts a demo that a rep accepted. The hybrid counts a trial that sales later decided was real. Every lesson in this course used the sales-led version, because that is where the running example lived, and if your motion is different then 'converted' in your scorecard has meant something different the whole way through.
So write the motion down in one line, then the event, then where it fires, then which pages are allowed to send a buyer there. Then trace one real path from a search or an AI answer all the way to that event and list every system it passes through. On a product-led motion that path runs through an onboarding flow the search team has never seen. On a sales-led one it runs through a CRM field nobody has defined. Either way, the definition you write here is the one Module 09 has been waiting for.
An activated workspace
A qualified demo, accepted by a rep
A trial that sales accepts
Product analytics
CRM deal stage
Product analytics, then the CRM handoff
Signup, then onboarding
Demo request or pricing
Free trial
An account that reached activation, traced back to a session
A demo a rep accepted, traced back to a session
A trial that crossed the written handoff rule, traced back to a session
- 01
Write down the motion: self-serve signup, sales-assisted demo, or a hybrid where trials feed a sales team.
- 02
Define the conversion event the program is judged on, where it fires, and which pages are allowed to send a buyer there.
- 03
Trace one real path from a search or an AI answer to that event and record every system it passes through.
- Write one line: "We are [product-led / sales-led / hybrid]. A conversion is [event], it fires in [system], and these pages are allowed to send a buyer there: [list]."
- Pick one closed deal or one activated account from the last month and walk it backwards: the CRM record, the form or signup, the session, the landing page, the query or prompt. Screenshot each hop.
- Take the definition to whoever owns the CRM or product analytics and get them to confirm it in writing. If it cannot be split by landing page and by branded against non-branded, that is the first request.
The motion, the conversion event, and the system where it fires are written in one place, and one real buyer path has been traced through every system it touches.
- PRO TIP
On a product-led motion, activation is the honest conversion and signup is a vanity event. Report both, judge on the first, and expect the search team to need a seat in the onboarding analytics.
- WATCH OUT
A hybrid motion with no written handoff rule between trial and sales will produce two different conversion counts from two teams. Get the rule before you get the number.
OPTIONAL / AI CO-PILOTRun this lesson with AI, the prompt, sources and expected output+
Choose the business priority, interpret exceptions, protect confidential data, challenge weak evidence, and approve the final decision.
Clean, classify, compare, calculate, and draft rows from supplied evidence. AI may surface patterns; it does not own strategy.
CRM / product analytics, plus owned rows per release from Release tool (Linear, Jira, Notion).
| Motion | Conversion event | Fires in | Pages allowed to send there | Split by landing page | Split by brand | Confirmed by |
|---|---|---|---|---|---|---|
| Sales-led | Qualified demo accepted | HubSpot deal stage | /agency-reporting/, /vs/*, /pricing/ | Yes | Yes | RevOps, 2026-09-02 |
CLAUDE / CHATGPT PROMPTAnalyze the evidence without outsourcing the decision+
Remove personal or confidential data. Attach the named exports, explain every column, and tell the model when the dataset was collected.
You are assisting a human B2B SaaS SEO and AEO operator with Module 11: Plug the program into go-to-market. Current lesson: Name the motion and what conversion means in it Objective: Product-led, sales-led, and hybrid companies mean different things by a conversion, and the whole program inherits that definition. Required artifact: GTM integration map BUSINESS CONTEXT I WILL PROVIDE - Product, category, target market, pricing model, sales motion, and geography - The priority customer segment and the commercial outcome for this 90-day cycle - Signed definition exported from CRM / product analytics - Owned rows per release exported from Release tool (Linear, Jira, Notion) - Definitions for any internal fields, stages, scores, and abbreviations TASK 1. Write down the motion: self-serve signup, sales-assisted demo, or a hybrid where trials feed a sales team. 2. Define the conversion event the program is judged on, where it fires, and which pages are allowed to send a buyer there. 3. Trace one real path from a search or an AI answer to that event and record every system it passes through. REQUIRED OUTPUT Return a table using these exact columns: Motion | Conversion event | Fires in | Pages allowed to send there | Split by landing page | Split by brand | Confirmed by. For every recommendation, cite the source row, URL, call note, or data point that supports it. Add a confidence column in your analysis: High, Medium, or Low. List missing evidence separately instead of guessing. Finish with a section named HUMAN DECISIONS REQUIRED. RULES - Do not invent search volume, revenue, customer statements, product capabilities, or competitor facts. - Do not treat correlation as causation. - Preserve contradictory evidence and explain why it conflicts. - Do not make the final priority or publishing decision. Prepare the evidence for a human owner. - Use this example only as a format reference, not as evidence: A PLG tool counts an activated workspace; a sales-led platform counts a qualified demo; a hybrid counts a trial that sales later accepts. Same page, three different scoreboards.
