The E.D.G.E. GTM System
The operating model that makes GTM behave properly.
Most GTM systems fail quietly. Not because of bad strategy or weak teams, but because the meaning behind the plan fragments the moment it spreads.
The E.D.G.E. GTM System fixes the interpretation layer, where revenue succeeds or unravels.
This is the full model.
Not the short version you saw on the Home page.
Not the service list you saw on the Services page.
This is the doctrine behind everything MB Edge does.
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Interpretation drives behaviour. Behaviour drives revenue.
Why most GTM systems break and why E.D.G.E. was created.
Revenue engines do not break dramatically. They fail through drift:
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Strategy fragments as it moves through layers.
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Teams interpret the same ICP differently.
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CRM fields become optimistic storytelling.
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Forecasts turn into political negotiations.
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Deals advance based on narrative strength, not value.
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GTM functions occupy parallel realities.
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Leaders make decisions based on their mental models, not a shared one.
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Almost every GTM failure falls into one of four behavioural categories:
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Ambiguity - no shared definition of value.
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Inconsistency - different teams applying different rules.
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Friction - political and narrative misalignment.
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Wishful thinking - the polite fictions that distort pipeline.
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You do not fix these with:
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more headcount
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more tools
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more dashboards
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more processes
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more meetings
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more frameworks
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You fix them with a system for meaning. This is what E.D.G.E. was built for.
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GTM problems look operational. They are almost always behavioural.
The E.D.G.E. GTM System
The operating model that makes GTM behave properly.
Each pillar solves a core behavioural failure mode.
Together, they form a closed loop: clarity → engine → motion → advantage.
E - Establish Clarity
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The shared mental model
G - Govern the Motion
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Replace randomness with rhythm
D - Develop the Engine
Your revenue truth system
E - Embed the Advantage
Your behavioural moat
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The Systems Behind E.D.G.E
Two internal systems that make the model work in practice
Clarity Engine™
A behavioural sales operating system that defines how value is framed, repeated, and defended across the entire buying journey. Designed during GTM strategy, enforced during execution, and reinforced as a brand advantage, it ensures sales teams and buyers operate with a shared, decision-safe narrative under pressure.
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Truth Qualification System™
A leadership-grade deal qualification system that enforces honesty about deal health, buyer commitment, and execution risk. Designed during GTM strategy, operationalised through RevOps, and enforced during execution, it protects forecast credibility and prevents false progress from entering the revenue system.
E . Establish Clarity​
Strategy that everyone interprets the same way.
This pillar addresses the most expensive GTM failure. Misaligned meaning.
Clarity is not a deck. Clarity is a shared mental model.
What this pillar fixes:
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Competing definitions of ICP
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Value propositions that mutate across the org
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Pricing assumptions built on wishful thinking
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Market entry decisions made on incomplete truths
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Partner routes chosen out of habit. not design
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What this pillar installs:
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A single GTM thesis
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A unified ICP and segmentation logic
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A behavioural value narrative buyers can repeat
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Country by country plays that reflect SEA reality
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Clarity Engine™. your operating narrative system
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Why this matters:
If people cannot repeat the strategy. they cannot execute the strategy.
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Clarity compounds.
D . Develop the Engine
Build a revenue truth system that does not lie back to you.
Revenue fails when truth becomes subjective. This pillar rebuilds your revenue engine so the numbers become behaviourally honest.
What this pillar fixes:
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Forecast theatre
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Pipeline fiction
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Inconsistent qualification
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Data hygiene decay
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Metrics drifting away from meaning
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Governance based on vibe. not fact
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What this pillar installs:
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Forecast definitions that survive interpretation
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Pipeline stages with behavioural rules
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Qualification design rooted in psychology
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Data standards that eliminate ambiguity
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Revenue intelligence dashboards
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Truth Qualification System™
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Why this matters:
A dishonest pipeline forces every downstream decision to be dishonest.
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Truth beats theatre.
G . Govern the Motion
Replace randomness with rhythm.
This pillar operationalises GTM. Where most companies rely on heroics,
E.D.G.E. creates mechanisms.
What this pillar fixes:
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Inconsistent deal reviews
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Leadership misalignment
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Slack and email substituting for systems
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Pursuits run on hope instead of inspection
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Feedback loops that never feed back
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What this pillar installs:
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CRO level operating cadence
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Deal inspection frameworks
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Pursuit Desk and War Room discipline
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Leadership rhythms for alignment
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Weekly truth pulses
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Execution governance
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Why this matters:
If you cannot govern motion. you cannot govern revenue.
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Hope is not a pipeline stage.
E . Embed the Advantage
Make your solution the lowest regret choice in every buying committee.
This is the behavioural moat. The pillar your competitors cannot copy.
What this pillar fixes:
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Messaging that does not travel inside buying committees
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Champions unable to defend your narrative internally
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Value props that collapse under scrutiny
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Pricing that triggers regret
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Deals lost to internal politics. not competitors
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What this pillar installs:
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Clarity Engine™ behavioural messaging
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Internal defence narratives
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Pricing perception architecture
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Behavioural objection models
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Buyer psychology maps
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A distinctiveness kit. your brand moat
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Why this matters:
People do not choose the best solution. they choose the least regrettable one.
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If people cannot repeat it. they cannot defend it.
E.D.G.E. is not four services.
It is one system.
Most GTM models collapse because they are built as silos. E.D.G.E. was designed as an integrated behavioural operating system.
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Clarity gives intention to the Engine
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The Engine gives truth to Motion
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Motion gives consistency to Behaviour
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Behaviour gives advantage back to Clarity
This creates a closed loop of compounding GTM stability.
When one pillar strengthens. the others amplify it. When one collapses. the system drifts.
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Systems scale. heroics do not.
The IP behind the E.D.G.E. GTM System
The diagrams on this page are the visible part of E.D.G.E.. The real value sits in the IP underneath. The systems we install inside your GTM reality.
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Clarity Engine™
A behavioural narrative system that turns strategy into a repeatable mental model.
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Truth Qualification System™
Replaces qualification guesswork with behavioural truth signals.
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Behavioural Deal Maps
Guide navigation through internal politics and champion psychology.
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Pricing Perception Architecture
Designs price presentation around regret minimisation.
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SEA Market Interpretation Library
A GTM behavioural reference built specifically for Southeast Asia.
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Pursuit Governance Model™
Replaces ad hoc deal management with a predictable mechanism.
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Leadership Rhythm Protocols
Turn GTM governance into a system. not a meeting habit.
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Distinctiveness Layer
Makes your narrative non substitutable in competitive markets.
Your moat is not the product. It is how buyers understand the product.
Your competitive advantage is not the product. It is how buyers understand the product.
Signals that your company is ready for E.D.G.E.
You need a GTM system when GTM complexity starts to outgrow improvisation.
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Typical signals:
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Forecasts feel like opinions
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ICP debates never end
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Pipeline conversations avoid truth
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Leaders use different definitions for the same things
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Markets behave differently than the strategy deck
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Country plans drift away from the core thesis
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Partner plays produce activity. not leverage
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Deals die in internal politics more than on competitor comparison
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These are not random problems. They are symptoms of a missing system.
E.D.G.E. is that system.