How I run a GTM teardown in 90 minutes

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.

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."

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.

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.

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.

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).

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.