The motion and its conversion event are written down. A named human owner must verify this before the lesson is complete.
A PLG tool counts an activated workspace; a sales-led platform counts a qualified demo; a hybrid counts a trial that sales later accepts. Same page, three different scoreboards.
Check positioning against the category vocabulary
The category name product marketing chose and the one buyers use are often different words, and engines side with the buyers.
Product marketing names the category on a slide. Buyers name it in a search box. Engines side with the buyers, and they also read every profile the company ever filled in. On one diagnosis, the website said 'revenue intelligence', the review profile said 'CRM analytics', and the buyers typed 'sales forecasting software'. Three names, one product, and only the third had any demand behind it.
So put the three lists next to each other: the identity sentence you wrote in Module 01, the words buyers actually used in calls and queries, and the category each third-party profile currently states. Every disagreement is a place the model has to guess. Settle each one with product marketing rather than around them, because the phrase you pick becomes the heading, the profile field, and the prompt, in that order, and it only works if PMM will still be saying it in six months.
- 01
Put three lists side by side: the identity sentence from Module 01, the category terms buyers used in calls and queries, and the category each third-party profile currently states.
- 02
Mark every place the three disagree and decide, with product marketing, which phrasing the company will stand behind.
- 03
Roll the decision through the identity sentence, the money pages, the profiles, and the prompt set, in that order.
- Build a three-column sheet: the category phrase in the identity sentence, the top five category phrases from the Module 01 language library and Search Console queries, and the category field on each profile (G2, Capterra, partner directories). Highlight every cell that differs.
- Book 30 minutes with product marketing and walk the highlighted cells. The output is one phrase and the reason, written down, plus any phrase PMM refuses that you now know not to use.
- Roll the decision in order: identity sentence first, then money-page headings, then profiles, then the prompt set. Re-run the validation prompts 30 days later.
Identity sentence, buyer vocabulary, and every third-party profile use one category phrasing, and product marketing signed off on it rather than finding out from a page.
- PRO TIP
When PMM and the buyers disagree, the buyers usually win on pages and PMM usually wins on the slide. That is fine. Use the buyer phrase in headings and the PMM phrase in the sentence beneath it, so both exist and neither contradicts the other.
- WATCH OUT
Changing the category phrase without telling sales creates a call where the rep uses one word and the page uses another. Ship the vocabulary to the battlecard the same week.
OPTIONAL / AI CO-PILOTRun this lesson with AI, the prompt, sources and expected output+
Choose the business priority, interpret exceptions, protect confidential data, challenge weak evidence, and approve the final decision.
Clean, classify, compare, calculate, and draft rows from supplied evidence. AI may surface patterns; it does not own strategy.
Release tool (Linear, Jira, Notion), plus enablement loop from Sales wiki + call notes.
| Source | Category phrase | Evidence | Matches identity sentence | Decision | Owner | Rolled to |
|---|---|---|---|---|---|---|
| G2 profile | CRM analytics | Profile field, 2025 | No | Change to “agency reporting platform” | PMM | Profile, headings, prompts |
CLAUDE / CHATGPT PROMPTAnalyze the evidence without outsourcing the decision+
Remove personal or confidential data. Attach the named exports, explain every column, and tell the model when the dataset was collected.
