Your Market Data Is a Liability.
We Turn It Into a Revenue Asset.
GTMppl helps EdTech companies find and fix the structural data problems that silently kill pipeline, inflate TAM, and misdirect sales effort.
Most SaaS companies selling into education build their market model on flat public datasets layered with years of CRM additions. Over time, the foundation erodes. System offices disappear. Parent-child relationships break. Districts, campuses, and governing entities get treated as equals. Territories get divided on top of that instability.
The result is not messy data. It is revenue risk.
Inflated TAM drives hiring plans that never materialize. Leads route to the wrong owners. Rep conflict increases. Forecasts rely on manual correction instead of system logic. Territory splits are debated instead of modeled.
And it compounds. Every quarter you run on a broken account foundation, the gap between your pipeline reporting and your actual market widens.
GTMppl closes that gap.
We assess TAM integrity, account hierarchy, territory design, and CRM structure. From there, we either provide a clean market foundation or redesign how your revenue team is segmented, assigned, and governed. Enhanced IPEDS and MDR-powered K-12 datasets accelerate the work. Clear ownership, defensible market sizing, and enforceable territory logic are the outcome.
Ways to Work with GTMppl
Start With What You Can See
Every engagement starts with your data. You send us a CRM account export. We assess it against how higher ed and K-12 institutions are actually structured, governed, and how they buy. You get back a written brief with findings specific enough to act on.
No system access required. No long-term commitment. Just answers.
Revenue Risk Review
A focused assessment that shows you where your account data is creating blind spots, coverage gaps, and misallocated selling effort.
What you walk away with:
How much of your TAM is real and how much is inflated by duplicate, orphaned, or misclassified accounts
Which buying entities are completely missing from your CRM: system offices, grad schools, continuing ed units, CMOs, dioceses
Where your territory assignments create rep conflict or leave revenue unowned
Whether your parent-child account structure reflects how deals actually get done
A clear call: hold what you have, patch the gaps, or restructure before it compounds
Best for: Companies preparing for growth, territory redesign, or board-level scrutiny.
$3,500 | 1 Week Engagement
This is for you if: You are planning territories, prepping for a board review, or you suspect your reps are fighting over the same accounts while real buyers sit untouched.
If the findings warrant deeper work, we scope it together. If they don't, you spent $3,500 and got confirmation your foundation is solid.
Revenue Risk Review + Quantified Impact
Everything in the Revenue Risk Review, plus a deeper quantification of how your account structure affects pipeline, territory performance, and revenue execution.
What you walk away with:
Your TAM recalculated against real buying entities using your actual segmentation logic
Specific examples of where account structure creates ownership conflict between reps
A count of duplicate and overlapping accounts and the coverage distortion they create
Territory-by-territory comparison showing where workload and opportunity are out of balance
How your inbound leads are being assigned, where they fall through the cracks, and which ones land on accounts that shouldn't exist
A written roadmap of what needs to change, in what order, and what it would take
Best for: Companies preparing for growth, territory redesign, or board-level scrutiny.
$6,500 | 2 Week Engagement
This is for you if: You are preparing for a territory redesign, entering a new segment, cleaning up after an acquisition, or building the case for a RevOps investment. You need numbers, not opinions.
The Data Behind the Work
Why GTMppl Assessments Find What Others Miss
Every GTMppl engagement is powered by institutional datasets we built specifically for EdTech go-to-market execution, not sourced from the same raw federal exports your team already has.
What This Means For You
What this means for you: When we assess your account foundation in a Revenue Risk Review, we're comparing your CRM against the most complete institutional model available in EdTech, not against another raw data export. That's how we find the buying entities your team can't see, the territory imbalances nobody flagged, and the TAM inflation that's distorting your growth plan.
Higher Education (U.S.) GTMppl has taken IPEDS and rebuilt it from a federal compliance dataset into a purpose-built EdTech buying and targeting asset. Our enhanced dataset models the institutional entities that IPEDS structurally omits: system offices and governing boards that hold purchasing authority, graduate schools, law and business schools, medical programs, and continuing education units that operate as independent buying centers with their own budgets, procurement processes, and decision-makers. Every entity is mapped into a normalized parent-child hierarchy anchored to the IPEDS UnitID, with GTMppl-assigned entity IDs that maintain continuity as institutional structures change over time.
K-12 (U.S.) The NCES Common Core Dataset has the same structural limitations as IPEDS: flat files with no hierarchy, no CMO-to-school mapping, no diocese or network relationships, and no connection between public and private school data. GTMppl engagements leverage MDR Education's institutional dataset, which delivers public, charter, private, and religious schools in a single unified structure with district, CMO, diocese, and network hierarchies already built.
