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

The agent produces one integrated plan across seven components: ICP, beachhead, motion, channels, messaging, metrics and launch sequence. Each choice has to fit the others; most stalled launches fail at a seam (a sales-led motion on a $4K ACV, channels with no budget, a message nobody tested).

**Done looks like:** an ICP specific enough to build a list from, and one beachhead inside it; a motion that fits the ACV; 2-4 channels, each with budget and an owner; a hero message under 120 characters that names the differentiator and was tested with ICP buyers; 3-6 metrics with targets and owners; three or more lighthouse customers before launch; `gtm_strategy_validator.py` exits 0 with no warnings left unanswered.

## When to Use

- Launching a product or major feature, or entering a new segment, geography or vertical
- A GTM that is stalling, or a repositioning after a pivot
- A pre-fundraise GTM narrative, or a post-mortem on a launch that did not take

Build the ICP itself with `project-management/gtm/ideal-customer-profile`; this skill starts from it.

## Clarify First

Before building the GTM strategy, settle the inputs below. When one is missing or vague and would change the result, ask about it; when it wouldn't, use a sensible default and say which one you used.

- **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).

Ask about the two or three inputs that matter most for this request, not the whole list. If the user wants a result straight away, produce it and state your assumptions at the top.

## Quick Start

```bash
# Mid-market sales-led launch: exit 0, no findings
python3 project-management/gtm/gtm-strategy/scripts/gtm_strategy_validator.py \
  --input project-management/gtm/gtm-strategy/assets/sample_gtm.json --format markdown
```

```bash
# "Everyone" ICP, sales-led at $4K ACV, seven unfunded channels, no metrics: exit 1
python3 project-management/gtm/gtm-strategy/scripts/gtm_strategy_validator.py \
  --input project-management/gtm/gtm-strategy/assets/sample_gtm_flawed.json --format markdown
```

```bash
# Input schema and flags
python3 project-management/gtm/gtm-strategy/scripts/gtm_strategy_validator.py --help
```

## Tools Overview

`gtm_strategy_validator.py` is the quality gate for this skill. **What the validator checks:** an ICP with size, vertical, role, job and trigger; a beachhead; motion-ACV fit (sales-led under $10K, PLG over $100K); 1-6 channels with budget and owners; a hero message that exists (fail otherwise), is short and avoids generic terms; the self-reported `differentiator_named` / `tested_with_customers` flags; metrics present (fail otherwise) with targets and owners; lighthouse customers; alignment and budget. It checks that the parts exist and fit each other; it cannot judge whether the strategy will work, and the boolean flags are only as honest as whoever set them.

**Exit codes:** `0` no fail findings · `1` at least one fail (no ICP, channels, hero message or metrics) · `2` unreadable file, invalid JSON or a top level that is not an object. JSON by default, `--format markdown`, `--output FILE`.

## Workflow

1. **ICP.** Take it from `ideal-customer-profile` (size, vertical, geography, role, job, trigger). If it would fit "everyone who manages people", stop and sharpen it first.
2. **Beachhead.** One segment, one vertical, one geography: concentrated enough to produce reference customers, reachable through clear channels, small enough to win.
3. **Motion.** Fit it to ACV and buying complexity: self-serve and low ACV point to PLG, committee buying and $25K+ to sales-led, the middle to marketing-led or inside sales. Run one motion well before adding another. ACV bands and motion tables: `references/gtm-components-deep.md` (appendix).
4. **Channels.** 2-4 that fit the motion and the product (an SEO channel needs a searchable problem; outbound needs a value line an AE can say in 30 seconds). Each gets budget and an owner.
5. **Messaging.** Positioning: "[product] is [category] for [target] who [job], unlike [alternative]". A hero message about the outcome, a named differentiator, talk tracks per persona, tested with ICP buyers.
6. **Metrics.** 3-6 covering pipeline, conversion and quality, each with a target and an owner, reviewed weekly.
7. **Launch sequence.** T-90 ICP and positioning locked; T-60 collateral and pilots; T-30 training and lighthouse commitments; T-7 comms; T+30 and T+90 revisions. Detail: `references/launch-sequence-playbook.md`.
8. **Audit.** Write the plan as JSON (schema in `--help`; `assets/sample_gtm.json` is a complete example) and run the validator. It must pass with no fail findings; then verify that each warning is fixed or has a stated reason.