You are assisting a human B2B SaaS SEO and AEO operator with Module 11: Plug the program into go-to-market. Current lesson: Check positioning against the category vocabulary Objective: The category name product marketing chose and the one buyers use are often different words, and engines side with the buyers. Required artifact: GTM integration map BUSINESS CONTEXT I WILL PROVIDE - Product, category, target market, pricing model, sales motion, and geography - The priority customer segment and the commercial outcome for this 90-day cycle - Owned rows per release exported from Release tool (Linear, Jira, Notion) - Enablement loop exported from Sales wiki + call notes - Definitions for any internal fields, stages, scores, and abbreviations TASK 1. Put three lists side by side: the identity sentence from Module 01, the category terms buyers used in calls and queries, and the category each third-party profile currently states. 2. Mark every place the three disagree and decide, with product marketing, which phrasing the company will stand behind. 3. Roll the decision through the identity sentence, the money pages, the profiles, and the prompt set, in that order. REQUIRED OUTPUT Return a table using these exact columns: Source | Category phrase | Evidence | Matches identity sentence | Decision | Owner | Rolled to. For every recommendation, cite the source row, URL, call note, or data point that supports it. Add a confidence column in your analysis: High, Medium, or Low. List missing evidence separately instead of guessing. Finish with a section named HUMAN DECISIONS REQUIRED. RULES - Do not invent search volume, revenue, customer statements, product capabilities, or competitor facts. - Do not treat correlation as causation. - Preserve contradictory evidence and explain why it conflicts. - Do not make the final priority or publishing decision. Prepare the evidence for a human owner. - Use this example only as a format reference, not as evidence: The site said “revenue intelligence,” the G2 profile said “CRM analytics,” and buyers typed “sales forecasting software.” Only the third one had demand.
Positioning, buyer vocabulary, and profiles use one category phrasing. A named human owner must verify this before the lesson is complete.
The site said “revenue intelligence,” the G2 profile said “CRM analytics,” and buyers typed “sales forecasting software.” Only the third one had demand.
Run the launch playbook
Every release changes what the company can truthfully claim, and every surface that carries the old claim is now a liability.
Product ships an integration on Tuesday. On Wednesday the integration page still lists the old partners, the comparison table still shows a cross where a tick now belongs, the review profile still carries last year's feature list, and the model that summarises your product is reading all three. A launch that only updates the blog post has made the company slightly less truthful everywhere else.
So keep one launch checklist with a row per surface and never build it fresh. For each release, mark the rows that change, put a name and a date inside the launch window on each, and then do the part everyone skips: re-run the validation prompts two to four weeks later and log whether the new capability actually shows up in answers. That log is how you learn how long your company's changes take to reach the models.
- 01
Keep one launch checklist with a row per surface: product page, comparison rows, integration page, docs, review profiles, partner listings, battlecard, and the prompt set.
- 02
For each release, mark which rows change, name the owner, and set a date inside the launch window rather than after it.
- 03
Re-run the affected prompts two to four weeks after launch and log whether the new capability shows up in answers.
- Create the checklist once, in the tool product uses for releases (Linear, Notion, Jira), with one row per surface: product page, comparison rows, integration page, docs, review profiles, partner listings, battlecard, prompt set. Add columns for owner, date, and done.
- Get the checklist added to the release template so it appears on every launch automatically, rather than depending on someone remembering to invite you.
- Two to four weeks after each launch, re-run the validation prompts that name the new capability and log presence per engine. Keep the log; the lag is a number you will quote later.
The launch checklist exists as one reusable document, the last release has a name and a date on every row it touched, and its prompts were re-run after the window.
- PRO TIP
The comparison table is the surface most often left stale, because it lives on a page nobody in product owns. Put it first on the checklist with a named owner from the search side.
- WATCH OUT
Updating the review profile is not a marketing task; it goes through a vendor portal with its own approval cycle. Start that row on launch day, not after.
OPTIONAL / AI CO-PILOTRun this lesson with AI, the prompt, sources and expected output+
Choose the business priority, interpret exceptions, protect confidential data, challenge weak evidence, and approve the final decision.
Clean, classify, compare, calculate, and draft rows from supplied evidence. AI may surface patterns; it does not own strategy.
Sales wiki + call notes, plus monthly gap memo from Productboard / PRD doc.
| Release | Surface | Changes | Owner | Due | Done | Prompt re-run |
|---|---|---|---|---|---|---|
| HubSpot integration v2 | Comparison rows | Native sync: cross to tick | SEO lead | Launch +3 days | Yes | 2026-09-18, present 6 of 8 |
CLAUDE / CHATGPT PROMPTAnalyze the evidence without outsourcing the decision+
Remove personal or confidential data. Attach the named exports, explain every column, and tell the model when the dataset was collected.
