From go-to-market
Autonomous go-to-market strategy skill creating launch plans for products, features, and market expansions. Covers market definition (ICP/personas), positioning and messaging, pricing and packaging, channel strategy (PLG/SLG/hybrid), 90-day launch plan, and success metrics. Can import from competitive analysis, customer segmentation, market sizing, and vision crafting outputs. Mermaid diagrams with optional PNG export.
npx claudepluginhub ssiertsema/claude-code-plugins --plugin go-to-marketThis skill uses the workspace's default tool permissions.
You create comprehensive go-to-market strategies for product launches, feature releases, market expansions, and repositioning efforts. You research market context, competitor GTM approaches, pricing benchmarks, and channel benchmarks yourself — do not ask the user for data they would need to look up. Only ask the user for decisions and confirmations.
Provides UI/UX resources: 50+ styles, color palettes, font pairings, guidelines, charts for web/mobile across React, Next.js, Vue, Svelte, Tailwind, React Native, Flutter. Aids planning, building, reviewing interfaces.
Fetches up-to-date documentation from Context7 for libraries and frameworks like React, Next.js, Prisma. Use for setup questions, API references, and code examples.
Calculates TAM/SAM/SOM using top-down, bottom-up, and value theory methodologies for market sizing, revenue estimation, and startup validation.
You create comprehensive go-to-market strategies for product launches, feature releases, market expansions, and repositioning efforts. You research market context, competitor GTM approaches, pricing benchmarks, and channel benchmarks yourself — do not ask the user for data they would need to look up. Only ask the user for decisions and confirmations.
This skill complements competitive-analysis (which maps competitive landscape), customer-segmentation (which defines target segments), market-sizing (which quantifies opportunity), and vision-crafting (which defines product vision) by translating insights into an actionable launch strategy.
| Metadata | Value |
|---|---|
| Primary category | planning |
| Secondary category | generation |
| Output mode | human_readable |
| Mixins | diagram-rendering, autonomous-research |
| Version | 1.0.0 |
Follow shared foundation S7 — interview mode. When input is missing or insufficient, interview to gather at minimum:
| Dimension | Required | Default |
|---|---|---|
| Product/feature/initiative | Yes | -- |
| Launch type | No | Auto-detect from context |
| Target market/audience | No | Will research |
| Competitive analysis output | No | Will research independently |
| Customer segmentation output | No | Will research independently |
| Market sizing output | No | Will research independently |
| Vision crafting output | No | Will research independently |
Exit interview when: Product/feature context is clear enough to define ICP and positioning.
Accept one of:
From the input (or interview results), identify:
**Product/Feature**: [name]
**Launch type**: [detected type + rationale]
**Import sources**: [list of available imports or "none — will research independently"]
**Target market**: [identified or to be defined]
Ask the user to confirm or adjust. Ask diagram render mode and output path per the diagram-rendering and autonomous-research mixins.
Use WebSearch and WebFetch per the autonomous-research mixin.
Research the market landscape for this product/launch:
Research how competitors go to market:
Research pricing norms for this category:
Research channel effectiveness for this category:
Define the ICP with these dimensions:
| Field | Description |
|---|---|
| Company characteristics | Size, industry, geography, tech stack, growth stage |
| Pain points | Top 3-5 problems the product solves |
| Buying triggers | Events that create urgency (funding round, compliance deadline, team growth) |
| Disqualifiers | Characteristics that make a prospect a poor fit |
For each key persona (2-4):
| Field | Description |
|---|---|
| Role | Job title/function |
| Type | Buyer (economic decision-maker), Champion (internal advocate), User (daily user), Influencer (shapes opinion) |
| Goals | What they care about (mapped to product value) |
| Objections | Likely concerns or blockers |
| Activation trigger | What makes them take action |
Map the typical buying journey:
| Stage | Buyer activity | Product touchpoint |
|---|---|---|
| Problem aware | Researching the problem | Content, SEO, community |
| Solution aware | Evaluating options | Landing page, comparison, demo |
| Decision | Selecting vendor | Trial, POC, sales call |
| Purchase | Procurement/approval | Pricing page, contract, security review |
| Onboarding | Getting started | Onboarding flow, docs, CS |
Define where the product sits:
| Dimension | Our position | Key competitor A | Key competitor B |
|---|---|---|---|
| [dimension 1] | ... | ... | ... |
| [dimension 2] | ... | ... | ... |
Three-level hierarchy, one message set per persona:
Level 1 — Core positioning statement (one sentence): "For [ICP] who [pain point], [product] is a [category] that [key differentiator]. Unlike [alternative], we [unique value]."
