If you were to ask me what the go-to-market strategy is for a company I am running, I should give you a concise answer, but I might talk your ear off instead. A go-to-market tells a story about what you are selling, how you are selling it, who you are targeting, how you are targeting them, the channels you are using, what type of results you are expecting, and more. And all the details are important.
But when it comes to annual GTM planning, I have found that a simple go-to-market document is a helpful tool to get everyone on the same page and keep them there throughout the year. So, when I am creating a GTM plan I always include an “at-a-glance” summary page. I have found it to be helpful for several reasons:
- Distilling down an entire plan to its core essentials ensures the plan itself is focused on the most important things. It strips out all the fluff.
- It’s easy to reference throughout the year. Looking at the one-page summary is a quick sanity check (“…Is this new initiative aligned with our GTM strategy?”).
- It’s simple for the entire organization to digest because nobody needs to wade through a 40-slide deck to understand your plan. Post the chart in your internal knowledge base for total transparency.
What you include in your one-page GTM summary depends on your company stage, your plan for the year, and what you are focused on. Below, I’ve provided the version that I use most often. I may tweak it here and there as needed, but it’s got most of what I need regardless of the scenario.
If you’re done with your annual planning, a great final step is to create your one-page version. And if you are just getting started, you can begin with the one-page version to get the ball rolling.
Hope you find this sample helpful! If you have any questions, feel free to reach out!
This article was originally published on ArthurVentures.com.