GTM Planning

GTM Planning

Comprehensive go-to-market planning including channel strategy, tactics, timeline, and budget allocation.

Purpose

GTM planning translates positioning and messaging into market execution:

• Defines how to reach target customers
• Specifies channels and tactics
• Creates timeline and milestones
• Allocates resources and budget

HARD GATE: Positioning and messaging MUST be completed before GTM planning.

Process

Phase 1: GTM Strategy

Define strategic approach:

## GTM Strategy

### Launch Type
**Type:** [New Product / Major Feature / Minor Update / Repositioning]
**Tier:** [Tier 1 (Max) / Tier 2 (Moderate) / Tier 3 (Minimal)]
**Rationale:** [Why this tier]

### GTM Model
**Primary Model:** [Product-Led / Sales-Led / Partner-Led / Hybrid]
**Motion:**
- **Acquisition:** [How we get customers]
- **Activation:** [How we convert trials]
- **Monetization:** [How we generate revenue]

### Target Metrics
| Metric | Target | Timeline |
|--------|--------|----------|
| Awareness: [Metric] | [Target] | [By when] |
| Consideration: [Metric] | [Target] | [By when] |
| Conversion: [Metric] | [Target] | [By when] |
| Revenue: [Metric] | [Target] | [By when] |

### Success Criteria
- **Launch Success:** [Definition]
- **30-Day Success:** [Definition]
- **90-Day Success:** [Definition]

Phase 2: Channel Strategy

Select and prioritize channels:

## Channel Strategy

### Channel Evaluation
| Channel | Reach | Cost | Fit | Priority |
|---------|-------|------|-----|----------|
| [Channel 1] | HIGH/​MED/​LOW | HIGH/​MED/​LOW | HIGH/​MED/​LOW | PRIMARY/​SECONDARY/​TERTIARY |
| [Channel 2] | ... | ... | ... | ... |
| [Channel 3] | ... | ... | ... | ... |

### Primary Channels
**Channel 1: [Name]**
- Role: [Awareness / Consideration / Conversion]
- Investment: [$ or %]
- Expected Outcome: [Metric]
- Timeline: [When active]

**Channel 2: [Name]**
[Repeat structure]

### Channel Mix
| Stage | Channels | Budget Allocation |
|-------|----------|------------------|
| Awareness | [Channel list] | X% |
| Consideration | [Channel list] | X% |
| Conversion | [Channel list] | X% |
| Retention | [Channel list] | X% |

### Channel Dependencies
- [Channel X] feeds [Channel Y]
- [Sequential requirements]

Phase 3: Tactical Plan

Define specific tactics:

## Tactical Plan

### Launch Tactics
| Tactic | Channel | Owner | Timeline | Budget |
|--------|---------|-------|----------|--------|
| [Tactic 1] | [Channel] | [Team/​Person] | [Date] | [$] |
| [Tactic 2] | ... | ... | ... | ... |
| [Tactic 3] | ... | ... | ... | ... |

### Content Plan
| Content Type | Purpose | Channel | Due Date |
|--------------|---------|---------|----------|
| [Blog post] | [Awareness] | [Blog] | [Date] |
| [Case study] | [Consideration] | [Sales] | [Date] |
| [Demo video] | [Conversion] | [Website] | [Date] |

### Campaign Plan
**Campaign 1: [Name]**
- Objective: [What we want to achieve]
- Audience: [Target segment]
- Channels: [Channel list]
- Timeline: [Start - End]
- Key Messages: [From messaging framework]
- Creative Requirements: [Assets needed]
- Budget: [$]
- Success Metric: [KPI]

### Partner/​Influencer Plan
| Partner Type | Target | Value Prop | Status |
|--------------|--------|------------|--------|
| [Type 1] | [Specific partner] | [Why they'd participate] | NOT STARTED/​IN PROGRESS/​CONFIRMED |

