go-to-market

name	go-to-market
description	Plan comprehensive go-to-market launches for products and features. Use when launching new products, entering new markets, or planning major releases.
origin	ECM

Go-to-Market Strategy

When to Activate

• Launching a new product or service
• Entering a new market segment or geography
• Planning a major product release or version upgrade
• Building a GTM strategy for an acquisition or partnership
• Evaluating which GTM motion to adopt (PLG, sales-led, channel, hybrid)
• Annual or quarterly GTM planning
• Product-market fit established and ready to scale distribution

First Questions

1. What are you launching? (New product, feature, market expansion, repositioning)
2. Who is the target customer? (ICP, buyer persona, user persona)
3. What is the value proposition? (Why should they care? Why now?)
4. What is the competitive landscape? (Who else solves this problem?)
5. What is the GTM motion? (PLG, sales-led, channel, community, hybrid)
6. What is the pricing strategy?
7. What is the launch timeline? (T-minus weeks/months)
8. What resources are available? (Team, budget, existing channels)
9. How will you measure success? (Revenue target, adoption target, pipeline target)

GTM Strategy Components

1. Target Market Definition

• Total Addressable Market (TAM): Everyone who could theoretically buy.
• Serviceable Addressable Market (SAM): The portion you can reach with your current channels and product.
• Serviceable Obtainable Market (SOM): Realistic share you can capture in the near term.
• Ideal Customer Profile (ICP): The specific type of company/person most likely to buy and succeed.

2. Value Proposition

• Use the product-positioning skill for full positioning work.
• The GTM value proposition should answer: "Why should this specific customer buy this specific product right now?"
• "Right now" is critical — what trigger event or market condition makes this timely?

3. Channel Strategy

How will you reach your target market?

Channel	Best For	Considerations
Direct sales	High ACV, complex products, enterprise	Expensive. Requires sales team. Long cycles.
Self-serve / PLG	Low-to-mid ACV, simple onboarding, tech-savvy users	Requires product investment. See plg-strategies skill.
Channel / Partners	Geographic expansion, industry verticals, integration ecosystems	Less control. Revenue share. Partner enablement needed.
Community-led	Developer tools, open source, niche communities	Slow to build. Authentic relationship required.
Marketplace	App stores, platform ecosystems	Distribution built in. Competition is high. Platform dependency.

4. Pricing Strategy

• Value-based pricing: Price based on the value delivered to the customer (preferred).
• Competitive pricing: Price relative to alternatives.
• Cost-plus pricing: Cost to deliver + margin (rarely optimal for software).
• Penetration pricing: Low price to gain market share, increase later.
• Skimming pricing: High price initially, reduce over time.

Pricing decisions to make:

• Per seat, per usage, flat rate, or tiered?
• Monthly vs. annual billing? (Offer both; incentivize annual.)
• Free tier or trial? (See PLG strategies skill.)
• Enterprise / custom pricing?

5. Launch Plan

See launch tier framework below. The launch plan operationalizes the strategy.

Launch Tier Framework

Not all launches are equal. Tier your launches to allocate resources appropriately.

Tier 1 — Major Launch

What qualifies: New product, new market entry, major platform change, company milestone (funding, acquisition). Resources: Full cross-functional team. Dedicated budget. 8-12 week preparation. Activities:

• Press release + media outreach (exclusive or embargo)
• Product Hunt / launch event
• Email to full customer base
• Paid amplification
• Sales enablement (training, battlecards, demo environment)
• Content package (blog, video, case study)
• Social media campaign
• Customer webinar / event
• Analyst briefing (if relevant)

Tier 2 — Moderate Launch

What qualifies: Major feature release, new integration, significant pricing change. Resources: Marketing team lead. Moderate budget. 4-6 week preparation. Activities:

• Blog post + email to relevant customer segment
• In-product announcement
• Social media posts
• Sales notification and brief
• Help documentation
• Targeted paid amplification (optional)