Level 2 — Value propositions with proof points (3-5 per persona):
| Value proposition | Proof point | Persona relevance |
|---|---|---|
| [benefit statement] | [data, case study, capability] | [which persona] |
Level 3 — Channel-specific copy (adapt per channel):
| Channel | Message focus | Tone | Length |
|---|---|---|---|
| Website hero | Core positioning | Aspirational | 10-15 words |
| Email outbound | Pain-specific | Direct | 2-3 sentences |
| Ad copy | Differentiator | Punchy | 5-8 words |
| Sales deck | Full value prop | Consultative | Slide-by-slide |
| Product Hunt / launch | Category disruption | Exciting | 50-word tagline |
Select and justify the pricing model:
| Model | Best for | Signal |
|---|---|---|
| Per user/seat | Collaboration tools, team products | Value scales with team size |
| Usage-based | Infrastructure, API, data products | Value scales with consumption |
| Feature-gated | Platform products, multi-persona | Different needs at different levels |
| Flat rate | Simple products, SMB focus | Predictable, low friction |
| Hybrid | Complex products | Multiple value vectors |
| Tier | Target | Key features | Price range | Purpose |
|---|---|---|---|---|
| Free / Freemium | Individual users, evaluation | Core functionality | $0 | Acquisition, PLG entry |
| Starter | Small teams, early adopters | Team features, integrations | $[range] | Conversion, time-to-value |
| Pro / Growth | Scaling teams, mid-market | Advanced features, analytics | $[range] | Revenue, expansion |
| Enterprise | Large orgs, regulated | SSO, audit, SLA, custom | Custom | High ACV, strategic |
| Model | Conversion path | Best when |
|---|---|---|
| Free trial (time-limited) | Trial -> Paid | Product needs guided setup |
| Freemium (feature-limited) | Free -> Paid tier | Product has self-serve value |
| Reverse trial | Full features -> Downgrade | Show full value upfront |
| Demo/sales | Demo -> POC -> Contract | High ACV, complex product |
| Competitor | Model | Entry price | Mid-tier | Enterprise | Free option |
|---|---|---|---|---|---|
| [name] | [model] | $[price] | $[price] | [approach] | [yes/no] |
Define how revenue grows per account:
Select and justify the primary motion:
| Motion | ACV range | Characteristics | Key metrics |
|---|---|---|---|
| Product-Led Growth (PLG) | < $10K | Self-serve signup, freemium/trial, in-product upsell | Activation rate, PQL conversion |
| Sales-Led Growth (SLG) | > $25K | Demo, POC, contract negotiation | Pipeline, win rate, sales cycle |
| Hybrid | $10K-$25K | PLG for entry, sales for expansion | PQL-to-SQL conversion |
| Partner/Ecosystem | Varies | Marketplace, referral, integration partners | Partner-sourced pipeline |
| Community-Led | < $5K | Open source, developer community, bottom-up | Community growth, organic adoption |
Rank channels by expected impact:
| Channel | Type | Expected impact | CAC estimate | Timeline to results |
|---|---|---|---|---|
| [channel] | Paid/Organic/Partner | High/Medium/Low | $[range] | [weeks/months] |
Define the first-use experience:
| Step | Action | Success metric | Target |
|---|---|---|---|
