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Fill out your GTM template
It's time to complete your Go-to-Market template. Use the pointers throughout to make it as hyper-personal to your product or feature as you can.
Your product
Product or feature name
Include a brief description of what it is here.
💡Tip: Remember to include whether it's a beta version or full-blown launch.
Main Features
💡Tip: Keep your bullet points short, snappy and to-the-point. Each should fit onto one line of the allocated cell - two max.
Objectives
Primary objective:
Secondary objective:
💡Tip: These should tie into your business' overarching objectives.
Personas
Fill in personas
Persona Name
Description
Persona 1
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Persona 3
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Persona 4
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Persona 5
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There are no rows in this table
Tips
Messaging by Persona
Describe messaging per persona
Persona Name
Persona pain points
Product value
Message
Use cases
Persona 1
Persona 3
Persona 4
Persona 5
There are no rows in this table
Tips
💡Tip: The messaging here is not prescriptive or for external use. It's to guide internal people on how to position your company and product externally.
Strategy
Sales Strategy
An MQL has the following traits:
Our audience hangs out in these places:
The best approach for finding customers is
💡Tip: Your sales strategy should feed into your marketing and sales plan and could include discounting principles as well as other means of tracking e.g. AQL (awareness qualified leads).
Pricing Strategy
Include all relevant package types
💡Tip: Whether you have a say in this process or not, this kind of information should be included in your GTM document.
Marketing & Sales Plan
List of all marketing tasks
Task
Status
Start
End
Owner
Beta launch
Done
6/1
6/30
Internal and external product demo video
Done
6/1
6/30
Sales battlecards
Done
6/1
6/30
F2F training with sales, support teams and customer success
Done
6/1
7/31
Social media posts
Done
7/1
7/31
Create and review webcopy - landing page, homepage, pricing, lightbox, chatbot, etc.
Done
7/1
7/31
Blog post(s)
Done
7/1
7/31
Paid marketing strategy
Done
7/1
7/31
Update email signature/footer
In Progress
7/1
7/31
Partner notices
In Progress
7/1
7/31
Nurture email for prospects
In Progress
7/1
7/31
Blast email for existing customers
In Progress
7/1
7/31
Press release
In Progress
8/1
8/31
Push notifications
In Progress
8/1
8/31
Launch
In Progress
8/1
8/31
Social competition for external launch
In Progress
8/1
8/31
Send first nurture email
In Progress
8/1
8/31
Send blast email
Not Started
8/1
8/31
Start PPC campaign
Not Started
8/1
8/31
Live webinar
Not Started
9/1
9/30
Send second nurture email
Not Started
9/1
9/30
Send third nurture email
Not Started
9/1
9/30
Gather feedback from customers and customer-facing teams
Not Started
10/1
10/31
Optimise marketing channels
Not Started
10/1
10/31
Customer case studies
Not Started
10/1
10/31
There are no rows in this table
Timeline of your tasks
Success
KPIs for success
KPI Name
Description
There are no rows in this table
💡Tip: Attach specific metrics and timescales to your leads. For example, 'A 20% increase in daily active users within three months of launch'. The more granular you go, the easier they are to measure.
Useful resources
Use this section to highlight or link out to any additional documents people might find useful when completing tasks within your GTM, for example:
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