By Brittany Lieu, Marketing Consultant at Heinz Marketing
70% of organizations that run structured pilots for new processes see faster adoption and 30% better results. (Harvard Business Review).
That kind of impact starts with grounding your new process in real work. In my last blog, we covered why starting with a real project is the best way to implement and test a RACI matrix. Now we are taking it a step further by looking at how to pilot a full GTM workflow that includes your RACI and proves it works in practice.
A structured pilot helps you uncover friction points, validate the workflow, and fine-tune before a broader rollout.
Here is a clear 4-step guide to help you do just that.
1. Pick a Familiar Campaign and Narrow the Pilot Scope
To get meaningful feedback on your new GTM workflow, select a campaign that is already built and familiar to the team. At the same time, focus your pilot on just two connected stages of the workflow where handoffs and coordination matter most.
Why it works
Using a known campaign keeps the team focused on how the work flows, not on the content or messaging. Narrowing the scope makes it easier to track changes and identify improvements. Teams that try to test the entire workflow at once often get overwhelmed and lose sight of where the real bottlenecks are.
What teams overlook
Past campaigns hold valuable clues about where things slowed down, such as late approvals, unclear ownership, or duplicated efforts. Testing handoffs between specific stages often reveals the biggest opportunities for improvement.
How to do it
- Choose a campaign from the last six to twelve months with clear performance benchmarks, like a product launch or quarterly newsletter
- Identify two workflow stages where handoffs are tricky, such as building the campaign strategy and executing on the strategy or creative review to launch approval
- Map the current handoff process between those stages and overlay your new RACI roles to clarify accountability
2. Choose a Cross-Functional Team That Is Bought In
Success depends on having a team that is genuinely engaged and open to collaboration. Select team members and centers of excellence who are willing to test the new workflow and provide honest feedback.
Why it matters
Without buy-in, pilots become box-checking exercises. You need people who want to improve how work happens and are comfortable iterating based on what they learn.
What teams overlook
Piloting is not just about process. It is about people. Engaged participants help surface real issues and contribute practical solutions.
How to do it
- Invite team members with experience in the campaign or related workflows and a track record of embracing change
- Assign a pilot lead responsible for scheduling check-ins, gathering feedback, and keeping communication flowing
- Set up a dedicated communication channel, like a Slack group or weekly check-in, to keep everyone aligned
3. Measure How Work Moves, Not Just Final Results
Campaign success is important but during a pilot you want to focus on how smoothly the work flows. Look for signs that the new workflow reduces delays and confusion.
Why it matters
Workflow improvements show up in faster handoffs, fewer revisions, and clearer ownership. These early signals tell you if the process changes are working before final outcomes appear.
What teams overlook
Teams often wait until the end to evaluate success, missing small but critical workflow issues as they happen. Tracking progress regularly helps catch and fix bottlenecks early.
How to do it
- Define key workflow metrics like time spent on each task, number of feedback cycles, or volume of clarification requests
- Use project management tools to flag tasks that experience delays or require rework
4. Hold a Review Meeting to Learn and Improve
The pilot does not end when the campaign launches. A structured review meeting lets you discuss what worked, what didn’t, and how to improve the workflow before rolling it out more widely.
Why it matters
Group reflection helps identify which issues are isolated and which are systemic. It also builds team ownership of the new process.
What many teams overlook
Teams often treat the pilot as a checklist rather than a learning opportunity. They rush the review or limit participation, which leads to missed insights and resistance when scaling the workflow.
How to do it
- Use a shared document or collaboration tool to collect feedback in advance with questions like:
- Which workflow steps sped up your work?
- Where did you face roadblocks or confusion?
- Did RACI roles clarify responsibilities or cause uncertainty?
- What one change would improve the process?
- During the meeting, review collected feedback, highlight common themes, and agree on 2–3 priority fixes
- Assign owners and deadlines to those fixes, and plan a quick follow-up check-in to track progress
- Summarize key learnings and share a short report with leadership and related teams to build support for wider rollout
Final Thoughts
The key to successful GTM orchestration is not just building a workflow but testing it in real time and learning fast. Start small, stay focused, and let your pilot guide you to a smoother and more effective process.
Want to see how we help teams bring structure and clarity through marketing orchestration? Connect with one of our experts today!
The post 4 Steps to Pilot Your New GTM Workflow appeared first on Heinz Marketing.
