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How I run a GTM teardown in 90 minutes

By Rosh Perera10 min
Workshops
How I run a GTM teardown in 90 minutes
Roshintha Perera · 10 min read

The 90-minute GTM teardown is the workshop format I've run most often, for in-house teams, founder cohorts, and the occasional board offsite. It works because it's brutally constrained.

Here's the entire thing.

  1. 5 min
    The setup
    Pipeline data, ICP doc, latest experiment. No decks.
  2. 25 min
    Act 1: The Funnel Walk
    Every stage, first touch to closed-won.
  3. 25 min
    Act 2: The Three Cuts
    A channel, a segment, a funnel stage.
  4. 20 min
    Act 3: The One Bet
    One bet for the next 6 weeks.
  5. 15 min
    Close: Artifacts
    Three artifacts on one page.

The setup (5 min)

Everyone shows up with: the last week's pipeline data, the current ICP doc, and the most recent campaign or experiment they ran. No decks. No "let me set the context."

Leave at the door
  • Decks
  • "Let me set the context"
Bring
  • Last week's pipeline data
  • The current ICP doc
  • The most recent campaign or experiment

Act 1: The Funnel Walk (25 min)

Walk every stage from first touch to closed-won. At each stage:

  • What's the actual conversion rate, in the last 30 days?
  • What's the conversation rate (how many useful conversations happen per X attempts)?
  • Where does time leak, the gap between a stage entering and exiting?

The act is the diagnostic. Most teams haven't walked it in months.

At every funnel stage, ask
  1. Conversion rate
    The actual number, last 30 days.
  2. Conversation rate
    Useful conversations per X attempts.
  3. Time leak
    The gap between entering and exiting the stage.

Act 2: The Three Cuts (25 min)

Pick three: a channel to cut, a segment to deprioritise, a stage of the funnel to surgically rebuild. Just three. Force the trade-off.

If the team can't agree on three, they don't have alignment, they have an unmade decision pretending to be a strategy.

A channel to cut
Stop spending on it.
A segment to deprioritise
Stop chasing it.
A funnel stage to rebuild
Surgically. Not everything.

Act 3: The One Bet (20 min)

What's the one bet for the next 6 weeks? Not a roadmap. A bet. One thing that, if it works, materially changes the funnel, and if it doesn't, tells you something true about your market.

Write the success criteria in advance. Write what would make you kill it. Both on the same page.

The one bet
Pick one betWrite success criteriaWrite kill criteriaRun it for 6 weeksReview

Close (15 min), Artifacts

Every team leaves with three artifacts on one page:

  1. Current funnel snapshot (the numbers).
  2. The three cuts (with owners + dates).
  3. The one bet (with kill criteria + review date).
90
minutes. Enough to force the decisions most teams defer for weeks.

That's the whole format. Two hours later, the team has done more strategic work than most quarterly offsites.

The discipline is the constraint, 90 minutes forces decisions you'd otherwise defer for weeks.