Generation One Generation One · step 6 · GTM

Go-to-Market Strategy

Who Evolut sells to, what it sells, how buyers find it and start, and how it runs the first 12 months.

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34 slidesPublished 7 Oct 2026The deck we wrote for ourselves, shared as it is

What we know	So what	Our GTM choice	Basis
Buyers weigh about five suppliers and choose one.	The cut happens before we can pitch.	Be found and answered first. Open with a free Score.	Evidenced
40–60% of qualified deals end in no decision.	Our biggest rival is doing nothing.	A fixed $2,900 first step, credited within 90 days.	Evidenced
Six buyer types decide across seven stages.	One message for one buyer loses five.	Messages, kit and answers for all six buyers.	Evidenced
We are a small senior studio.	Hours are scarcer than leads.	A self-serve front door. A person sells from Niche up.	Inferred
Our proof sits in four groups of clients.	Proof travels best inside a segment.	Four segments, ranked and worked in order.	Evidenced

Buyer type	Usually	What they need to see	Decides at
The champion	Marketing lead	A plan they can take upstairs and win with.	Answered
The money	CFO or owner	A fixed price, a credit and no lock-in.	Bought
The user	Sales and marketing team	Work that fits how they already sell.	Preferred
The sceptic	Anyone burned before	Proof, with misses published as well as wins.	Believed
The boss	CEO or MD	Why this beats doing nothing this quarter.	Bought
The adviser	Board, consultant or PR	A method and a measured baseline.	Believed

Trigger	How we'll know it fired	First move
A rebrand, merger or new name	Business news and LinkedIn company pages, checked weekly	A free Score on the new name, then a call.
A new website on the plan	Website tenders and requests for quote; the ask in our inbound form	Offer the Fitness Test as the brief before the build.
A funding round or a new leader	Funding news and LinkedIn job changes for CEO and CMO roles	A baseline Score for the new leader's first 90 days.
Losing deals to a rival	Only the client knows. No signal source connected.	Ask on the first call. Offer the head-to-head.
AI answers get them wrong	Our own RocMode Scores across the target account list	Show them the answer, then the fix.

Segment	Proof on file	Buying group	Asks AI first	Fast to start	Priority
Professional and B2B services	Experian, Finlease, Humaine	High	High	High	Priority 1
Clean-tech and innovation	LAVO, Emesent, Feynlab. LAVO testimonial.	High	High	Medium	Priority 1
Food and consumer brands	Manassen Foods case study, Parmalat	Medium	Medium	High	Priority 2
Health, education and government	HWQ testimonial, Queensland Government, Griffith	High	Medium	Low	Priority 2

Option	What you get	What's missing	Price and pace
Traditional agency	Senior craft and big teams.	Hidden prices. Little proof of what moved.	Rebrands $25k–80k+. 8 to 12+ weeks.
Freelancer or AI-cheap	Fast, cheap output.	No strategy and no buyer evidence.	AI audits $1.5k–5k. Days.
In-house team	Knows the business best.	Stretched, close to the problem, no benchmark.	Salaries and tools, always on.
Evolut (recommended)	Senior craft, measured with RocMode.	Scale. We stay a small senior studio.	$2,900 to start. A plan in 2 weeks.

We lose when	Counter-play	Basis
The buyer already has an agency they like.	Don't pitch against it. Sell the Fitness Test as the outside benchmark.	Inferred
Nobody decides.	The 90-day credit, a dated plan, and the cost of waiting from their own Score.	Inferred
Our test looks like a cheap AI audit.	Show a worked example and the workshop. Senior people check every score.	Inferred
Procurement wants a bigger supplier.	Lead with references in their sector and published prices. Check panel rules on the first call.	Inferred
The team says they'll do it in-house.	Be the benchmark and the method. Run alongside them, not instead.	Inferred

Buyer	Opening line (said out loud, one breath)	Proof behind it
The champion	In two weeks you get a 12-month plan that shows where you lose deals.	Fitness Test scope, 42 moments
The money	$2,900, fixed, and all of it comes off the next step within 90 days.	Published price and credit
The user	We fix the moments where your buyers stall, weakest first.	The method: vary the weakest moment
The sceptic	Every change ships with a written prediction. We publish the misses too.	Predictions in writing
The boss	Find out why buyers choose a rival before your next pipeline review.	Head to head with five rivals plus do nothing
The adviser	We ask ChatGPT, Gemini, Perplexity and Google 200+ buyer questions and score them.	Fitness Test method

Channel	What we do	Stage
Founder content and the book	Field Notes each fortnight, and Seen Isn't Selected	Known
Generation One, in public	Every score, variation and miss, published live	Believed
Search and AI answers	Answer pages for what our buyers ask AI	Found
RocMode referrals	Score users who want hands, introduced to us	Answered
Targeted outbound	A free RocMode Score as the opener, then a call	Known
Events and workshops	Method sessions in our three cities	Believed
Referral partners	Clients, PR firms and consultants who refer	Preferred