Tier 3 — Minor Launch

What qualifies: Feature update, UX improvement, minor new capability. Resources: Product marketing + product team. Minimal budget. 1-2 week preparation. Activities:

• In-product notification or changelog entry
• Help documentation update
• Email to affected users (if behavioral change)
• Internal Slack announcement

Launch Timeline Template

T-8 Weeks (Tier 1 Launch)

T-8: Strategy finalization
     - Positioning and messaging approved
     - Target audience and segments defined
     - Launch tier and resource plan confirmed
     - Success metrics defined

T-6: Content creation begins
     - Blog post, landing page, email copy
     - Sales enablement materials
     - Social media content plan
     - Press release draft
     - Video / demo production

T-4: Cross-functional alignment
     - Sales training / enablement session
     - Customer success briefing
     - Support team documentation and training
     - Beta / early access program (if applicable)
     - Press outreach begins (embargoes, exclusives)

T-2: Final preparation
     - All content reviewed and approved
     - Landing pages live (gated or unlisted)
     - Email sequences loaded and tested
     - Ad campaigns built and ready
     - QA of product / feature
     - Internal launch readiness review

T-1: Pre-launch
     - Final go/no-go decision
     - Press embargo confirmations
     - Social media posts scheduled
     - Internal announcement prepared

T-0: LAUNCH DAY
     - Execute launch day playbook (see launch-playbook skill)

T+1 to T+7: Post-launch amplification
     - Monitor metrics and social conversation
     - Respond to press and social media
     - Send follow-up emails to non-openers
     - Collect and share early customer feedback

T+14: Post-launch review
     - Performance vs. goals assessment
     - Lessons learned
     - Ongoing amplification plan

Cross-Functional Launch Checklist

Product Team

• Feature/product is GA-ready (no critical bugs)
• Documentation and help articles written
• API documentation updated (if applicable)
• Changelog updated
• In-product announcements configured
• Analytics and event tracking implemented

Marketing Team

• Positioning and messaging finalized
• Landing page live and tested
• Blog post written and scheduled
• Email campaigns built and tested
• Social media content created and scheduled
• Paid campaigns built and budgeted
• Press release written and distribution planned
• Video / demo produced (if applicable)
• Customer case study secured (if available)

Sales Team

• Sales training completed
• Battlecards updated with new positioning
• Demo environment ready with new feature/product
• Pricing and packaging communicated
• Objection handling document updated
• Target account list identified for outreach

Customer Success Team

• Existing customer communication planned
• Upgrade/migration path documented
• Onboarding materials updated
• Success metrics defined for new feature/product
• Proactive outreach plan for high-value accounts

Support Team

• Knowledge base articles published
• Support team trained on new feature/product
• Escalation paths defined for launch issues
• FAQ document prepared
• Ticket volume spike plan in place

Post-Launch Measurement Framework

Launch Metrics Dashboard

Metric	T+1 Day	T+7 Days	T+30 Days	T+90 Days
Awareness: Page views, impressions	✓	✓	✓
Engagement: Sign-ups, trials, demos requested	✓	✓	✓	✓
Activation: Users who reach value milestone		✓	✓	✓
Revenue: Pipeline, bookings, expansion			✓	✓
Retention: Usage retention, churn impact				✓
Satisfaction: NPS, CSAT, support tickets		✓	✓	✓

Launch Success Criteria (Define Before Launch)

• Set specific, measurable goals for each metric.
• Example: "Within 30 days: 500 sign-ups, 25% activation rate, $50K pipeline."
• Include a stretch goal and a minimum viable outcome.

Post-Launch Decision Framework

• Exceeding targets: Increase amplification. Invest more in this channel/product.
• Meeting targets: Continue plan. Optimize based on data.
• Below targets: Diagnose. Is it awareness (not enough people know), activation (people try but don't stick), or conversion (people stick but don't pay)?
• Way below targets: Emergency retrospective. Reassess positioning, channel, or product-market fit.