You are assisting a human B2B SaaS SEO and AEO operator with Module 11: Plug the program into go-to-market. Current lesson: Run the launch playbook Objective: Every release changes what the company can truthfully claim, and every surface that carries the old claim is now a liability. Required artifact: GTM integration map BUSINESS CONTEXT I WILL PROVIDE - Product, category, target market, pricing model, sales motion, and geography - The priority customer segment and the commercial outcome for this 90-day cycle - Enablement loop exported from Sales wiki + call notes - Monthly gap memo exported from Productboard / PRD doc - Definitions for any internal fields, stages, scores, and abbreviations TASK 1. Keep one launch checklist with a row per surface: product page, comparison rows, integration page, docs, review profiles, partner listings, battlecard, and the prompt set. 2. For each release, mark which rows change, name the owner, and set a date inside the launch window rather than after it. 3. Re-run the affected prompts two to four weeks after launch and log whether the new capability shows up in answers. REQUIRED OUTPUT Return a table using these exact columns: Release | Surface | Changes | Owner | Due | Done | Prompt re-run. For every recommendation, cite the source row, URL, call note, or data point that supports it. Add a confidence column in your analysis: High, Medium, or Low. List missing evidence separately instead of guessing. Finish with a section named HUMAN DECISIONS REQUIRED. RULES - Do not invent search volume, revenue, customer statements, product capabilities, or competitor facts. - Do not treat correlation as causation. - Preserve contradictory evidence and explain why it conflicts. - Do not make the final priority or publishing decision. Prepare the evidence for a human owner. - Use this example only as a format reference, not as evidence: A new HubSpot integration touches the integration page, two comparison rows, the docs, the G2 feature list, one partner directory, and eight validation prompts.
Every launch has a surface checklist with owners and dates. A named human owner must verify this before the lesson is complete.
A new HubSpot integration touches the integration page, two comparison rows, the docs, the G2 feature list, one partner directory, and eight validation prompts.
Turn search into sales enablement
The comparison pages, answer passages, and objection reframes were built for buyers. Sales has the same buyers on a call.
The comparison page, the answer passages, and the objection reframes were all written for a buyer who is deciding. Sales has that same buyer on a call every day and is reading from a deck built two years ago. The cheapest enablement you will ever ship is a one-page index: here are the pages that answer what buyers ask before a demo, and here is the one line that says why to send each.
Then run the loop the other way. Every recurring objection the Module 06 audit surfaced goes to product marketing with the Module 08 reframe attached, so the answer on the call and the answer on the page are the same sentence. And once a month, ask sales one question: which phrases did buyers use this month that the site does not? That answer is Module 01's raw material, and it is free.
- 01
Give sales a short index of the pages that answer the questions buyers ask before a demo, with the one-line reason to send each.
- 02
Route every recurring objection from the Module 06 audit to product marketing with the reframe from Module 08 attached.
- 03
Once a month, ask sales which buyer phrases they heard that the site does not use yet, and feed them back to Module 01.
- Build the index as one page in the sales wiki: page, the buyer question it answers, the one-line reason to send it. Cap it at twelve rows so it gets read.
- Export the objection themes from the Module 06 sentiment prompts, attach the Module 08 reframe and its evidence to each, and send them to product marketing as a single doc for approval.
- Add one question to the monthly sales meeting: "What did buyers call things this month that our site does not?" Capture the answers in the Module 01 language library with a tally.
Sales has a one-page index of pre-demo pages and uses it, every recurring objection has a reframe that product marketing approved, and the monthly buyer-phrase question is on the calendar.
- PRO TIP
A rep who sends the comparison page before the demo gets a prospect who has already answered "why you over X" for themselves. Track how often the index pages appear in the CRM email log; that is your adoption metric.
- NO BUDGET?
No sales team yet? Run the same loop with support and onboarding. The phrases buyers use in tickets are the same phrases they use in prompts, and support hears them earlier.
OPTIONAL / AI CO-PILOTRun this lesson with AI, the prompt, sources and expected output+
Choose the business priority, interpret exceptions, protect confidential data, challenge weak evidence, and approve the final decision.
Clean, classify, compare, calculate, and draft rows from supplied evidence. AI may surface patterns; it does not own strategy.
