Input	Description	Required?
Product/service description	What is being brought to market	Yes
Target market	Industry, geography, segment	Yes
Value proposition	Core customer benefit	Yes
Pricing model	How the product is priced (subscription, one-time, usage)	Yes
Average deal size	Expected revenue per customer	Yes
Current stage	Pre-launch, early traction, scaling, new market entry	Yes
Budget constraints	Available GTM budget and runway	Recommended
Team capabilities	Sales team size, marketing resources	Recommended
Competitive landscape	Key alternatives customers consider	Recommended
Existing customer data	Current customer profiles, win/loss data	If available

Execution Steps

Step 1: Ideal Customer Profile (ICP) Definition

Build a rigorous ICP, not a persona — an ICP defines the characteristics of companies/buyers most likely to buy, succeed with, and expand usage:

For B2B:

ICP Dimension	Definition	How to Determine
Industry	Which verticals	Win rate by industry, product fit
Company size	Revenue range, employee count	Deal size correlation, support cost
Geography	Regions, countries	Regulatory fit, language, timezone
Technology stack	Required integrations, maturity	Implementation success rate
Business trigger	What event creates urgency	Win/loss analysis, deal velocity
Budget authority	Who holds budget, approval process	Sales cycle length, close rate
Pain intensity	How acute is the problem	Willingness to pay, speed to close

For B2C:

ICP Dimension	Definition	How to Determine
Demographics	Age, income, location, education	Customer data analysis
Psychographics	Values, interests, lifestyle	Survey data, behavioral analysis
Behavioral	Usage patterns, purchase frequency	Product analytics
Channel presence	Where they discover products	Attribution data
Pain point	Specific problem solved	Customer interviews

ICP scoring model: Score each prospect on ICP fit (1-5 on each dimension). Tier accounts into:

Tier 1 (score 20+): Highest priority, dedicated pursuit
Tier 2 (score 15-19): Active pursuit, standard process
Tier 3 (score 10-14): Opportunistic, inbound only
Below Tier 3: Do not pursue

Step 2: Messaging Framework

Build messaging that connects product capabilities to customer outcomes:

Layer	Question Answered	Example
Positioning statement	What is this and who is it for?	"For [ICP] who [pain point], [Product] is a [category] that [key benefit]"
Value pillars (3 max)	Why should I care?	Three distinct, provable benefit claims
Proof points per pillar	Why should I believe you?	Metrics, case studies, testimonials
Objection responses	What about [concern]?	Pre-built responses to top 5 objections
Competitive differentiation	Why you vs. alternatives?	"Only [Product] does [X]" or "Unlike [competitor], we [Y]"

Step 3: Channel Strategy Selection

Evaluate each channel on five criteria and score 1-5:

Channel	Customer Reach	Unit Economics	Control	Scalability	Speed to Revenue	Total Score
Direct sales (outbound)	[1-5]	[1-5]	[1-5]	[1-5]	[1-5]	[X]/25
Inside sales (inbound)	[1-5]	[1-5]	[1-5]	[1-5]	[1-5]	[X]/25
Self-serve / PLG	[1-5]	[1-5]	[1-5]	[1-5]	[1-5]	[X]/25
Channel partners	[1-5]	[1-5]	[1-5]	[1-5]	[1-5]	[X]/25
Marketplace	[1-5]	[1-5]	[1-5]	[1-5]	[1-5]	[X]/25
Franchise	[1-5]	[1-5]	[1-5]	[1-5]	[1-5]	[X]/25

Channel selection decision framework:

Deal Size	Complexity	Recommended Primary Channel
<$1K ACV	Low	Self-serve / PLG
$1K-$10K ACV	Low-Medium	Inside sales + self-serve
$10K-$100K ACV	Medium	Inside sales + field sales
$100K-$500K ACV	High	Field sales (enterprise)
>$500K ACV	Very high	Strategic / named accounts

