Objective

Develop a comprehensive GTM strategy that defines your approach to market and a detailed roadmap for execution.

Instructions

Part 1: Select Your GTM Motion(s)

1. Evaluate GTM Motion Options

For each motion, assess fit for your product:

Inbound (Demand Creation):

• How it works: Attract customers through content, SEO, social media
• Best for: Products with broad appeal, educational sales cycle, lower ACVs
• Pros: Scalable, lower CAC long-term, builds brand
• Cons: Takes time, requires content expertise
• Fit for us: [High / Medium / Low] because: _

Outbound (Demand Capture):

• How it works: Proactive outreach via cold email, calls, ABM
• Best for: Enterprise, high ACV, defined target accounts
• Pros: Predictable pipeline, faster initial traction
• Cons: Higher CAC, requires sales team
• Fit for us: [High / Medium / Low] because: _

Product-Led Growth (PLG):

• How it works: Product drives acquisition via free trial/freemium
• Best for: Self-serve products, quick time-to-value, viral potential
• Pros: Efficient, user-driven, scalable
• Cons: Requires excellent product UX, may leave revenue on table without sales
• Fit for us: [High / Medium / Low] because: _

Ecosystem/Partner-Led:

• How it works: Leverage partnerships, integrations, channels
• Best for: Products that complement platforms, marketplace distribution
• Pros: Access to established audiences, credibility boost
• Cons: Requires partner management, shared revenue
• Fit for us: [High / Medium / Low] because: _

2. Choose Your Primary GTM Motion

Decision matrix:

Factor	Weight	Inbound	Outbound	PLG	Partner
Product complexity
ACV/deal size
Sales cycle length
Market maturity
Resources available
Total Score

Our primary GTM motion: _

Secondary motion(s): _

Rationale: _

3. Define Your GTM Strategy Components

Target Market:

• ICP: _ (reference Exercise 08.2)
• Initial geographic focus: _
• Market segments prioritized: _

Positioning:

• Core value proposition: _
• Key differentiator: _
• Product category: _

Pricing Strategy:

• Pricing model: [Usage-based / Seat-based / Tiered / Custom]
• Entry price point: $_
• Target ACV: $_
• Discount strategy: _

Channel Strategy:

How customers will discover and buy:

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Part 2: Create GTM Execution Roadmap

4. Define Launch Phases

Phase 1: Foundation (Months 1-2)

Goal: Build infrastructure and assets needed for GTM

Product:

• ☐ Core features complete
• ☐ Beta testing with 10 pilot customers
• ☐ Product documentation complete

Marketing:

• ☐ Website launch (homepage, product pages, pricing)
• ☐ Brand assets finalized (logo, messaging, templates)
• ☐ Content hub with 5 initial blog posts
• ☐ Email automation setup (welcome series, nurture)

Sales:

• ☐ Sales deck and demo script created
• ☐ CRM configured with pipeline stages
• ☐ First sales hire onboarded
• ☐ Target account list built (100 accounts)

Customer Success:

• ☐ Onboarding process documented
• ☐ Support system setup (ticketing, knowledge base)
• ☐ Success metrics defined

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Phase 2: Launch (Months 3-4)

Goal: Generate initial pipeline and close first customers

Product:

• ☐ General availability launch
• ☐ Free trial enabled
• ☐ Product analytics tracking implemented

Marketing:

• ☐ Launch campaign executed (PR, social, email)
• ☐ Paid ads started (LinkedIn, Google)
• ☐ Launch webinar with 100+ registrants
• ☐ Lead generation goal: 200 MQLs

Sales:

• ☐ Outbound campaign to top 50 accounts
• ☐ 30 product demos completed
• ☐ First 5 paying customers
• ☐ Revenue goal: $50K ARR

Customer Success:

• ☐ First customers onboarded successfully
• ☐ Weekly check-ins established
• ☐ NPS survey process launched

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Phase 3: Scale (Months 5-6)

Goal: Optimize and scale what's working

Product:

• ☐ Feature X shipped (based on customer feedback)
• ☐ Integration with [Partner Platform] launched
• ☐ Mobile app beta released

Marketing:

• ☐ SEO content producing 5K organic visits/month
• ☐ Case studies published (3 customers)
• ☐ Lead generation goal: 500 MQLs/month
• ☐ Marketing-sourced pipeline: $500K

