# GTM Brainstorm
## Cover
March 2026
GTM Brainstorm
Create a plan of attack for the U.S. AmLaw 200. A focused session on use cases, sales motion, and the first lighthouse deals.
Goals
1) translate broad platform vision into concrete use cases
2) create a repeatable approach for quickly generating credibility and ARR
3) ensure super happy customers
01 / 08
02 The Landscape · 03 Use Cases · 04 Sales Motion · 05 Lighthouse · 06 Hiring · 07 Marketing Foundations
## Nick's GTM Summary
GTM Summary
02 / 08
$2.1M
ARR
54
Customers
~5
Segments
5
Products
newcode "does a lot of stuff for a lot of different businesses." The path to rapid growth lies in focusing those efforts and not fighting on all possible fronts, but dominating 1. I believe that front is business of law use cases selling to AmLaw 200 and U.S.-based LSPs
Why the enthusiasm
:icon-cpu:
Aurora ships with 100 use cases
Their UI-based agentic engine deploys in a customer's Azure tenant with up to 100 use cases out of the box. We can win with law firms by solving problems no Legal AI Assistant can, because of their lack of indexing capability and lack of the ability of a legal end user to create agentic workflow. We can win with U.S.-based LSPs, because of the extensibility of Aurora, and their ability to extend or build new uses cases based on customer or industry-specific expertise.
:icon-file-search:
Ingest and index at scale
Can ingest and index millions of documents in-place, with enterprise-grade security, permissions, and auditability.
:icon-building-2:
Uniquely positioned for law firms and LSPs
Handles business and practice of law challenges that Harvey, Legora, and Co-counsel can't. Provides an extensibility mechanism for LSPs. How can we prove this quickly?
:icon-handshake:
Compelling channel GTM
Opens a compelling proposition for a channel go-to-market strategy.
Meeting Objectives
1. Align on GTM hypothesis · 2. Create top-down forecast · 3. Discuss GTM org
## The Landscape
Part 1 — The Landscape, Constraints, and Use Cases
background
03 / 08
| Label | Detail | Icon |
| --- | --- | --- |
| Beachhead | AmLaw 200 | :icon-target: |
| Sales Cycles | 8–14 months typical. Fast outliers: 2–3 months with AI budgets | :icon-clock: |
| Competitive Reality | Harvey runs at ~50% of AmLaw 100. Rest: Legora, Co-Counsel, Claude Cowork | :icon-shield-alert: |
| Our Edge | Specific, defensible use cases. Not a broad Legal AI Assistant. We are snipers. | :icon-crosshair: |
| Current Traction | Early law firm and gov't traction in Europe; 2 AmLaw customers: Robinson + Cole; Gravity Stack/ReedSmith | :icon-trending-up: |
| Products | 5 products sold separately. Expansion path TBD. | :icon-layers: |
Key discussion questions (law firm and gov't)
| Question |
| --- |
| Where have we won (specific use cases) where Harvey and Legora already have an enterprise license? Why/how did we win? (value prop and process) Why are customers willing to pay for newcode in addition to a Legal AI Assistant? |
| Where do we lose and why? |
| Which product do we sell first, and what's the expansion path? |
| What do firms pay for vs. experiment with? |
## Use Cases
Part 1 — Use Case Deep Dive
Where do we/can we win?
Click to explore
04 / 08
| Category | Title | Description | Icon |
| --- | --- | --- | --- |
| Practice of Law | Legal Research & Analysis | AI-assisted case research, precedent analysis, and document review at scale. Where newcode outperforms a general Legal AI Assistant. | :icon-book-open: |
| Practice of Law | Contract Drafting & Review | Accelerated contract review and drafting workflows. Specific clause-level intelligence that generalist tools miss. | :icon-file-text: |
| Business of Law | Legal Bill Review | Review invoices before sending to clients — e.g. Kirkland-style use case. Opens doors faster than practice of law. | :icon-receipt: |
| Business of Law | Knowledge Management | Institutional knowledge capture and retrieval. Surface the right expertise at the right moment across the firm. | :icon-database: |
| Government | Government / Regulatory | Strong traction in Norway and Ireland. Does the model translate to U.S. government agencies and their unique procurement requirements? | :icon-landmark: |
Questions to answer
| Question |
| --- |
| Which are **practice of law**, which are **business of law?** |
| **Usage?** How many customers are running this in production? |
| **Results?** What measurable outcomes has it produced? |
| **CSAT? **How satisfied are the users and stakeholders? |
| Does it **map 1:1 to a product**, or does it **combine multiple products?** |
| Why do firms **adopt it alongside Harvey,** Legora, Co-counsel? |
| Is there an internal **ODF use case we could experiment with?** |
| What other **systems does newcode plug into?** |
Session outcomes
| Outcome |
| --- |
| Stack-ranked use cases for AmLaw 200 (practice vs. business of law) |
| 2–3 differentiated messages that land with the AmLaw 200 |
| The expansion path -- what to sell first and why |
| Hypothesis as to whether success with Euro gov't will lead to success with U.S. gov't |
| Hypothesis as to how newcode and Entegrata work together as a law firm stack |
## Sales Motion
Part 2 — Sales Motion
How we sell
05 / 08
| Role | Influence | Icon |
| --- | --- | --- |
| CIO | High | :icon-monitor: |
| CKO | High | :icon-brain: |
| CINO | High | :icon-lightbulb: |
| Dir. Enterprise Apps | Medium | :icon-server: |
| Dir. of IT | Medium | :icon-settings: |
| Rainmaker Partner | Influential (not decisive) | :icon-user: |
| Question |
| --- |
| How do you get your first meeting and who do you meet with first? |
| Do you lead with a product or a use case? |
| Who blocks you most often, and why do deals stagnate? |
| What does a good first deal look like -- product, pricing, term? |
| How would you describe your typical "sales process?" |
| What would go-to-market via the channel look like? |
Decision-Making Unit
Discussion questions
Key insights
- Firm-wide decisions are almost always made by ExCom — rarely one person.
- AmLaw and Gov't sales motions are very diffrent
- Pilots close at a 90% win rate.
- The channel is dense and untapped.
Session outcomes
| Outcome |
| --- |
| High-level sketch of the sales process |
| Skillset / background required for first seller |
| 3–4 ways to generate awareness in the U.S. |
| Hypothesis on selling through the channel |
| Decide what a good first deal looks like (use case; pricing/packging) |
## Lighthouse Partners
Part 3 — Lighthouse Partners
First 3–4 customers
define a concrete, actionable plan to land 3-4 AmLaw 100 customers to drive referrals, generate credibility, help us refine roadmap, pricing, packaging, and value prop
05 / 07
| Title | Description | Icon |
| --- | --- | --- |
| Ideal Customer Profile | Which AmLaw logos have the right use case fit, a budget, and are referenceable? | :icon-building-2: |
| The Lighthouse Offer | What products, use cases, pricing, and engagement length? What do we ask of them in return? (reference, roadmap input, case study) | :icon-gift: |
| Path to First Meeting | How do we reach them? ODF intros, partner referrals, channel relationships, conference presence (ILTA)? | :icon-map-pin: |
| The Pitch | Crisp talk track tailored to each persona. Sniper precision: one specific use case, one defensible reason to buy newcode alongside Harvey. | :icon-zap: |
| Question |
| --- |
| What does a Lighthouse offer look like — products, use case, cost, length, asks? |
| What's the ideal AmLaw logo? Which firms should be on our target list? |
| How do we get in front of them and who opens the door? |
Discussion questions
Session outputs
| Output |
| --- |
| List of 10–20 target firms |
| Path to get in front of each |
| Clear Lighthouse Partner offer |
| Pitch talk track |
| Timeline |
## Org & Next Steps
Part 4 — Org Design
Hiring & Quick Starts
06 / 07
| Title | Description | Icon |
| --- | --- | --- |
| What does Maged own? | Where does he stay involved vs. step back? Define the line before hiring. | :icon-user-check: |
| First Sales Hire | IC, player-coach, or org builder? Background: legal tech, consultative selling, law firm relationships. | :icon-user-plus: |
| First Marketing Hire | Does marketing report to Magid or US GTM leader? PMM, demand gen, or field? | :icon-megaphone: |
| mAgId CRO Agent | Commit to building: synthetic personas, recorded customer interactions, demo library. | :icon-bot: |
session outcomes
Marketing quick starts
| Action | Detail | Icon |
| --- | --- | --- |
| ILTA Conference | Primary legal tech gathering. First in-person presence in the U.S. market. | :icon-calendar: |
| ODF Intros | Warm introductions from the ODF network to AmLaw target firms. | :icon-handshake: |
| Partnership PR | Announce newcode × ODF partnership and U.S. market entry. | :icon-newspaper: |
| Thought Leadership | Amplify Maged's POV on legal AI. LinkedIn, bylines, podcast appearances. | :icon-mic: |
| Outcome |
| --- |
| Commitment to build mAgId CRO agent |
| Input for first sales hire scorecard |
| Input for first marketing hire scorecard |
| Hiring timeline and process |
| Hypothesis on marketing mission for Year 1 |
## Marketing Foundations
Part 5 — Getting Started on Marketing
Marketing Foundations
07 / 07
**Goal:** We won't be able to cover this content in the amount of time we have. The goal of this section is to illustrate the first actions we'd take in collaboration with your team to refine the marketing strategy and start developing an annual marketing plan.
| Section Title | Icon | Items |
| --- | --- | --- |
| Marketplace Understanding | :icon-map: | Draft a newcode SWOT
Draft a SWOT for the 2–3 toughest competitors
Create a market map / competitive positioning 2x2 based on the top 2 customer priorities |
| Customer Understanding | :icon-users: | Build out a list of the top 5–8 buyer personas that are part of the DMU
Determine where/how they get their information and how to get in front of them
Determine approximate what % of marketing and sales efforts you want focused on each persona |
| Messaging | :icon-message-square: | Brainstorm using the "golden circle" framework: why; how; what
Draft messaging in a few basic formats — 1-sentence; elevator; captive audience |
| Alignment on the Marketing Mission | :icon-compass: | People often mean very different things when they say "marketing" — from graphic design to tradeshow planning, to lead gen, to PR, to product marketing
We need to agree on what the most important marketing need is in the near term |
| Quick Start Ideas | :icon-zap: | Even without a team and plan, what are some things we could do immediately
Tradeshows (e.g. ILTA)
Meetings with friendlies (e.g. ODF intros)
PR: work with ODF on post announcing partnership and investment being used to move into the U.S. market
Content: amplifying Magid's thought leadership |