Step 4: Channel Economics

For each selected channel, model the full economics:

Metric	Channel 1	Channel 2	Channel 3
CAC (fully loaded)	$[X]	$[X]	$[X]
Marketing spend per customer	$[X]	$[X]	$[X]
Sales cost per customer	$[X]	$[X]	$[X]
Onboarding cost per customer	$[X]	$[X]	$[X]
LTV (gross margin adjusted)	$[X]	$[X]	$[X]
LTV:CAC ratio	[X]:1	[X]:1	[X]:1
CAC payback (months)	[X] mo	[X] mo	[X] mo
Gross margin %	[X]%	[X]%	[X]%
Churn rate (annual)	[X]%	[X]%	[X]%

Healthy benchmarks: LTV:CAC > 3:1 | CAC payback < 18 months | Gross margin > 60% (SaaS) / > 40% (services)

Step 5: Sales Motion Design

Define the end-to-end sales motion:

Motion type selection:

Motion	Best For	Characteristics
Enterprise	High ACV, complex sale	Named accounts, solution selling, 3-9 month cycles
Mid-market	Mid ACV, moderate complexity	Territory-based, 1-3 month cycles, demo-driven
Self-serve	Low ACV, simple product	No-touch, product-led, credit card checkout
Hybrid (PLG + sales)	Variable ACV, land-and-expand	Self-serve entry, sales-assisted expansion

Sales process stages:

Stage	Activities	Exit Criteria	Conversion Target
Lead generation	[Activities]	[What qualifies a lead]	—
MQL → SQL	[Qualification method]	[SQL criteria: BANT/MEDDIC/SPICED]	[X]%
SQL → Opportunity	[Discovery, demo]	[Champion identified, budget confirmed]	[X]%
Opportunity → Proposal	[Solution design, pricing]	[Decision maker engaged, timeline set]	[X]%
Proposal → Close	[Negotiation, procurement]	[Contract signed]	[X]%
Overall lead → close			[X]%

Step 6: Launch Sequencing

Build a phased launch plan with go/no-go gates:

Phase 0: Foundation (T-12 to T-8 weeks)

ICP validated with [X] customer interviews
Messaging tested with [X] prospects
Sales collateral complete (pitch deck, one-pager, demo script)
CRM and tracking infrastructure live
Go/No-Go Gate: ICP confirms willingness to pay at target price

Phase 1: Closed Beta (T-8 to T-4 weeks)

[X] design partners onboarded
Product feedback incorporated
Case study / testimonial secured
Pricing validated with beta customers
Go/No-Go Gate: [X]+ beta customers converting to paid; NPS > [X]

Phase 2: Limited Launch (T-4 to T0)

Sales team trained and certified
Support playbook and escalation paths defined
Partner channel activated (if applicable)
PR and content marketing seeded
Go/No-Go Gate: Sales team achieving [X]% of target conversion rate

Phase 3: General Availability (T0+)

Full marketing campaign live
All channels activated
Demand generation at target volume
Weekly metrics review cadence established

Phase 4: Scale (T+8 weeks onward)

Channel optimization based on data
Expansion plays (upsell, cross-sell) activated
Second segment / geography evaluation
Go/No-Go Gate: Unit economics at target (LTV:CAC > 3:1)

Step 7: Funnel Metrics & KPIs

Define the metrics dashboard:

Metric	Definition	Target	Measurement Frequency
Leads generated	New contacts entering funnel	[X]/month	Weekly
MQL rate	% of leads meeting quality criteria	[X]%	Weekly
SQL rate	% of MQLs accepted by sales	[X]%	Weekly
Opportunity creation rate	% of SQLs becoming opportunities	[X]%	Weekly
Win rate	% of opportunities closed-won	[X]%	Monthly
Average deal size	Revenue per closed deal	$[X]	Monthly
Sales cycle length	Days from SQL to closed-won	[X] days	Monthly
CAC	Fully loaded cost per customer	$[X]	Monthly
CAC payback	Months to recover CAC	[X] months	Quarterly
LTV	Lifetime gross margin per customer	$[X]	Quarterly
LTV:CAC	Return on acquisition investment	[X]:1	Quarterly
Net revenue retention	Revenue from existing customers YoY	[X]%	Quarterly

