home / skills / lerianstudio / ring / gtm-planning

gtm-planning skill

safe

This skill helps plan go-to-market strategy with channel, tactics, timeline, and budget allocation to maximize product launches.

npx playbooks add skill lerianstudio/ring --skill gtm-planning

Review the files below or copy the command above to add this skill to your agents.

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SKILL.md

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---
name: gtm-planning
description: |
  Go-to-market planning skill for developing channel strategy, tactics,
  timeline, and budget allocation for product launches.

trigger: |
  - Positioning and messaging complete
  - New product launch planning
  - User requests "GTM plan" or "go-to-market strategy"

skip_when: |
  - Positioning not done → complete positioning-development first
  - Launch execution needed → use launch-execution
  - Pricing analysis needed → use pricing-strategy first
---

# GTM Planning

Comprehensive go-to-market planning including channel strategy, tactics, timeline, and budget allocation.

## Purpose

GTM planning translates positioning and messaging into market execution:
- Defines how to reach target customers
- Specifies channels and tactics
- Creates timeline and milestones
- Allocates resources and budget

**HARD GATE:** Positioning and messaging MUST be completed before GTM planning.

## Process

### Phase 1: GTM Strategy

Define strategic approach:

```markdown
## GTM Strategy

### Launch Type
**Type:** [New Product / Major Feature / Minor Update / Repositioning]
**Tier:** [Tier 1 (Max) / Tier 2 (Moderate) / Tier 3 (Minimal)]
**Rationale:** [Why this tier]

### GTM Model
**Primary Model:** [Product-Led / Sales-Led / Partner-Led / Hybrid]
**Motion:**
- **Acquisition:** [How we get customers]
- **Activation:** [How we convert trials]
- **Monetization:** [How we generate revenue]

### Target Metrics
| Metric | Target | Timeline |
|--------|--------|----------|
| Awareness: [Metric] | [Target] | [By when] |
| Consideration: [Metric] | [Target] | [By when] |
| Conversion: [Metric] | [Target] | [By when] |
| Revenue: [Metric] | [Target] | [By when] |

### Success Criteria
- **Launch Success:** [Definition]
- **30-Day Success:** [Definition]
- **90-Day Success:** [Definition]
```

### Phase 2: Channel Strategy

Select and prioritize channels:

```markdown
## Channel Strategy

### Channel Evaluation
| Channel | Reach | Cost | Fit | Priority |
|---------|-------|------|-----|----------|
| [Channel 1] | HIGH/MED/LOW | HIGH/MED/LOW | HIGH/MED/LOW | PRIMARY/SECONDARY/TERTIARY |
| [Channel 2] | ... | ... | ... | ... |
| [Channel 3] | ... | ... | ... | ... |

### Primary Channels
**Channel 1: [Name]**
- Role: [Awareness / Consideration / Conversion]
- Investment: [$ or %]
- Expected Outcome: [Metric]
- Timeline: [When active]

**Channel 2: [Name]**
[Repeat structure]

### Channel Mix
| Stage | Channels | Budget Allocation |
|-------|----------|------------------|
| Awareness | [Channel list] | X% |
| Consideration | [Channel list] | X% |
| Conversion | [Channel list] | X% |
| Retention | [Channel list] | X% |

### Channel Dependencies
- [Channel X] feeds [Channel Y]
- [Sequential requirements]
```

### Phase 3: Tactical Plan

Define specific tactics:

```markdown
## Tactical Plan

### Launch Tactics
| Tactic | Channel | Owner | Timeline | Budget |
|--------|---------|-------|----------|--------|
| [Tactic 1] | [Channel] | [Team/Person] | [Date] | [$] |
| [Tactic 2] | ... | ... | ... | ... |
| [Tactic 3] | ... | ... | ... | ... |

### Content Plan
| Content Type | Purpose | Channel | Due Date |
|--------------|---------|---------|----------|
| [Blog post] | [Awareness] | [Blog] | [Date] |
| [Case study] | [Consideration] | [Sales] | [Date] |
| [Demo video] | [Conversion] | [Website] | [Date] |

### Campaign Plan
**Campaign 1: [Name]**
- Objective: [What we want to achieve]
- Audience: [Target segment]
- Channels: [Channel list]
- Timeline: [Start - End]
- Key Messages: [From messaging framework]
- Creative Requirements: [Assets needed]
- Budget: [$]
- Success Metric: [KPI]

### Partner/Influencer Plan
| Partner Type | Target | Value Prop | Status |
|--------------|--------|------------|--------|
| [Type 1] | [Specific partner] | [Why they'd participate] | NOT STARTED/IN PROGRESS/CONFIRMED |

### PR Plan
| Activity | Target | Timeline | Status |
|----------|--------|----------|--------|
| Press release | [Publication targets] | [Date] | DRAFT/FINAL |
| Analyst briefing | [Analyst targets] | [Date] | SCHEDULED/PENDING |
| Media outreach | [Media targets] | [Date] | IN PROGRESS/NOT STARTED |
```

