GTM Systems Operating Map

Systems · Data · Automation · Ownership · Dependencies  |  GTM Systems · HighLevel

Discovery Stage: Baseline Assessment v3 · August 2026
Baseline Current-state view based on initial Systems Owner knowledge only. Information about Support and systems David directly works with has higher confidence. Cross-functional stakeholder validation is the next phase — information about other GTM functions may be incomplete.
GTM Systems Operating Map
Systems · Data · Automation · Ownership · Dependencies
GTM Stakeholder Map — Functional Leaders
Discovery Progress by Function
Organizational Context
The organization is moving toward a more unified GTM operating model. Historically, functions have operated more independently — Support Ops, Success Ops, Trial Ops, Marketing, RevOps / PMO. The direction is toward a broader GTM Ops / GTM Systems operating model. This map is intended to become the progressively more accurate GTM Systems source of truth as stakeholder discovery continues.
Strategic Direction
GTM Systems Vision
Where GTM Systems is going — and how we get there. This view is directional; details will be refined through stakeholder discovery and leadership alignment.
Section 1 — Today
Fragmented GTM Operations
GTM at HighLevel has grown through five distinct operational functions — each building its own systems knowledge, tooling patterns, and operating rhythms. This is a natural starting point for a company at this scale. The opportunity now is to create shared infrastructure without disrupting what each team has built.
🎧
Support Ops
Freshworks suite, Assembled, Zoom contact center — strong tooling foundation with mature workflows
🤝
Success Ops
CS motions, health scoring, retention playbooks — operating with its own systems footprint
🚀
Trial Ops
Trial experience flows, activation tooling — early-stage ownership and tooling clarity in progress
📣
Marketing & Related Ops
Marketing, acquisition, affiliates, field sales — each with distinct tools, channels, and data needs
📊
RevOps / PMO
Revenue operations, business strategy, GTM project management — cross-cutting but historically separate
Section 2 — Build
GTM Systems Operating Model
GTM Systems operates across the GTM ecosystem as a connective layer — providing shared infrastructure, visibility, automation, and governance while keeping functional execution close to the teams.
⚙️
GTM Systems
Centralized visibility, governance & reusable capabilities — with execution close to the functional teams
Pillar 1
Systems & Platform Ownership
Clear ownership of GTM tooling — who manages, who governs, who has access
Pillar 2
Automation & AI
Scalable automation and AI capabilities surfaced across GTM functions — not siloed per team
Pillar 3
Data & Reporting
Shared data infrastructure; consistent reporting foundation regardless of which team is consuming it
Pillar 4
Governance & Intake
Standardized intake, prioritization, and decision-making for GTM systems work
Pillar 5
Cross-GTM Enablement
Equip all 10 GTM functions with the tools, knowledge, and workflows they need to execute — without each team solving the same problems independently
Section 3 — Future State
One GTM Operating Ecosystem
The goal is not uniform workflows — it's shared infrastructure with functional autonomy. Each team keeps ownership of how they work. GTM Systems provides the connective layer.
🏗️
Shared Infrastructure
Common tooling, data layer, and automation capabilities available across all GTM teams
📋
Common Governance
Unified intake and prioritization model so GTM systems requests are managed consistently
🎯
Clear Ownership
Every system has a named owner, a defined scope, and a clear chain of accountability
🔗
Connected Data
GTM data flows across functions without silos — supporting cross-functional reporting and decisions
♻️
Reusable Solutions
Automations, playbooks, and templates built once and leveraged across multiple teams
🏃
Team-Specific Execution
Each functional team retains autonomy over how they execute — GTM Systems enables, not replaces
"GTM Systems is the connective layer between GTM strategy and the technology, automation, data and processes required to execute it."
This does not mean identical workflows across GTM. It means common infrastructure + functional autonomy.
What this means in practice: Support still owns how they handle tickets. CS still owns their customer success motions. Marketing still owns their campaigns. GTM Systems provides the platform, data layer, automation infrastructure, and governance model that makes all of those things work better — and connect.