Productboard / PRD doc, plus signed definition from CRM / product analytics.
| Buyer question | Page | Send it when | One-line reason | Objection reframe | PMM approved | Sent last month |
|---|---|---|---|---|---|---|
| Why you over AgencyAnalytics? | /vs/agencyanalytics/ | Before the first demo | Answers the comparison they will run anyway | Yes, integrations depth | Yes | 11 |
CLAUDE / CHATGPT PROMPTAnalyze the evidence without outsourcing the decision+
Remove personal or confidential data. Attach the named exports, explain every column, and tell the model when the dataset was collected.
You are assisting a human B2B SaaS SEO and AEO operator with Module 11: Plug the program into go-to-market. Current lesson: Turn search into sales enablement Objective: The comparison pages, answer passages, and objection reframes were built for buyers. Sales has the same buyers on a call. Required artifact: GTM integration map BUSINESS CONTEXT I WILL PROVIDE - Product, category, target market, pricing model, sales motion, and geography - The priority customer segment and the commercial outcome for this 90-day cycle - Monthly gap memo exported from Productboard / PRD doc - Signed definition exported from CRM / product analytics - Definitions for any internal fields, stages, scores, and abbreviations TASK 1. Give sales a short index of the pages that answer the questions buyers ask before a demo, with the one-line reason to send each. 2. Route every recurring objection from the Module 06 audit to product marketing with the reframe from Module 08 attached. 3. Once a month, ask sales which buyer phrases they heard that the site does not use yet, and feed them back to Module 01. REQUIRED OUTPUT Return a table using these exact columns: Buyer question | Page | Send it when | One-line reason | Objection reframe | PMM approved | Sent last month. For every recommendation, cite the source row, URL, call note, or data point that supports it. Add a confidence column in your analysis: High, Medium, or Low. List missing evidence separately instead of guessing. Finish with a section named HUMAN DECISIONS REQUIRED. RULES - Do not invent search volume, revenue, customer statements, product capabilities, or competitor facts. - Do not treat correlation as causation. - Preserve contradictory evidence and explain why it conflicts. - Do not make the final priority or publishing decision. Prepare the evidence for a human owner. - Use this example only as a format reference, not as evidence: A rep sends the comparison page instead of the deck, and the prospect arrives at the demo already past the “why you over X” question.
Sales has the page index and the objection loop runs monthly. A named human owner must verify this before the lesson is complete.
A rep sends the comparison page instead of the deck, and the prospect arrives at the demo already past the “why you over X” question.
Feed search evidence back into the roadmap
Some demand cannot be answered by any page, because the product does not do the thing yet. That is the most valuable finding the program produces.
Some of the demand you mapped cannot be answered by any page, because the product does not do the thing. Buyers ask an assistant for a tool with multi-currency reporting, you do not have it, and no amount of answer clarity changes the answer. Most programs treat that as a dead end. It is the opposite: it is the only place where search evidence turns into a roadmap conversation, with numbers attached.
So collect the product-fit gaps the Module 06 audit already classified, the prompts where you are absent because the capability is missing rather than because the page is weak. Size each one with what you have: query volume, prompt frequency, lost-deal mentions, and which competitors already answer it. Then send product one page a month. What buyers ask for, how often, who answers it today, and what it would take to be eligible. Product gets a demand signal nobody else in the company can give them, and the search program gets a seat at the roadmap table.
The Module 06 audit says you are not named. That is a signal, not a cause.
Would the best possible page still be false?
- The claim is unclear or unscoped
- No evidence a reader can check
- Never fetched, or fetched and empty
- The capability is missing
- Buyers ask for it anyway
- A competitor answers it today
Writing the page that implies the capability exists captures the demand for a quarter. Then the model repeats it, a buyer asks sales about it, and the credibility cost lands on every true claim you make.
- 01
Collect the product-fit gaps from the Module 06 audit: prompts where the brand is absent because the capability is missing, not because the page is weak.
- 02
Size each one with the evidence you have: query volume, prompt frequency, lost-deal mentions, and competitor coverage.
- 03
Send product a one-page memo each month: what buyers ask for, how often, who answers it today, and what it would take to be eligible.
- Filter the Module 06 findings to the product-fit class: brand absent, capability confirmed missing, page quality not the cause. Put them in their own sheet.
- Size each gap in four columns: monthly query volume from Search Console or a keyword tool, prompt frequency from the tracking set, lost-deal mentions from the CRM or call notes, and competitors who answer it today.
