If you’ve been selling software for any respectable amount of time, you will know… it’s always a good time to talk hygiene; GTM Hygiene: Because your Funnel deserves a shower too.
And no... not the kind involving deodorant, floss, or pretending you didn’t wear that same sweater three days in a row. I mean the hygiene that keeps your revenue engine from smelling like a teenager’s gym bag.
Because, let's be honest: You wouldn’t skip brushing your teeth for a week and then act surprised when people’s eyes start watering mid‑conversation.
Because, let's be honest: You wouldn’t skip brushing your teeth for a week and then act surprised when people’s eyes start watering mid‑conversation.
So why do we still
Let ICP definitions rot in a spreadsheet from 2021
Forecast deals based on “good vibes” and “he said he’s keen”
Run outbound with messaging that smells like expired milk
Renew customers without checking if they even use more than 20% of the product
Treat expansion like a surprise party
Avoid pipeline coverage and conversion discussions because "the deals will come anyway"
To kickstart your day, here’s your GTM hygiene checklist (no mouthwash required):
ICP Freshness — If your ICP hasn’t been rinsed since pre-AI, it’s probably growing mould.
Pipeline Plaque Removal — Scrub out dead deals. No one wants cavities in their CRM.
Onboarding Cleanliness — If your onboarding leaves customers sweaty, somethings off.
Renewal Rituals — Don’t wait until the contracts up to start your one-arm push-ups ritual to prove your value.
Expansion Exfoliation — Cross-sell isn’t magic. It’s mapped, moisturised, and methodical.
RevOps Vacuuming — Clean data. Clean attribution. Clean dashboards. Know how many leads you need to convert deals. No crumbs. No hope masquerading as a strategy.
And finally…
Leadership Shower Thoughts — If your GTM strategy can’t be explained in a towel wrap post-shower, it’s probably too complicated.
So yes — wash your hands. But also wash your funnel.