GTM Systems Roadmap
Getting There — Directional Phases
These phases are directional. Exact scope and timing will be refined through stakeholder discovery conversations.
Current Phase
Phase 0 — 0–30 Days
Discover & Map
  • Build baseline systems inventory
  • Identify owners & managers per system
  • Conduct stakeholder discovery across all 10 GTM functions
  • Surface pain points and gaps
  • Document integration landscape
Up Next
Phase 1 — 30–60 Days
Align & Prioritize
  • Present findings to GTM leadership
  • Define GTM Systems charter and scope
  • Define GTM Systems ownership model & platform responsibilities
  • Build prioritized project backlog
  • Establish intake & governance process
Planned
Phase 2 — 60–90 Days
Standardize & Execute
  • Launch priority cross-functional initiatives
  • Standardize data layer & reporting
  • Build first reusable automations
  • Establish system documentation standards
  • Deliver quick wins to functional teams
Horizon
Phase 3 — 90+ Days
Scale & Optimize
  • Run GTM Systems as an ongoing strategic function
  • Maintain a living GTM Systems roadmap
  • Manage platform lifecycle and system health
  • Advance automation & AI strategy across GTM
  • Deliver cross-GTM systems health & risk reporting
  • Establish cross-GTM measurement framework
  • Capacity & resource planning
  • Quarterly systems planning with GTM leadership
Phases are directional — scope and timing will evolve through stakeholder discovery and leadership alignment.
GTM Systems Operating Loop — Once Established
🔍
Discover
Understand functional needs, systems, risks and opportunities
›
🎯
Prioritize
Align work to GTM impact, urgency, dependencies and capacity
›
⚙️
Build / Enable
Implement improvements, automations, integrations and enablement
›
📊
Measure
Evaluate adoption, reliability, efficiency and business impact
›
♻️
Optimize
Improve what exists, reduce complexity, identify reuse opportunities
→ then the cycle repeats. GTM Systems is not a one-time consolidation project — it becomes an ongoing operating function.
GTM Systems Partnership Model
How GTM Systems Works With the Org
This is a working collaboration model, not a formal org chart. GTM Systems operates as a connective hub — partnering across functional, operational, technical, and platform dimensions.
GTM Systems
Systems Owner
Systems · Data · Automation · Governance
Hub for cross-GTM systems visibility and enablement
GTM Functional Partners
Customer-Facing Functions
Customer Support Customer Success Marketing Customer Acquisition Trial Experience Field Sales & Events Affiliates / Channel
Operational Partners
GTM Ops & Strategy
RevOps GTM Projects / PMO Business Strategy & Dev Governance charter to be defined collaboratively
Technical Partners
Data · IT · Engineering
Data — Snowflake, Fivetran, Mozart IT — system access, provisioning, SSO Engineering — integrations & APIs Collaboration model to be established
Systems / Platform Partnership
GTM Systems / Platform Partner
Evolving platform ownership responsibilities, including planned HighLevel ownership Current & future GTM systems resources Platform owners / administrators Exact scope to be defined collaboratively
Operating Principle
"Centralize visibility, governance and reusable capabilities. Keep execution as close to the functional teams as practical."
Measurement Framework — To Be Baselined After Discovery
How We Measure Success
Directional outcomes for the GTM Systems function. Specific KPIs and baselines will be established after stakeholder discovery. The purpose here is to communicate that this function will be accountable to measurable business outcomes.
🗺️
Visibility
We know what systems exist, who owns them, how they connect, and which GTM functions depend on them.
Possible Future Measures
% systems with confirmed ownership % critical integrations documented % systems mapped across GTM
🛡️
Reliability
Critical GTM systems, integrations, and automations have clear ownership and fewer unmanaged dependencies.
Possible Future Measures
Integration / system incidents Automation failures Critical workflows with defined owners
⚡
Speed
GTM teams get systems changes, automation needs, access requests, and reporting needs addressed through a predictable process.
Possible Future Measures
Request cycle time Time to resolution Intake SLA Backlog age
♻️
Leverage
Solutions built for one GTM function are reused across others instead of repeatedly solving the same problem.
Possible Future Measures