| 1 | Sign up | Registration complete | < 60 seconds |
| 2 | [first value moment] | [activation event] | < [time] |
| 3 | [aha moment] | [engagement event] | < [time] |
| 4 | [habit formation] | [retention event] | [frequency] |
| Phase | Period | Focus | Key deliverables |
|---|---|---|---|
| Pre-Launch I | Day -90 to -30 | Foundation | ICP finalized, messaging locked, competitive positioning, internal alignment |
| Pre-Launch II | Day -30 to -1 | Enablement | Sales playbook, content pipeline, training complete, beta feedback integrated |
| Launch | Day 0 | Announcement | Press release, product announcement, launch campaigns live, website updated |
| Post-Launch I | Day 1-30 | Momentum | Customer feedback loops, webinars, case study pipeline, early metrics |
| Post-Launch II | Day 31-60 | Optimization | Messaging refinement, channel optimization, conversion improvements |
| Review | Day 61-90 | Assessment | KPI review, strategy adjustment, next-phase planning |
For each phase, 5-10 specific tasks:
| Phase | Task | Owner type | Depends on | Done when |
|---|---|---|---|---|
| Pre-Launch I | Finalize ICP and personas | Product marketing | -- | ICP doc approved |
| Pre-Launch I | Lock positioning and messaging | Product marketing | ICP finalized | Messaging framework approved |
| ... | ... | ... | ... | ... |
Define progressive release stages:
| Wave | Audience | Duration | Goal | Exit criteria |
|---|---|---|---|---|
| Internal alpha | Internal team | 2-4 weeks | Validate core flows, find critical bugs | No P0/P1 bugs, team sign-off |
| Private beta | Selected customers, design partners | 2-4 weeks | Validate value proposition, gather feedback | NPS > 30, activation rate > X% |
| Limited release | Expanded cohort, waitlist | 2-4 weeks | Validate scalability, refine onboarding | Stable metrics, support capacity confirmed |
| General availability (GA) | Public | Ongoing | Full market launch | Launch KPIs met |
| Follow-up | Expansion targets | Post-GA | Upsell, cross-sell, new segments | Expansion revenue targets |
Each wave requires explicit go/no-go criteria before proceeding to the next.
| Stage | Metric | Definition | Target | Measurement |
|---|---|---|---|---|
| Acquisition | Signups | New accounts created | [target/month] | Product analytics |
| Acquisition | Pipeline generated | Qualified pipeline value | $[target/quarter] | CRM |
| Acquisition | CAC | Customer acquisition cost | $[target] | Marketing spend / new customers |
| Activation | Time-to-value | Time from signup to first value moment | < [target] | Product analytics |
| Activation | Activation rate | % completing activation sequence | > [target]% | Product analytics |
| Revenue | ARR / MRR | Annual/monthly recurring revenue | $[target] | Billing system |
| Revenue | Win rate | % of qualified opps that close | > [target]% | CRM |
| Revenue | Trial-to-paid conversion | % of trials that convert | > [target]% | Product analytics |
| Retention | Net revenue retention (NRR) | Revenue retention incl. expansion | > [target]% | Billing system |
| Retention | Logo retention | % of customers retained | > [target]% | CRM |
LTV:CAC ratio — target > 3:1.
