gtm-pricing
<quick_start> ICP scoring: 80+ = Ideal | 60-79 = Good | 40-59 = Marginal | <40 = Pass
Positioning statement:
For [target] who [need], [product] is a [category] that [benefit].
Unlike [alternative], our product [differentiator].
Value-based pricing: Price at 10-20% of quantified value delivered
Opportunity score: /100 across Market Fit, Technical Fit, GTM Fit, Personal Fit, Economics </quick_start>
<success_criteria> GTM strategy is successful when:
- ICP documented with scoring criteria (firmographics, technographics, psychographics)
- Positioning statement follows April Dunford framework
- Pricing anchored to quantified value (not cost-plus)
- Tier structure follows Good/Better/Best with clear feature gates
- Opportunity scoring identifies red flags and good signals
- Battle cards created for top 3 competitors
- Launch checklist completed (pre-launch, launch, post-launch) </success_criteria>
<core_content> Comprehensive guide for B2B go-to-market strategy, pricing, and opportunity evaluation.
Quick Reference
| Framework | Purpose | When to Use |
|---|---|---|
| ICP Development | Define ideal customer | Before any outreach |
| Positioning | Differentiate in market | Product launch, pivot |
| Messaging Hierarchy | Consistent communication | Sales enablement |
| Competitive Intel | Understand landscape | Deal strategy, positioning |
| Value-Based Pricing | Price by value delivered | Setting initial prices |
| Tier Structure | Package offering | Feature gating decisions |
| Opportunity Scoring | Evaluate fit | New client/project decisions |
Part 1: Go-To-Market Strategy
| Component | Key Output | Quick Reference |
|---|---|---|
| ICP Development | Scored profile (firmographics + technographics + psychographics) | 80+ Ideal, 60-79 Good, 40-59 Marginal, <40 Pass |
| Positioning | April Dunford canvas → positioning statement | "For [target] who [need], [product] is a [category] that [benefit]" |
| Messaging | 3-level hierarchy: Strategic → Solution → Persona | 3 max differentiators per level |
| Competitive Intel | Battle cards per competitor | Strengths, weaknesses, objection handling, win strategy |
| Channel Strategy | GTM motion selection | PLG / Sales-Assisted / Enterprise / Partner |
| Launch Playbook | Pre-launch → Launch → Post-launch checklists | T-30 / T-0 / T+30 milestones |
See reference/gtm.md for ICP templates, positioning canvas, battle card structure, channel strategy details, and launch checklists.
Part 2: Pricing Strategy
| Model | Best For | Key Principle |
|---|---|---|
| Flat rate | Simple products | Low complexity |
| Per seat | Team tools | Scales with usage |
| Usage-based | APIs, infra | Pay-as-you-go |
| Tiered (Good/Better/Best) | Feature differentiation | Anchor to middle tier |
| Hybrid | Enterprise SaaS | Combine seat + usage |
Value-based pricing formula: Price at 10-20% of quantified value delivered (time savings + revenue impact + cost avoidance).
Feature gating: Gate by scale (users, API calls), sophistication (advanced features), or control (SSO, audit logs). Never gate security or data export.
Discounting: Volume (10-30%), term (15-25%), competitive (20-40%), strategic (up to 50%). Alternatives: extended terms, training, milestone unlocks.
See reference/pricing.md for value calculation templates, tier structure frameworks, pricing psychology tactics, and discounting strategy.
Part 3: Opportunity Evaluation
Quick score: /100 across Market Fit (25), Technical Fit (20), GTM Fit (20), Personal Fit (20), Economics (15).
| Score | Action |
|---|---|
| 80-100 | STRONG PURSUE — Prioritize |
| 60-79 | EXPLORE — Worth time investment |
| 40-59 | CONDITIONAL — Only if specific factor changes |
| 0-39 | PASS — Opportunity cost too high |
Red flags: Unclear payment, expanding scope pre-start, pressure to decide fast, misaligned incentives, economics don't work even optimistically.
GTM complexity: PLG (<$2K, days) → Low-Touch ($2-15K, weeks) → Mid-Market ($15-100K, months) → Enterprise ($100K+, 6-18mo).
See reference/opportunity.md for evaluation templates (projects, clients, partnerships), detailed scoring, unit economics, and complexity levels.
Reference Files
reference/gtm.md- ICP templates, launch playbooks, channel strategyreference/pricing.md- Models, value-based pricing, psychologyreference/opportunity.md- Scoring, unit economics, complexity