Reusable automations deployed Shared components adopted Duplicate workflows eliminated
📈
Business Impact
GTM Systems investments improve operational efficiency, customer experience, revenue execution, or operating cost.
Possible Future Measures
Hours saved / cost impact AI & automation outcomes Customer experience impact Revenue-related impact where measurable
These are directional measurement concepts only. Specific KPIs, baselines, and reporting cadence will be defined after stakeholder discovery and leadership alignment.
Current understanding only. This diagram represents known integrations based on initial discovery. Connections marked ⚠ Access Restricted or Needs Confirmation have not been fully validated. GTM Systems does not directly administer Snowflake or ARO — both are Consumer / Strategic Dependencies managed outside GTM.
GTM Data Flow — Current Understanding
SOURCES DATA INTELLIGENCE GTM OUTPUTS Freshworks Freshdesk · Freshchat · Freshcaller HighLevel Internal GTM platform Assembled Workforce management Stripe Payments / billing source ChartMogul MRR analytics (Stripe viz) Fivetran ETL / pipeline Snowflake Central Data Warehouse Consumer / Strategic Dependency Tableau ↳ Migrating to ARO ARO Internal AI Platform Consumer / Strategic Dependency GTM Dashboards Reporting & Analytics ARO Analysis Data questions · Ops assist Operational AI GTM Workflows Legend: Data flow (confirmed) Estimated / unvalidated Confirmed integration Migrating / planned
Diagram shows the core GTM data flow — Sources → Snowflake → ARO → GTM outputs. Other systems (Zoom, ClickUp, Zapier, etc.) integrate at various points; connections not shown here. Fivetran pipeline and some source integrations still need stakeholder validation. Note: GTM Systems does not directly administer Snowflake or ARO — both are Consumer / Strategic Dependencies.
Initial observations only. These themes emerged from baseline discovery and have not been validated across all GTM functions. They are presented as starting points for stakeholder conversation — not conclusions.
Observed Risks & Opportunities
Access & Permissions
GTM Capabilities Gated by External Access Controls
Risk + Opportunity
Several GTM capabilities — including data access, integration enablement and AI tooling — depend on permissions controlled outside the GTM Systems function. This creates friction and slows operational improvement.
ARO / MCPSnowflakeAssembledFreshdesk MCP
→ Map permission dependencies; identify owners for each access gap
Siloed Systems / Processes
Shared GTM Platforms Operated Independently Across Functions
Risk
Shared GTM platforms — particularly HighLevel and ClickUp — appear to be used independently by different GTM functions without common standards, governance or cross-team visibility. This creates duplicate effort and change-management risk.
HighLevelClickUpZoom
→ Conduct stakeholder discovery to understand current usage; explore lightweight common standards
Cross-Team Standardization
Solutions Built in One GTM Function May Be Reusable by Others
Opportunity
Support Operations has built automation and workflow solutions that may have value for Success, Trial and other GTM functions. Without cross-GTM visibility, these remain siloed and may be rebuilt independently.
HighLevel WorkflowsClickUp IntakeZoom → FreshdeskAssembled
→ Inventory existing Support solutions; assess reuse potential across GTM
Data Reliability / Governance
Reliable Reporting Requires Authoritative Data and Consistent Metric Definitions
Risk + Opportunity
Reporting quality across GTM depends on data reliability, standardized metric definitions and clear data source ownership. Multiple pain points across Freshworks, Snowflake and ARO point to this as a systemic gap.
SnowflakeAROFreshworksTableau
→ Engage Data team on metric standardization and Snowflake access roadmap
External Dependencies
Key GTM Systems and Data Are Administered Outside GTM
Risk
GTM depends on systems and infrastructure owned by Data, IT and other organizations. This creates delivery risk when GTM needs changes or access that require external prioritization and bandwidth.
Snowflake (Data)ARO (Data/Ops)Zoom (IT)ClickUp (IT)Canva (IT)
→ Document dependency map; establish working relationships with IT and Data teams
Platform Transitions
Known and Potential Platform Migrations Require Proactive Planning
Risk + Opportunity
Two transitions are in view: Tableau → ARO (in progress) and potential Zoom → HL Meet (~1 year remaining on current contract). Existing integrations and workflows will need migration planning.
