Motion 02 — Accelerate
Support the deals that are already on the table.
Accelerate is the motion for open opportunities. The deal is rarely decided by your champion alone — it is decided by consensus inside a group that sales never fully meets. We surround that group with proof, differentiation and objection handling while sales works the process.
Purpose
What this solution is for
Use Accelerate when pipeline exists but stalls: deals slip quarters, decisions widen to new stakeholders, or competitors reframe the evaluation late.
- Active opportunities with a defined close horizon
- Complex buying groups where consensus decides the outcome
- Competitive evaluations where differentiation must be visible, not argued
- Deals where one contact carries the whole internal case
The challenge
What usually goes wrong.
Marketing usually stops where the opportunity starts. From then on, the entire case is carried by a single champion in internal meetings you are not in.
Only the champion sees your material; the sceptics never do
Procurement, security, finance and executives enter late and unprepared
Objections are handled once, verbally, and never reinforced
Momentum is lost between meetings, not in them
Our approach
How GTM House runs this motion.
One managed operation, from commercial objective to account-level action.
- 01
Account selection
The account list is the open pipeline. We work from CRM stage, deal value and close date, and prioritise the opportunities where influence changes the outcome.
- 02
Buying-group understanding
We extend coverage from the known contacts to the functions that will be asked to approve: executive sponsor, finance, security, operations.
- 03
Messaging and content
Trust, proof and differentiation. Comparison content, risk and objection handling, implementation clarity and executive-level value framing.
- 04
Activation
Tightly scoped activation against a small number of accounts, timed to the sales process rather than to a campaign calendar.
- 05
Account-level analysis
We report engagement per account and per function so sales can see who is warming, who is silent and where the risk sits.
- 06
Recommended next actions
Concrete recommendations per deal: who to bring in, what to send, what objection to address next.
What we activate
Accounts, buying groups, content, channels.
Target accounts
Open opportunities by stage, value and close date
Buying groups
Champion, economic buyer, technical and risk functions
Content
Proof, differentiation, objection handling, business case material
Channels
Account-targeted display and social, tailored destinations, sales assets
What success looks like
Measured on accounts, not on leads.
Success in Accelerate is progression: deals move, and they move with more of the group on board.
More functions engaged per open opportunity
Fewer deals stalling between stages
Objections handled before they surface in the final meeting
Higher win rate in accounts covered by the motion
The other motions