Go-To-Market Strategy Template

Go-To-Market Strategy Template

GTM Plan Overview 2

Key Elements of a GTM Strategy and Plan CURRENT SITUATION: What’s happening in the market that our product can address. MARKET OPPORTUNITY: The size of the opportunity (revenue, growth rate, etc). WHAT WE'RE LAUNCHING: What the product does, the benefits for the target audience Product Brief Template MESSAGING STRATEGY:: Positioning, differentiators, key value propositions, benefits See Messaging Template PRICING: How new capabilities, product(s) or service(s) are priced. ROUTES TO MARKET: How the product is purchased. Direct, partners, channels. TARGET AUDIENCES: The group of people you’re trying to reach with your message and offer. MARKETING GOALS: Desired outcomes. Limit to 2-3. MARKETING STRATEGIES: Your approach to achieve each objective. Limit 3-5. MARKETING OBJECTIVES: Steps to achieve your strategies. Should be specific and measurable. Limit 2-3. MARKETING TACTICS: Marketing activities by functional area supporting objective. Ideally a visual depicting a potential buyer’s experience of these activities in market. TIMING: When key activities will hit the market. BUDGET: Money needed to support the GTM strategy and plan. SUCCESS METRICS: How progress will be measured against the objectives and by functional area. RISKS AND CONSIDERATIONS: Anything that may prevent you from hitting dates or achieving your goals.

GTM Plan Template 4

Current Situation What’s happening in the market that created an opportunity for growth addressed by this new product (service or set of new capabilities/features.) Trend 1 Trend 2 Trend 3 5

Market Segments What markets are you targeting for this launch? Market 1 (For example: Fortune 500 Technology companies based in the US) Market 2

Market Opportunity 1250 Size the revenue opportunity based on the market you’re targeting Determine what you can reasonably expect to achieve assuming a successful launch and a 6-12 month on-going marketing campaign. POTENTIAL MARKET OPPORTUNITY What is the total dollar value of the opportunity 960 TOTAL ADDRESSABLE MARKET What do you reasonable think you can achieve given your product and competitive environment within the first 6 -12 months of launching.

What’s Launching Summary of the product or ”What’s New” you’re planning to launch. What’s launching (product description, or incremental new capabilities) How does it work? What are the benefits to the target audience? What is unique about the product/feature vs. competitors What are the core use cases List any known shortcomings 8

Target Audience What specific groups of people are we targeting for this release? Include their pains, needs, role, motivations, etc. Provide as much information as possible.

Messaging Strategy THE WHY What’s happening in the market that makes it a great time to launch. BUYER’S PROBLEM What pain points will this product (service or new capabilities) specifically address? VALUE SOUGHT (THEMES) THEME 1 (e.g.: Accuracy) THEME 2 (e.g.: Safety) THEME 3 (e.g.:Simplicity) [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] [write here] BENEFITS CAPABILITIES THAT DELIVER THAT VALUE: DIFFERENTIATORS PROOF POINTS (e.g. Third Party validation what you’re saying is true. Ex: Customer testimonials, case studies, analysts, etc.)

Pricing and Packaging Detail how each new product service or new set of capabilities ispriced. List any special promotional offers (for example) Free 30-day trial Free audit of your current technology stack

Executive Summary of Your plan Plan on a Page LAUNCH Goals Target Audience Market Segment Broad outcomes expected. Who you need to reach, engage and motivate in what context. Key Strategies Various approaches to achieve the goal Key Objectives What specific, measurable steps you’ll take to achieve each strategy Key Activities KPIs Budget Required Tactics to support the objectives tied to a strategy How will success will be measured The investment required to achieve launch goals

Summarize the marketing activities the buyer will see as part of this plan Customer Experience STAGES KEY MESSAGE TARGET AUDIENCE TOUCHPOINTS BUILD AWARENESS DRIVE ENGAGEMENT CONVERT TO PURCHASE

Functional Plans Detailed plans for PR, Communications, Product Marketing, Digital, etc. Whatever tactics are needed to support the of launch LAUNCH Target Audience Market Segment Who you need to reach, engage and motivate in what context. Key Strategies Various approaches to achieve the goal Key Objectives What specific, measurable steps you’ll take to achieve each strategy Key Activities Tactics to support the objectives tied to a strategy KPIs Budget Required How will success will be measured The investment required to achieve the goals

Map key deliverables by type over time Timeline Jan Feb March April May Always-on SEM/Paid Advertising Blog and Social Series Blog series; new post every 2 weeks Customer Story Video Series Customer Story Core Assets Customer Story Product Marketing Assets Case Study Case Study Ebook Customer Story White Paper Research Report Tips, tutorials Update Pitch Deck for Sales Product overview video In-app messaging Product one-sheet for sales June

% INVESTMENT Budget by Mix MARKETING MIX PR Social Advertising etc. TOTAL: BUDGET

Success Metrics Detail you’ll track, measure and analyze to indicate progress and success. Metrics should be quantitative and tie to the launch goals. Data point; e.g. XX revenue within first 6 months Data point; e.g. XX% of current customers adopting within 3 months Data point 17

Risks List any risks and considerations that may impact the launch. For example: Dates slip for the product release, or functionality must be dropped to hit the date. Any limitations to the plan based on what was approved/budgeted for. Any competitor or market factors that could impact the launch.

Enjoy! Contact info: Joan Bodensteiner [email protected] 19

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