GTM Motion Not Converting? Andre DeRussy Has Fixed It – Twice

Why GTM motions break after Series A

Post-Series A, companies typically shift from founder-led sales to a scaled motion – and that is where the break happens. The tactics that worked at seed (referral, warm intros, founder relationships) do not scale when headcount doubles. New reps inherit a playbook that was never written down, sell into ICPs that were never precisely defined, and operate without a consistent qualification framework. The result is a pipeline that fills but does not close.

How Andre diagnoses and rebuilds a broken motion

Andre starts with a two-week diagnostic – pulling close rate data by rep, by ICP segment, by channel, and by deal stage. He maps where deals are actually dying versus where the team believes they are dying. Those two answers are almost never the same. From the diagnostic, he builds a motion redesign: revised ICP definition, a new qualification scorecard, a tightened handoff protocol, and a rep coaching framework. He then runs with the team through one full sales cycle to validate the rebuild works in practice.

What a rebuilt GTM motion produces – and when you know it is working

The signal that a motion is working is not more pipeline – it is a higher close rate on existing pipeline and a shorter average sales cycle. Andre tracks both as the primary leading indicators. A rebuilt motion typically shows measurable close rate improvement within 60 days. Full cycle improvement – where the pipeline quality also increases because ICP targeting is sharper – takes one full quarter to validate. He stays through that validation before transitioning to a retained advisory role or a permanent hire.