Briefing
Premium GTM: qualification that protects focus
A crisp qualification system prevents drift, protects senior attention, and reinforces premium positioning.
Positioning & GTM Systems 7 min
Why focus erodes
Premium brands drift when qualification is informal. You end up taking work that doesn’t fit, then contorting delivery to match expectations.
What a premium qualification checklist includes
Criteria should disqualify quickly and respectfully.
- Problem clarity: is the decision context real and urgent?
- Leadership sponsorship: is there an accountable owner?
- Scope boundaries: does the work match your core offer?
- Proof of seriousness: budget, timeline, and readiness to change.
Implications
A strong qualification system is part of positioning. It signals standards—and protects delivery integrity.