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npx skills add kostja94/marketing-skills --skill gtm-strategy
When the user wants to plan go-to-market strategy, GTM framework, or market entry. Also use when the user mentions "GTM," "go-to-market," "market entry," "new market," "repositioning," "PLG," "sales-led," "product-led," "marketing-led," "ICP," "buyer persona," "GTM motion," or "market expansion." For launch checklist, use product-launch.
npx skills add kostja94/marketing-skills --skill gtm-strategy
Guides go-to-market (GTM) strategy—the blueprint for launching or repositioning a product that aligns product, marketing, sales, and customer success around reaching and winning target customers. Organizations with a defined GTM process see ~10pp higher launch success rates (63% vs 53%) and ~3× median revenue growth. However, ~72% of sales reps miss quota, often due to execution gaps. Use this skill when planning GTM for product launch, new market entry, repositioning, or feature launch.
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
| Scenario | Scope | Use |
|---|---|---|
| Product launch | New product to market | Full GTM; see product-launch for launch execution |
| New market entry | New geography or segment | Full GTM; different buying behaviors, competitors, regulations |
| Repositioning | Shift who you serve, what you solve | Messaging, ICP, channel alignment; not just rebrand |
| Feature launch | New capability in existing product | Tiered by impact; T1 (revenue) = full planning; T2/T3 = lighter |
GTM vs product launch: GTM is the strategy; product launch is the execution phase. GTM applies to multiple scenarios—not just new products.
| Mode | When to Use | ACV | Buyer |
|---|---|---|---|
| Product-led (PLG) | Value in minutes; self-evaluate; simple adoption | <$10K | Buyer = end user |
| Sales-led (SLG) | Multi-stakeholder; complex procurement; implementation | >$25K | Enterprise; negotiation |
| Marketing-led (MLG) | Content, SEO, paid drive awareness; market education | Varies | Demand gen focus |
| Hybrid | PLG for acquisition; sales for expansion | Common | Self-serve → sales handoff |
Decision factors: ACV, product complexity, buyer profile, how customers want to buy. Target LTV:CAC ≥3:1; CAC payback <12 months.
| Phase | Weeks | Focus |
|---|---|---|
| Market analysis | 1–3 | Validate demand; competitive landscape; TAM; buying signals |
| Strategy design | 4–6 | ICP, personas; positioning; pricing; GTM mode; channels |
| Execution build | 7–9 | Messaging, content, sales playbook; tech stack |
| Launch & iterate | 10–12 | Go live; measure; iterate |
Key: Connect plan to real buying activity within 90 days—not disconnected strategy documents.
| Type | Level | Defines |
|---|---|---|
| ICP | Company | Which organizations deliver best unit economics; firmographics (industry, size, revenue), technographics, problem intensity |
| Buyer persona | Individual | Decision-makers within target companies; roles, goals, pain points, objections, preferred channels |
ICP impact: Companies with clearly defined ICPs see higher conversion rates and lower CAC. Include negative profiles (explicit disqualifiers) to protect pipeline quality.
| Element | Purpose |
|---|---|
| TAM | Total addressable market; named account lists; primary TAM, serviceable TAM, accounts with buying signals |
| Competitive landscape | Customer bases, strengths, weaknesses, positioning claims |
| Buying patterns | Replace assumptions with data; customer pain points; decision criteria |
| Challenge | Mitigation |
|---|---|
| Customization | Product modularity; professional services; clear scope |
| Data security / private deployment | On-prem or private cloud; compliance; security certifications |
| Procurement cycles | Multi-stakeholder alignment; champion building; long sales cycles |
| Buy vs SaaS | Total cost of ownership; flexibility; ongoing value |
Use: When GTM targets enterprise or high-ACV—expect longer cycles, procurement, and security requirements.
~70% of international market entries fail within two years—often from overestimating demand, underestimating execution, spreading resources thin.
| Entry model | Trade-off |
|---|---|
| Organic expansion | High control; slower; capital-intensive |
| Strategic partnerships | Faster access; shared risk; reduced control |
| M&A / Acquisition | Immediate presence; high integration risk |
| Asset-light (EOR, outsourcing) | Fastest; minimal upfront; market testing |
| Pilot testing | Lowest commitment; validation |
Critical: Domestic playbook won't transfer. Buying behaviors vary (self-service US vs consultation-heavy Europe vs relationship-driven APAC); competitive landscapes shift; regulatory complexity multiplies (GDPR, data localization).
Repositioning = Strategic shift in who you serve, what problem you solve, where you play. Rebranding = Visual/verbal expression (logo, voice). Repositioning ≠ rebrand.
| When to reposition | Avoid |
|---|---|
| Moving upmarket (SMB → enterprise) | Quick fix for missed quarters |
| New geography with different dynamics | Leadership boredom |
| ICP fundamentally changed | |
| Major pivot, launch, or acquisition |
Success factors: Research-driven (customer discovery, market analysis); cross-functional alignment (sales, marketing, product, clinical); sharp differentiation.