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Step 1. Assess Customer Intensity | Orientation | |||||
Tech Offering | Customer Lifetime Value (LTV) | Customer Relationship Orientation | |||
Select Describe Why | Select Describe Why | Select Describe Why | |||
Step 2. Build GTM Strategy for Early Adopter Segment | |||||
Your GTM Strategy into Early Adopter account | |||||
Summarize your strategy: Top-down, bottom up? Relative priority between GTM for Buyers and Users E.g. “We shall first build Account Led Growth in Early Adopter accounts, followed by PLG inside” “We shall first build PLG among Early Adopter users, followed by ALG” | |||||
Step 3. Prioritize Direct Buyer & User Pathways | |||||
BUYER | Growth Pathway | Your GTM Priority | Describe Each Growth Pathway (20 words) | PMF Target Metric | Other Ops & Efficiency Metrics |
Primary Buyer Biz Buyer Profile | Select | First Explain Why | Describe | Choose a BUYER based Financial Metric as PMF Target E.g # Paid Customers, $ARR, ACV, | E.g % Monthly Customer Growth, Sales Yield, #Customer References, Customer NPS/Churn etc. Net Burn |
Secondary Buyer Tech Buyer Profile | Select | Second Explain Why | Describe | Choose a BUYER based Financial Metric as PMF Target E.g # Paid Customers, $ARR, ACV, | E.g % Monthly Customer Growth, Sales Yield, #Customer References, Customer NPS/Churn etc. Net Burn |
USER | Growth Pathway | Your GTM Priority | Describe Each Growth Pathway (20 words) | PMF Target Metric | Other Ops & Efficiency Metrics |
Primary User Biz User Persona | Select | First Explain Why | Describe Do you need to grow a community for Builders? | Choose a USER based Financial Metric as PMF Target E.g # User, DAU/MAU, ARPU Community metrics
| E.g # Monthly User Growth, Word of Mouth, # of Influencers, Net Burn |
Secondary User Select Persona | Select | Second Explain Why | Describe Do you need to grow a community for Builders? | Choose a USER based Financial Metric as PMF Target E.g # User, DAU/MAU, ARPU Community metrics | E.g # Monthly User Growth, Word of Mouth, # of Influencers, Net Burn |
Step 4. Summarize Top GRM Pathways and Target Metrics | |||||
Priority Pathway | Name the Buyer or User profile | Name the Direct or Channel Growth Pathway | Target Metric | Can you orchestrate between Buyers & Users in this pathway? | |
First | Select | THIS IS YOUR FIRST PRIORITY GTM Why is this a priority? | THIS IS YOUR TOP TARGET METRIC FOR PMF | Select Explain how easy/hard it is to orchestrate between the two THIS TELLS YOU HOW CODEPENDENT ARE BUYER/USER MOTIONS | |
Second | Select | THIS IS YOUR SECOND PRIORITY GTM Why is this a priority? | THIS IS YOUR SECOND TARGET METRIC FOR PMF | Select Explain how easy/hard it is to orchestrate between the two THIS TELLS YOU HOW CODEPENDENT ARE YOUR GTMS | |
Step 5. Align GTM Focus to New Game | |||||
Does Your GTM target focus on your New Game? | Yes | No | Maybe? | ||||
Recognizes & executes on Your New Game - Disrupt, differentiate or dominate | |||||
Focuses on evangelizing Contrarian POV & Novel Insight to ICPs? | |||||
Segments the market based on Changed CRITERIA for Users & Buyers? | |||||
Targets EARLY ADOPTER ICPs who believe in the Inevitable FUTURE? | |||||
Step 6. | |||||
Does Your GTM Leverage Your Magical Product? | Yes | No | Maybe? | ||||
Demonstrates the Bold PROMISE during GTM play (thought leadership etc.) | |||||
Deploys Unique INSIGHT during GTM play (demos, pilots etc.) | |||||
Showcases Different OFFERING during GTM play (case studies etc.) | |||||
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