Go-to-Market Strategy & Process — Generation Prompt
Classification: Internal — Meta-Prompt
Date: 2026-02-13
Artifact: 77 of WO System Series
Purpose: Step-by-step prompt to generate a comprehensive GTM strategy and operational process for any B2B SaaS/platform product
Reusability: Replace {{VARIABLES}} with your product/market specifics
Prerequisite: Execute 76-competitive-market-analysis-prompt.md first — this prompt consumes its outputs
How to Use This Prompt
Execute in 6 phases across 8–10 turns. Each phase produces a checkpoint artifact that survives context compaction. Phases 1–3 build the strategy; Phases 4–6 build the operational playbooks.
Required inputs from prior analysis:
- Market sizing (TAM/SAM/SOM from 76 Phase 1)
- ICP definitions (from 76 Phase 1)
- Competitive positioning (from 76 Phase 2)
- Moat analysis (from 76 Phase 2)
Phase 1: GTM Strategy Foundation (Turns 1–2)
Turn 1: GTM Model Selection & Revenue Architecture
You are a B2B SaaS GTM strategist with experience scaling companies from $0 to $50M ARR in {{INDUSTRY}}.
## Context
{{PRODUCT_NAME}} is a {{PRODUCT_TYPE}} targeting {{PRIMARY_VERTICALS}}.
Current stage: {{STAGE}} (e.g., pre-revenue, <$1M ARR, $1-5M ARR, $5-20M ARR)
Funding: {{FUNDING_STATUS}} (e.g., bootstrapped, seed $1M, Series A)
Team size: {{TEAM_SIZE}} (e.g., 5 FTE)
Target ACV: {{ACV_RANGE}}
TAM: {{TAM}}, SAM: {{SAM}}, SOM (Y3): {{SOM}}
Primary ICP: {{ICP_SUMMARY}}
## Task: GTM Model Selection
### 1. GTM Motion Analysis
Evaluate each motion against {{PRODUCT_NAME}}'s context:
| Motion | Fit Score (1-10) | Why / Why Not | Required Investment | Time to Revenue |
|--------|:---:|---------|---------|---------|
| **Product-Led Growth (PLG)** | — | — | — | — |
| **Sales-Led (Inside Sales)** | — | — | — | — |
| **Sales-Led (Field/Enterprise)** | — | — | — | — |
| **Channel/Partner-Led** | — | — | — | — |
| **Community-Led** | — | — | — | — |
| **Hybrid (specify)** | — | — | — | — |
For each motion, evaluate:
- Does the product have a natural "try before you buy" entry point?
- Can a single user get value without org-wide deployment?
- Is the buying process top-down (executive mandate) or bottom-up (user pull)?
- What's the typical sales cycle length for this ACV range?
- Does regulatory requirement create mandatory evaluation processes?
### 2. Revenue Model Architecture
Design the complete revenue model:
**Pricing Tiers:**
| Tier | Target Segment | ACV Range | Included | Limits | Overage |
|------|---------------|-----------|----------|--------|---------|
| Starter | — | — | — | — | — |
| Professional | — | — | — | — | — |
| Enterprise | — | — | — | — | — |
| Enterprise Plus | — | — | — | — | — |
**Revenue Streams:**
- Subscription (seats, modules, platform access)
- Usage-based (compute, API calls, agent executions, storage)
- Professional services (implementation, validation, training)
- Marketplace (third-party integrations, templates)
**Pricing Principles:**
- Value metric: What unit of value does the customer pay for? (seats, WOs, assets, modules)
- Expansion mechanism: How does revenue grow within an account? (more seats, higher tier, more modules, usage growth)
- Competitor price anchoring: How does pricing relate to alternatives?
- Cost floor: What's the minimum price to maintain target gross margin?
### 3. Unit Economics Model
| Metric | Target | Calculation | Assumptions |
|--------|--------|------------|-------------|
| CAC | — | Sales + marketing cost / new customers | — |
| LTV | — | ACV × avg lifetime × gross margin | — |
| LTV:CAC | — | LTV / CAC (target: >3×) | — |
| Payback period | — | CAC / (ACV × gross margin) | — |
| Gross margin | — | (Revenue - COGS) / Revenue | — |
| NRR | — | (Starting ARR + expansion - contraction - churn) / Starting ARR | — |
| Logo churn | — | Lost customers / starting customers | — |
| Revenue churn | — | Lost revenue / starting revenue | — |
Model three scenarios: Conservative, Base, Aggressive.
### 4. Revenue Projection (3-Year)
Month-by-month for Year 1, quarterly for Years 2–3:
- New ARR added
- Expansion ARR
- Churned ARR
- Cumulative ARR
- Revenue recognition (subscription + services + usage)
- Key inflection points (first $1M ARR, cash flow positive, etc.)
