Strategies: Go-to-Market#

Guides go-to-market (GTM) strategy—the blueprint for launching or repositioning a product that aligns product, marketing, sales, and customer success around reaching and winning target customers. Organizations with documented GTM see ~10% higher success rates and 3× revenue growth; ~72% of B2B miss GTM targets in year 1, often due to execution gaps. Use this skill when planning GTM for product launch, new market entry, repositioning, or feature launch.

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

GTM Scenarios#

ScenarioScopeUseProduct launchNew product to marketFull GTM; see product-launch for launch executionNew market entryNew geography or segmentFull GTM; different buying behaviors, competitors, regulationsRepositioningShift who you serve, what you solveMessaging, ICP, channel alignment; not just rebrandFeature launchNew capability in existing productTiered by impact; T1 (revenue) = full planning; T2/T3 = lighter

GTM vs product launch: GTM is the strategy; product launch is the execution phase. GTM applies to multiple scenarios—not just new products.

GTM Modes#

ModeWhen to UseACVBuyerProduct-led (PLG)Value in minutes; self-evaluate; simple adoption<$10KBuyer = end userSales-led (SLG)Multi-stakeholder; complex procurement; implementation>$25KEnterprise; negotiationMarketing-led (MLG)Content, SEO, paid drive awareness; market educationVariesDemand gen focusHybridPLG for acquisition; sales for expansionCommonSelf-serve → sales handoff

Decision factors: ACV, product complexity, buyer profile, how customers want to buy. Target LTV:CAC ≥3:1; CAC payback <12 months.

90-Day Execution Framework#

PhaseWeeksFocusMarket analysis1–3Validate demand; competitive landscape; TAM; buying signalsStrategy design4–6ICP, personas; positioning; pricing; GTM mode; channelsExecution build7–9Messaging, content, sales playbook; tech stackLaunch & iterate10–12Go live; measure; iterate

Key: Connect plan to real buying activity within 90 days—not disconnected strategy documents.

ICP vs Buyer Persona#

TypeLevelDefinesICPCompanyWhich organizations deliver best unit economics; firmographics (industry, size, revenue), technographics, problem intensityBuyer personaIndividualDecision-makers within target companies; roles, goals, pain points, objections, preferred channels

ICP impact: Defined ICPs → ~68% higher conversion, ~50% lower CAC, ~30% shorter sales cycles. Include negative profiles (explicit disqualifiers) to protect pipeline quality.

Market Analysis#

ElementPurposeTAMTotal addressable market; named account lists; primary TAM, serviceable TAM, accounts with buying signalsCompetitive landscapeCustomer bases, strengths, weaknesses, positioning claimsBuying patternsReplace assumptions with data; customer pain points; decision criteria

Enterprise / High-ACV Challenges#

ChallengeMitigationCustomizationProduct modularity; professional services; clear scopeData security / private deploymentOn-prem or private cloud; compliance; security certificationsProcurement cyclesMulti-stakeholder alignment; champion building; long sales cyclesBuy vs SaaSTotal cost of ownership; flexibility; ongoing value

Use: When GTM targets enterprise or high-ACV—expect longer cycles, procurement, and security requirements.

New Market Entry#

~70% of international market entries fail within two years—often from overestimating demand, underestimating execution, spreading resources thin.

Entry modelTrade-offOrganic expansionHigh control; slower; capital-intensiveStrategic partnershipsFaster access; shared risk; reduced controlM&A / AcquisitionImmediate presence; high integration riskAsset-light (EOR, outsourcing)Fastest; minimal upfront; market testingPilot testingLowest commitment; validation

Critical: Domestic playbook won't transfer. Buying behaviors vary (self-service US vs consultation-heavy Europe vs relationship-driven APAC); competitive landscapes shift; regulatory complexity multiplies (GDPR, data localization).

Repositioning#

Repositioning = Strategic shift in who you serve, what problem you solve, where you play. Rebranding = Visual/verbal expression (logo, voice). Repositioning ≠ rebrand.

When to repositionAvoidMoving upmarket (SMB → enterprise)Quick fix for missed quartersNew geography with different dynamicsLeadership boredomICP fundamentally changedMajor pivot, launch, or acquisition

Success factors: Research-driven (customer discovery, market analysis); cross-functional alignment (sales, marketing, product, clinical); sharp differentiation.

Cross-Functional Alignment#

• RACI: Responsible, Accountable, Consulted, Informed—clarify roles across teams
• Shared timelines, tools, accountability
• Consistent messaging across all channels

Output Format#

• Scenario (product launch, new market, repositioning, feature)
• GTM mode (PLG/SLG/MLG/Hybrid) recommendation
• 90-day phase plan
• ICP and persona (or link to project-context)
• Market analysis checklist
• Launch execution → see product-launch

Related Skills#

• product-launch: Launch execution; channels, timeline, checklist; implements GTM for product launch
• pmf-strategy: Validate PMF before scaling GTM
• cold-start-strategy: First users; differs from full GTM (0→1 vs commercialization)
• rebranding-strategy: Domain change, 301, announcement; when repositioning includes rebrand
• localization-strategy: New market entry; i18n, multilingual
• paid-ads-strategy: Ad channel for GTM
• website-structure: Pages needed for GTM
• branding: Positioning, differentiation; GTM messaging foundation