Teams rewarded for activity, not outcomes
GTM Failure Node Map
Find the gaps behind the numbers.
100 failure points. Ten places to look. Explore the patterns that weaken positioning, marketing, sales and the systems around them.
Select a category to explore its nodes.Original categories. Original numbering.
Category I / 01 of 10
Incentive Misalignment
What the business rewards shapes what people do.
Marketing on volume, sales on conversion: no one owns revenue quality
Individual KPIs conflict with company-level goals
Short-term targets override long-term system health
Leaders unknowingly incentivize metric gaming
"Good numbers" are safer than uncomfortable truth
People optimize what they're paid for, even when it harms the business
Systems reward speed over understanding
Success is defined differently across teams
No one is accountable for downstream consequences
From a pattern to a priority
Recognition starts the investigation.
A familiar node is a reason to look closer. The free Coherence Diagnostic tests it against your positioning, communications, handoffs and commercial evidence, then identifies what to fix first.
01
Locate the patternUse the Failure Node Map.
02
Establish the cause and costStart with the Coherence Diagnostic.
03
Make the improvement repeatableScope the work around the evidence.