A Go-to-market (GTM) plan isn’t paperwork. It’s your battleplan and roadmap to product success.

Whether you’re launching something new or targeting a different segment, your GTM plan ensures everyone—from product to sales—is aligned and focused. Here’s how to build one that’s clear, actionable, and scalable.

Check out my practical guide and PDF template on GTM strategy.

Table of contents

1. What can I do today?
2. 🧩 GTM plan template
3. Step-by-step guide to building a GTM plan
   1. 1. Define your goal
   2. 2. Know your audience
   3. 3. Craft your messaging
   4. 4. Choose your channels
   5. 5. Enable internal teams
   6. 6. Set KPIs & feedback loops

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What can I do today?

1. Identify your next upcoming feature or product release.
2. Create a one-page outline of your GTM plan using the template below.
3. Book 15 mins with your sales or CS team—ask what they need for the launch.
4. Draft the top 3 messages you want your audience to remember.
5. Define 1 key KPI you’ll track in the first 30 days post-launch.

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🧩 GTM plan template

Here is a simplified template to get you started.

Section	Details
Goal	What does success look like? (1–2 sentences + key KPIs)
Target Audience	Who are you reaching? Include personas or segments.
Messaging	Core value prop, key benefits, differentiation, key objections
Channels	Where you’ll engage your audience (ads, outreach, onboarding, etc.)
Internal Enablement	What your internal teams need: tools, docs, timelines
Launch Timeline	Dates + ownership for each stage of the launch
Success Metrics	List of KPIs + how/when they’ll be tracked
Feedback Plan	How feedback will be collected and used for iteration

Step-by-step guide to building a GTM plan

1. Define your goal

Start by answering: What are we trying to achieve with this launch?

Examples:

• Reach 100 signups within 30 days
• Break into a new vertical
• Convert 25% of beta users to paying customers

💡 Keep it measurable. One clear goal is better than a dozen vague ones.

2. Know your audience

Identify your key segments:

• Who are they?
• What problems are they trying to solve?
• What messaging will resonate?

Use real data: interviews, surveys, CRM behavior, support tickets—whatever gives you insights into what they care about.

3. Craft your messaging

This is your positioning boiled down into what you say, where, and to whom.

Start with:

• Value proposition
• Differentiators
• Objection handling

Make it clear. Make it easy to repeat. Make sure it’s aligned across marketing, sales, and CS.

4. Choose your channels

Where will you reach your audience? Pick the right mix:

• Email sequences
• PPC campaigns
• LinkedIn or industry-specific communities
• Sales outreach
• Product onboarding flows

Not every channel fits every launch—prioritize based on where your audience actually is.

5. Enable internal teams

Sales and customer success need to be part of the GTM process—not just recipients of it.

Share:

• Messaging one-pagers
• Use case cheat sheets
• Talk tracks and objection handling
• A clear launch timeline

6. Set KPIs & feedback loops

Decide how you’ll measure success, and when you’ll check in.

Example metrics:

• Activation rate
• Feature adoption
• Lead volume and quality
• Win rate

Build in feedback from customers and internal teams to refine as you go.

Want a second pair of eyes on your GTM plan—or someone to help you run with it? Drop me a message.