### 5. Output Format
- GTM motion recommendation (with rationale)
- Pricing architecture table
- Unit economics dashboard data
- 3-year revenue model (tabular)
- Assumptions register
Checkpoint Artifact: Save as gtm-foundation.md
Turn 2: Channel Strategy & Sales Process Design
## Context
GTM motion: {{SELECTED_MOTION}} (from Turn 1)
Revenue model: {{PRICING_SUMMARY}} (from Turn 1)
## Task: Channel Strategy & Sales Process
### 1. Channel Architecture
Design the multi-channel strategy:
| Channel | Role | Year 1 % | Year 2 % | Year 3 % | Cost Structure |
|---------|------|:---:|:---:|:---:|---------|
| **Direct sales** | — | — | — | — | Base + commission |
| **Website/inbound** | — | — | — | — | Content + tooling |
| **Partner/reseller** | — | — | — | — | Revenue share |
| **Marketplace** | — | — | — | — | Platform fee |
| **Events/conferences** | — | — | — | — | Event cost + travel |
| **PLG/self-serve** | — | — | — | — | Product + support |
### 2. Sales Process Design
Stage-by-stage with metrics:
| Stage | Activities | Exit Criteria | Avg Duration | Conversion Rate | Tools |
|-------|-----------|--------------|:---:|:---:|-------|
| Lead | — | — | — | — | — |
| MQL | — | — | — | — | — |
| SQL | — | — | — | — | — |
| Discovery | — | — | — | — | — |
| Technical Evaluation | — | — | — | — | — |
| Proposal | — | — | — | — | — |
| Negotiation | — | — | — | — | — |
| Closed Won | — | — | — | — | — |
### 3. Decision-Making Unit (DMU) Map
For the primary ICP:
| Role | Title Examples | Influence | Concerns | Content Needed |
|------|--------------|-----------|----------|---------------|
| **Economic Buyer** | VP/SVP | Final budget authority | ROI, risk, timeline | Business case, ROI model |
| **Technical Buyer** | Director Eng / IT | Technical evaluation | Architecture, security, integration | TDD, security architecture |
| **User Buyer** | QA Manager / Engineer | Day-to-day use | UX, workflow, training | Demo, quick start guide |
| **Compliance Buyer** | Head of Compliance | Regulatory fit | Audit readiness, validation | Compliance matrix, IQ/OQ/PQ |
| **Champion** | (any role) | Internal advocate | Career risk / reward | Reference customers, proof points |
| **Blocker** | (often IT Security) | Veto power | Security, vendor risk, cost | Security questionnaire, SOC 2 report |
### 4. Partner Strategy
- Technology partners (integration alliances)
- Consulting/SI partners (implementation delivery)
- Reseller/VAR partners (geographic/vertical reach)
- Partner economics (margin, deal registration, MDF)
- Partner enablement (training, certification, co-marketing)
### 5. Sales Enablement Materials Required
| Material | Audience | Purpose | Priority | Status |
|---------|---------|---------|:---:|:---:|
| Pitch deck (10 slides) | Economic buyer | Initial meeting | P0 | — |
| Product demo script | All | Guided demonstration | P0 | — |
| ROI calculator | Economic buyer | Business case | P0 | — |
| Competitive battlecards | Sales team | Objection handling | P0 | — |
| Technical architecture brief | Technical buyer | Security/compliance review | P1 | — |
| Customer case study (×3) | All | Social proof | P1 | — |
| Security questionnaire (pre-filled) | IT Security | Vendor assessment | P1 | — |
| Validation documentation pack | Compliance buyer | Regulatory readiness | P1 | — |
| Pricing proposal template | Economic buyer | Commercial terms | P1 | — |
| Implementation guide | All | Time-to-value clarity | P2 | — |
### 6. Output Format
- Channel strategy matrix
- Sales process swimlane diagram (Mermaid)
- DMU engagement playbook
- Partner strategy brief
- Sales enablement roadmap (priority-ordered)
Checkpoint Artifact: Save as gtm-channels.md
Phase 2: Marketing Strategy (Turns 3–4)
Turn 3: Demand Generation & Content Strategy
## Context
Selected GTM motion, pricing, channels from Phase 1.