For a stalling GTM, audit the current plan first and fix the first broken seam (ICP, motion fit, channels, message, metrics) before touching the next.

## Anti-Patterns

### Motion mismatched with ACV
**Mistake:** A field-sales motion sells a $4K-a-year product.
**Why it happens:** The team copies the motion of a company it admires.
**Instead:** Pick the motion from ACV and buying complexity, and check CAC payback before hiring for it.

### Channels listed, not funded
**Mistake:** Seven channels in the plan, none with budget or an owner.
**Why it happens:** Listing channels feels like coverage.
**Instead:** Fund 2-4 channels properly and name who runs each; the rest wait for evidence.

### Launch as a moment
**Mistake:** "Ship and announce", with no lighthouse customers or sequence.
**Why it happens:** The launch date is fixed before the GTM work starts.
**Instead:** Work back from T-90 and secure three or more lighthouse customers before the announcement.

More with fixes: `references/gtm-anti-patterns.md`.

## Scope & Limitations

**In Scope:**
- A go-to-market strategy across seven components: ICP, beachhead segment, motion, channels, messaging and positioning, success metrics and launch sequence
- Motion choice by ACV across PLG, sales-led, marketing-led, channel-led, community-led and hybrid
- Channel mapping per motion, channel-product fit checks and KPI focus per motion (tables in the reference appendix)
- A T-90 to T+90 launch sequence
- A plan audit for ICP completeness, beachhead, motion-ACV fit, funded and owned channels, message basics, metric targets and lighthouse customers (`gtm_strategy_validator.py`)

**Out of Scope:**
- Building and scoring the ICP in depth (see `project-management/gtm/ideal-customer-profile/`)
- Marketing launch execution such as campaigns and content (see `marketing/launch-strategy/`)
- Setting price and packaging (see `business-growth/pricing-strategy/`)
- Sales operations, pipeline tooling and forecasting (see `business-growth/revenue-operations/`)
- The cross-functional launch-day checklist (see `project-management/execution/launch-playbook/`)

**Important Caveats:**
- `gtm_strategy_validator.py` audits a hand-written JSON document. Flags such as `specific_enough` and `tested_with_customers` are self-reported.
- The ACV bands for motion fit are rules of thumb. They do not replace the team's own unit economics.
- The tool uses no market data. Segment size, channel performance and competitor positioning come from the team's own research.
- Beachhead choice, motion and budget stay leadership decisions, and the plan needs a refresh after launch data arrives.

## Files

| File | Purpose |
|------|---------|
| `scripts/gtm_strategy_validator.py` | GTM plan audit |
| `assets/sample_gtm.json` | Mid-market HR analytics launch; exits 0 |
| `assets/sample_gtm_flawed.json` | Unfocused launch plan; exits 1 |
| `assets/gtm_strategy_template.md` | Fill-in template |

## Reference Documentation

- [references/gtm-components-deep.md](references/gtm-components-deep.md): ICP, motion, channels, messaging; appendix with motion/ACV, channel and KPI tables
- [references/launch-sequence-playbook.md](references/launch-sequence-playbook.md): T-90 to T+90 playbook
- [references/gtm-anti-patterns.md](references/gtm-anti-patterns.md): Common failures and 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: "Builds and audits a go-to-market plan: beachhead, motion matched to ACV, funded channels, tested messaging, owned metrics and a T-90 launch sequence. Use when launching a product, entering a segment or fixing a stalled GTM."
   - 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