Sales:

• ☐ Sales team scaled to 3 AEs
• ☐ Sales playbook documented
• ☐ 20 customers acquired
• ☐ Revenue goal: $300K ARR

Customer Success:

• ☐ Customer health scoring implemented
• ☐ Quarterly business reviews (QBRs) process
• ☐ Net retention target: 95%

5. Build Detailed 90-Day Plan

Focus on Quarter 1 with week-by-week milestones:

Month 1:

Week 1:

• Product: _
• Marketing: _
• Sales: _
• CS: _

Week 2-4: [Continue pattern]

Month 2-3: [Similar detail]

Key Milestones:

• ✓ M1: Website live
• ✓ M2: First demo delivered
• ✓ M2.5: Launch campaign executed
• ✓ M3: First customer closed

6. Map Cross-Functional Dependencies

Identify where teams depend on each other:

Example dependencies:

What	Owner	Depends On	By When
Product demo environment	Product	-	Week 2
Sales enablement deck	Marketing	Demo environment ready	Week 3
First outbound campaign	Sales	Sales deck complete	Week 4
Launch press release	Marketing	Product GA date confirmed	Month 2
Onboarding docs	CS	Product features finalized	Month 2

Your dependencies:

List 5-10 critical dependencies:

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7. Define Success Metrics

Leading Indicators (what we control):

• Website traffic: ___ visits/month
• Content published: ___ pieces/month
• Outbound touches: ___ per week
• Demos delivered: ___ per month
• Free trial signups: ___ per month

Lagging Indicators (outcomes):

• MQLs: ___ per month
• SQLs: ___ per month
• Opportunities: ___ per month
• New customers: ___ per month
• ARR: $___ by end of quarter

North Star Metric:

The one metric that best indicates GTM health: _

8. Risk Assessment

Identify potential obstacles:

Risk	Impact	Likelihood	Mitigation
Product launch delays	High	Medium	Build 2-week buffer, have backup plan
Lower than expected conversion	High	Medium	Test messaging early, have multiple channels
Sales hiring takes longer	Medium	High	Start recruiting early, have founder sell initially
Competitive response	Medium	Low	Emphasize differentiation, lock in early customers
Budget constraints	High	Low	Prioritize highest ROI channels, cut nice-to-haves

Your risks:

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Deliverable

Create a GTM Strategy & Roadmap Document (8-12 slides or pages) with:

Section 1: Strategy Summary (2 pages)

• Target market (ICP, segments)
• Positioning & value prop
• GTM motion selection & rationale
• Channel strategy
• Pricing approach

Section 2: Execution Roadmap (4-6 pages)

• Phase overview (Foundation, Launch, Scale)
• Detailed 90-day plan with week-by-week milestones
• Cross-functional responsibilities by team
• Visual timeline (Gantt chart or similar)

Section 3: Metrics & Governance (2 pages)

• Success metrics dashboard
• Team goals and OKRs
• Weekly/monthly review cadence
• Risk mitigation plan

Presentation Format:

Design for executive presentation – clear, visual, actionable.

Example Timeline Visual

Q1 GTM Roadmap

        Month 1        Month 2        Month 3
        ────────       ────────       ────────
Product: Beta    ────→ GA Launch ──→ Iterate
Marketing: Build  ───→ Launch   ────→ Scale
Sales:   Prep    ────→ Outbound ────→ Close
CS:      Setup   ────→ Onboard  ────→ Retain

Milestones:
  Week 2: Website live
  Week 6: Product launch ⭐
  Week 8: First customer
  Week 12: $100K ARR

Note: Capstone Save Point

Save your GTM strategy + execution roadmap for Section 1 (GTM Strategy) and Section 5 (Channel Mix) of your Module 22 plan.

Outcome

You'll have:

• Clear strategic direction everyone can rally around
• Coordinated execution across all teams
• Accountability with specific owners and deadlines
• Measurable goals to track progress
• Risk awareness with mitigation plans

This roadmap becomes your team's shared playbook for the next quarter, ensuring everyone knows what they're building toward and how their work connects to the bigger picture.

Next Step: Schedule a kickoff meeting to present this roadmap to all stakeholders, get buy-in, and establish weekly check-ins to track progress against milestones.