Output Template

Go-to-Market Strategy: [Product/Service] — [Market]

Date: [Date] | Prepared for: [Client/Project] | Stage: [Pre-launch/Early/Scale]

1. ICP Definition

Primary ICP:

Dimension	Criteria
Industry	[Verticals]
Company size	[Revenue/employee range]
Geography	[Regions]
Business trigger	[What creates buying urgency]
Key pain point	[Primary problem solved]
Budget range	[Expected spend range]
Decision maker	[Title/role]
ICP fit score threshold	[Minimum score for pursuit]

TAM within ICP: [X] accounts | SAM (reachable): [X] accounts | Target list: [X] accounts (Year 1)

2. Messaging Framework

Positioning: For [ICP] who [pain], [Product] is a [category] that [benefit] unlike [alternative] because [differentiator].

Value Pillar	Customer Outcome	Proof Point
[Pillar 1]	[Measurable outcome]	[Specific evidence]
[Pillar 2]	[Measurable outcome]	[Specific evidence]
[Pillar 3]	[Measurable outcome]	[Specific evidence]

3. Channel Strategy

Primary channel: [Channel] — [Rationale] Secondary channel: [Channel] — [Rationale]

Metric	[Primary Channel]	[Secondary Channel]
CAC	$[X]	$[X]
LTV	$[X]	$[X]
LTV:CAC	[X]:1	[X]:1
CAC payback	[X] months	[X] months
Time to first revenue	[X] weeks	[X] weeks

4. Sales Motion

Motion type: [Enterprise / Mid-market / Self-serve / Hybrid]

Stage	Conversion %	Avg. Time	Owner
Lead → MQL	[X]%	[X] days	Marketing
MQL → SQL	[X]%	[X] days	SDR/BDR
SQL → Opportunity	[X]%	[X] days	AE
Opportunity → Close	[X]%	[X] days	AE
Lead → Close	[X]%	[X] days

5. Launch Sequence

Phase	Timeline	Key Milestones	Go/No-Go Gate
Foundation	T-12 to T-8 wk	[Milestones]	[Gate criteria]
Closed Beta	T-8 to T-4 wk	[Milestones]	[Gate criteria]
Limited Launch	T-4 to T0	[Milestones]	[Gate criteria]
GA	T0+	[Milestones]	[Gate criteria]
Scale	T+8 wk+	[Milestones]	[Gate criteria]

6. Revenue Model (First 12 Months)

Month	Leads	Opportunities	Closed Deals	MRR	Cumulative ARR
1-3	[X]	[X]	[X]	$[X]	$[X]
4-6	[X]	[X]	[X]	$[X]	$[X]
7-9	[X]	[X]	[X]	$[X]	$[X]
10-12	[X]	[X]	[X]	$[X]	$[X]

7. Investment Required

Category	Months 1-3	Months 4-6	Months 7-12	Total Year 1
Sales team	$[X]	$[X]	$[X]	$[X]
Marketing	$[X]	$[X]	$[X]	$[X]
Technology/tools	$[X]	$[X]	$[X]	$[X]
Content/collateral	$[X]	$[X]	$[X]	$[X]
Total	$[X]	$[X]	$[X]	$[X]

8. Key Risks & Mitigations

Risk	Probability	Impact	Mitigation
[Risk 1]	[H/M/L]	[H/M/L]	[Specific action]
[Risk 2]	[H/M/L]	[H/M/L]	[Specific action]
[Risk 3]	[H/M/L]	[H/M/L]	[Specific action]

Go-to-Market Strategy

Go-to-Market Strategy

Required Inputs