Gtm Strategy

# Create a "Gtm Strategy" AI Skill

I want you to help me set up a reusable AI skill that I can use in future conversations. Read the complete skill definition below, then help me install it.

## Complete Skill Definition

# GTM Strategy

A complete go-to-market strategy is the integrated cross-functional plan:
ICP, motion, channels, messaging, success metrics, and launch sequence.

## When to use this skill

- **New product launch** (full product or major feature)
- **New segment entry** (SMB → ENT; new geography; new vertical)
- **GTM refresh** (current motion stalling)
- **Repositioning** after pivot
- **Pre-fundraise** GTM narrative for investors
- **Post-mortem** on why a launch didn't take

## The 7 components

1. **ICP (Ideal Customer Profile)** — who specifically, why now
2. **Beachhead segment** — first concentrated market
3. **Motion** — PLG / sales-led / hybrid / channel-led
4. **Channels** — how customers find + buy
5. **Messaging + positioning** — what we say
6. **Success metrics** — what we measure
7. **Launch sequence** — what happens in what order

## Clarify First

Before building the GTM strategy, confirm these inputs. If any is unknown or vague, ASK — do not assume:

- [ ] **ACV / price point** — determines the motion and channel mix (motion-ACV mismatch, e.g. sales-led on $50/mo, breaks unit economics)
- [ ] **ICP and beachhead segment** — the one concentrated market to win first (drives targeting, channels, and messaging; "everyone" dilutes all seven components)
- [ ] **Self-serve readiness** — can the product activate without a human (PLG vs sales-led/committee buying)
- [ ] **Launch trigger and timeline** — what's launching and when (sets the T-90 → T+90 sequence)

Stop rule: ask only the 2-3 that most change the output. If the user says "just draft it," proceed and list your assumptions at the top of the artifact.

## Workflow

### Step 1 — Define ICP precisely
- Industry / vertical
- Size band (employees / revenue)
- Geography
- Buyer persona (role, level)
- Tech stack signals
- Job-to-be-done
- Trigger event (why now)

See `project-management/gtm/ideal-customer-profile`.

### Step 2 — Pick the beachhead
Start narrow:
- 1 segment, 1 vertical, 1 geography
- Concentrated enough to develop reference customers
- Reachable via clear channels
- Big enough to learn from but small enough to dominate

Reference: Crossing the Chasm. Don't try to sell to everyone Day 1.

### Step 3 — Pick the motion

| Motion | When | Cost structure |
|--------|------|----------------|
| **PLG (product-led)** | Self-serve product; low ACV ($0-$5K); strong activation | Low CAC; high product investment |
| **Sales-led** | High ACV ($25K+); complex buying committees | High CAC; sales team needed |
| **Marketing-led / inbound** | Mid-ACV ($5K-$25K); content-driven | Medium CAC; content + ops team |
| **Channel-led** | Wide distribution via partners | Medium CAC; partner program needed |
| **Community-led** | Strong category with passionate users | Long ramp; high ongoing investment |
| **Hybrid (PLG + sales)** | PLG to capture; sales to expand | Most modern SaaS; complex to coordinate |

Don't try to run all motions Day 1.

### Step 4 — Channels per motion

| Motion | Primary channels |
|--------|------------------|
| PLG | Web direct, SEO, viral, content, app stores |
| Sales-led | Outbound SDR, AE outbound, events, account-based |
| Marketing-led | SEO, paid, content syndication, webinar |
| Channel-led | Partner program, marketplace |
| Community-led | Open source, community events, integrations |

### Step 5 — Messaging + positioning
- **Positioning:** "[Product] is [category] for [target] who [JTBD], unlike [alternative]"
- **Hero message:** outcome customers want (not feature)
- **Differentiation:** clear "why us vs them"
- **Talk track per segment:** different ICPs need different framing

### Step 6 — Success metrics

| Motion | KPI focus |
|--------|-----------|
| PLG | Signups, activation, free-to-paid conversion, NRR |
| Sales-led | Pipeline coverage, win rate, ACV, cycle time, NRR |
| Marketing-led | MQL → SQL conversion, CPA, content engagement |
| Channel-led | Partner-sourced revenue, partner activity |

Set targets; track weekly; tune.

### Step 7 — Launch sequence
- **T-90:** ICP locked; positioning v1; channels chosen; team aligned
- **T-60:** Sales/marketing collateral ready; pilot customers identified
- **T-30:** Internal training; lighthouse customer commitments
- **T-7:** Launch comms prepped; press / analyst briefed
- **T-0:** Launch
- **T+30:** Iterate based on early signal
- **T+90:** GTM v2 incorporating learnings

### Step 8 — Run `gtm_strategy_validator.py`
Audit GTM doc for: ICP specificity, motion fit, channel coherence,
messaging clarity, metric definition, sequence realism.

```bash
python3 project-management/gtm/gtm-strategy/scripts/gtm_strategy_validator.py \
  --input gtm.json --format markdown
```

## Decision frameworks

### Motion fit by ACV

| ACV | Likely motion |
|-----|---------------|
| < $1K | PLG; consumer-style |
| $1K-$10K | PLG-led; light sales-assist |
| $10K-$50K | Marketing-led + inside sales |
| $50K-$250K | Sales-led with marketing support |
| $250K+ | Enterprise sales-led; long cycle |

Cross these and economics break.

