Go-to-Market Strategy Template

What's in the template

**Problem and market definition.** Slots: (1) The specific problem you're solving and for whom. (2) Market size estimate (TAM / SAM / SOM with source). (3) Why now — what has changed in the market that makes this the right moment.

**Ideal customer profile (ICP).** Fill in: company size, industry, geography, and the specific job title who feels the pain most acutely. Add a 'day in the life' paragraph describing what Monday looks like for this person before they use your product.

**Positioning statement.** Use the classic slot: 'For [ICP] who [pain], [Product] is a [category] that [key benefit]. Unlike [alternative], we [key differentiator].' Fill this in before writing a single word of launch copy.

**Competitive landscape.** A 2x2 or table mapping you and 3–5 competitors across the two axes that matter most to your ICP. Add one 'why we win' and one 'where they win' note per competitor.

**Pricing and packaging.** Your pricing tiers, what's included at each tier, the decision criteria for upsell, and your free/trial offer (if any). Include the pricing rationale — why this number, not a higher or lower one.

**Channel strategy.** Primary acquisition channel (the one you're betting on), secondary channel (the one you're testing), and one channel you're explicitly not doing this quarter and why. Channels: outbound, content/SEO, paid, partnerships, PLG, community.

**Sales motion.** Inbound, outbound, or product-led? Length of sales cycle. Number of stakeholders in the buying decision. Objections you expect and one-line responses to each.

**Launch phases (30 / 60 / 90 day).** Phase 1: soft launch to existing customers or waitlist. Phase 2: press, partnerships, paid amplification. Phase 3: scale what worked, kill what didn't. Each phase has a clear go/no-go metric.

**Success metrics.** 3–5 KPIs with targets and a date. Examples: 50 trials in 30 days, 10% trial-to-paid conversion in 60 days, $50K ARR in 90 days. Tie each KPI to a channel so accountability is clear.

How to use it

1. Fill in the ICP and positioning sections first — in a live working session with founders, product, and marketing in the room. These two sections must have consensus before anything else gets written. If you can't agree on ICP in 60 minutes, that's the real problem to solve.

2. Complete the competitive landscape section using real research, not memory. Pull three competitor pricing pages, three landing pages, and three G2 or Capterra review threads before filling in this section.

3. Lock the channel strategy to one primary bet. Most GTM plans fail because teams spread effort across five channels and go shallow on all of them. Pick one, go deep, measure for 60 days.

4. Set your 30/60/90 phase targets before launch — not after. Retroactive goal-setting defeats the point. If you miss a phase target, the template's go/no-go gate forces a decision: pivot the channel, pivot the ICP, or extend the runway.

5. Distribute the finished document to every team involved in the launch — product, sales, CS, marketing, and leadership. A GTM strategy that lives only in the marketing team's folder is not a GTM strategy.

**CoMo can draft your GTM strategy.** Share your product description and target market with CoMo and its agents will generate a filled-in GTM document — ICP, positioning statement, channel recommendations, and 90-day metrics — ready for your team to pressure-test and finalize.

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