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Covers positioning, channel strategy, pricing, launch timeline, and success metrics.\n\n## When to Use\n- Launching a new product or feature\n- Entering a new market segment or geography\n- Repositioning an existing product\n- Planning a pricing change or packaging overhaul\n- Preparing a board-level GTM deck\n\n## What You'll Build\n\n### 1. Market Positioning Canvas\n\n**Target Customer Profile:**\n| Dimension | Detail |\n|-----------|--------|\n| Company size | [employees / revenue range] |\n| Industry | [primary + adjacent] |\n| Buyer persona | [title, pain, budget authority] |\n| Current solution | [what they use today] |\n| Trigger event | [what makes them look for alternatives] |\n| Decision timeline | [typical sales cycle length] |\n\n**Positioning Statement:**\nFor [target customer] who [problem], [product] is a [category] that [key benefit]. Unlike [alternative], we [differentiator].\n\n**Competitive Landscape:**\n| Competitor | Positioning | Price | Weakness We Exploit |\n|-----------|-------------|-------|---------------------|\n| Direct 1 | | | |\n| Direct 2 | | | |\n| Indirect 1 | | | |\n| Status quo (do nothing) | | $0 | [cost of inaction] |\n\n### 2. Channel Strategy Matrix\n\nRate each channel 1-5 on Reach, Cost, Speed, and Fit:\n\n| Channel | Reach | Cost | Speed | Fit | Priority |\n|---------|-------|------|-------|-----|----------|\n| **Outbound sales** | | | | | |\n| Cold email sequences | 3 | 2 | 4 | | |\n| LinkedIn outreach | 3 | 2 | 3 | | |\n| Phone/video prospecting | 2 | 3 | 4 | | |\n| **Inbound marketing** | | | | | |\n| SEO content | 5 | 2 | 1 | | |\n| Paid search (Google) | 4 | 4 | 5 | | |\n| Social ads (LinkedIn/Meta) | 4 | 4 | 4 | | |\n| **Product-led** | | | | | |\n| Free trial / freemium | 5 | 3 | 3 | | |\n| Open source / free tools | 5 | 2 | 2 | | |\n| Community / word of mouth | 4 | 1 | 1 | | |\n| **Partnerships** | | | | | |\n| Channel partners / resellers | 4 | 2 | 2 | | |\n| Technology integrations | 3 | 3 | 2 | | |\n| Co-marketing | 3 | 2 | 3 | | |\n| **Events** | | | | | |\n| Industry conferences | 3 | 5 | 3 | | |\n| Webinars / virtual events | 3 | 2 | 4 | | |\n| Local meetups | 2 | 1 | 3 | | |\n\n**Channel Selection Rules:**\n- Pick 2-3 channels max for launch (focus beats breadth)\n- One channel must produce results within 30 days\n- One channel must compound over 6+ months\n- Kill any channel not producing pipeline within 60 days\n\n### 3. Pricing & Packaging Framework\n\n**Value Metric:** What does the customer pay for? (per seat, per usage, per outcome, flat fee)\n\n**Pricing Architecture:**\n| Tier | Name | Price | Target | Key Features |\n|------|------|-------|--------|--------------|\n| Free | | $0 | Awareness / PLG | |\n| Starter | | $/mo | SMB / individual | |\n| Pro | | $/mo | Growth companies | |\n| Enterprise | | Custom | 500+ employees | |\n\n**Pricing Validation Checklist:**\n- [ ] Tested against willingness-to-pay (Van Westendorp or similar)\n- [ ] Compared to 3+ competitors on price/feature ratio\n- [ ] Margin covers CAC payback within 12 months\n- [ ] Upgrade path is clear and natural\n- [ ] No \"penny gap\" that kills conversion (if using free tier)\n\n**The 1% Rule:** A 1% price increase yields ~12.5% profit increase. Price higher than you think. You can always discount — you can't easily raise.\n\n### 4. Launch Timeline (12 Weeks)\n\n**Weeks 1-2: Foundation**\n- [ ] Finalize positioning statement\n- [ ] Define ICP with firmographic + behavioral data\n- [ ] Set pricing (test with 5-10 prospects before committing)\n- [ ] Build landing page with clear CTA\n- [ ] Set up analytics (attribution, funnel tracking)\n\n**Weeks 3-4: Content & Assets**\n- [ ] Create sales deck (10 slides max)\n- [ ] Write 3 case studies or proof points\n- [ ] Build email sequences (5-touch cold, 7-touch nurture)\n- [ ] Record product demo (2 min max)\n- [ ] Prepare FAQ and objection handling doc\n\n**Weeks 5-6: Seed & Test**\n- [ ] Soft launch to existing customers / warm network\n- [ ] Run 10 discovery calls to validate messaging\n- [ ] A/B test landing page headlines\n- [ ] Iterate positioning based on feedback\n- [ ] Train sales team on pitch and objection handling\n\n**Weeks 7-8: Scale Channels**\n- [ ] Launch primary outbound channel\n- [ ] Start paid ads (small budget, test creative)\n- [ ] Publish first 5 SEO content pieces\n- [ ] Announce to email list / social following\n- [ ] Activate partnership conversations\n\n**Weeks 9-10: Optimize**\n- [ ] Analyze conversion at each funnel stage\n- [ ] Kill underperforming channels or messages\n- [ ] Double spend on what's working\n- [ ] Collect and publish first customer testimonials\n- [ ] Refine pricing based on real sales data\n\n**Weeks 11-12: Report & Adjust**\n- [ ] Full funnel analysis (impressions → MQL → SQL → closed)\n- [ ] CAC calculation by channel\n- [ ] Win/loss analysis (why deals close or don't)\n- [ ] Adjust Q2 plan based on data\n- [ ] Document playbook for repeatable launches\n\n### 5. Success Metrics Dashboard\n\n**Leading Indicators (weekly):**\n| Metric | Target | Current | Trend |\n|--------|--------|---------|-------|\n| Website visitors | | | |\n| Demo requests | | | |\n| Trial signups | | | |\n| MQLs generated | | | |\n| Outbound reply rate | | | |\n\n**Lagging Indicators (monthly):**\n| Metric | Target | Current | Trend |\n|--------|--------|---------|-------|\n| SQLs | | | |\n| Pipeline created ($) | | | |\n| Closed-won deals | | | |\n| Revenue ($) | | | |\n| CAC | | | |\n| CAC payback (months) | | | |\n| Win rate (%) | | | |\n\n**Kill Criteria:**\n- Channel CAC > 3x target after 60 days → kill\n- Win rate < 10% after 20 opportunities → reposition\n- Trial-to-paid < 5% after 30 days → fix onboarding\n- NPS < 30 at 90 days → fix product before scaling GTM\n\n### 6. Common GTM Mistakes\n\n1. **Launching to everyone.** Pick one beachhead segment. Dominate it. Expand.\n2. **Too many channels at once.** Two channels done well beats six done poorly.\n3. **Pricing too low.** Underpricing signals low value and attracts wrong customers.\n4. **No sales enablement.** Marketing generates leads that sales can't close = wasted money.\n5. **Ignoring existing customers.** Expansion revenue is 3x cheaper than new logos.\n6. **Vanity metrics.** Traffic and impressions don't pay rent. Track pipeline and revenue.\n7. **No kill criteria.** Define upfront what \"not working\" looks like, or you'll fund losers forever.\n\n## Industry-Specific GTM Considerations\n\n| Industry | Key GTM Factor | Typical Sales Cycle | Best Channel |\n|----------|----------------|--------------------:|-------------|\n| **SaaS** | Product-led growth + content | 30-90 days | Free trial + SEO |\n| **Fintech** | Compliance messaging + trust | 90-180 days | Outbound + events |\n| **Healthcare** | HIPAA/regulatory proof | 180-365 days | Referrals + conferences |\n| **Legal** | Risk reduction positioning | 90-180 days | Partner referrals |\n| **Construction** | ROI on time savings | 60-120 days | Industry events + reps |\n| **Ecommerce** | Speed to value + integrations | 14-30 days | Paid ads + marketplace |\n| **Real Estate** | Local market knowledge | 30-90 days | Referrals + local SEO |\n| **Recruitment** | Placement speed metrics | 30-60 days | LinkedIn + outbound |\n| **Manufacturing** | Downtime reduction proof | 90-180 days | Trade shows + reps |\n| **Professional Services** | Thought leadership + case studies | 60-120 days | Content + referrals |\n\nFor industry-specific AI agent context packs with deeper GTM frameworks, competitive analysis templates, and automation playbooks: **[AfrexAI Context Packs — $47 each](https://afrexai-cto.github.io/context-packs/)**\n\n## Tools\n\n- **[AI Revenue Leak Calculator](https://afrexai-cto.github.io/ai-revenue-calculator/)** — Find where you're losing money before you spend on GTM\n- **[Agent Setup Wizard](https://afrexai-cto.github.io/agent-setup/)** — Configure AI agents to automate your GTM channels\n- **Bundle deals:** Pick 3 for $97 | All 10 for $197 | Everything Bundle $247\n\n---\n*Built by AfrexAI — turning AI agent expertise into business results.*\n","readmeExcerpt":"Go-to-Market Strategy Builder Build a complete GTM plan for product launches, market entries, or expansion plays. 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