### Beachhead vs broad

Going broad Day 1:
- Diluted messaging
- No reference customers
- Sales motion thinly stretched
- No moat in any segment

Beachhead first:
- Win the segment
- Build reference customers
- Develop battle-tested motion
- Then expand adjacent

Geoffrey Moore: cross the chasm one bowling pin at a time.

### Channel-product fit

Each channel has product-fit assumptions:
- SEO: long content; SERP-able problem
- Paid: clear high-intent keywords; LTV > 2-3x CAC
- Outbound: defined ICP; AE can articulate value in 30 seconds
- Channel: partners economically incentivized; product fits their offering
- Community: passionate users + room to participate
- Viral: collaboration / sharing built into product

If channel-product fit is off, channel won't deliver regardless of effort.

## Common engagements

### "Help us launch product X in market Y"
1. Confirm ICP precision (or sharpen).
2. Pick beachhead segment.
3. Choose motion based on ACV + product complexity.
4. Map channels to motion.
5. Draft positioning + messaging.
6. Define success metrics + targets.
7. Build T-90 → T+90 launch sequence.

### "Our GTM is stalling — what's wrong?"
1. Audit each component for clarity + execution.
2. Common failures:
   - ICP too broad
   - Motion mismatch with ACV
   - Channels not delivering pipeline
   - Messaging not differentiated
   - Metrics not tracked
3. Identify the breakpoint; fix one at a time.

### "Should we move from PLG to sales-led?"
1. Look at ACV trend: rising with enterprise = yes
2. Look at pipeline: enterprise inquiries unanswered = yes
3. Look at unit economics: PLG CAC payback < sales CAC payback?
4. Plan hybrid: PLG capture + sales expansion (most common path)

## Anti-patterns to avoid

- **ICP = "everyone."** Diluted strategy.
- **Motion mismatched with ACV.** Sales motion on $50/mo = unit economics broken.
- **Channels listed; not invested.** Knowing channels doesn't activate them.
- **Generic messaging.** "Faster, better, cheaper."
- **No success metrics.** Can't tune what you can't measure.
- **Launch sequence = "ship and see."** Predictable underperformance.
- **All motions at once.** Try one; succeed before adding.

## References

- `references/gtm-components-deep.md` — ICP, motion, channels, messaging deep
- `references/launch-sequence-playbook.md` — T-90 → T+90 playbook
- `references/gtm-anti-patterns.md` — common failures + fixes

## Related skills

- `project-management/gtm/ideal-customer-profile` — ICP definition
- `project-management/strategy-frameworks/business-model-canvas` — model behind GTM
- `marketing/launch-strategy` — marketing execution layer
- `business-growth/customer-success-manager` — post-sale GTM
- `c-level-advisor/cro-advisor` — sales / revenue strategy
- `c-level-advisor/cmo-advisor` — marketing strategy

---

## What I Need You to Do

First, detect which platform I'm using (Claude.ai, ChatGPT, etc.) and follow the matching instructions below.

### If I'm on Claude.ai:

Walk me through these exact steps:

1. **Create the Project:** Tell me to go to **claude.ai > Projects > Create project** and name it **"Gtm Strategy"**

2. **Add Project Knowledge:** Give me the COMPLETE skill definition above as a single copyable text block inside a code fence. Tell me to click **"Add content" > "Add text content"** inside the project, then paste that entire block. Do NOT say "paste from above" -- give me the actual text to copy right there.

3. **Set Custom Instructions:** Tell me to open project settings and paste this exact instruction:
   "You are an expert Gtm Strategy in the Project Management domain. Use the project knowledge as your expertise. Follow the workflows, frameworks, and templates defined there. Always provide specific, actionable output."

4. **Test It:** Give me a specific sample prompt I can use inside the new project to verify it works. Pick a real task from the skill's workflows.

### If I'm on ChatGPT:

Walk me through these exact steps:

1. **Create a Custom GPT:** Tell me to go to **chatgpt.com > Explore GPTs > Create**
2. **Configure it:**
   - Name: **"Gtm Strategy"**
   - Description: "Integrated go-to-market strategy spanning ICP, motion, channels, messaging, success metrics, and launch plan. Use when launching a new product, entering a new segment, or auditing why an existing GTM isn't working."
   - Instructions: Give me the COMPLETE skill definition above as a single copyable text block inside a code fence to paste into the Instructions field. Do NOT say "paste from above."
3. **Test It:** Give me a sample prompt to verify it works.

### If I'm on another platform:
Ask which tool I'm using and adapt the instructions accordingly.

## Important
- Always provide the full skill text in a ready-to-copy code block -- never tell me to "scroll up" or "copy from above"
- Keep the setup steps simple and numbered
- After setup, test it with me using a real workflow from the skill

Source: https://github.com/borghei/Claude-Skills/tree/main/project-management/gtm/gtm-strategy/SKILL.md