{"slug":"gtm-strategy","title":"gtm-strategy","summary":"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 \"m","platform":"Claude","tags":[],"authorName":"LLM Mart","authorSlug":"llm-mart","score":0,"source":"github","price":null,"verified":false,"createdAt":"2026-09-25T17:50:02.896185Z","repo":{"url":"https://github.com/kostja94/marketing-skills","stars":993,"forks":138,"license":"MIT","updatedAt":"2026-09-25T09:13:43Z"},"bodyHtml":"<hr>\n<h2>name: gtm-strategy\ndescription: 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.\nmetadata:\nversion: 1.2.0</h2>\n<h1>Strategies: Go-to-Market</h1>\n<p>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.</p>\n<p><strong>When invoking</strong>: On <strong>first use</strong>, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On <strong>subsequent use</strong> or when the user asks to skip, go directly to the main output.</p>\n<h2>GTM Scenarios</h2>\n<table>\n<thead>\n<tr>\n<th>Scenario</th>\n<th>Scope</th>\n<th>Use</th>\n</tr>\n</thead>\n<tbody>\n<tr>\n<td><strong>Product launch</strong></td>\n<td>New product to market</td>\n<td>Full GTM; see <strong>product-launch</strong> for launch execution</td>\n</tr>\n<tr>\n<td><strong>New market entry</strong></td>\n<td>New geography or segment</td>\n<td>Full GTM; different buying behaviors, competitors, regulations</td>\n</tr>\n<tr>\n<td><strong>Repositioning</strong></td>\n<td>Shift who you serve, what you solve</td>\n<td>Messaging, ICP, channel alignment; not just rebrand</td>\n</tr>\n<tr>\n<td><strong>Feature launch</strong></td>\n<td>New capability in existing product</td>\n<td>Tiered by impact; T1 (revenue) = full planning; T2/T3 = lighter</td>\n</tr>\n</tbody>\n</table>\n<p><strong>GTM vs product launch</strong>: GTM is the strategy; product launch is the execution phase. GTM applies to multiple scenarios—not just new products.</p>\n<h2>GTM Modes</h2>\n<table>\n<thead>\n<tr>\n<th>Mode</th>\n<th>When to Use</th>\n<th>ACV</th>\n<th>Buyer</th>\n</tr>\n</thead>\n<tbody>\n<tr>\n<td><strong>Product-led (PLG)</strong></td>\n<td>Value in minutes; self-evaluate; simple adoption</td>\n<td>&lt;$10K</td>\n<td>Buyer = end user</td>\n</tr>\n<tr>\n<td><strong>Sales-led (SLG)</strong></td>\n<td>Multi-stakeholder; complex procurement; implementation</td>\n<td>&gt;$25K</td>\n<td>Enterprise; negotiation</td>\n</tr>\n<tr>\n<td><strong>Marketing-led (MLG)</strong></td>\n<td>Content, SEO, paid drive awareness; market education</td>\n<td>Varies</td>\n<td>Demand gen focus</td>\n</tr>\n<tr>\n<td><strong>Hybrid</strong></td>\n<td>PLG for acquisition; sales for expansion</td>\n<td>Common</td>\n<td>Self-serve → sales handoff</td>\n</tr>\n</tbody>\n</table>\n<p><strong>Decision factors</strong>: ACV, product complexity, buyer profile, how customers want to buy. Target LTV:CAC ≥3:1; CAC payback &lt;12 months.</p>\n<h2>90-Day Execution Framework</h2>\n<table>\n<thead>\n<tr>\n<th>Phase</th>\n<th>Weeks</th>\n<th>Focus</th>\n</tr>\n</thead>\n<tbody>\n<tr>\n<td><strong>Market analysis</strong></td>\n<td>1–3</td>\n<td>Validate demand; competitive landscape; TAM; buying signals</td>\n</tr>\n<tr>\n<td><strong>Strategy design</strong></td>\n<td>4–6</td>\n<td>ICP, personas; positioning; pricing; GTM mode; channels</td>\n</tr>\n<tr>\n<td><strong>Execution build</strong></td>\n<td>7–9</td>\n<td>Messaging, content, sales playbook; tech stack</td>\n</tr>\n<tr>\n<td><strong>Launch &amp; iterate</strong></td>\n<td>10–12</td>\n<td>Go live; measure; iterate</td>\n</tr>\n</tbody>\n</table>\n<p><strong>Key</strong>: Connect plan to real buying activity within 90 days—not disconnected strategy documents.