### Phase 4: Timeline and Milestones

Create launch timeline:

```markdown
## Launch Timeline

### Key Milestones
| Milestone | Date | Dependencies | Owner |
|-----------|------|--------------|-------|
| GTM Plan Approved | [Date] | [None] | [Owner] |
| Content Complete | [Date] | [Messaging final] | [Owner] |
| Sales Enablement Complete | [Date] | [Content complete] | [Owner] |
| Launch Day | [Date] | [All above] | [Owner] |
| 30-Day Review | [Date] | [Launch day] | [Owner] |

### Weekly Schedule (Launch -4 weeks to Launch +2 weeks)

**Week -4:**
- [ ] [Task 1]
- [ ] [Task 2]

**Week -3:**
- [ ] [Task 1]
- [ ] [Task 2]

**Week -2:**
- [ ] [Task 1]
- [ ] [Task 2]

**Week -1:**
- [ ] [Task 1]
- [ ] [Task 2]

**Launch Week:**
- [ ] [Task 1]
- [ ] [Task 2]

**Week +1:**
- [ ] [Task 1]
- [ ] [Task 2]

**Week +2:**
- [ ] [Task 1]
- [ ] [Task 2]
```

### Phase 5: Budget and Resources

Allocate resources:

```markdown
## Budget and Resources

### Budget Allocation
| Category | Amount | % of Total |
|----------|--------|------------|
| Paid Media | $X | X% |
| Content Creation | $X | X% |
| Events | $X | X% |
| PR/Analyst | $X | X% |
| Sales Enablement | $X | X% |
| Tools/Tech | $X | X% |
| Contingency | $X | X% |
| **TOTAL** | **$X** | **100%** |

### Resource Requirements
| Role | Commitment | Duration |
|------|------------|----------|
| [Role 1] | [X hours/week] | [Weeks] |
| [Role 2] | [X hours/week] | [Weeks] |

### External Resources
| Need | Type | Budget | Status |
|------|------|--------|--------|
| [Agency/Contractor] | [Purpose] | [$] | IDENTIFIED/ENGAGED |

### Risk and Contingency
| Risk | Likelihood | Impact | Contingency |
|------|------------|--------|-------------|
| [Risk 1] | HIGH/MED/LOW | HIGH/MED/LOW | [Backup plan] |
| [Risk 2] | ... | ... | ... |
```

## Output Format

```markdown
# GTM Plan: [Product/Feature]

## Executive Summary
- **Launch Date:** [Date]
- **GTM Model:** [Model]
- **Primary Channels:** [Top 3]
- **Budget:** [$X total]
- **Success Metric:** [Primary KPI]

## GTM Strategy
[Phase 1 output]

## Channel Strategy
[Phase 2 output]

## Tactical Plan
[Phase 3 output]

## Timeline
[Phase 4 output]

## Budget and Resources
[Phase 5 output]

## Approvals Required
- [ ] Marketing Leadership
- [ ] Sales Leadership
- [ ] Product Leadership
- [ ] Executive Sponsor

## Dependencies
- Positioning: [Link to positioning.md]
- Messaging: [Link to messaging-framework.md]
- Pricing: [Link to pricing-strategy.md if available]
```

## Blocker Criteria

| Blocker | Action |
|---------|--------|
| No positioning/messaging | STOP. Complete prerequisites first. |
| Budget not approved | STOP. Cannot plan without budget clarity. |
| Launch date not set | STOP. Timeline requires fixed launch date. |
| No channel alignment | STOP. Stakeholders must agree on channels. |

## Anti-Rationalization Table

See [shared-patterns/anti-rationalization.md](../shared-patterns/anti-rationalization.md) for universal anti-rationalizations.