## Task: Marketing Strategy & Demand Generation
### 1. Marketing Funnel Architecture
| Stage | Metric | Monthly Target (Y1) | Channel Mix | Content Type |
|-------|--------|:---:|---------|---------|
| Awareness | Unique visitors | — | — | — |
| Interest | Content engagement | — | — | — |
| Consideration | MQLs | — | — | — |
| Intent | SQLs | — | — | — |
| Evaluation | Active opportunities | — | — | — |
| Purchase | New customers | — | — | — |
### 2. Content Strategy by Buyer Journey Stage
**Awareness (Problem recognition):**
- Blog posts / thought leadership (topics, frequency)
- Industry reports / whitepapers
- Social media strategy (platforms, cadence)
- SEO keyword targets (20 primary keywords)
- Podcast / webinar strategy
**Consideration (Solution evaluation):**
- Product comparison guides
- ROI calculators / interactive tools
- Technical architecture documentation (public)
- Customer case studies / testimonials
- Live demo / product tour
**Decision (Vendor selection):**
- Free trial / POC program design
- Implementation guides
- Regulatory compliance documentation
- Security / privacy documentation
- Reference customer introductions
### 3. Marketing Budget Allocation
| Category | % of Budget | Y1 Amount | Key Activities |
|----------|:---:|---------|---------|
| Content / SEO | — | — | — |
| Paid acquisition | — | — | — |
| Events / conferences | — | — | — |
| Partner marketing | — | — | — |
| Product marketing | — | — | — |
| Brand / creative | — | — | — |
| Tools / infrastructure | — | — | — |
| Team (headcount) | — | — | — |
### 4. Event & Conference Strategy
| Event | Type | Audience | Investment | Expected Leads | ROI Timeline |
|-------|------|---------|-----------|:---:|---------|
| {{INDUSTRY_CONF_1}} | Booth + speaking | ICP decision makers | — | — | — |
| {{INDUSTRY_CONF_2}} | Sponsorship | Broader awareness | — | — | — |
| Own webinar series | Hosted | Targeted by topic | — | — | — |
| Roundtables (6–10 CXOs) | Intimate | Executive access | — | — | — |
### 5. Marketing Technology Stack
| Function | Tool | Cost/Month | Integration |
|---------|------|-----------|------------|
| CRM | — | — | — |
| Marketing automation | — | — | — |
| Analytics | — | — | — |
| Content management | — | — | — |
| SEO / keyword tracking | — | — | — |
| Social management | — | — | — |
| Email marketing | — | — | — |
| ABM platform | — | — | — |
### 6. Messaging Framework
| Audience | Primary Message | Supporting Points | Proof |
|---------|----------------|------------------|-------|
| CEO / COO | — | — | — |
| VP Engineering | — | — | — |
| QA / Compliance | — | — | — |
| IT Security | — | — | — |
| End Users | — | — | — |
### 7. Output Format
- Marketing funnel model with conversion targets
- Content calendar (90-day plan)
- Marketing budget breakdown
- Messaging matrix
- MarTech stack recommendation
Checkpoint Artifact: Save as gtm-marketing.md
Turn 4: Customer Success & Expansion Strategy
## Task: Customer Success & Revenue Expansion
### 1. Customer Lifecycle
| Phase | Duration | Owner | Activities | Success Metrics | Health Score Weight |
|-------|---------|-------|-----------|----------------|:---:|
| **Onboarding** | 0–90 days | CS | — | — | — |
| **Adoption** | 90–180 days | CS | — | — | — |
| **Value Realization** | 6–12 months | CS + Account Mgmt | — | — | — |
| **Expansion** | 12+ months | Account Mgmt | — | — | — |
| **Renewal** | 60 days before term | CS + Account Mgmt | — | — | — |
### 2. Onboarding Playbook
Step-by-step implementation process:
- Day 1–7: Technical setup, SSO, data migration
- Day 8–21: Configuration, workflow setup, user training
- Day 22–45: Pilot deployment (limited scope)
- Day 46–60: Expand to production, compliance validation
- Day 61–90: Optimization, success review, case study capture
### 3. Customer Health Score
| Signal | Weight | Green | Yellow | Red |
|--------|:---:|---------|---------|---------|
| Login frequency | — | — | — | — |
| Feature adoption | — | — | — | — |
| Support tickets | — | — | — | — |
| NPS score | — | — | — | — |
| Champion engagement | — | — | — | — |
| Contract utilization | — | — | — | — |
| Compliance audit success | — | — | — | — |
### 4. Expansion Playbook
Revenue growth within existing accounts:
- **Seat expansion:** Trigger (new team, department growth), play, timing
- **Tier upgrade:** Trigger (feature request, usage limit), play, timing