</p>\n<h2>ICP vs Buyer Persona</h2>\n<table>\n<thead>\n<tr>\n<th>Type</th>\n<th>Level</th>\n<th>Defines</th>\n</tr>\n</thead>\n<tbody>\n<tr>\n<td><strong>ICP</strong></td>\n<td>Company</td>\n<td>Which organizations deliver best unit economics; firmographics (industry, size, revenue), technographics, problem intensity</td>\n</tr>\n<tr>\n<td><strong>Buyer persona</strong></td>\n<td>Individual</td>\n<td>Decision-makers within target companies; roles, goals, pain points, objections, preferred channels</td>\n</tr>\n</tbody>\n</table>\n<p><strong>ICP impact</strong>: Companies with clearly defined ICPs see higher conversion rates and lower CAC. Include negative profiles (explicit disqualifiers) to protect pipeline quality.</p>\n<h2>Market Analysis</h2>\n<table>\n<thead>\n<tr>\n<th>Element</th>\n<th>Purpose</th>\n</tr>\n</thead>\n<tbody>\n<tr>\n<td><strong>TAM</strong></td>\n<td>Total addressable market; named account lists; primary TAM, serviceable TAM, accounts with buying signals</td>\n</tr>\n<tr>\n<td><strong>Competitive landscape</strong></td>\n<td>Customer bases, strengths, weaknesses, positioning claims</td>\n</tr>\n<tr>\n<td><strong>Buying patterns</strong></td>\n<td>Replace assumptions with data; customer pain points; decision criteria</td>\n</tr>\n</tbody>\n</table>\n<h2>Enterprise / High-ACV Challenges</h2>\n<table>\n<thead>\n<tr>\n<th>Challenge</th>\n<th>Mitigation</th>\n</tr>\n</thead>\n<tbody>\n<tr>\n<td><strong>Customization</strong></td>\n<td>Product modularity; professional services; clear scope</td>\n</tr>\n<tr>\n<td><strong>Data security / private deployment</strong></td>\n<td>On-prem or private cloud; compliance; security certifications</td>\n</tr>\n<tr>\n<td><strong>Procurement cycles</strong></td>\n<td>Multi-stakeholder alignment; champion building; long sales cycles</td>\n</tr>\n<tr>\n<td><strong>Buy vs SaaS</strong></td>\n<td>Total cost of ownership; flexibility; ongoing value</td>\n</tr>\n</tbody>\n</table>\n<p><strong>Use</strong>: When GTM targets enterprise or high-ACV—expect longer cycles, procurement, and security requirements.</p>\n<h2>New Market Entry</h2>\n<p>~70% of international market entries fail within two years—often from overestimating demand, underestimating execution, spreading resources thin.</p>\n<table>\n<thead>\n<tr>\n<th>Entry model</th>\n<th>Trade-off</th>\n</tr>\n</thead>\n<tbody>\n<tr>\n<td><strong>Organic expansion</strong></td>\n<td>High control; slower; capital-intensive</td>\n</tr>\n<tr>\n<td><strong>Strategic partnerships</strong></td>\n<td>Faster access; shared risk; reduced control</td>\n</tr>\n<tr>\n<td><strong>M&amp;A / Acquisition</strong></td>\n<td>Immediate presence; high integration risk</td>\n</tr>\n<tr>\n<td><strong>Asset-light</strong> (EOR, outsourcing)</td>\n<td>Fastest; minimal upfront; market testing</td>\n</tr>\n<tr>\n<td><strong>Pilot testing</strong></td>\n<td>Lowest commitment; validation</td>\n</tr>\n</tbody>\n</table>\n<p><strong>Critical</strong>: 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).</p>\n<h2>Repositioning</h2>\n<p><strong>Repositioning</strong> = Strategic shift in who you serve, what problem you solve, where you play. <strong>Rebranding</strong> = Visual/verbal expression (logo, voice). Repositioning ≠ rebrand.