/gtm-strategy — GTM Strategy & Plan

Build the master GTM plan: growth model, beachhead strategy, channel strategy, launch sequencing, metrics framework, team model, tech stack, and operating rhythm.

When to Use

User says "GTM plan", "go to market", "growth strategy", "launch strategy"
Planning a product launch or market entry
Evaluating growth channels and distribution
Building a growth model (PLG vs SLG vs community vs hybrid)

Before Starting

Check for existing context (in priority order):

Read projects/<project>/gtm-context.md — master context (REQUIRED)
Read projects/<project>/icp-personas.md — buyer profiles
Read projects/<project>/competitive-intel.md — competitive landscape
Read projects/<project>/positioning.md — positioning and messaging

If gtm-context.md does not exist, tell the user: "I need GTM context first. Run /onboarding or give me the basics."

Positioning is critical input. If it doesn't exist, flag: "A GTM plan without positioning is building on sand. Consider /gtm-positioning first."

Process

Step 1: Intake — GTM Context

Reference existing context, then gather any gaps:

AskUserQuestion:
  question: "What are we taking to market? And where are you in the journey?"
  header: "Stage"
  options:
    - label: "Pre-launch"
      description: "Haven't launched yet — planning initial GTM"
    - label: "Early traction"
      description: "Some users/customers but need repeatable GTM"
    - label: "Growth stage"
      description: "PMF established, need to accelerate"
    - label: "New market"
      description: "Existing product, entering a new segment or geography"

Gather: product, current state, business model, budget reality, sales model.

Step 2: Research — Parallel Market Intelligence

Launch 3 agents IN PARALLEL:

Agent 1 — Competitive GTM Analysis

Task(subagent_type: "general-purpose", model: "sonnet", description: "Research competitive GTM")
prompt: Research how competitors in [SPACE] acquire customers. Competitors: [LIST].
  For each: primary GTM motion, pricing model, key channels, sales team structure, notable tactics.
  Return a GTM competitive matrix.

Agent 2 — Channel & Distribution Research

Task(subagent_type: "general-purpose", model: "sonnet", description: "Research distribution channels")
prompt: Research best distribution channels for [PRODUCT] targeting [AUDIENCE].
  Where does this audience discover new products? Which channels worked for similar products?
  Cost structure of each channel, earned vs paid mix, emerging channels (AEO, AI discovery).
  Return ranked channel recommendations.

Agent 3 — Growth Model Patterns

Task(subagent_type: "general-purpose", model: "sonnet", description: "Research growth models")
prompt: Research which growth model fits [PRODUCT/BUSINESS].
  PLG, SLG, community-led, content-led, hybrid — which fits and why?
  Examples of similar companies and their models.
  Return analysis with recommendations.

Step 3: Synthesize — GTM Strategy

1. Growth Model Recommendation

Primary motion (PLG / SLG / community / content / hybrid)
Why this fits (product, audience, deal size, budget)
Prerequisites for this model to work

2. Beachhead Strategy (Moore)

Target beachhead: narrowest viable segment to dominate first
Why: compelling problem, referenceable, word-of-mouth density
Whole product requirements
Bowling pin plan: adjacent segments after beachhead

3. Channel Strategy

Primary channels (2-3 max) with timeline, resources, key metrics
Secondary channels to test
Channels to avoid and why

4. Launch Sequencing

Phase 1: Foundation (build before launch)
Phase 2: Soft launch (limited audience, gather signal)
Phase 3: Public launch (full market push)
Phase 4: Scale (double down on what works)

5. Fuel & Engine Audit (Kramer)

Fuel status: positioning, messaging, content ready?
Engine status: distribution, operations, automation ready?
Gaps to close before GTM can work

6. Metrics Framework

North star metric
Leading indicators (weekly: website traffic, demo requests, trial starts)
Lagging indicators (monthly: pipeline, revenue, win rate, CAC)
Diagnostic metrics (per channel and stage)
Benchmarks for stage/model

7. Team Model

Current team assessment
Roles needed (with specific job descriptions, not just titles)
Hiring sequence (which role first, second, third)
What to outsource vs hire
GTM engineer role if applicable (per DeWitt Grosser)

8. Tech Stack Recommendations

CRM (deal tracking, pipeline management)
Outreach/sequencing (email, LinkedIn automation)
Analytics (attribution, funnel measurement)
Enrichment (contact/company data)
Content/marketing (CMS, email platform, social scheduling)

9. Operating Rhythm

Weekly: pipeline review, channel metrics check
Monthly: GTM performance review, content calendar planning
Quarterly: strategy review, competitive intel refresh, pricing review

10. 90-Day GTM Roadmap Week-by-week priorities for the first 3 months with milestones.

Step 4: Validate with User

AskUserQuestion:
  question: "Does this GTM plan match your reality and resources?"
  header: "GTM Review"
  options:
    - label: "Looks right"
      description: "Matches our reality — detail it out"
    - label: "Too ambitious"
      description: "Need a leaner version for current resources"
    - label: "Wrong model"
      description: "Think a different growth model fits better"
    - label: "Missing context"
      description: "Important context to share"

Iterate based on feedback.

Step 5: Save

Save to: projects/<project>/gtm-strategy.md

Methodology

See references/gtm-frameworks.md for detailed frameworks from DeWitt Grosser, Kramer, Moore, Verna, and Godin.

Output

Saves to: projects/<project>/gtm-strategy.md

Next Steps

Need pricing? → /gtm-pricing
Need outreach? → /gtm-outreach
Need content? → /gtm-marketing
Need meeting prep? → /gtm-meeting-prep