The GTM Probe.
A diagnostic read of where your go-to-market drops the brand, and why deals that should close lose momentum instead.
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The GTM Probe is the second pathway through nunNEO.prob3. Same instrument, same six dimensions, pointed at the selling motion rather than the brand surface.
What it does
The GTM Probe follows the deal, not the campaign. It reads how your positioning survives contact with the way you actually sell, then names the stage where momentum goes and the seat that most likely took it.
What it reads
The same six dimensions as the Brand pathway, applied to the selling motion: Target Specificity, Positioning Clarity, Differentiation, Cultural Resonance, Linguistic Quality and Strategic Coherence. In practice that surfaces:
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The stage where pipeline consistently stalls, and what changes at that stage.
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The distance between the story marketing tells and the story the sales conversation tells.
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The questions your team gets asked that your material does not answer.
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Which reviewer is stopping the deal, and on what grounds.
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The follow-up that never happens because nobody was given the language for it.
Why this matters in healthcare B2B
Roughly 50% of buying influence sits with people never met during the sale, according to the LinkedIn B2B Institute with Bain. Your champion is not lying when they say the deal looks good. They are reporting on the part of the room they can see. A deal that goes quiet after a strong meeting usually died in a review you were not invited to, and the material that would have survived it was never written.
For a commercial leader carrying a number, that gap is the difference between a forecast and a guess.
What the report returns
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A composite read across the six dimensions, applied to the selling motion.
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A perception gap view, setting your own rating against the diagnostic read.
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Named strengths and gaps, each tied to a commercial consequence.
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A committee legibility read across the six seats, with the objection each seat would raise.
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A directional exposure figure, expressed as a share of pipeline and a dollar range.
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A 30 day action plan of specific producible assets.
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A path to market leadership view, with named competitors and the defensible angle.
The exposure figure is a range against your own reported deal value, not a promise. Where the diagnostic could not see something, the report says so.
How it works, at a high level
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Payment and scope. Fixed scope, fixed price, fixed delivery window, agreed before the work starts.
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Intake. Structured questions on your funnel, your stalls and your selling motion. About ten minutes.
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Collection. Buyer-facing and sales-facing material already in market, plus your intake answers.
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The read. The motion is read through each committee seat separately, because a stall at Procurement and a stall at IT look identical on a forecast and need opposite responses, then scored against the six dimensions.
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The check. Every report goes through a compliance check before it reaches you. A report the check holds waits for a named operator to release it.
Who it is for
Commercial, sales and marketing leaders in MedTech, HealthTech, health SaaS and oral health who have real interest in the pipeline and a conversion problem they cannot locate.
Run Brand first if you can
This pathway tests how well your go-to-market carries the brand. If the brand itself is not giving the committee a reason to choose you, this report keeps pointing back at a cause this pathway was not pointed at. Brand first, then GTM, gives you the connection between the two.
What your internal reviewers will ask
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IT: one vendor at the model layer, one processing agreement, no training on client material. Security brief at str3.com/security.
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Procurement: fixed scope, fixed price, fixed window. No seat licenses, no usage meter.
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Finance: priced as a defined deliverable with a stated window. The exposure finding is a range against your own reported deal value, not a promise.
FAQ
What do I need to have ready? Nothing. The intake collects what the diagnostic needs. Do you need CRM access? No. The read works from public-facing material and your intake answers. Will it tell me which deals to chase? No. It shows why deals of a certain shape stop moving, and what to change. Can I take this pathway without the Brand Probe? Yes. Take Brand first if you are also missing shortlists. How long until I have it? The report arrives by email within the hour. A report the compliance check holds waits for an operator to release it.