### PR Plan
| Activity | Target | Timeline | Status |
|----------|--------|----------|--------|
| Press release | [Publication targets] | [Date] | DRAFT/​FINAL |
| Analyst briefing | [Analyst targets] | [Date] | SCHEDULED/​PENDING |
| Media outreach | [Media targets] | [Date] | IN PROGRESS/​NOT STARTED |

Phase 4: Timeline and Milestones

Create launch timeline:

## Launch Timeline

### Key Milestones
| Milestone | Date | Dependencies | Owner |
|-----------|------|--------------|-------|
| GTM Plan Approved | [Date] | [None] | [Owner] |
| Content Complete | [Date] | [Messaging final] | [Owner] |
| Sales Enablement Complete | [Date] | [Content complete] | [Owner] |
| Launch Day | [Date] | [All above] | [Owner] |
| 30-Day Review | [Date] | [Launch day] | [Owner] |

### Weekly Schedule (Launch -4 weeks to Launch +2 weeks)

**Week -4:**
- [ ] [Task 1]
- [ ] [Task 2]

**Week -3:**
- [ ] [Task 1]
- [ ] [Task 2]

**Week -2:**
- [ ] [Task 1]
- [ ] [Task 2]

**Week -1:**
- [ ] [Task 1]
- [ ] [Task 2]

**Launch Week:**
- [ ] [Task 1]
- [ ] [Task 2]

**Week +1:**
- [ ] [Task 1]
- [ ] [Task 2]

**Week +2:**
- [ ] [Task 1]
- [ ] [Task 2]

Phase 5: Budget and Resources

Allocate resources:

## Budget and Resources

### Budget Allocation
| Category | Amount | % of Total |
|----------|--------|------------|
| Paid Media | $X | X% |
| Content Creation | $X | X% |
| Events | $X | X% |
| PR/​Analyst | $X | X% |
| Sales Enablement | $X | X% |
| Tools/​Tech | $X | X% |
| Contingency | $X | X% |
| **TOTAL** | **$X** | **100%** |

### Resource Requirements
| Role | Commitment | Duration |
|------|------------|----------|
| [Role 1] | [X hours/​week] | [Weeks] |
| [Role 2] | [X hours/​week] | [Weeks] |

### External Resources
| Need | Type | Budget | Status |
|------|------|--------|--------|
| [Agency/​Contractor] | [Purpose] | [$] | IDENTIFIED/​ENGAGED |

### Risk and Contingency
| Risk | Likelihood | Impact | Contingency |
|------|------------|--------|-------------|
| [Risk 1] | HIGH/​MED/​LOW | HIGH/​MED/​LOW | [Backup plan] |
| [Risk 2] | ... | ... | ... |

Output Format

# GTM Plan: [Product/​Feature]

## Executive Summary
- **Launch Date:** [Date]
- **GTM Model:** [Model]
- **Primary Channels:** [Top 3]
- **Budget:** [$X total]
- **Success Metric:** [Primary KPI]

## GTM Strategy
[Phase 1 output]

## Channel Strategy
[Phase 2 output]

## Tactical Plan
[Phase 3 output]

## Timeline
[Phase 4 output]

## Budget and Resources
[Phase 5 output]

## Approvals Required
- [ ] Marketing Leadership
- [ ] Sales Leadership
- [ ] Product Leadership
- [ ] Executive Sponsor

## Dependencies
- Positioning: [Link to positioning.md]
- Messaging: [Link to messaging-framework.md]
- Pricing: [Link to pricing-strategy.md if available]

Blocker Criteria

Anti-Rationalization Table

See shared-patterns/​anti-rationalization.md for universal anti-rationalizations.

Gate-Specific Anti-Rationalizations

Pressure Resistance

See shared-patterns/​pressure-resistance.md for universal pressure scenarios.

Gate-Specific Pressures

Execution Report

Base metrics per shared-patterns/​execution-report.md:

Gate-Specific Details

• channels_evaluated: N
• channels_selected: N
• tactics_planned: N
• milestones_defined: N
• budget_allocated: YES/​NO
• timeline_created: YES/​NO