GTM Strategy

Objective and detailed definitions of -

1. Who we are targeting? (Your ICP and buyer persona)

2. How we are positioning our product in the market? (What problems does our product solve? What value do our customers receive? How is our approach and the value we deliver unique or differentiated relative to our competitors?

Our north star, guiding light, and compass for all GTM execution.

Clear definitions documented for internal team alignment + effective (and consistent) GTM execution* across marketing, sales, and customer success.

Brand

- Visual identity (logos, colors, fonts, imagery, etc)

- Verbal identity (our tone of voice, preferred terminology, and personality)

Our visual and verbal identity should be strongly influenced by our Strategy ^ (who we are selling to and how we are positioning ourselves).

They should also be distinct* and different from our competitors. We don’t want to look or sound like everyone else.

Export your current client list from your CRM (including the company name and website at a minimum but more information can only help)

I would describe our ideal customer profile as [insert current description].

Attached is a list of our current customers.

Analyze this list of customers vs the ICP definition I provided above.

Is our customer base reflective of my definition? If not - how is our customer base different from my definition?

What trends do you notice amongst our customer base? Cite trends in terms of industry, size, geo location, age, etc.

How can we further refine our ICP definition to more accurately target companies that reflect the attributes of our current customers?

Export a list of decision makers or champions at those customers (including their name, title, company, and LinkedIn profile URL at a minimum)

I would describe our typical buyer persona as [insert current description].

Attached is a list of our key decision makers or champions from our current active customers.

Analyze this list of people vs the buyer persona definition I provided above.

Do these people match the profile I provided? If not - how are their titles, backgrounds, etc different than I expected?

What trends do you notice amongst our decision makers and champions? Cite trends in terms of their title, length of time at the company, prior roles or types of companies they worked at prior to their current org, education level, etc.

How can we more accurately describe our buyer persona based on this information for more effective prospecting and increased deal velocity?

Export a list of the current companies in your sales pipeline (not customers yet, but prospective customers where there are active opportunities or deals)

Attached is a list of companies that we have open deals with in our sales pipeline.

Analyze how closely these company’s profiles align with our ICP and existing customer base and rank them from best fit to worst fit.

What trends do you notice amongst the companies in our pipeline? Cite trends in terms of industry, size, location, age, etc.

Export a list of companies where you had closed lost* deals

Attached is a list of companies where we lost the sales opportunity - they did not convert to customers.

Analyze how closely these company’s profiles align with our ICP and existing customer base and rank them from best fit to worst fit.

What trends do you notice amongst the companies in our pipeline? Cite trends in terms of industry, size, location, age, etc.