Gtm Strategy

---
name: gtm-strategy
description: >-
  Creates a go-to-market plan for a product or new market: scores seven GTM motions, picks a 2-4
  motion stack, then sets messaging, success metrics, budget and a 90-day roadmap. Use when
  building a GTM plan from scratch, entering a new market or geography, choosing inbound vs
  outbound, or selecting channels. Not for launch-day planning or Product Hunt (use launch-
  strategy).
---
# GTM Strategy

## Overview
Create a comprehensive go-to-market strategy for a product or a new market. This skill covers GTM motion selection, marketing channels, messaging development, success metrics definition, and the rollout plan. For launch-day execution (Product Hunt, waitlists, directories) hand off to launch-strategy.

## When to Use
- Creating a GTM plan from scratch
- Entering a new market or geography
- Choosing between inbound vs outbound, or selecting GTM motions and channels
- Developing product-to-market fit strategy
- Preparing a product go-live roadmap

## How It Works

### Step 1: Gather Research Data
The system will help you load and analyze early research about your product and target market. Provide:
- Product description and key features
- Target market segment details
- Market research or validation data
- Competitive landscape information
- Any available customer interviews or survey data

### Step 2: Score GTM Motions and Pick a Motion Stack
Score all seven motions (inbound, outbound, paid digital, community, partners, ABM, PLG) 1-10 for this product on price point and ACV, sales cycle, buyer type, team capacity, budget and timeline. Pick a primary motion plus 1-3 secondary motions, sequence them, and allocate resources. The motion catalogue (tools, tactics, best-for, strengths and challenges) and the scoring steps are in `references/gtm-motions.md`. Then evaluate the specific channels inside the chosen motions:
- Digital marketing channels (paid search, social media, display)
- Content and inbound channels (blog, SEO, thought leadership)
- Sales and outbound channels (direct outreach, partnerships)
- Community and grassroots channels
- Product-led and viral channels

### Step 3: Develop Messaging
Create audience-specific messaging that resonates:
- Core value proposition for target segment
- Key differentiators and competitive advantages
- Pain point validation and solution mapping
- Proof points and social proof strategies
- Channel-specific messaging variations

### Step 4: Define Success Metrics
Establish measurable KPIs to track launch success:
- Awareness metrics (impressions, reach, brand recall)
- Engagement metrics (CTR, cost per engagement, time on site)
- Conversion metrics (signups, demos requested, trials started)
- Revenue metrics (MRR, customer acquisition cost, lifetime value)
- Market metrics (market share, segment penetration)

### Step 5: Create Launch Plan
Build a phased launch timeline:
- Pre-launch preparation (messaging, channels, timeline)
- Launch day activities and announcements
- Post-launch momentum (content, partnerships, communities)
- Measurement and optimization cadence
- Success criteria and go/no-go decision points

## Input Format
Use $ARGUMENTS to pass:
- Product name and description
- Target market segment
- Research data or file path
- Launch timeline and constraints
- Budget or resource limitations

## Output
A structured GTM strategy document including:
- Scoring of all 7 GTM motions and the recommended motion stack (primary and secondary)
- Recommended marketing channels and tools with justification
- Channel-specific messaging and positioning
- Launch timeline with key milestones
- KPI targets and measurement framework
- Risk mitigation strategies
- 90-day execution roadmap

## Framework
This skill applies Product Compass GTM strategy methodology, focusing on market selection, channel fit, and message-market fit for sustainable product growth.

## Tips
- Start with your most confident customer segment
- Validate assumptions through customer interviews before full launch
- Focus on a few channels excellently rather than many channels poorly
- Establish baseline metrics before launch to measure impact
- Plan for feedback loops and optimization

---

### Further Reading

- [5 GTM Principles You Should Know as a PM](https://www.productcompass.pm/p/5-gtm-principles-with-frameworks-templates)
- [OpenAI’s Product Leader Shares 3-Layer Distribution Framework To Win Mind & Market Share in the AI World](https://www.productcompass.pm/p/distribution-framework-ai-products)
- [Product-Led Growth 101, Part 1/2](https://www.productcompass.pm/p/product-led-growth-101-12)
- [How to Design a Value Proposition Customers Can't Resist?](https://www.productcompass.pm/p/how-to-design-value-proposition-template)
- [How to Achieve Product-Market Fit? Part I: Market and Value Proposition](https://www.productcompass.pm/p/how-to-achieve-the-product-market)