Build GTM Strategy

Documentation Index

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Goal: Develop a comprehensive go-to-market strategy with channel selection, messaging, success metrics, and a phased launch roadmap.

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Tools Required

This skill runs using CORE memory only. No integrations required.

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Step 1: Gather GTM Context

Ask:

• What are we launching? — Product name, main benefit
• Who’s the target? — Primary customer segment
• When? — Ideal launch date
• Resources — Team size, budget (if available)
• Market conditions — Is this entering a new market, launching to existing audience, or scaling?

Store in memory under “GTM Strategy - [Product]”.

“What product are we taking to market, and who is the ideal customer?”

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Step 2: Define the Customer Segment

Focus on the beachhead (initial target):

• Who is the single most important segment to win first?
• Why will they adopt?
• How large is this segment?
• What’s their buying process?

Ask: “If you could only win one segment first, who would it be?”

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Step 3: Evaluate GTM Channels

Consider these channels: Product-Driven Growth

• Free trial or freemium signup
• Viral loops or referrals
• Community or word-of-mouth

Content & Community

• Blog, SEO, organic search
• Webinars, educational content
• Community forums, Slack groups, Discord

Direct Sales

• Outbound sales (emails, calls)
• Sales demos, personal relationships
• Account-based marketing (ABM)

Paid Advertising

• Digital ads (Google, LinkedIn, Facebook)
• Sponsored content, partnerships
• Native advertising

Partnerships & Channels

• Resellers or integrations
• Co-marketing with partners
• Platform partnerships (App Store, marketplace)

For each channel, estimate:

• Effort/cost to launch — Easy/Medium/Hard
• Time to traction — Fast/Slow
• Scalability — Limited/Moderate/High
• Fit for this segment — How likely to work?

Ask: “Which 2-3 channels are you most confident in?”

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Step 4: Develop Positioning & Messaging

Ask:

• What’s the #1 benefit this customer cares about?
• What’s the key differentiator? — Why them vs. alternatives?
• What’s the call-to-action? — Free trial? Demo? Waitlist?

Craft messaging that:

• Leads with customer benefit (not features)
• Resonates with their pain or aspiration
• Differentiates from alternatives
• Has clear next step

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Step 5: Define Success Metrics

For each phase (launch → growth), identify:

• Awareness metrics: Reach, impressions, traffic
• Engagement: Click-through rate, demo requests, signups
• Conversion: Trial-to-paid, sales cycle length, CAC
• Retention: Churn, NPS, expansion
• Revenue: ARR, CAC, LTV

Ask: “What does success look like for the first 90 days? First year?”

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Step 6: Build the Phased Roadmap

Suggest a 3-phase approach: Phase 1: Soft Launch (0-30 days)

• Focus: Single channel, beachhead segment
• Goal: Learn what works, iterate messaging
• Target: 50-100 initial customers/signups

Phase 2: Ramp (30-90 days)

• Focus: Scale the winning channel, add 1-2 secondary channels
• Goal: Validate product-market fit, acquire 500-1000 customers
• Actions: Customer interviews, product improvements, content

Phase 3: Scale (90+ days)

• Focus: Full channel mix, new segments
• Goal: Efficient, scalable growth

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Step 7: Present the GTM Plan

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GTM Strategy — [Product Name] Beachhead Segment [Who are we winning first? Why them? Size of opportunity?] Core Positioning [What’s the #1 benefit? Differentiator?] Messaging Theme [Key customer pains/aspirations we’re addressing] Go-to-Market Channels Success Metrics

• Awareness: [Target reach/impressions for month 1]
• Engagement: [Click-through rate or signup target]
• Conversion: [Trial-to-paid rate, CAC target]
• Retention: [Target NPS or churn rate]
• Revenue: [ARR target by end of Q]

90-Day Roadmap Phase 1: Soft Launch (Weeks 1-4)

• Channel focus: [Primary channel]
• Target: [X signups/customers]
• Key activities: [Launch channel, gather feedback, iterate]
• Success criterion: [Metric target]

Phase 2: Ramp (Weeks 5-12)

• Add channel: [Secondary channel]
• Target: [X total customers by end of phase]
• Key activities: [Scale winning channel, improve product based on feedback]
• Success criterion: [Metric target]

Phase 3: Scale (Week 13+)

• Expand to [New segment or channel]
• Target: [Annual revenue or growth target]

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Edge Cases

• No budget for paid ads: Focus on product-driven growth and organic channels (content, community, partnerships).
• Long sales cycle: Plan for education-heavy GTM (webinars, content, demos). Measure pipeline health, not just immediate conversions.
• Niche market: Focus on community, partnerships, and direct relationships. Paid ads may be inefficient.
• Competitive market: Differentiate on positioning or customer segment. Test messaging with early customers before scaling.