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Go-to-Market strategy guidance — GTM motions, content strategy, channel selection, brand building. Triggers on "GTM", "market entry", "customer acquisition", "channel strategy", "content marketing", "GTM 전략", "시장 진입", "고객 확보", "채널 전략", "콘텐츠 마케팅".
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Go-to-Market (GTM) strategy framework. Combines 5 GTM motions, content pyramid, PESO channel distribution, and platform-specific tactics to reach ICP efficiently and drive growth through execution plans.
┌─────────────────────────────────────────────────────────────────┐
│ GTM STRATEGY FRAMEWORK │
├─────────────────────────────────────────────────────────────────┤
│ Core Features (Standalone) │
│ ✓ Select optimal GTM motion based on product/ICP (5 types) │
│ ✓ Content pyramid strategy (Pillar → Derivative → Atomic) │
│ ✓ PESO channel distribution (Paid/Earned/Shared/Owned) │
│ ✓ 90-day execution plan & KPI setting │
├─────────────────────────────────────────────────────────────────┤
│ Enhanced Mode (with tool connections) │
│ + ~~analytics: Collect per-channel conversion data │
│ + ~~knowledge base: Reference existing content archive │
│ + ~~CRM: Analyze ICP win rates and channel attribution │
└─────────────────────────────────────────────────────────────────┘
Product Complexity
↑
Complex │ Sales-Led │ Community-Led
│ │
────────────────────────────────────→ ACV
│ │
Simple │ PLG │ Content-Led
│ │
Self-serve ← ─ ─ ─ ─ → High-touch
Definition: Product is the primary growth engine. Free use → value experience → paid conversion
Best For:
Core Metrics:
| Metric | Target | Cadence |
|---|---|---|
| Activation Rate | >40% | Weekly |
| PQL (Product Qualified Lead) | 100+ monthly | Monthly |
| Free → Paid Conversion | 3-10% | Monthly |
| Time to Value | <5 mins | Cohort |
| Viral Coefficient (K) | >0.5 | Quarterly |
Strategy:
Examples: Slack, Notion, Figma, Calendly
Definition: Sales team drives. Complex solution, high ACV, multiple decision-makers
Best For:
Core Metrics:
| Metric | Target | Cadence |
|---|---|---|
| Pipeline Coverage | 3-5x Quota | Monthly |
| Win Rate | 20-40% | Quarterly |
| Sales Cycle | <90 days (SMB), <180 days (Ent) | Quarterly |
| ACV | $50K+ | Quarterly |
| Sales Productivity | >$500K ARR/Rep | Annually |
Strategy:
Examples: Salesforce, Workday, ServiceNow
Definition: Community is the growth engine. Users become advocates (evangelists)
Best For:
Core Metrics:
| Metric | Target | Cadence |
|---|---|---|
| Active Community Members | 1,000+ monthly | Monthly |
| Contribution Rate | >5% | Monthly |
| Community → Customer | 10-20% | Quarterly |
| NPS | >50 | Quarterly |
| Forum DAU/MAU | >30% | Weekly |
Strategy:
Examples: GitHub, Hashicorp, Stripe (developer community)
Definition: Content is primary acquisition channel. Thought Leadership → Inbound
Best For:
Core Metrics:
| Metric | Target | Cadence |
|---|---|---|
| Organic Traffic | 10K+ monthly | Monthly |
| Content → MQL | 20-30% | Monthly |
| Domain Authority | 50+ (Moz) | Quarterly |
| Backlinks | 50+ monthly | Monthly |
| Newsletter Subscribers | 20% quarterly growth | Quarterly |
Strategy:
Examples: HubSpot, Intercom, Drift
Definition: Founder personal brand is the growth engine. Personal Brand → Company
Best For:
Core Metrics:
| Metric | Target | Cadence |
|---|---|---|
| Founder Followers | 20% quarterly growth | Quarterly |
| Post Engagement | >5% | Weekly |
| Inbound DM/Email | 10+ weekly | Weekly |
| Speaking/Podcast | 2+ monthly | Monthly |
| Newsletter → Customer | 5-10% | Quarterly |
Strategy:
