gtm

/gtm

O que essa skill faz

Cria estratégia de go-to-market (GTM) com 4 elementos: Canais (como chega), Mensagens (por que compra), Métricas (como rastreia), Timeline (quando lança).

Saída: Plano GTM de 2-4 páginas pronto para alinhamento entre product, marketing, sales.

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Quando usar

• Feature/produto novo vai lançar
• Entrando em novo segmento ou geografia
• Campanha de reposicionamento
• Spike no interesse (fale com press, etc)

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Input esperado

Mínimo:

• Feature ou produto: O que está lançando
• Audiência alvo: Quem é o usuário primário
• Timeline: Quando lança?
• Budget: Quanto pode gastar?

Opcional:

• Dados de descoberta (qual problema resolve)
• Competitive positioning
• Marketing assets já prontos
• Partnership opportunities

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Processo

1. Positioning — Como você se descreve em 1 frase?
2. Channels — Onde alcança audiência (email, ads, events, partnerships)?
3. Messages — O que você diz em cada canal?
4. Timeline — Quando cada tática sai?
5. Metrics — Como mede sucesso?
6. Success — Que números significam "funcionou"?

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Output

# Go-to-Market Plan: [Feature/Produto]

## 1. Positioning

### Elevator pitch (1 frase)
[Como você se descreve para alguém em 30 segundos]

### Extended positioning (1 parágrafo)
[Problema que resolve, quem é, por que é diferente]

### Target persona
- **Name**: [Persona]
- **Role**: [Job title]
- **Problem**: [Que dor resolve]
- **Why cares**: [O que ganha]

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## 2. Channel Strategy

### Primary channels (Onde alcança a maioria)

#### Channel 1: [Email to existing users]
- **Audience**: [1000 existing customers, engaged]
- **Tactic**: Anunciar via in-app + email notification
- **Timing**: [Dia de launch]
- **Expected reach**: 40% open rate = 400 users
- **Expected conversion**: 20% try feature = 80 users

#### Channel 2: [Webinar / Live demo]
- **Audience**: [100-150 prospects + customers]
- **Tactic**: 1-hour live product demo + Q&A
- **Timing**: [1 semana após launch]
- **Expected reach**: 60 people registradas, 40 attend
- **Expected conversion**: 15% = 6 leads qualificados

#### Channel 3: [Blog post]
- **Audience**: [Organic search + social]
- **Tactic**: Long-form content: "How we solved X" (thought leadership)
- **Timing**: [Dia de launch ou dia anterior]
- **Expected reach**: 500-1000 views first month
- **Expected conversion**: 2-3% = 10-20 leads

### Secondary channels (Nice to have, if time)

#### Channel A: [Press outreach]
- **Tactic**: Email 20 journalists sobre launch
- **Timing**: [2 dias antes, embargo até launch]
- **Expected**: 1-2 articles = brand awareness

#### Channel B: [Partner co-marketing]
- **Tactic**: [Partner X] menciona launch nos seus canais
- **Timing**: [Same day]
- **Expected**: 1000 impressions

#### Channel C: [Paid ads]
- **Budget**: [$X/semana]
- **Platform**: [LinkedIn, Google Ads, Facebook]
- **Audience**: [Lookalike of existing customers]
- **Timeline**: [Post-launch, if early metrics good]

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## 3. Messaging Framework

### Primary message (Use in ALL channels)
**[Um statement que resume o value]**

Example: "With Acme deal war rooms, your team stops losing complex deals to communication chaos."

### Secondary messages (Customize por channel)

#### For existing customers (Email)
- "You asked for better collaboration. Here it is."
- "Reduce deal cycle time by 50%"
- "Try it free for 30 days"

#### For prospects (Webinar + Blog)
- "See how [company type] wins consultative deals 3x faster"
- "Built by people who get your sales process"
- "Feature that [competitor] doesn't have"

#### For press (PR)
- "New CRM feature helps mid-market sales teams..."
- "Founded by [team background] to solve [problem]"
- "[Customer name] saw [X] improvement in [metric]"

### Visual identity
- **Color/theme**: [Se tiver]
- **Imagery**: [Screenshots, customer photos, data viz]
- **Tone**: [Casual, professional, technical, fun]

