GTM infrastructure sequencing at Series B

Series B is when GTM motions that worked at 10 reps start breaking at 40. The playbook built on tribal knowledge and founder relationships hits a wall. Most companies reach for more headcount. Infrastructure is what works.

The sequencing matters. Building in the wrong order wastes money and creates technical debt in the GTM stack.

First: data foundation. Before anything else, the CRM needs to be accurate, enriched, and structured. ICP definition needs to be operationalised as a scoring model that runs against every record in the system, not something that lives in a slide deck. Enrichment waterfalls across tech stack, job titles, company size, and funding stage. Nothing downstream works without this layer.

Second: inbound infrastructure. At Series B, inbound volume is usually high enough that routing accuracy becomes the biggest single lever on conversion. Enrichment-at-signup, tier-based routing, rep assignment logic, and first-message generation. A Tier 1 account landing at the right rep with context in two minutes beats a generic sequence three days later. Across 300 trials a month, that gap compounds.

Third: outbound signal layer. Once inbound is clean, the outbound motion needs to be signal-driven. Job changes, intent spikes, funding rounds, tech stack changes, competitor migrations. Each signal needs a play. n8n or a comparable orchestration layer routes signals to the right sequence, with enrichment running at trigger time.

Fourth: ABM. Only build ABM infrastructure when you have a defined target account list, account-level intent data, and a sales team large enough to run coordinated plays. ABM on a weak data layer is expensive noise.

Companies that skip ahead (launching ABM before inbound infrastructure is right, building outbound sequences before the ICP model is solid) end up doing everything at 60% effectiveness. The sequencing is unglamorous. It works.