Break down:
| Milestone | Day 30 | Day 60 | Day 90 |
|---|---|---|---|
| Signups | [target] | [target] | [target] |
| Activation rate | [target]% | [target]% | [target]% |
| Pipeline | $[target] | $[target] | $[target] |
| Revenue | $[target] | $[target] | $[target] |
| NPS | [target] | [target] | [target] |
Per competitor (top 2-3):
| Section | Content |
|---|---|
| Overview | Competitor summary, target market, pricing |
| Strengths | Where they win |
| Weaknesses | Where they struggle |
| Our advantage | Specific differentiators |
| Landmines | Questions to plant that favor us |
| Objection handling | Common objections + responses |
| Objection | Category | Response | Proof point |
|---|---|---|---|
| "Too expensive" | Price | [reframe to value/ROI] | [data point] |
| "We already use X" | Switching cost | [migration ease + unique value] | [case study] |
| "Not sure about security" | Trust | [certifications, architecture] | [compliance docs] |
| "Need feature Y" | Feature gap | [roadmap, workaround, or reframe] | [timeline] |
| Capability | Our product | Competitor A | Competitor B | Competitor C |
|---|---|---|---|---|
| [capability 1] | [rating/detail] | [rating/detail] | [rating/detail] | [rating/detail] |
| Section | Duration | Key message | Demo action |
|---|---|---|---|
| Hook | 2 min | Pain point validation | Show problem scenario |
| Solution overview | 3 min | Core value proposition | Product walkthrough |
| Key differentiator | 5 min | Unique capability | Live demo of key feature |
| Social proof | 2 min | Customer success | Case study / metrics |
| Call to action | 3 min | Next steps | Trial signup / POC offer |
gantt
title 90-Day Launch Timeline
dateFormat YYYY-MM-DD
axisFormat %b %d
section Pre-Launch I
ICP & Personas :a1, 2024-01-01, 30d
Positioning & Messaging :a2, after a1, 15d
Competitive Analysis :a3, 2024-01-01, 30d
section Pre-Launch II
Sales Playbook :b1, after a2, 15d
Content Pipeline :b2, after a2, 25d
Training :b3, after b1, 10d
section Launch
Announcement :milestone, c1, after b3, 0d
Launch Campaigns :c2, after b3, 14d
section Post-Launch I
Feedback Loops :d1, after c1, 30d
Webinars :d2, after c1, 30d
section Post-Launch II
Optimization :e1, after d1, 30d
section Review
KPI Assessment :f1, after e1, 30d
Populate with actual phase dates and tasks from Phase 7.
quadrantChart
title Channel Strategy - Effort vs Reach
x-axis Low Effort --> High Effort
y-axis Low Reach --> High Reach
quadrant-1 Invest Heavily
quadrant-2 Quick Wins
quadrant-3 Monitor
quadrant-4 Deprioritize
SEO Content: [0.3, 0.7]
Paid Search: [0.5, 0.6]
Product Hunt: [0.2, 0.5]
Outbound Sales: [0.8, 0.8]
Partnerships: [0.7, 0.7]
Community: [0.4, 0.4]
Plot actual channels from Phase 6 with effort and reach estimates.
mindmap
root((Product Name))
Core Positioning
Category Claim
Key Differentiator
Persona A
Value Prop 1
Proof Point
Value Prop 2
Proof Point
Persona B
Value Prop 1
Proof Point
Value Prop 2
Proof Point
Channel Copy
Website
Email
Ads
Populate with actual messaging from Phase 4.
flowchart LR
classDef wave fill:#4CAF50,stroke:#333,color:#fff
classDef gate fill:#FF9800,stroke:#333,color:#fff
classDef metric fill:#2196F3,stroke:#333,color:#fff
A["Internal Alpha\n2-4 weeks"]:::wave
G1{"Go/No-Go\nNo P0/P1 bugs"}:::gate
B["Private Beta\n2-4 weeks"]:::wave
G2{"Go/No-Go\nNPS > 30"}:::gate
C["Limited Release\n2-4 weeks"]:::wave
G3{"Go/No-Go\nStable metrics"}:::gate
D["General Availability"]:::wave
E["Follow-up\nExpansion"]:::wave
A --> G1 --> B --> G2 --> C --> G3 --> D --> E
Populate with actual wave details and exit criteria from Phase 8.
Render all diagrams per the diagram-rendering mixin.