- Write the memo as one page, monthly, in the format product already reads (a PRD summary, a Productboard insight, a Notion doc). Lead with the gap that has the most evidence, not the one you like most.
Product-fit gaps sit in their own list with volume, frequency, and lost-deal evidence beside each, and product has received at least one sized memo.
- PRO TIP
The memo is not a feature request. It is evidence of demand with a source on every number. Let product decide what to build; your job is to make the demand impossible to ignore.
- WATCH OUT
Do not write a page that implies the capability exists to capture the demand early. The model will repeat it, a buyer will ask sales about it, and the credibility cost lands on every other claim you make.
OPTIONAL / AI CO-PILOTRun this lesson with AI, the prompt, sources and expected output+
Choose the business priority, interpret exceptions, protect confidential data, challenge weak evidence, and approve the final decision.
Clean, classify, compare, calculate, and draft rows from supplied evidence. AI may surface patterns; it does not own strategy.
CRM / product analytics, plus owned rows per release from Release tool (Linear, Jira, Notion).
| Capability asked for | Prompt frequency | Query volume | Lost-deal mentions | Competitors answering | Evidence links | Sent to product |
|---|---|---|---|---|---|---|
| Multi-currency reporting | 14 of 40 prompts | 480 / mo | 3 in Q2 | Whatagraph, DashThis | Prompt log + CRM tag | 2026-09-01 |
CLAUDE / CHATGPT PROMPTAnalyze the evidence without outsourcing the decision+
Remove personal or confidential data. Attach the named exports, explain every column, and tell the model when the dataset was collected.
You are assisting a human B2B SaaS SEO and AEO operator with Module 11: Plug the program into go-to-market. Current lesson: Feed search evidence back into the roadmap Objective: Some demand cannot be answered by any page, because the product does not do the thing yet. That is the most valuable finding the program produces. Required artifact: GTM integration map BUSINESS CONTEXT I WILL PROVIDE - Product, category, target market, pricing model, sales motion, and geography - The priority customer segment and the commercial outcome for this 90-day cycle - Signed definition exported from CRM / product analytics - Owned rows per release exported from Release tool (Linear, Jira, Notion) - Definitions for any internal fields, stages, scores, and abbreviations TASK 1. Collect the product-fit gaps from the Module 06 audit: prompts where the brand is absent because the capability is missing, not because the page is weak. 2. Size each one with the evidence you have: query volume, prompt frequency, lost-deal mentions, and competitor coverage. 3. Send product a one-page memo each month: what buyers ask for, how often, who answers it today, and what it would take to be eligible. REQUIRED OUTPUT Return a table using these exact columns: Capability asked for | Prompt frequency | Query volume | Lost-deal mentions | Competitors answering | Evidence links | Sent to product. For every recommendation, cite the source row, URL, call note, or data point that supports it. Add a confidence column in your analysis: High, Medium, or Low. List missing evidence separately instead of guessing. Finish with a section named HUMAN DECISIONS REQUIRED. RULES - Do not invent search volume, revenue, customer statements, product capabilities, or competitor facts. - Do not treat correlation as causation. - Preserve contradictory evidence and explain why it conflicts. - Do not make the final priority or publishing decision. Prepare the evidence for a human owner. - Use this example only as a format reference, not as evidence: “Multi-currency reporting” appears in 14 prompts, 3 lost deals, and 2 competitor comparison pages. No page can fix that. The roadmap can.
Product receives a sized gap memo every month. A named human owner must verify this before the lesson is complete.
“Multi-currency reporting” appears in 14 prompts, 3 lost deals, and 2 competitor comparison pages. No page can fix that. The roadmap can.
The workspace shows the integration map for one company: the motion and its conversion event at the top, then the four loops beneath it, positioning, launches, sales, and roadmap, each with what search gives the surface and what the surface gives back. Every loop has a named owner on the other side. If a row has only your name on it, that loop is not running yet.
Search inside the company
Map the motion, the conversion event, and the four loops that connect the program to positioning, launches, sales, and the roadmap.
Loop health by surface
A loop is running when the other side has a named owner and something moved last month.
Check each item only after the artifact meets the standard. Progress saves on this device; use the academy-home backup to move it elsewhere.