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GTM Template by Product Marketing Alliance
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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
Main feature #1 / benefit
Main feature #2 / benefit
Main feature #3 / benefit
Main feature #4 / benefit
Main feature #5 / benefit

💡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
1
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Persona Name
Description
1
Persona 1
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2
Persona 2
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3
Persona 3
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4
Persona 4
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5
Persona 5
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There are no rows in this table
Tips
You may have more or less personas than this.
If you sell to businesses, include the persona type in your description too - i.e. buyer, user, influencer, etc.
If you're B2B the personas might be the various buying roles (i.e. user, decision maker, gatekeeper, etc.) or if you're B2C they might be demographic or psychographic (i.e. UK, US, Australia, or impulse buyer, analytical, etc.)
Messaging by Persona
Describe messaging per persona
1
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Persona Name
Persona pain points
Product value
Message
Use cases
1
Persona 1
2
Persona 2
3
Persona 3
4
Persona 4
5
Persona 5
There are no rows in this table
Tips
Persona pain points - What problems will you be solving?
Product value - How does your product solve them?
Message - What phrasing should be used to translate A and B? How do we do this better than the competition?
Use cases - In which situations will the persona use our product

💡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:
Trait 1
Trait 2
Trait 3

Our audience hangs out in these places:
Place 1
Place 2
Place 3

The best approach for finding customers is
Approach 1
Approach 2
Approach 3

💡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
1
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Task
Status
Start
End
Owner
1
Beta launch
Done
6/1
6/30
AD
Adam Davis
2
Internal and external product demo video
Done
6/1
6/30
AC
Alan Chowansky
3
Sales battlecards
Done
6/1
6/30
AD
Adam Davis
4
F2F training with sales, support teams and customer success
Done
6/1
7/31
AC
Alan Chowansky
5
Social media posts
Done
7/1
7/31
LT
Lola Tseudonym
6
Create and review webcopy - landing page, homepage, pricing, lightbox, chatbot, etc.
Done
7/1
7/31
AD
Adam Davis
7
Blog post(s)
Done
7/1
7/31
AC
Alan Chowansky
8
Paid marketing strategy
Done
7/1
7/31
LT
Lola Tseudonym
9
Update email signature/footer
In Progress
7/1
7/31
LT
Lola Tseudonym
10
Partner notices
In Progress
7/1
7/31
AD
Adam Davis
11
Nurture email for prospects
In Progress
7/1
7/31
AC
Alan Chowansky
12
Blast email for existing customers
In Progress
7/1
7/31
LT
Lola Tseudonym
13
Press release
In Progress
8/1
8/31
AD
Adam Davis
14
Push notifications
In Progress
8/1
8/31
AC
Alan Chowansky
15
Launch
In Progress
8/1
8/31
LT
Lola Tseudonym
16
Social competition for external launch
In Progress
8/1
8/31
AD
Adam Davis
17
Send first nurture email
In Progress
8/1
8/31
AC
Alan Chowansky
18
Send blast email
Not Started
8/1
8/31
LT
Lola Tseudonym
19
Start PPC campaign
Not Started
8/1
8/31
AD
Adam Davis
20
Live webinar
Not Started
9/1
9/30
AD
Adam Davis
21
Send second nurture email
Not Started
9/1
9/30
AC
Alan Chowansky
22
Send third nurture email
Not Started
9/1
9/30
AD
Adam Davis
23
Gather feedback from customers and customer-facing teams
Not Started
10/1
10/31
AC
Alan Chowansky
24
Optimise marketing channels
Not Started
10/1
10/31
LT
Lola Tseudonym
25
Customer case studies
Not Started
10/1
10/31
AD
Adam Davis
There are no rows in this table
Timeline of your tasks
1

Success
KPIs for success
0
Search
KPI Name
Description
1
2
3
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:
The product roadmap
Complete versions of your personas
More information around your product's details
What your competitors are currently doing in this space
Great examples to take inspiration from and benchmark against
Email/landing page templates

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