Tableau → AROZoom → HL Meet (potential)
→ Avoid new Zoom-specific technical debt; document current integrations that would be affected
Access & Provisioning
GTM Systems Access Lifecycle Management
Risk + Opportunity
User onboarding and offboarding appears fragmented across IT and GTM system administrators. IT handles identity-level provisioning (Google Workspace, core access). GTM system admins may then separately need to provision application access, apply correct permissions, remove access during offboarding, recover licenses/seats, and perform system-specific cleanup. This creates manual work and inconsistent access management. Customer Success already has a documented role-based HighLevel permission framework that may provide a reference model for broader GTM access governance.
HighLevelAssembledFreshworksClickUpGoogle Workspace
→ Inventory GTM applications requiring manual provisioning/deprovisioning; evaluate opportunities for standardized role-based access and automation
Team Capacity & Scope
GTM Systems Scope vs Team Capacity
Risk / Needs Assessment
The GTM Systems mandate may expand across significantly more systems and GTM functions than existing teams have historically supported. Current team capacity may not be sufficient if GTM Ops is expected to directly own and administer every system across GTM. The evidence base for a future capacity decision does not yet exist — it depends on understanding which platforms require direct ownership vs governance vs visibility only, and the management effort for each.
All GTM SystemsOwnership ModelResource Planning
→ Use the systems inventory to determine ownership level and management effort for each platform; build the evidence base before recommending headcount
Emerging Opportunities
Initial Hypotheses — Pending Stakeholder Discovery. These are directional ideas based on initial baseline knowledge. They have not been validated with GTM stakeholders and should not be presented as planned or approved initiatives.
HighLevel Governance
Explore centralized visibility and governance across GTM HighLevel usage — accounts, subaccounts, workflows, automation inventory — while maintaining appropriate team autonomy. Chris is expected to become the central owner; exact scope to be defined collaboratively.
ClickUp Operating Model
Explore common GTM standards and better cross-team visibility within ClickUp — common intake principles, priority definitions, cross-GTM reporting and governance — while preserving team-specific workflows where appropriate.
ARO / MCP Enablement
Explore appropriate GTM access to authoritative data sources through ARO integrations — Freshdesk, Assembled, HighLevel, ChartMogul and others. Access is currently limited by permission dependencies outside GTM.
Reuse Existing Solutions
Identify automation and workflows already built within Support that may be reusable across Success, Trial and other GTM functions — e.g., Zoom → Freshdesk pipeline, ClickUp intake, Assembled reporting. Evaluate before independently rebuilding.
Data & Reporting
Continue exploring Snowflake-backed, ARO-delivered reporting and GTM metric standardization. Depends on Data team bandwidth and Snowflake access roadmap. Engage proactively to get on the roadmap early.
Zoom → HL Meet Transition Planning
Prepare for a potential future platform transition without creating unnecessary Zoom-specific technical debt. Current contract has approximately one year remaining. Evaluate whether mature Support Zoom workflows can inform transition planning.
This view is designed to guide the next phase of stakeholder discovery. Use it to identify gaps and track progress as cross-functional validation occurs. Filter by GTM function to prepare for each stakeholder conversation.
Phase 0–30 Discovery

GTM Systems Discovery

Help us build an accurate view of the systems, tools, automation, and data dependencies supporting GTM.

As GTM Operations evolves, we're building a current-state view of the systems supporting each GTM function — what we're using, how those systems fit together, where friction exists, and where there may be opportunities to improve.

This is a discovery exercise only. Completing this form does not mean GTM Ops intends to take ownership of or change the systems your team currently manages.

Please answer based on how your team operates today. Estimates and "I'm not sure" are completely fine.

ⓘ  Estimated time: 10–15 minutes  ·  Your answers are saved automatically as you go
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