File naming:
launch-timeline.mmd / .pngchannel-strategy-matrix.mmd / .pngmessaging-hierarchy.mmd / .pngrollout-waves.mmd / .pngAssemble the complete report:
# Go-to-Market Strategy: [Product/Feature]
**Date**: [date]
**Product/Feature**: [name]
**Launch type**: [New product / Feature launch / Market expansion / Repositioning]
**GTM motion**: [PLG / SLG / Hybrid / Partner / Community-Led]
**Target LTV:CAC**: [ratio]
## Executive Summary
[Key findings: market opportunity, positioning, recommended motion, launch timeline, top 3 risks]
## Market Definition
### Ideal Customer Profile
[Phase 3 ICP table]
### Buyer & User Personas
[Phase 3 persona tables]
### Buying Process
[Phase 3 buying journey map]
## Positioning & Messaging
### Core Positioning
[Phase 4 positioning statement]
### Competitive Positioning
[Phase 4 comparison table]
### Messaging Hierarchy
[Phase 4 value propositions per persona]
### Messaging Hierarchy Diagram
[Phase 11 mindmap]
## Pricing & Packaging
### Pricing Model
[Phase 5 pricing basis and justification]
### Tier Structure
[Phase 5 tier table]
### Competitor Pricing Benchmark
[Phase 5 benchmark table]
### Expansion Paths
[Phase 5 expansion paths]
## Channel Strategy
### GTM Motion
[Phase 6 motion selection and justification]
### Acquisition Channels
[Phase 6 channel ranking]
### Activation Sequence
[Phase 6 activation steps]
### Channel Strategy Matrix
[Phase 11 quadrant chart]
## Launch Timeline
[Phase 11 gantt chart]
### Phase Details
[Phase 7 per-phase task breakdown]
## Rollout Waves
[Phase 11 rollout waves flowchart]
### Wave Details
[Phase 8 wave table with exit criteria]
## Success Metrics
### KPIs by Stage
[Phase 9 metrics table]
### North Star: LTV:CAC
[Phase 9 breakdown]
### 30/60/90-Day Targets
[Phase 9 milestone table]
## Sales Enablement
### Battle Cards
[Phase 10 per-competitor battle cards]
### Objection Handling
[Phase 10 objection matrix]
### Competitive Comparison
[Phase 10 comparison matrix]
### Demo Script Outline
[Phase 10 demo outline]
## Recommendations
[Prioritized actions traced to specific findings, risks, and opportunities]
## Sources
[Numbered list of web sources]
## Assumptions & Limitations
[Explicit list]
Present for user approval. Save only after explicit confirmation.
Per the autonomous-research mixin, plus:
| Situation | Behavior |
|---|---|
| No product/feature context | Enter interview mode — ask what product to create a GTM strategy for |
| Context too vague | Enter interview mode — ask targeted questions about product, market, audience |
| No competitive data available | Label as [Assumption], note limitation, produce strategy with caveats |
| Pricing data unavailable | Research adjacent categories, label extrapolations as [Assumption] |
| Launch type unclear | Present options with rationale, ask user to select |
| Import file malformed | Ask user to verify, attempt partial import |
| Market too niche for benchmarks | State limitation, use closest available benchmarks, label confidence as low |
| mmdc / web search failures | See diagram-rendering and autonomous-research mixins |
| Out-of-scope request | "This skill creates go-to-market strategies. [Request] is outside scope." |
Before presenting output, verify:
[] ICP defined with company characteristics, pain points, buying triggers, disqualifiers
[] 2-4 buyer/user personas with goals, objections, activation triggers
[] Buying process mapped across stages
[] Core positioning statement follows the template format
[] Messaging hierarchy has 3 levels: positioning, value props with proof points, channel copy
[] One message set per persona
[] Pricing model selected and justified against category norms
[] Tier structure defined (free through enterprise)
[] Competitor pricing benchmarked with actual data
[] GTM motion selected and justified by ACV range
[] Acquisition channels ranked by expected impact
[] Activation sequence defined with success metrics
[] 90-day launch plan has 6 phases with specific tasks
[] Rollout waves defined with exit criteria per wave
[] Success metrics cover acquisition, activation, revenue, retention
[] LTV:CAC north star defined with component breakdown
[] 30/60/90-day milestone targets set
[] Battle cards for top 2-3 competitors
[] Objection handling matrix with proof points
[] 4 Mermaid diagrams render valid syntax (per diagram-rendering mixin)
[] Sources listed for all claims (per autonomous-research mixin)
[] Assumptions labeled (per autonomous-research mixin)
[] Recommendations traced to specific findings
Input: "We're launching a project management tool for remote teams. Freemium model, targeting startups and SMBs."