### Gate-Specific Anti-Rationalizations

| Rationalization | Why It's WRONG | Required Action |
|-----------------|----------------|-----------------|
| "We'll figure out budget later" | Budget determines tactics. Tactics without budget are wishes. | **Define budget before tactics** |
| "All channels are important" | All channels = no focus. Prioritization is mandatory. | **Rank and prioritize channels** |
| "Timeline is flexible" | Flexible timelines cause scope creep and delays | **Set fixed milestones** |
| "We know what works" | Past success ≠ future success. Markets change. | **Evaluate channels systematically** |

## Pressure Resistance

See [shared-patterns/pressure-resistance.md](../shared-patterns/pressure-resistance.md) for universal pressure scenarios.

### Gate-Specific Pressures

| Pressure Type | Request | Agent Response |
|---------------|---------|----------------|
| "Just launch" | "We'll plan as we go" | "Unplanned launches waste resources. Completing GTM plan." |
| "Copy competitor's GTM" | "They succeeded, do what they did" | "Competitor GTM serves their positioning. Creating unique GTM." |
| "Cut the timeline" | "We need to launch faster" | "Rushed GTM causes launch failures. Recommend scope reduction instead." |

## Execution Report

Base metrics per [shared-patterns/execution-report.md](../shared-patterns/execution-report.md):

| Metric | Value |
|--------|-------|
| Duration | Xm Ys |
| Iterations | N |
| Result | PASS/FAIL/PARTIAL |

### Gate-Specific Details
- channels_evaluated: N
- channels_selected: N
- tactics_planned: N
- milestones_defined: N
- budget_allocated: YES/NO
- timeline_created: YES/NO

Overview

This skill provides a structured go-to-market (GTM) planning workflow to turn positioning and messaging into a concrete launch plan. It produces channel strategy, prioritized tactics, a launch timeline with milestones, and a detailed budget and resource allocation. The process enforces a hard gate: positioning and messaging must be complete before GTM planning proceeds.

How this skill works

I guide teams through five phases: GTM strategy, channel selection and prioritization, tactical planning, launch timeline and milestones, and budget/resource allocation. At each phase I produce tables and templates for launch type, GTM model, target metrics, channel evaluation, campaign tactics, weekly schedules, budget breakdowns, and contingencies. I also surface blockers and anti-rationalizations to prevent common mistakes and ensure approvals and dependencies are captured.

When to use it

Preparing a new product or major feature launch after messaging is finalized
Repositioning a product or entering a new market segment
Coordinating cross-functional launch activities across marketing, sales, and partnerships
Reallocating marketing budget and channel mix for a seasonal or campaign-driven push
Establishing clear milestones and ownership for time‑boxed launches

Best practices

Complete and freeze positioning and messaging before building the GTM plan
Prioritize channels — focus investment on primary channels that match your model and target metrics
Define clear success criteria and 30/90-day targets tied to measurable KPIs
Allocate contingency budget and identify resource owners for each tactic
Create a weekly launch schedule (−4 to +2 weeks) and require sign-off from marketing, sales, and product

Example use cases

Launch a Tier 1 new product with a product‑led motion and targeted paid acquisition
Roll out a major feature to enterprise customers using a sales‑led GTM with enablement content and pilot partners
Reposition an existing product by shifting channel mix to demand gen and PR for awareness
Plan a hybrid partner-led launch where partner enablement, co-marketing, and joint webinars are central
Create a time-boxed campaign plan with content calendar, media buys, and a 30‑/90‑day performance review

FAQ

What is the required prerequisite before using this GTM planning skill?

Positioning and messaging must be finalized. The GTM plan depends on those inputs and will be blocked until they are complete.

Can I build tactics without a budget?

No. Budget clarity is required before finalizing tactics. Treat tactics without allocated budget as tentative and incomplete.

How do you handle channel disagreements across stakeholders?

I require channel evaluation and prioritization tables and surface dependencies and tradeoffs. Channels must be ranked and approved by stakeholders before proceeding.