Examples: Sahil Lavingia (Gumroad), Pieter Levels (Nomad List)
Most startups use 2-3 combined motions:
Example Combinations:
Resource Allocation:
🔺 Pillar Content (1-2/month)
/ \ - 5,000+ word guides
/ \ - Comprehensive, SEO-optimized
/ \ - Reusable asset
──────────
/ \
/ Derivative \ (3-5/week)
/ Content \ - Blog posts
/ \ - Videos, podcasts
──────────────────
Atomic (1-3/day)
Content - Social posts
(Bite-sized) - Infographics
- Short-form video
Definition: Comprehensive, authoritative resource. Evergreen for 1+ years
Types:
Examples:
Cadence: 1-2 monthly (quality over speed)
Definition: Pillar-derived content. Deep dives into specific topics
Types:
Example:
Cadence: 3-5 weekly
Definition: Bite-sized for social. Instant consumption
Types:
Example:
Cadence: 1-3 daily
1 Pillar → 50+ Atomic:
Ultimate Guide (Pillar)
↓
├─ 10 Blog Posts (Derivative)
├─ 5 Videos (Derivative)
├─ 1 Podcast Series (5 eps)
│
└─ Each Derivative becomes:
├─ 5 LinkedIn Posts
├─ 10 Tweets
├─ 3 Infographics
└─ 5 Short Videos
Total: 1 Pillar → 20 Derivative → 50+ Atomic
| Channel | Definition | Control | Cost | Speed | Credibility |
|---|---|---|---|---|---|
| Paid | Bought advertising | High | High | Fast | Medium |
| Earned | PR, media coverage | Low | Low | Slow | High |
| Shared | Social media | Medium | Medium | Medium | Medium |
| Owned | Your channels | High | Medium | Medium | High |
Channels:
Strategy:
Budget Distribution:
Channels:
Strategy:
Measurement:
Channels:
Strategy:
Measurement:
Channels:
Strategy:
Measurement:
Stage-Based Recommendation:
| Stage | Paid | Earned | Shared | Owned |
|---|---|---|---|---|
| Pre-seed | 10% | 20% | 30% | 40% |
| Seed | 20% | 20% | 30% | 30% |
| Series A | 35% | 15% | 25% | 25% |
| Series B+ | 45% | 10% | 20% | 25% |
Early (Pre-seed/Seed): Owned-focused (low CAC, long-term asset) Growth (Series A+): Paid expansion (fast scaling, predictable)
Ideal ICP: Decision-makers, professionals
Content Types:
Cadence: 3-5 posts weekly
Format:
Growth Tactics:
Measurement: Impressions, Engagement Rate, Profile Views → Connections
Ideal ICP: Tech, Startups, Developers
Content Types:
Cadence: 1-5 posts daily
Format:
Growth Tactics:
Measurement: Follower growth, Engagement Rate, Link clicks
Ideal ICP: Deep relationships, long-term customers
Content Types:
Cadence: Weekly or bi-weekly
Format:
Growth Tactics:
Measurement: Open Rate (>20%), Click Rate (>3%), Unsubscribe (<0.5%)
Ideal ICP: Commute listeners, gym workouts
Content Types:
Episode Length: 30-45 mins (commute time)
Format:
Distribution:
Measurement: Downloads, Listener Retention, CTA clicks
| Factor | Company Brand First | Personal Brand First |
|---|---|---|
| Focus | Product, solution | Founder, philosophy |
| Advantage | Scalable, team emphasis | Trust fast, authentic |
| Disadvantage | Slow early trust | Founder dependency |
| Examples | Salesforce, Adobe | Tesla (Elon), Basecamp (DHH) |
Recommended Combo (Early Startup):
Strategy:
Founder = Chief Storyteller
Authentic Voice
Consistent Cadence
Cautions:
Symptom: Run all channels → scattered, no effect
Example:
Fix:
Symptom: Create great content → publish → done
Example:
Fix:
Symptom: Copy competitor strategy → no differentiation
Example:
Fix:
Symptom: Track followers, impressions → business impact ignored
Example:
Fix:
Symptom: 2 weeks intense → 1 month pause → repeat
Example:
Fix:
Goal: Confirm GTM motion, define ICP, select channels, plan content
Actions:
Deliverables:
Goal: Open channels, publish initial content, collect feedback
Actions:
Deliverables:
Goal: Analyze data, optimize, prepare for scaling
Actions:
Deliverables: