| name | codexkit-go-to-market-planner |
| description | Build a Go-to-Market (GTM) plan for new product launches, market entries, or feature rollouts. Covers market sizing (TAM/SAM/SOM), positioning, messaging, channel strategy, pricing approach, and launch timeline. Use when preparing to bring something new to market. Do not use for ongoing marketing operations or campaign execution. |
| version | 1.0.0 |
| category | knowledge |
Go-to-Market Planner
Purpose
Create a structured GTM plan that aligns product, marketing, sales, and customer success for a successful launch — from market analysis to day-one execution.
When to use
- launching a new product or service
- entering a new geographic market or customer segment
- repositioning an existing product
- preparing a major feature launch that needs cross-functional coordination
When not to use
- ongoing campaign management (use campaign-brief-writer)
- brand identity or visual design work
- daily marketing operations
Inputs
- product or feature description and key differentiators
- target audience (existing segment or new)
- competitive landscape overview
- launch timeline or constraints
- available budget and resources
- sales model (self-serve, sales-led, product-led, hybrid)
- geographic scope
Procedure
- Market sizing — TAM/SAM/SOM analysis:
- TAM: total market value if 100% penetration
- SAM: segment the company can realistically serve
- SOM: the achievable share in 12–18 months
- Competitive positioning:
- map competitors on a 2×2 matrix (e.g., ease-of-use vs. feature completeness)
- identify your unique positioning angle
- write a positioning statement: "For [target], we are the [category] that [differentiator] unlike [alternative]"
- Messaging framework:
- headline value proposition (one sentence)
- 3 supporting pillars (feature → benefit → evidence)
- objection handling for top 5 buyer concerns
- Channel strategy (prioritize 3–4 channels):
- rank by expected ROI and lead quality
- include content, paid, partnerships, community, product-led
- Pricing approach:
- value-based or competitive pricing rationale
- packaging tiers if applicable
- free trial or freemium consideration
- Launch timeline with milestones:
- T-30: pre-launch (beta, waitlist, press outreach)
- T-0: launch day (announcement, activation campaigns)
- T+30: post-launch (analysis, iteration, feedback loop)
- Success metrics and review cadence:
- leading indicators (sign-ups, trials, pipeline)
- lagging indicators (revenue, retention, NPS)
- review: weekly for first 30 days, then monthly
Output
- market sizing summary (TAM/SAM/SOM with sources)
- competitive positioning map
- messaging framework document
- channel prioritization matrix
- launch timeline with milestones and owners
- success metrics dashboard definition
Definition of done
- TAM/SAM/SOM are quantified with sources
- positioning statement is specific, not generic
- messaging pillars have evidence, not just claims
- launch timeline has milestone owners and dates
- success metrics include both leading and lagging indicators
Examples
- "Create a GTM plan for our new AI writing tool targeting SMB content teams."
- "Plan the launch of our Vietnam market expansion for the existing SaaS product."
- "We're repositioning from enterprise to mid-market — build the messaging and channel plan."
Quality Criteria
Verification (4C)
| Check | Question |
|---|
| Correctness | Do referenced frameworks and standards match their official definitions? |
| Completeness | Are all key concepts covered without significant gaps for the stated audience? |
| Context-fit | Would this be useful for someone new to this domain, or is it too advanced/too basic? |
| Consequence | If a stakeholder acted on this immediately, what could they misinterpret? |
Edge Cases
- Conflicting frameworks — State which framework takes precedence and why. Document the trade-off explicitly.
- Rapidly changing domain — Note information currency date. Flag sections likely to need updates.
- Audience has mixed expertise levels — Provide a glossary and mark advanced sections as optional.
Changelog
