Work backwards from the message
Decide what you would say first, then find the condition that earns it and the data that proves it. One campaign, one condition at a time.
Read the postJordan Crawford, GTM engineer and founder of Blueprint GTM
I do all my work in Claude Code and publish the method on On the Edge as I build it. I help GTM teams sell by working backwards from closed deals, not by sending more cold email.
Based in San Francisco. Writing for GTM leaders and GTM engineers.
In my own words.
I’m Jordan Crawford. Fractional GTM engineer. I do all my work in Claude Code: building campaigns, analyzing churn, scoring customer health, parsing call transcripts, shipping enrichment pipelines. I publish the methodology on On the Edge in real time.
Most sales and marketing teams define their ICP, define their personas, and everything falls apart when they send a message. The message is about them, not about the situation the customer is in.
I founded Blueprint in 2021 to build TAM and prospect lists from data on the public web, and I’ve advised Clay since the same year. Before that I ran support for the webOS App Catalog at Palm, then helped Bay Area startups grow.
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How I work: backwards from the message.
Start from the customer’s pain, find the data that proves the pain, and let the data write the message. The list is the message.
Pain-Qualified Segment (PQS)
A target list defined by a situation you can prove with public data, not by headcount or industry.
What is a PQS?Permissionless Value Prop (PVP)
A message built on an insight so specific the prospect would value it even if they never bought from you.
What is a PVP?