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BUSINESS STRATEGY

Build Your Go-To-Market and Revenue Plan

Develop Your Go-To-Market (GTM) Strategy

Design a go-to-market approach that matches how your customers discover, evaluate, and buy. Choose between product-led, sales-led, or hybrid motions and align your launch sequence, messaging, and entry points accordingly.

Why it's Matters

Even the best product fails without a plan to reach, convert, and grow your customer base. Your GTM strategy defines how you enter the market, attract the right ICPs, and move them through awareness to decision and adoption in a repeatable, scalable way.

What You Need to Do

  • Identify your most relevant entry points and channels

  • Define the customer journey from first touch to closed deal

  • Align marketing, sales, product, and success around a shared plan

  • Build a GTM motion that matches your ICP’s expectations and buying behaviour

How to Approach It

Choose your motion(s):

  • Product-led - Users try the product       on their own, with support

  • Sales-led - High-touch consultative       sales process

  • Marketing-led - Inbound education       drives demand

  • Hybrid - Common in B2B SaaS       scale-ups (e.g. PLG motion with sales assist)

Map the full customer journey:

  • Awareness → Interest → Consideration → Decision → Adoption →       Expansion

  • What do buyers need to know/do at each stage?

  • Who owns each part internally?

Pick priority channels and tactics based on ICP:

  • Content? Paid? Events? Communities? Referrals? Cold outbound?

  • Where does your audience already gather and learn?

Align teams with consistent messaging and experience:

  • Ensure marketing, sales, and CS tell the same story

  • Design smooth handoffs between functions

Deliverables

  • Documented GTM strategy

  • ICP-specific funnel/journey map

  • GTM team roles & responsibilities

  • Core positioning/messaging guide (aligned with value proposition)

How to Tell if You Got It Right

  • Teams share the same understanding of how GTM works 

  • Channels and content align with where your ICP buys

  • Sales and marketing loops improve over time (measurably)

  • You can explain your GTM approach to investors or partners in 2-3 slides

What to Watch Out For

  • Launching in all directions at once

  • Choosing a GTM motion that doesn’t match your product or buyer

  • Internal teams working with different assumptions or funnels

  • Underestimating how long it takes to build momentum

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