Go-to-Market Plan
GTM objective
[Segment, trigger, and buyer roles]
ICP and buying committee
[Message-to-pain mapping]
Positioning and message
[Channel hypothesis and owner]
Acquisition channels
[Stage definitions and exit criteria]
Sales motion
[Activation handoff and time-to-value]
Onboarding and activation
[Budget by channel and stop condition]
Retention and expansion
[Retention and expansion: decision, evidence, owner, constraints, and next action]
Experiment backlog
[Experiment backlog: decision, evidence, owner, constraints, and next action]
Budget and milestones
[Budget and milestones: decision, evidence, owner, constraints, and next action]
Measurement and Ownership
| Measure or deliverable | Baseline or input | Target or acceptance condition | Source | Owner | Review date |
|---|---|---|---|---|---|
| [Qualified pipeline] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [Win rate] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [CAC] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [CAC payback] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [Activation rate] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [Expansion rate] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [Pipeline coverage] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |