GTM Alpha · HEART × JTBD
IMPACT positioning check →
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 and charges nothing.
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
| Dimension | What it measures |
|---|---|
| Hero-Making | Proof the buyer can picture: case studies and outcomes in the prospect's own industry, not generic logos. |
| Expert Authority | Third-party validation: analyst coverage, rankings, expert content that lets an Economic Buyer say yes. |
| Anxiety Reduction | Peer proof that de-risks the choice: review ratings, ease of use, references from people like them. |
| Relationship | Existing ties: ecosystem, integrations, shared stack, warm paths into the account. |
| Trust | Enterprise-grade signals: certifications, compliance, and security posture matched to the prospect's size. |
JTBD: what each buying role is hiring you for
| Buying role | The job they hire you to do | Weights most |
|---|---|---|
| Champion | Give me industry proof I can build the internal business case on. | Hero-Making |
| Economic Buyer | Justify the spend with validation my board recognizes. | Expert Authority |
| Technical Evaluator | Clear my security, compliance, and architecture bar. | Trust |
| End User | Make adoption painless and show me peers like me succeeding. | Anxiety Reduction |
| Coach | Give 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
~2 to 3 minutes · evidence cited · no fabrication
First audit is free with your work email.
Starting
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, EPIC, and IMPACT are the frameworks I run client engagements on at gtmexpert.com. LinkedIn