GTM for Different Motions

Product-Led Growth (PLG) GTM

• Primary channel: Product itself. Self-serve sign-up.
• Marketing role: Drive awareness and traffic. Optimize conversion funnel. Create educational content.
• Sales role: Assist on larger deals (PQL-based outreach). No cold outbound for small deals.
• Key metric: Sign-up → Activation → Conversion rate.
• See: plg-strategies skill for detailed PLG guidance.

Sales-Led GTM

• Primary channel: Outbound sales. Demos. Proposals.
• Marketing role: Generate qualified leads (MQLs). Create sales enablement content. Build brand awareness for inbound.
• Sales role: Drive the full sales process. AE-led demos, negotiations, closing.
• Key metric: Pipeline generated → Win rate → ACV.
• Best for: High ACV (>$20K/year), complex products, enterprise.

Channel / Partner GTM

• Primary channel: Resellers, distributors, integration partners, consultancies.
• Marketing role: Create partner-ready materials. Through-partner and to-partner marketing.
• Sales role: Manage partner relationships. Enable partner sales teams.
• Key metric: Partner-sourced pipeline → Partner revenue → Partner satisfaction.
• Best for: Geographic expansion, vertical penetration, ecosystem plays.

Community-Led GTM

• Primary channel: Developer community, user community, open-source ecosystem.
• Marketing role: Community building, developer relations, content, events.
• Sales role: Minimal initially. Enterprise sales overlay when community creates inbound.
• Key metric: Community size → Active contributors → Commercial conversion.
• Best for: Developer tools, open-source, technical products.

Hybrid GTM (Most Common for Scale-ups)

• Combine PLG for SMB/mid-market self-serve with sales-led for enterprise.
• Marketing generates both self-serve sign-ups and sales-qualified leads.
• Product-qualified leads (PQLs) bridge the two motions.
• Key design question: At what deal size / account size does the motion shift from self-serve to sales-assisted?

GTM Strategy Document Template

GO-TO-MARKET STRATEGY
Product/Initiative: [Name]
Date: [Date]
Owner: [Name]

1. EXECUTIVE SUMMARY
   [3-5 sentences: What, for whom, why now, expected outcome]

2. TARGET MARKET
   - TAM/SAM/SOM
   - ICP definition
   - Buyer and user personas
   - Market timing / trigger events

3. VALUE PROPOSITION & POSITIONING
   - Positioning statement
   - Key messages (3-5)
   - Competitive differentiation

4. GTM MOTION
   - Primary motion (PLG / Sales-led / Channel / Hybrid)
   - Channel strategy
   - Lead generation approach

5. PRICING & PACKAGING
   - Pricing model and tiers
   - Competitive pricing context
   - Discount / promotion strategy

6. LAUNCH PLAN
   - Launch tier (1/2/3)
   - Timeline with milestones
   - Cross-functional responsibilities

7. SALES ENABLEMENT
   - Training plan
   - Materials (battlecards, demo, objection handling)
   - Target account strategy

8. SUCCESS METRICS
   - KPIs with targets
   - Measurement timeline
   - Success / failure criteria

9. BUDGET & RESOURCES
   - Budget allocation by channel
   - Team resources required
   - External vendor / agency needs

10. RISKS & MITIGATIONS
    - Top 3-5 risks
    - Mitigation plans for each

Quality Gate

Before executing a GTM strategy:

• Is the target customer defined specifically enough to build a prospect list?
• Is the value proposition differentiated from alternatives (not just "we're better")?
• Does the GTM motion match the product complexity and deal size?
• Is pricing validated (not just guessed) — through customer research or competitive analysis?
• Are all cross-functional teams (product, sales, CS, support) briefed and aligned?
• Is the launch tiered appropriately for the significance of the announcement?
• Are success metrics defined with specific targets before launch (not after)?
• Is there a post-launch measurement plan with a clear timeline?
• Have you identified the top 3 risks and created mitigation plans?
• Is there an owner for every deliverable in the launch plan?