Designed by Michael Morgan

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Introduction

Jobs-to-be-Done (JTBD) examples for go-to-market strategy.

• Context-driven approach: Emphasizes the circumstances that trigger company needs
• Outcome-oriented thinking: Centers on the desired results companies want to achieve
• Barrier identification: Highlights obstacles or pain points companies seek to avoid
• Statement collection system: Includes a database to organize and track multiple JTBD statements </aside>

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Cross-Functional Alignment

Revenue operations exists to align marketing, sales, and customer success around common metrics and processes. JTBD serves as a unifying framework that gives all GTM functions a shared understanding of customer needs.

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Scalable Intelligence

By capturing JTBD statements in a structured database (like the one below), GTM operations can systematically analyze patterns, prioritize opportunities, and scale insights across the organization. This transforms qualitative customer understanding into quantitative, actionable intelligence for revenue growth.

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Measurable Progress Metrics

Modern GTM engineering requires clear leading and lagging indicators. JTBD's emphasis on desired outcomes translates naturally into measurable success criteria that can be tracked through the customer lifecycle, from initial engagement through expansion.

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Outcome-Based Messaging

Revenue operations demand clear value articulation that resonates across the buyer's journey. JTBD's outcome orientation provides the language and framework for creating messaging that speaks directly to what buyers actually care about: the results they need to achieve, not just product features.

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Barrier-Based Competitive Strategy

The JTBD focus on barriers and pain points to avoid directly informs competitive positioning and objection handling. GTM teams can engineer plays and sequences that specifically address the obstacles preventing purchase or adoption, making the path to revenue more efficient.

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Context-Driven Targeting

Modern B2B GTM operations thrive on precision targeting and account-based strategies. JTBD's emphasis on context—the "when" that triggers a need—enables GTM teams to identify and engage prospects at the exact moment they're experiencing the circumstance that makes them receptive to a solution.

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When context, I want to job, so I can outcome without pain or barrier

200+ JTBD Statements