Go-to-Market Strategy

Design the right GTM motion for your product and market.

GTM Motions

Product-Led Growth (PLG)

Fit:

• Low price point (<$100/mo)
• Low complexity (self-serve)
• Fast time-to-value (<1 hour)
• End-user buyer (not executive)

Funnel: Visitor → Signup → Activation → Conversion → Expansion

Sales-Led

Fit:

• High price point (>$1,000/mo)
• High complexity (implementation required)
• Long time-to-value (weeks/months)
• Executive buyer

Funnel: Visitor → Lead → MQL → SQL → Opportunity → Close

Hybrid (PLG + Sales)

Fit:

• Mid-market price ($100-$1,000/mo)
• Self-serve for SMB, sales for enterprise
• Product qualified leads (PQL) trigger sales

Funnel: Free → Self-serve conversion → Upgrade triggers sales

Process

Step 1: Analyze Product-Market Fit

Step 2: Recommend Motion

Based on scores, recommend PLG, sales-led, or hybrid.

Step 3: Define Funnel & Metrics

Example (PLG):

Step 4: Team Structure

PLG:

• Product (drives activation)
• Marketing (drives signups)
• Customer success (drives expansion)

Sales-Led:

• Marketing (drives MQLs)
• Sales (closes deals)
• Customer success (retention)

Step 5: 90-Day Plan

Days 1-30: [Focus] Days 31-60: [Focus] Days 61-90: [Focus]

Output

# GTM Strategy: [Product]

## Recommendation: [PLG / Sales-Led / Hybrid]
[Rationale]

## Analysis
[Fit matrix table]

## Funnel Definition
[Table with stages, metrics, goals]

## Team Structure
[Who you need]

## 90-Day Implementation
[Timeline]

## Key Bets
1. [Bet]: [Why]

Quality Bar

• Data-informed recommendation
• Clear funnel stages and metrics
• Realistic team structure
• Actionable 90-day plan