Go-to-Market Generator

Generate GTM strategy that all downstream skills read and adapt to.

Core Principle

This skill answers: How do we acquire customers?

It produces ONE artifact: strategy/canvas/15.go-to-market.md

All other skills (marketing-narrative, content-strategy, channel-optimization, marketing-execution) read this file and adapt their behavior.

Input Requirements

Required (Canvas):

• strategy/canvas/04.segments.md
• strategy/canvas/05.problem.md
• strategy/canvas/07.uvp.md
• strategy/canvas/09.solution.md
• strategy/canvas/14.pricing-plans-revenue-streams.md (for ACV assessment)

Optional:

• Existing strategy/canvas/15.go-to-market.md (if updating)
• Channel performance data (if iterating)
• Competitor GTM analysis

Output

strategy/canvas/15.go-to-market.md

Single file. All GTM decisions in one place.

GTM Motion Framework

Step 1: Determine Motion Type

Questions to ask:

1. Where do customers discover products like ours?
2. Can they self-serve or need human help?
3. What's typical deal size?
4. Who makes the buying decision?

See references/motion-decision-tree.md for detailed decision flow.

Step 2: Select Primary Channel

Based on motion:

Rule: One primary channel until validated. Max 2-3 total.

Step 3: Define Channel Tactics

For each active channel, define:

• Investment level (HIGH/MEDIUM/LOW)
• Key activities
• Metrics to track
• Owner

Step 4: Set Stage-Appropriate Goals

Generation Modes

Mode 1: Initial GTM Strategy

Trigger: New product, no existing GTM

Process:

1. Analyze Canvas (segments, pricing, solution complexity)
2. Determine motion type
3. Recommend primary channel
4. Generate 15.go-to-market.md

Mode 2: GTM Update

Trigger: Channel performance data, market shift, stage change

Process:

1. Read existing 15.go-to-market.md
2. Analyze what's working/not working
3. Recommend adjustments
4. Update file with rationale

Mode 3: Channel Addition

Trigger: Ready to add secondary channel

Process:

1. Validate primary channel is working (CAC, conversion)
2. Evaluate candidate channels
3. Add to 15.go-to-market.md with experiment plan

Output Template

See references/go-to-market-template.md for full structure.

Core sections:

# Go-to-Market Strategy

## GTM Motion
**Type:** {PLG | Content-Led | Partner-Led | SLG | Hybrid}
{Rationale}

## Stage
**Current:** {Pre-launch | Launch | Growth | Scale}

## Channels

### Primary: {Channel Name}
- Investment: HIGH
- Activities: {list}
- Metrics: {what to track}
- Owner: {who}

### Secondary: {Channel Name} (if applicable)
- Investment: MEDIUM
- Activities: {list}
- Metrics: {what to track}
- Owner: {who}

## Growth Loops
{How acquisition compounds}

## Stage Goals
{Current stage targets}

Validation

Before completing:

• Motion type justified by ACV + buyer + complexity
• Primary channel aligns with motion
• Max 2-3 channels for current stage
• Each channel has clear metrics
• Growth loop identified (how acquisition compounds)

Downstream Skills

These skills read 15.go-to-market.md and adapt:

References

• references/go-to-market-template.md - Full artifact template
• references/motion-decision-tree.md - How to choose motion