Go-to-Market (GTM) Plan

# GTM Plan — [Product / Segment / Quarter]

**Owner:** [Name]
**Date:** [DATE]
**Review date:** [DATE + 90 days]

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## 1. Ideal Customer Profile (ICP)

One paragraph. Specific enough that someone reading it could screen a list of 1,000 companies down to 50.

> Example: "B2B SaaS companies, 20-100 employees, $1M-$10M ARR, US/UK/EU, founders technical, growing 50%+ YoY, currently using HubSpot or Pipedrive."

**Trigger / Why now (specific situation that creates demand):**

> "Customer hit limits of existing CRM at ~$3M ARR; switching when AE pipeline >25 deals."

## 2. Value proposition

One sentence. In the customer's words, not yours.

> "We help SaaS founders close their first 20 enterprise customers without hiring a sales team."

## 3. Channels

Rank-ordered list of channels with priority and effort:

1. **[Channel 1 — primary]** — [Why it's the right channel] — [Owner] — [Monthly target: N qualified meetings]
2. **[Channel 2 — secondary]** — [Why] — [Owner] — [Target]
3. **[Channel 3 — experimental]** — [Why testing] — [Owner] — [Decision criteria]

Channels that are **out** for this plan:

- [Channel X — why we're not doing it (right now)]

## 4. Sales motion

| Stage | Definition | Conversion target | Cycle time |
|---|---|---|---|
| Marketing-qualified lead (MQL) | [Definition] | — | — |
| Sales-qualified lead (SQL) | [Definition] | 30-40% MQL → SQL | <7 days |
| Demo / discovery | [Definition] | 50% SQL → demo | <14 days |
| Proposal | [Definition] | 50% demo → proposal | <21 days |
| Closed-won | Signed contract | 50% proposal → won | <30 days |

Overall MQL → won target: 5-7%.

## 5. Pricing + packaging

[Brief description of pricing tiers used in this GTM plan. Reference the full pricing strategy doc.]

- **[Tier 1 name]** — $[price] — [Who it's for]
- **[Tier 2 name]** — $[price] — [Who it's for]
- **[Tier 3 name]** — Custom — [Who it's for]

## 6. Disqualifiers

Customers we will turn down even if they want to pay:

- [Disqualifier 1 — why]
- [Disqualifier 2 — why]

## 7. 90-day targets

Specific, time-bound, measurable.

- [ ] Month 1: [N qualified meetings, M demos, $X pipeline]
- [ ] Month 2: [N closed-won, $X ARR added]
- [ ] Month 3: [Pipeline coverage 3-4× target; CAC payback < N months]

## 8. Risks + mitigations

- **[Risk 1]** — Mitigation: [Plan]
- **[Risk 2]** — Mitigation: [Plan]

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**Review cadence:** Weekly metric review with sales / marketing. Quarterly full GTM plan rewrite.