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## 4. Detailed Timeline

### Week before (Preparation)
- **Mon**: Marketing assets ready (email templates, blog post, slides)
- **Tue-Wed**: Internal training (sales, support know what to say)
- **Thu**: Press outreach begins (journalists get early access)
- **Fri**: Final QA (feature works, docs are correct)

### Launch day
- **8am**: Feature goes live in production
- **9am**: Announcement email sent to existing users
- **9:30am**: Blog post published + social media posts
- **10am**: Webinar registration opens
- **Throughout day**: Monitor support tickets, respond to questions

### Week 1 post-launch
- **Day 2**: Webinar happens (live demo + Q&A)
- **Day 3-5**: Drive engagement (social follow-up, email campaign)
- **Day 5**: Analyze metrics (what's working, what's not)
- **Day 7**: Paid ads start (if metrics good)

### Week 2-4
- **Ongoing**: Support + success team onboarding customers
- **Weekly**: Metric reviews, adjust tactics if needed
- **Week 3**: Partner co-marketing (if partnership exists)
- **Week 4**: Paid ads ongoing, content seeding

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## 5. Metrics & Success Criteria

### Awareness metrics
| Metric | Target | How measure |
|--------|--------|------------|
| Blog views | 500+ | Analytics |
| Email opens | 40%+ | Email platform |
| Webinar registrations | 100+ | Eventbrite |
| Press mentions | 2+ | Google Alerts |
| Social impressions | 5000+ | Social platform |

### Engagement metrics
| Metric | Target | How measure |
|--------|--------|------------|
| Feature adoption (existing users) | 20%+ in week 1 | Product analytics |
| Trial signups (prospects) | 50+ in month 1 | Signup form |
| Webinar attendance | 40%+ of registered | Live count |
| Click-through rate (email) | 15%+ | Email platform |

### Conversion metrics
| Metric | Target | How measure |
|--------|--------|------------|
| Trial → paid conversion | 15%+ | Billing system |
| Webinar → lead qualification | 10%+ | CRM |
| Press → inbound leads | 2-5 | CRM source tracking |

### Revenue metrics
| Metric | Target | How measure |
|--------|--------|------------|
| New ARR from launch | $[X]k | Billing |
| Existing customer uplift | $[Y]k | Billing (higher tier) |
| Payback period | < 6 months | Finance |

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## 6. Success Scenarios

### Best case (Everything works)
- **25%+ of existing users try feature**
- **100+ prospects sign up for trial**
- **20%+ trial → conversion**
- **Result**: $50k new ARR in first month

### Base case (Expected)
- **15% of existing users try feature**
- **50 prospects sign up for trial**
- **12% trial → conversion**
- **Result**: $25k new ARR in first month

### Worst case (Below expectations)
- **5% adoption**
- **20 trials**
- **5% conversion**
- **Result**: $5k ARR, need to iterate on messaging/positioning

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## 7. Go/No-go Decision

### Go-live decision criteria (day before launch)
- ✅ Feature is stable (no critical bugs)
- ✅ Marketing assets are complete
- ✅ Team is trained
- ✅ Support is ready
- ✅ Analytics tracking is in place

### If any red, consider delaying 1 week

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## 8. Contingency Plans

### If adoption is low (5% vs 15% target)
- **Hypothesis**: Messaging doesn't resonate
- **Action**: Run survey with non-adopters
- **Tactic**: New email with different angle
- **Timeline**: Week 2 follow-up

### If press falls through
- **Backup**: Partner mentions instead
- **Backup**: Organic social (influencer outreach)
- **Cost**: $0 (already planned)

### If webinar low attendance
- **Action**: Record, post to YouTube + Twitter
- **Action**: Email recording to all registrants
- **Timeline**: Day after webinar

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## Owner & Approval

| Role | Decision | Owner |
|------|----------|-------|
| Product | Feature go-live | [PM] |
| Marketing | Campaign assets | [Mktg Lead] |
| Sales | Message + training | [Sales Lead] |
| Support | FAQ + training | [Support Lead] |

**Launch approved by**: [CEO/Product Lead]
**Date**: [Date]
**Expected launch date**: [Date]