Define a beachhead, not a TAM slide
Total addressable market impresses boards and confuses teams. Name the first segment you can win with current proof: industry, company size, buying committee, and trigger event. Write exclusion rules. If a deal does not match, it is a distraction until the first motion works.
Make positioning a sales asset
Positioning is the sentence a buyer repeats to a colleague. Pair it with three proofs and three objection answers. If marketing and sales cannot say the same sentence, you do not have a GTM strategy. You have competing stories.
Choose one primary route to revenue
Direct, partner, product-led, and community can coexist later. First, pick the route with the fastest path to qualified conversations. Then design business development and marketing to fill that route.
Sequence a 90-day launch
Days 1–30: message, ICP, and enablement. Days 31–60: outbound, partner conversations, and search-led content. Days 61–90: conversion repair and forecast quality. Leading indicators beat vanity traffic: qualified meetings, stage conversion, and cycle time.
Put owners on the plan
Every workstream needs a name. Unowned GTM work becomes a slide in the all-hands. Our GTM service installs this as an operating cadence, not a workshop souvenir.
