designing-gtm-strategy

name	designing-gtm-strategy
description	Use when the user needs to translate foundational marketing insights into an operational growth plan, select a GTM motion, prioritize channels, or create a 90-day execution plan. Use when marketing efforts feel like disconnected tactics without a coherent system connecting them to revenue targets.
user-invocable	true
metadata	{"version":"1.0.0"}

GTM Strategy & Growth Architecture

Overview

GTM strategy is the orchestration layer that turns upstream insights into an operational plan: what to do, in what order, through which channels, to hit revenue targets. At $1M-5M ARR, this is the difference between a coherent growth engine and disconnected tactics that burn cash.

When to Use

• Marketing lacks a clear connection between activities and revenue targets
• No revenue contribution model exists
• Channel selection is based on gut feel, not scored criteria
• Team is spreading effort across too many channels simultaneously
• GTM motion (PLG vs. sales-led vs. hybrid) has not been deliberately chosen
• Entering a new market segment or preparing for next-stage growth
• Pipeline architecture relies on outdated MQL-based funnels

Don't use when: You have a validated, data-backed GTM plan less than 90 days old with channels performing to target.

Quick Reference

Phase	Duration	Output
GTM inputs assembly & revenue math	Day 1	Revenue contribution model
GTM motion selection	Day 2-3	Motion decision with scoring rationale
Channel strategy & prioritization	Day 4-6	Ranked channels, top 2-3 selected
Growth model architecture	Day 7-8	System diagram, signal architecture
GTM sequencing & 90-day plan	Day 9-10	Phased execution plan
Market entry & expansion strategy	Day 11-12	Depth vs. width decision

Core Deliverables

• Revenue Contribution Model -- Targets, pipeline requirements, monthly benchmarks
• GTM Motion Decision -- PLG vs. sales-led vs. hybrid with scoring rationale
• Channel Strategy -- Weighted prioritization matrix, top 2-3 channels selected
• Growth Model -- Engine design, compounding loops, signal-based pipeline architecture
• 90-Day Execution Plan -- Monthly milestones, resource allocation by team size
• Market Expansion Strategy -- Depth vs. width framework, emerging channel plan

Common Mistakes

• Spreading across too many channels (at 1-3 people, do 2-3 well, not 6 poorly)
• Skipping revenue math and jumping straight to tactics
• Copying a competitor's GTM motion instead of scoring fit to your product and ICP
• Building MQL funnels instead of signal-based pipeline architecture
• Scaling a channel before 60-90 days of validated positive ROI
• Planning 12 months in detail instead of 90 days detailed, 6 months directional

Integration

Feeds into: developing-brand-strategy, planning-marketing-budget, running-content-engine, optimizing-geo-visibility, creating-sales-enablement, executing-launch-playbook, reducing-cac, accelerating-pipeline

Refresh: Growth model monthly. Channel prioritization and 90-day plan quarterly. Full GTM overhaul annually or after major pivot.

See workflow.md for detailed phase-by-phase execution, revenue math templates, GTM motion scoring frameworks, channel prioritization matrices, and signal-based pipeline architecture diagrams.