◉ GTM & Launch
gtm-strategy
Design go-to-market motion (PLG vs. sales-led vs. hybrid). Analyzes product fit, defines funnel, outlines team structure
go-to-marketGTM strategysales motionPLGproduct-led growthsales-led.
Go-to-Market Strategy
Design the right GTM motion for your product and market.
GTM Motions
Product-Led Growth (PLG)
Fit:
- Low price point (<$100/mo)
- Low complexity (self-serve)
- Fast time-to-value (<1 hour)
- End-user buyer (not executive)
Funnel: Visitor → Signup → Activation → Conversion → Expansion
Sales-Led
Fit:
- High price point (>$1,000/mo)
- High complexity (implementation required)
- Long time-to-value (weeks/months)
- Executive buyer
Funnel: Visitor → Lead → MQL → SQL → Opportunity → Close
Hybrid (PLG + Sales)
Fit:
- Mid-market price ($100-$1,000/mo)
- Self-serve for SMB, sales for enterprise
- Product qualified leads (PQL) trigger sales
Funnel: Free → Self-serve conversion → Upgrade triggers sales
Process
Step 1: Analyze Product-Market Fit
| Factor | PLG Score | Sales-Led Score |
|---|---|---|
| Price point | [1-5] | [1-5] |
| Complexity | [1-5] | [1-5] |
| Time to value | [1-5] | [1-5] |
| Buyer type | [1-5] | [1-5] |
| Total | [Sum] | [Sum] |
Step 2: Recommend Motion
Based on scores, recommend PLG, sales-led, or hybrid.
Step 3: Define Funnel & Metrics
Example (PLG):
| Stage | Definition | Key Metric | Goal |
|---|---|---|---|
| Visitor | Website visit | Traffic | 10K/mo |
| Signup | Account created | Signup rate | 5% |
| Activation | Reached aha moment | Activation rate | 40% |
| Conversion | Paid plan | Trial-to-paid | 25% |
| Expansion | Upgrade/upsell | MRR growth | 10% monthly |
Step 4: Team Structure
PLG:
- Product (drives activation)
- Marketing (drives signups)
- Customer success (drives expansion)
Sales-Led:
- Marketing (drives MQLs)
- Sales (closes deals)
- Customer success (retention)
Step 5: 90-Day Plan
Days 1-30: [Focus] Days 31-60: [Focus] Days 61-90: [Focus]
Output
markdown
# GTM Strategy: [Product]
## Recommendation: [PLG / Sales-Led / Hybrid]
[Rationale]
## Analysis
[Fit matrix table]
## Funnel Definition
[Table with stages, metrics, goals]
## Team Structure
[Who you need]
## 90-Day Implementation
[Timeline]
## Key Bets
1. [Bet]: [Why]Quality Bar
- Data-informed recommendation
- Clear funnel stages and metrics
- Realistic team structure
- Actionable 90-day plan
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