Framework
JTBD for modern, data hungry strategies
Step 1
Read the Operator’s Guide, make a copy for yourself (important).
Step 2
Review 200+ GTM jobs-to-be-done statements, get inspired.
Step 3
Add the statements you want to work on directly from the examples.
“When context, I want to job, so I can outcome
without pain or barrier”
KEEP IT SIMPLE & FOCUSED
Get started today
STEP 1: Read the guide, make a copy and start thinking about how this applies within your organization. Which things stand out the most?
STEP 2: Review 200+ specific JTBD statements. Find the ones that are closely oriented to your goals or use the framework to inspire you to write your own.
STEP 3: Make a copy of the JTBD workbook and start building your documentation. Use the following steps as a guide.
Apply to your organization and specific operational needs
When my CRM feels messy, I want it organized so I can operate cleanly and confidently.
When my GTM motion feels chaotic, I want structure so my team can move with clarity.
When attribution is unclear, I want a consistent model so I know what’s actually driving pipeline.
When my automations break, I want them stabilized so my campaigns run reliably.
When sales and marketing aren’t aligned, I want shared definitions so the funnel flows smoothly.
When I can’t see buyer intent, I want clear signals so I know exactly who’s ready to convert.
When my GTM tech stack feels underutilized, I want optimization so we get full value.
When scoring is outdated, I want a smarter model so I prioritize real opportunities.
When my workflows are outdated, I want them modernized so they support current GTM needs.
When my CRM slows down reps, I want it streamlined so they can sell instead of admin.
When my data is inconsistent, I want it standardized so my reporting is trustworthy.
When reporting takes too long, I want automation so answers appear instantly.
When leads aren’t routing correctly, I want clear rules so every buyer gets to the right owner fast.
When leadership asks for metrics I can’t provide, I want visibility so I’m never caught off guard.
When my funnel metrics don’t add up, I want the system aligned so I can see the truth.
When marketing handoff is messy, I want clean SAL/SQL rules so pipeline quality improves.
Operationalize your JTBD statements into manageable team sprints
✓ Know what customers really want
✓ Message to real pains, not personas
✓ Prioritize work that actually moves revenue
✓ Target buyers at their moments of struggle
✓ Align product, marketing, and sales on truth
✓ Build better experiments, faster
✓ Improve activation by mapping real jobs
✓ Reduce churn by solving ongoing jobs
✓ Replace guesses with grounded insight
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