A lot of companies look like a fit.
Your list fills up with companies that match your criteria. You still don't know which ones have a problem worth solving.
Signal-Led Outbound for B2B Founders
Find the accounts with a reason to buy now.
TheGTMLens helps B2B Tech founders define who is most likely to buy, identify the signals that matter, and build a repeatable way to find and approach those accounts.
The Founder's Reality
You can build a list. The hard part is deciding who deserves your attention.
Industry, company size and job titles help you find companies that look right. They don't tell you which ones are dealing with the problem you solve, or what makes them act now.
The timing is hard to read.
A new hire, a leadership change or a new initiative could matter. It could also have little to do with the problem you solve.
Every quiet campaign leaves a question.
Was the account wrong? Was the timing off? Did the message miss the problem? Sending more won't tell you which one it was.
TheGTMLens checks the assumptions behind your ICP first.
The problem isn't finding more companies. It's knowing which ones have a reason to act. Market evidence helps us tell the difference.
The Approach
Redefine your ICP around the buying situations your market reveals.
Your market has already answered most of this. Who bought, who went quiet, what buyers say about the tools they use instead, and the roles companies are hiring for. The work is knowing which four things to read.
Fit
Who could buy?
Industry, size, stage and technology stack narrow the field. The stronger definition also considers whether the role that owns the problem exists, and who would champion a change internally. Most ICPs stop at the company profile.
Job to be done
What are they trying to get done?
The outcome they own and are measured on. Not what your product does, but what they'd still be chasing if you didn't exist.
Situational urgency
Why now?
Everyone already has a way of doing that job: a spreadsheet, a manual step, someone's Thursday. Urgency starts the moment that workaround stops coping. Without a clock, “interesting” is as far as it goes.
Signals
Which accounts are there right now?
The first three describe the situation. Signals are how you spot it from outside — live in a named account this week, not just true in theory. A hiring post matters when it connects to the buying situation. A new leader matters when their priorities create a reason to change.
Fit, job and urgency describe the situation. Signals tell you where it's live.That's a situational ICP — built from what the market showed you, not what you assumed.
The Method in Practice
See how market evidence becomes an account worth pursuing.
When you understand the buying situation better, the GTM changes with it, from what you say to who you prioritize and how the team learns.
How TheGTMLens Can Help
A signal-led outbound system, built in layers.
Start by understanding who to target and why. Add a system that finds accounts showing the right signals. Then build the process that turns account research into conversations and better decisions.
Each engagement includes the work before it.
01 / FOUNDATION
Redefine Your Situational ICP
Know who to target, why they buy, and what to say.
Before investing in prospecting, understand which companies have the problem your product solves, who owns that problem, and what could make it a priority.
What's included- Market research across customer reviews, job posts, communities, competitor customers and existing alternatives
- Firmographic criteria and jobs-to-be-done analysis
- Buying roles, champions and current ways of working
- Situational urgency and buying triggers
- Messaging pillars grounded in buyer problems
What you get
An ICP & Messaging Playbook that defines the companies to target, the buyer and champion to look for, the circumstances that create urgency, the signals to watch, and the messages that connect to their situation.
Redefine My Situational ICP →02 / SYSTEM
Build Your Prospecting System
Find companies that fit your ICP and show buying signals.
Turn your ICP into a repeatable way to discover companies, assess their fit, interpret the signals they show and decide which accounts deserve attention.
What's included: Everything in Foundation, plus- Company discovery from selected data sources
- ICP-fit checks to filter out poor matches
- Monitoring for signals connected to the buying situation
- A second signal to corroborate the first before outreach
- Account prioritisation based on fit and evidence
- Inbound lead qualification
What you get: Everything in Foundation, plus
A working prospecting system that identifies accounts, records the evidence behind each one, and helps you decide which accounts to pursue, investigate further or keep watching.
Build My Prospecting System →03 / REPEATABILITY
Build Your Outbound Engine
Turn account research into an approach you can repeat.
Build a consistent way for you, or your first hire, to research accounts, connect messages to the situation behind each signal, and learn from the responses.
What's included: Everything in System, plus- Account-specific research briefs
- Messaging built around each account's buying situation
- Outreach sequences and follow-up logic
- Pre-call research and preparation scripts
- Discovery and qualification guides
- A feedback loop to improve targeting and messaging
What you get: Everything in System, plus
A documented outbound system that you or your first hire can run, learn from and improve. The engagement builds the system and its learning loop; it isn't an ongoing outsourced team running campaigns for you.
Build My Outbound Engine →Tools & Playbooks
Useful tools for making GTM decisions better.
Practical tools to help you get clearer on your market, your GTM motion, and where you're wasting effort.
01
PLAYBOOK
The Complete ICP Playbook
A practical framework for defining an ICP around who is most likely to buy and why now.
Get the Playbook →02
IMPACT CALCULATOR
Signal-Based GTM Impact
See where your current GTM motion may be wasting time, creating pipeline leakage, and sending Sales after the wrong accounts.
Calculate My GTM Impact →
About
You will be working with me the whole way through.
I’m Dharitri. I’ve spent my career inside B2B SaaS startups running product marketing, demand generation and GTM, often all three on my own.
In every one of them, I watched the same pattern play out. We had the list, the sequence and the tool that promised intent. Still, no one could explain why some accounts replied and others never did. The ICP had started as an early guess and quietly hardened into a document nobody questioned.
So I built TheGTMLens to work the other way round. Read what the market already shows about an account, understand the situation the buyer is in, then decide whether it deserves your attention. That is what you and I will do together.
Outbound Review
Bring whatever list you have. Leave knowing which accounts to start with.
A Sales Navigator search, an Apollo or Clay export, or a spreadsheet you started and never finished. We take a few accounts from it and work through what the public evidence actually says about each one.
- Which ones to start withBy the end you will know which accounts to work this week, which to look at again later, and which to drop.
- What to look for next timeThe checks that separate the first group from the last, and where the evidence was sitting.
- Why the last attempt went quietIf you have sent anything already, whether it missed on the account, the timing or the message.