Go-to-Market Planner

Purpose

Create a structured GTM plan that aligns product, marketing, sales, and customer success for a successful launch — from market analysis to day-one execution.

When to use

• launching a new product or service
• entering a new geographic market or customer segment
• repositioning an existing product
• preparing a major feature launch that needs cross-functional coordination

When not to use

• ongoing campaign management (use campaign-brief-writer)
• brand identity or visual design work
• daily marketing operations

Inputs

• product or feature description and key differentiators
• target audience (existing segment or new)
• competitive landscape overview
• launch timeline or constraints
• available budget and resources
• sales model (self-serve, sales-led, product-led, hybrid)
• geographic scope

Procedure

1. Market sizing — TAM/SAM/SOM analysis:
   • TAM: total market value if 100% penetration
   • SAM: segment the company can realistically serve
   • SOM: the achievable share in 12–18 months
2. Competitive positioning:
   • map competitors on a 2×2 matrix (e.g., ease-of-use vs. feature completeness)
   • identify your unique positioning angle
   • write a positioning statement: "For [target], we are the [category] that [differentiator] unlike [alternative]"
3. Messaging framework:
   • headline value proposition (one sentence)
   • 3 supporting pillars (feature → benefit → evidence)
   • objection handling for top 5 buyer concerns
4. Channel strategy (prioritize 3–4 channels):
   • rank by expected ROI and lead quality
   • include content, paid, partnerships, community, product-led
5. Pricing approach:
   • value-based or competitive pricing rationale
   • packaging tiers if applicable
   • free trial or freemium consideration
6. Launch timeline with milestones:
   • T-30: pre-launch (beta, waitlist, press outreach)
   • T-0: launch day (announcement, activation campaigns)
   • T+30: post-launch (analysis, iteration, feedback loop)
7. Success metrics and review cadence:
   • leading indicators (sign-ups, trials, pipeline)
   • lagging indicators (revenue, retention, NPS)
   • review: weekly for first 30 days, then monthly

Output

• market sizing summary (TAM/SAM/SOM with sources)
• competitive positioning map
• messaging framework document
• channel prioritization matrix
• launch timeline with milestones and owners
• success metrics dashboard definition

Definition of done

• TAM/SAM/SOM are quantified with sources
• positioning statement is specific, not generic
• messaging pillars have evidence, not just claims
• launch timeline has milestone owners and dates
• success metrics include both leading and lagging indicators

Examples

• "Create a GTM plan for our new AI writing tool targeting SMB content teams."
• "Plan the launch of our Vietnam market expansion for the existing SaaS product."
• "We're repositioning from enterprise to mid-market — build the messaging and channel plan."

Quality Criteria

• All claims reference specific frameworks, standards, or quantifiable data
• Content matches the stated audience's expertise level
• Recommendations are actionable — each includes a concrete next step
• No unsupported assertions or generic filler language

Verification (4C)

Check	Question
Correctness	Do referenced frameworks and standards match their official definitions?
Completeness	Are all key concepts covered without significant gaps for the stated audience?
Context-fit	Would this be useful for someone new to this domain, or is it too advanced/too basic?
Consequence	If a stakeholder acted on this immediately, what could they misinterpret?

Edge Cases

• Conflicting frameworks — State which framework takes precedence and why. Document the trade-off explicitly.
• Rapidly changing domain — Note information currency date. Flag sections likely to need updates.
• Audience has mixed expertise levels — Provide a glossary and mark advanced sections as optional.

Changelog

• v1.0.0 — Initial release