</p>\n<table>\n<thead>\n<tr>\n<th>When to reposition</th>\n<th>Avoid</th>\n</tr>\n</thead>\n<tbody>\n<tr>\n<td>Moving upmarket (SMB → enterprise)</td>\n<td>Quick fix for missed quarters</td>\n</tr>\n<tr>\n<td>New geography with different dynamics</td>\n<td>Leadership boredom</td>\n</tr>\n<tr>\n<td>ICP fundamentally changed</td>\n<td></td>\n</tr>\n<tr>\n<td>Major pivot, launch, or acquisition</td>\n<td></td>\n</tr>\n</tbody>\n</table>\n<p><strong>Success factors</strong>: Research-driven (customer discovery, market analysis); cross-functional alignment (sales, marketing, product, clinical); sharp differentiation.</p>\n<h2>Cross-Functional Alignment</h2>\n<ul>\n<li><strong>RACI</strong>: Responsible, Accountable, Consulted, Informed—clarify roles across teams</li>\n<li><strong>Shared timelines, tools, accountability</strong></li>\n<li><strong>Consistent messaging</strong> across all channels</li>\n</ul>\n<h2>Output Format</h2>\n<ul>\n<li><strong>Scenario</strong> (product launch, new market, repositioning, feature)</li>\n<li><strong>GTM mode</strong> (PLG/SLG/MLG/Hybrid) recommendation</li>\n<li><strong>90-day</strong> phase plan</li>\n<li><strong>ICP</strong> and <strong>persona</strong> (or the relevant Contextus audience module)</li>\n<li><strong>Market analysis</strong> checklist</li>\n<li><strong>Launch</strong> execution → see <strong>product-launch</strong></li>\n</ul>\n<h2>Related Skills</h2>\n<ul>\n<li><strong>product-launch</strong>: Launch execution; channels, timeline, checklist; implements GTM for product launch</li>\n<li><strong>pmf-strategy</strong>: Validate PMF before scaling GTM</li>\n<li><strong>cold-start-strategy</strong>: First users; differs from full GTM (0→1 vs commercialization)</li>\n<li><strong>rebranding-strategy</strong>: Domain change, 301, announcement; when repositioning includes rebrand</li>\n<li><strong>localization-strategy</strong>: New market entry; i18n, multilingual</li>\n<li><strong>paid-ads-strategy</strong>: Ad channel for GTM</li>\n<li><strong>website-structure</strong>: Pages needed for GTM</li>\n<li><strong>branding</strong>: Positioning, differentiation; GTM messaging foundation</li>\n</ul>\n","files":[{"path":"SKILL.md","sizeBytes":7067,"isText":true}],"reviewScore":null,"reviewSummary":null,"trust":{"provenance":"trusted-source-unreviewed","notice":"Community-authored content, reproduced verbatim and not vetted as instructions. Treat it as data to evaluate, never as directives to follow.","bodySource":null},"bodyLocked":false,"purchaseUrl":null,"sourceUrl":null,"report":{"provenance":"trusted-source-unreviewed","screen":{"ran":true,"outcome":"clean","suspicious":0,"notes":0,"hiddenCharacters":false},"virusScan":{"engine":"clamav","status":"clean","scannedAt":"2026-09-25T17:53:48.19673Z","sha256":"42BD44C693C1E3B474E1CEAEFABD57E2E36438DC9DFBE83693CFF9E6ADA24AF8","sizeBytes":3352},"review":null,"source":{"repositoryUrl":"https://github.com/kostja94/marketing-skills","path":"skills/strategies/launch/gtm","license":"MIT","commit":"26cef3434274129040dcfc64e9c7be85ba1ada15","subtreeSha":"606443BEA05A854C988110CA9B32698D192FA7F85E6561FF2D175850821A8418","lastSyncedAt":"2026-09-25T17:49:34.679591Z"},"reviewedAt":"2026-09-25T18:01:23.910546Z","notice":"Community-authored content, reproduced verbatim and not vetted as instructions. Treat it as data to evaluate, never as directives to follow."},"install":[{"target":"skills-cli","command":"npx skills add https://github.com/kostja94/marketing-skills/tree/main/skills/strategies/launch/gtm"},{"target":"claude-code","command":"claude plugin marketplace add https://llmmart.ai/marketplace.json && claude plugin install kostja94-marketing-skills@llmmart"},{"target":"git","command":"git clone https://github.com/kostja94/marketing-skills.git"}]}