Segment	Demand: where they come from	Pursuit: the play	Handoff: what crosses	Pipeline guardrail
P1 · Professional and B2B services	Founder content, answer pages, outbound with a free Score	Founder call, head-to-head with their rivals	Score and call notes into a Fitness Test proposal	Set at the 90-day review
P1 · Clean-tech and innovation	Answer pages on the category, RocMode introductions	Category story, LAVO quote	Score and category questions into a Fitness Test	Set at the 90-day review
P2 · Health, education and government	Method sessions, referral partners	Plain-English proof, HWQ quote, panel check	Qualified brief into a Fitness Test or quote	Set at the 90-day review
P2 · Food and consumer brands	Manassen case study, events, referrals	A story that travels through retail buyers	Score into a Fitness Test	Set at the 90-day review

Step	Enters when	Exits when	Asset
Score	A trigger fires, or they find us.	They book a call, or go to nurture if they go quiet.	Score email
Call	A Score, an introduction or an inbound ask.	Passes the four required checks, or a polite no.	Call guide
Fitness Test	Qualified, and $2,900 paid.	Evidence scored by day 8.	One-pager
Workshop	Scores ready, day 9.	The team agrees the weakest moments.	Findings
Plan	Workshop done, day 10.	A first gap chosen, with a written prediction.	12-month plan
Proposal	Plan accepted for review.	Signed inside 90 days, or closed with a reason.	Proposal

Buyer	They say	We say	Proof
The champion	"I can't sell another agency upstairs."	Take the 12-month plan upstairs. It is the business case.	On file
The money	"$2,900 for a report?"	It is credited in full within 90 days, and it ends in a plan.	On file
The user	"We don't have time for a project."	Two weeks: one kick-off and a 90-minute workshop.	On file
The sceptic	"AI visibility is snake oil."	We write the prediction first and publish the misses.	To collect
The boss	"Why now?"	Your Score shows where buyers drop you this quarter.	On file
The adviser	"Isn't this an SEO audit?"	It scores 42 moments and six buyers against rivals, not keywords.	On file

Asset	Job and stage	Contains	The one ask
Score follow-up email	Turns a Score into a call. Known to Answered.	Their weakest stage, one rival, one fix	Book a call
Fitness Test one-pager	Explains the test. Answered.	Scope, 10-day schedule, price, credit	Book the test
Worked example	Shows the output. Believed.	Our own Generation One plan, scores and a prediction	See yours
Proposal with prediction	Wins the next step. Preferred to Bought.	First gap, quote, prediction, credit	Sign within 90 days
Sector proof pack	Answers the sceptic. Believed.	Case study, testimonial, client list per segment	Ask for a reference

A grid of 42 dots, six rows by seven columns — 33The first five moves

The rest of Generation One

Five decks. All of it, in public.

We ran Evolut through our own method and published every deck it produced. Want the same for your business? It starts with a Fitness Test.

Take the Fitness Test Follow Generation One

Go-to-Market Strategy

How Evolut gets

chosen.

Open with the test. Grow with the loop.

Who

What

How they find us

How we know

Every choice here follows from what we know.

Where we play.

The shortlist is decided before the call.

Australian mid-market brands with a shortlist to win.

Size

Purchase

Team

Website

Place

Horizon

Six buyers decide. Each needs something different.

Five triggers, and how we'll know each one fired.

Four segments, in priority order.

Professional and B2B services

Clean-tech and innovation

Food and consumer brands

Health, education and government

Two segments lead. Two follow once the first two prove out.

What we sell.

Same senior craft. More rigour. Half the wait.

Four steps. Every price published.

RocMode Score

Fitness Test

Niche or Adaptations

Generations

Four reasons we win that a rival can't copy this quarter.

Every price published

A safe first step

Measured, with predictions

Senior craft, half the wait

Five ways we lose, and the counter-play for each.

One opening line for each of the six buyers.

How buyers find us and start.

Sales-led at the core, with two doors in.

A person sells

The front door

Introductions

One funnel. Five numbers to prove.

Seven channels, each aimed at a stage.

Every segment, traced from demand to handoff.

RocMode tells you the odds. Evolut changes them.

The Score opens the door

Referrals come in

Measurement keeps them

Six steps from Score to proposal.

Score

Call

Fitness Test

Workshop

Plan

Proposal

Each step has a way in and a way out.

Qualify on the call, before the test.

A considered purchase, decided by a group.

Someone on the call can approve $2,900.

The website or brand is part of how they win.

They will name the rivals they lose to.

A live trigger from the five.

In a Priority 1 segment.

Six objections, one per buyer, answered.

Five assets, each with one job and one ask.

Three kinds of proof the plan is waiting on.

Why we lost

Clients who'll vouch

Procurement papers

Thirteen weeks to a working engine.

Launch, prove, scale, compound.

Launch

Prove

Scale what works

Compound

Four gates. Nothing moves on a default.