Go-to-Market Planner

Purpose

Produce a go-to-market (GTM) plan: who to reach first, through which channels, in what sequence, with what message, and how to measure launch success.

Input: Product/PRD summary, value proposition, competitive context (optional), budget and timeline constraints
Output: GTM Plan with segment prioritization, channel mix, phased launch timeline, messaging pillars, and KPI dashboard
Examples: See examples.md for worked input/output.

Workflow

Step 1: Confirm launch readiness inputs

If value proposition is missing, stop and request it — GTM without positioning produces generic campaigns.

Step 2: Define ICP and beachhead segment

Rank 1–3 segments; pick one beachhead for launch (not everyone at once).

Step 3: Select GTM motion

State chosen motion and why alternatives were rejected.

Step 4: Build channel plan

Per channel document:

For AI products: add trust channels (demos, case studies, security page) — buyers need proof, not hype.

Step 5: Phased launch timeline

Each phase has entry criteria, exit criteria, and kill criteria if metrics fail.

Step 6: Messaging architecture

Align with value proposition; do not invent new positioning here.

Step 7: Define launch KPIs

Link events to product/analytics-instrumentation-planner or growth/experiment-designer.

Step 8: Validate

Run Validation checklist.

Decision Rules

Validation

• Beachhead ICP defined with firmographics and persona
• GTM motion selected with rationale
• ≥3 channels with owners and leading indicators
• Phased timeline with entry/exit/kill criteria
• Messaging pillars tied to value proposition
• Launch KPIs with targets and data sources
• Dependencies on pricing and analytics documented
• Risks and mitigations listed (competitor response, budget)

Anti-patterns

• Spray and pray — every channel at once with no beachhead.
• Launch without activation metric — vanity traffic, no product signal.
• Feature launch, not outcome launch — messaging is a changelog.
• Ignoring sales cycle — enterprise GTM with self-serve assumptions.
• AI hype positioning — overpromising capabilities eval cannot support.

Best Practices

• Start with 10–20 design partners before paid acquisition.
• Pair qualitative interviews with funnel metrics each phase.
• Document what you will not do in launch (non-goals).
• Refresh competitive messaging quarterly in fast-moving AI categories.
• Hand off instrumentation before beta opens.

Output Structure

# GTM Plan: [Product Name]

## Launch context
[Motion, beachhead, timeline constraints]

## Beachhead ICP
[Segment definition and ranking]

## Channel plan
| Channel | Funnel stage | Owner | KPI |
|---------|--------------|-------|-----|

## Launch phases
### Alpha / Beta / GA
[Criteria and activities]

## Messaging
[Pillars, pitch, objections]

## KPIs
| Metric | Target | Source |
|--------|--------|--------|

## Risks
| Risk | Mitigation |
|------|------------|

## Dependencies
[Pricing, analytics, product readiness]

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