Prove value fast
A small result you can measure
In this video
Everything the video says.
Lesson 1Facts, not opinions
Reality
In a meeting, everyone has an opinion about what is wrong.
The problem
Opinions start debates. Nobody can prove them, so nothing gets decided.
What it costs
The loudest idea wins, not the right one — and you lose credibility.
The idea
Speak with facts. Numbers from your map and your diagnosis turn a debate into a decision.
How to do it
- Replace "I think" with a number.
- Show the before: how it is today, measured.
- Say what you expect to change, and how you will measure it.
Example
Not "follow-up is slow." Instead: "leads wait on average two days for a first call, and most never get a second one."
Your turn
Rewrite one opinion you have about a business as a fact with a number.
Lesson 2The minimum viable product
Reality
After the diagnosis, it is tempting to design the perfect, complete system.
The problem
Big projects take months, and the company stops believing before they are finished.
What it costs
Time, money and trust spent before anyone sees a single result.
The idea
Build the smallest version that proves value — the minimum viable product (MVP) — and improve it with real results.
How to do it
- Choose one step of the map.
- Build the simplest thing that improves it.
- Put it to work with real customers, and measure.
Example
Instead of rebuilding the whole sales process, start by automatically contacting new inquiries within minutes.
Your turn
Take the step you chose earlier. What is the smallest thing you could build to improve it?
Lesson 3The four families of GTM systems
Reality
Now — and only now — it is time to talk about tools.
The problem
There are hundreds of tools, and new ones every week. Learning them one by one is endless.
What it costs
You chase trends instead of solving the problem you diagnosed.
The idea
Go-to-market engineering tools fall into four families. Learn the families; the tools inside them change.
How to do it
- Lists and enrichment: finding and completing contact data (Clay, waterfall enrichment).
- Agentic AI systems: agents that call, write, qualify and follow up.
- Automated workflows: connecting systems so work moves on its own (n8n, Zapier, Make).
- Data and reporting: showing what happened and what produced results.
Example
Slow follow-up is a workflow and agent problem. A bad contact list is an enrichment problem. "We don't know what works" is a reporting problem.
Your turn
Match each problem from your diagnosis to one of the four families.
Lesson 4Choose the quick win that matters
Reality
You know the problems, the families of tools and the MVP idea.
The problem
Not every quick win matters. Some are fast but nobody notices them.
What it costs
A small win that doesn't touch money doesn't earn you the next project.
The idea
Choose the win that is fast to build and impactful to see: close to the money and easy to measure.
How to do it
- Rank your options: impact on money versus time to build.
- Choose the one with high impact and short time.
- Agree with the company on how the result will be measured.
Example
Automatically calling back missed calls within minutes is fast to build, and every recovered call is a visible result.
Your turn
List three possible quick wins and rank them by impact and time. Which one goes first?
What the video doesn't have time for.
Why small and fast wins
Companies do not pay for opinions, and they rarely wait months for results. A small result you can measure builds the trust that pays for everything that comes after.
The four families, in one table of problems
- "We contact people too late" → automated workflows and AI agents.
- "Our lists are bad or incomplete" → lists and enrichment.
- "Nobody follows up consistently" → AI agents and workflows.
- "We don't know what is working" → data and reporting.
The tools inside each family change every year. The families do not.
How to choose the quick win
- It fixes the biggest drop on your money map.
- It can be live in days, not months.
- It has one number you can measure before and after.
Common mistakes
- Building the complete system before proving one part works.
- Measuring activity (messages sent) instead of results (conversations, sales).
- Forgetting to record the number before you start.
Take it to a company
Propose one quick win with one number: "Today X. In 30 days we measure again." It is the easiest yes a company can give you.
One quick win: what you built, the number before and the number after.