Market Definition
ICP, personas, TAM, segmentation. The strategic foundation.
Methodology
How We Work
Five layers, built in order. Each one governs the one below it, so nothing downstream breaks when something upstream changes.
Architecture
The Full Stack
Five interconnected layers that govern how your GTM system thinks, prioritizes, and acts.
Signal System
Job changes, champion movement, tech installs, funding, product usage signals. What events indicate intent? For which personas? What action should follow?
Data & Enrichment
Data sources, enrichment waterfalls, entity resolution. This is where Clay lives. First-party + third-party, optimized for coverage, cost, and freshness.
Decision & Routing
Scoring models, prioritization logic, routing rules, escalation paths. The system decides. Humans review.
Activation & Productivity
CRM, sequences, alerts, tasks, agents. Execution governed by everything above.
90-day build
One System. Three Phases. Full Ownership.
PHASES 1–3 · 90 DAYS · 3-MONTH MINIMUM
System of Context
Foundation + Quick Win
- • Audit current decision logic
- • Define ICP & Personas
- • Stack assessment
- • First high-impact workflow
Deliverable
Decision Architecture + 1 Workflow
System of Orchestration
Orchestration Layer
- • Dynamic TAM construction
- • Enrichment waterfall design
- • Scoring model build
- • Routing & escalation logic
Deliverable
Live TAM + Scoring + Routing
System of Activation
Activation + Handoff
- • 2-3 additional workflows
- • CRM sync validation
- • Team enablement
- • Full documentation
Deliverable
Production-ready system
ONGOING · MONTH 4+
Scale & Tune
New workflow every 2 weeks · Signal tuning · Quarterly architecture review · GTM Architect on call · Flexible cancellation
Direct answers
How the build works in practice.
The sequence, timeline, controls, and ownership model behind TRA's approach to Revenue Decision Systems.
What happens first in a TRA engagement?
The work starts by auditing the current decision logic, defining the revenue problem and owner, mapping the required context and data, and selecting the smallest high-impact workflow that can prove the architecture.
How long does the initial build take?
TRA's core approach is a three-phase, 90-day build. Month one establishes the System of Context, month two builds the System of Orchestration, and month three connects Activation, validates the system, documents it, and prepares the internal owner.
How do humans stay in the loop?
Human review is designed into the decision system. High-consequence, low-confidence, or brand-sensitive actions can require approval, while lower-risk actions can execute automatically with logging, escalation paths, and fallback rules.
Who owns the system after launch?
An internal operator or team should own it. TRA documents definitions, architecture, tests, controls, and change processes, then enables the responsible team so the system can be audited and extended without depending on the original builder.
Start here
Ready to build the system behind your GTM team?
We take on a small number of builds at a time. If you need architecture—not another automation—let’s work through the system together.