GTM Alpha · HEART × JTBD
IMPACT positioning check →
HEART × JTBD · Selling readiness, scored before the first call

Will they buy from you?

Name a prospect. I score your company against the five HEART dimensions for each buying role at that account, with evidence pulled from review platforms, firmographics, live web signals, and real-time research. No fabricated scores: if the data is thin, the audit says so. This is the outside view of the pair: the inside view lives at the free IMPACT check, and the gap between the two readings is the score that matters.

Who this is for · the job to be done

You have a first call coming. This tells you whether you will win it.

Founders running founder-led sales, AEs and sales leaders prepping a strategic account, and advisors auditing a client's pipeline all hire this audit for the same job: walk into the first call knowing how every buying role at that prospect will judge you, and what to fix before they do.

Pain 01 · Blind first calls
You know your pitch, not their lens. The audit scores how each role at the named account will read you, with the evidence behind every number.
Pain 02 · One deck for five buyers
The Champion, the CFO, and the security reviewer buy for different reasons. You get a heat map per role, not an average that hides the gap.
Pain 03 · Deals that stall at committee
The deal briefing names your biggest risk, what to lead with, what to avoid, and the three things to prepare before the call.

HEART: the five selling readiness dimensions

DimensionWhat it measures
Hero-MakingProof the buyer can picture: case studies and outcomes in the prospect's own industry, not generic logos.
Expert AuthorityThird-party validation: analyst coverage, rankings, expert content that lets an Economic Buyer say yes.
Anxiety ReductionPeer proof that de-risks the choice: review ratings, ease of use, references from people like them.
RelationshipExisting ties: ecosystem, integrations, shared stack, warm paths into the account.
TrustEnterprise-grade signals: certifications, compliance, and security posture matched to the prospect's size.

JTBD: what each buying role is hiring you for

Buying roleThe job they hire you to doWeights most
ChampionGive me industry proof I can build the internal business case on.Hero-Making
Economic BuyerJustify the spend with validation my board recognizes.Expert Authority
Technical EvaluatorClear my security, compliance, and architecture bar.Trust
End UserMake adoption painless and show me peers like me succeeding.Anxiety Reduction
CoachGive me a relationship I can navigate the internal politics with.Relationship
How this connects to the IMPACT check
The IMPACT positioning check scores how your message reads to the whole market: it fixes the words. This audit scores how ready you are to win one named account: it fixes the deal. Run IMPACT once to sharpen positioning, then run this before every first call that matters.
Step 1 · The audit inputs
WHO IS SELLING
WHO IS BUYING · UP TO 5 PROSPECTS

Name the live prospects you want to win. The audit reads how each one receives your positioning, then ranks where your message lands best.

~2 to 3 minutes · evidence cited · no fabrication
Starting
Shashwat Ghosh
Shashwat Ghosh
Cofounder & Fractional CMO · Helix GTM Consulting
24+ years in B2B GTM across 9 companies. 161% ARR growth at Happay, $4.2M pipeline built at Locus, B2B Marketer of the Year (Fintech, CMO Asia 2020), Favikon Top 30 PLG creators worldwide. HEART × JTBD and IMPACT are the frameworks I run client engagements on at gtmexpert.com. LinkedIn