International Higher Education For companies expanding beyond the U.S., GTMppl maintains international higher education datasets covering Canada, United Kingdom, Ireland, Australia, New Zealand, Mexico, the Caribbean, and Central and South America. Coverage expands regularly as new country datasets clear GTMppl's human validation and data integrity standards. These datasets provide standardized institutional structures, system groupings, and territory-ready fields normalized for consistent CRM import alongside U.S. data. Additional countries can be scoped on request.
What Comes After
The Revenue Risk Review is where every engagement starts. For companies that need hands-on execution, GTMppl also delivers:
Data Foundation Builds: CRM-ready institutional datasets for U.S. Higher Ed (IPEDS-based), U.S. K-12 (MDR-powered), and international higher education markets including Canada, United Kingdom, Ireland, Australia, New Zealand, Mexico, the Caribbean, and Central and South America. Each dataset includes normalized hierarchies, territory-ready fields, and governance frameworks designed for how institutions actually buy.
GTM Process Design: Lead-to-opportunity lifecycle mapping, inbound routing logic, territory redesign, and Salesforce/HubSpot operationalization.
Strategic Advisory Retainers: Ongoing executive-level guidance on sequencing, scope, and system decisions as your GTM scales. Common scenarios include post-acquisition integration, segment expansion, territory restructuring, and board-level TAM defensibility.
Scope and pricing for these engagements are based on findings from the Revenue Risk Review.
We don't quote what we can't quantify.
Real World Results
From 20+ Years of GTM Leadership
Before founding GTMppl, Sean spent over fifteen years in executive revenue roles across EdTech, including VP of Sales at Starfish Retention Solutions (acquired by Hobsons) and a 12-year run at Parchment, where he helped scale the company from $8M to $108M ARR and played a key role in its $835M acquisition by Instructure. The operating experience behind GTMppl's consulting methodology was built during that run.
$8M to $108M ARR
Built and led the sales organization at Parchment across a decade of compounding growth. Designed territory models, compensation structures, and pipeline systems that scaled through four acquisitions and a private equity investment before the company's acquisition by Instructure for $835M.
$9.8M in closed-won RFPs from a rebuilt bid engine
Redesigned the RFP process to align messaging, pricing, and qualification around institutional buying patterns. Added a post-bid FOIA analysis program to learn from every outcome. The framework delivered $9.8M in closed-won RFPs over two years.
75% of reps hitting quota after comp and coaching redesign
Rebuilt the sales compensation plan and introduced a coaching cadence built on psychological safety and data-driven accountability. Rep tenure doubled from 18 months to 36 months. Quota attainment went from 20% to 75% within the first year.
AI SDR became the #1 marketing-sourced pipeline channel
Deployed a conversational AI SDR on the company website that handled everything from customer service to complex sales routing. Within months it contributed 10% of all marketing-sourced opportunities and freed human SDRs for higher-value outreach.
Integrated IPEDS and MDR into Salesforce as the GTM data foundation
Built the institutional data layer inside Salesforce by integrating IPEDS, MDR, and third-party enrichment sources. Restructured 110K+ school and university accounts post-acquisition to create a unified view of product adoption and expansion opportunity.
GTMppl Client Work
Turned raw IPEDS into a GTM foundation that a VC adopted across their portfolio
A growth-stage EdTech company selling into higher education had no consistent account hierarchy and was building territory plans on raw, unstructured institutional data. GTMppl guided their team through building an enhanced IPEDS-based account model with clean parent-child hierarchies and enforced it as their authoritative data foundation. Their VC investor was impressed enough to adopt the same data foundation approach across multiple EdTech portfolio companies.
Built the SDR function from scratch with a structure that scales
The same company had no dedicated outbound sales development function. GTMppl designed the SDR team structure, defined the inbound/outbound motion split, established role definitions, and guided leadership on how the function should operate, report, and be measured. The company launched the team with a framework built to scale rather than one they'd need to tear down and rebuild in six months.
Overhauled enterprise sales decks from product demos to consultative conversations
A SaaS company selling into higher education was leading every prospect meeting with product feature walkthroughs. No discovery. No institutional context. No reason for the buyer to engage. GTMppl restructured their sales decks and meeting framework around Sandler methodology, shifting from leading with the product to leading with the prospect's problem, earning the right to show the solution, and qualifying fit before pitching.
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