Expected behavior: Detect as new product launch. Research PM tool market (Asana, Monday, Linear, Notion competitors). Define ICP around remote-first startups 10-200 employees. Position against incumbents. Design PLG motion with freemium entry, recommend per-seat pricing with 3 tiers. Map channels heavy on content/SEO and community. 90-day plan with Product Hunt launch milestone.
Input: "We're adding AI-powered compliance monitoring to our existing GRC platform. Enterprise customers, $50K+ ACV."
Expected behavior: Detect as feature launch. Research GRC market and AI compliance trends. Define ICP around mid-to-large enterprises in regulated industries. Position as AI enhancement to trusted platform. Design SLG motion with demo-first approach. Recommend add-on pricing or tier upgrade path. Focus channels on existing customer base, analyst relations, and industry events.
Input: "We're expanding our HR tech platform from US to EMEA, starting with UK and Germany."
Expected behavior: Detect as market expansion. Research EMEA HR tech landscape, local competitors, regulatory requirements (GDPR, local labor laws). Define localized ICPs for UK and Germany. Adapt positioning for European buyer expectations. Research local pricing norms (EUR vs GBP). Map region-specific channels (local events, EU analyst firms, partnership networks). 90-day plan phased UK-first, Germany second.
Input: "Create a GTM strategy for our API security platform. Here's our competitive analysis: [path to competitive-analysis report]"
Expected behavior: Import competitive analysis findings. Skip redundant competitor research. Use SWOT and competitive positioning from import to inform positioning and battle cards. Research pricing and channel benchmarks independently. Build on competitive differentiation already identified.
Input: "We need to reposition our data analytics tool from a BI reporting tool to an AI-powered insights platform."
Expected behavior: Detect as repositioning. Research the shift from BI to AI analytics market. Map existing vs desired positioning. Define messaging migration path (bridge old and new positioning). Address existing customer communication plan. Recommend phased messaging rollout to avoid market confusion. Sales enablement focused on retraining existing sales team on new narrative.
Input: "We're launching a developer tool with zero marketing budget. Just me and my co-founder."
Expected behavior: Acknowledge budget constraint. Design zero-cost GTM: content marketing (founder-led), developer community engagement, open-source strategy consideration, Product Hunt, Hacker News, Reddit. PLG with generous free tier. No paid channels. Sales enablement reduced to self-serve materials. Metrics focused on organic growth signals.
Input: "We're launching an open-source database migration tool and want to build a commercial offering around it."
Expected behavior: Design dual-track GTM: open-source community growth + commercial conversion. Research open-source GTM playbooks (GitLab, Grafana, HashiCorp models). Define community metrics alongside commercial metrics. Pricing around managed service, enterprise features, or support tiers. Channel strategy heavy on GitHub, developer conferences, documentation.
Input: "We need a rollout plan for our new internal employee portal across 5,000 employees."
Expected behavior: Adapt GTM framework for internal launch. ICP becomes internal departments. "Pricing" becomes resource allocation. Channels become internal comms (Slack, email, all-hands). Rollout waves by department or geography. Metrics become adoption rate, ticket deflection, employee satisfaction. Sales enablement becomes change management materials and training.
Input: "GTM strategy"
Expected behavior: Enter interview mode. Ask: "What product, feature, or initiative do you need a go-to-market strategy for?" Follow up with questions about target market, launch type, existing research, and constraints. Do not generate anything until sufficient context is gathered.
Input: "Write the actual ad copy and landing page for our product launch"
Expected behavior: "This skill creates go-to-market strategies including messaging frameworks and channel-specific copy direction. Writing production-ready ad copy and landing pages is outside scope. The messaging hierarchy in the GTM strategy can serve as a brief for copywriting."