- **Module addition:** Trigger (adjacent use case), play, timing
- **Usage growth:** Trigger (more WOs, more assets), automatic
- **Multi-site:** Trigger (org expansion, M&A), play, timing
### 5. Churn Prevention
- Early warning signals (quantified thresholds)
- Intervention playbooks per signal type
- Executive engagement triggers
- At-risk account review cadence
### 6. Output Format
- Customer lifecycle swimlane
- Onboarding checklist (detailed)
- Health score model
- Expansion playbook (per motion)
- Churn prevention decision tree
Checkpoint Artifact: Save as gtm-customer-success.md
Phase 3: Go-to-Market Execution Plan (Turns 5–6)
Turn 5: Phased Launch Plan
## Task: Phased GTM Execution Plan
### Phase 1: Lighthouse (Months 1–6)
**Objective:** 3–5 paying design partners
- Target: {{ICP_PRIMARY}} organizations with active pain
- Motion: Founder-led sales, direct outreach
- Pricing: Design partner terms (discount for feedback + case study)
- Success criteria: 3 paying customers, 1 published case study, validated PMF signals
- Team: Founder + 1 sales, 1 CS/implementation
- Budget: ${{BUDGET_P1}}
Key milestones:
| Month | Milestone | Metric |
|:---:|---------|---------|
| 1 | First POC started | 1 active POC |
| 2 | First paying customer | $1 MRR |
| 3 | Second customer + case study draft | 2 customers |
| 4 | Product iteration based on feedback | NPS > 50 |
| 5 | Third customer via referral | Pipeline > 10 |
| 6 | Phase 1 review — PMF validated | 3–5 customers, <5% churn |
### Phase 2: Vertical Expansion (Months 7–18)
**Objective:** {{TARGET_ARR_P2}} ARR, {{TARGET_CUSTOMERS_P2}} customers
- Target: Expand within primary vertical + adjacent vertical
- Motion: Inside sales team + marketing engine
- Pricing: Standard pricing with volume incentives
- Success criteria: Repeatable sales process, >30% quarter-over-quarter growth
- Team: 2–3 AEs, 1 SDR, 1 CS, 1 marketing
- Budget: ${{BUDGET_P2}}
### Phase 3: Scale (Months 19–36)
**Objective:** {{TARGET_ARR_P3}} ARR, {{TARGET_CUSTOMERS_P3}} customers
- Target: Multiple verticals + geographies + partner channel
- Motion: Field sales + channel + PLG (if applicable)
- Pricing: Full tier structure + enterprise custom
- Success criteria: Sales efficiency ratio > 1.0, NRR > 130%
- Team: Full GTM org (see org design below)
- Budget: ${{BUDGET_P3}}
### GTM Organizational Design (Phase 3)
| Function | Headcount | Reporting To | Key Metrics |
|---------|:---:|---------|---------|
| Sales (AE) | — | VP Sales | Quota attainment, ACV, cycle time |
| SDR/BDR | — | VP Sales | MQLs→SQLs, meetings booked |
| Solutions Engineering | — | VP Sales | POC win rate, technical close |
| Customer Success | — | VP CS | NRR, health score, onboarding time |
| Marketing | — | VP Marketing | Pipeline generated, CAC, brand awareness |
| Partnerships | — | VP BD | Partner-sourced pipeline, channel revenue |
| Revenue Operations | — | CRO | Forecast accuracy, funnel conversion |
### 7. Output Format
- Phase timeline (Gantt-style data)
- Per-phase KPI targets
- Hiring plan by role and month
- Budget by category and phase
- Go/no-go criteria between phases
Checkpoint Artifact: Save as gtm-execution-plan.md
Turn 6: GTM Metrics & Dashboards
## Task: GTM Measurement Framework
### 1. KPI Hierarchy
| Level | Audience | Cadence | Metrics |
|-------|---------|---------|---------|
| Board | Board / investors | Quarterly | ARR, NRR, CAC:LTV, cash runway |
| Executive | Leadership team | Monthly | Pipeline, win rate, customer count, churn |
| Operational | GTM team | Weekly | MQLs, SQLs, demos, proposals, activities |
| Individual | Reps / CSMs | Daily | Activities, pipeline progression, tasks |
### 2. Funnel Metrics
| Metric | Definition | Target | Alert Threshold |
|--------|-----------|--------|----------------|
| Website → MQL | — | — | — |
| MQL → SQL | — | — | — |
| SQL → Opportunity | — | — | — |
| Opportunity → Proposal | — | — | — |
| Proposal → Closed Won | — | — | — |
| Overall funnel conversion | — | — | — |
| Average sales cycle (days) | — | — | — |
| Average deal size | — | — | — |
| Pipeline coverage ratio | — | — | — |
### 3. Customer Metrics
| Metric | Definition | Target | Alert Threshold |
|--------|-----------|--------|----------------|
| NRR | — | — | — |
| Gross churn | — | — | — |
| Expansion rate | — | — | — |
| Time to value | — | — | — |
| NPS | — | — | — |
| CSAT | — | — | — |
### 4. Marketing Metrics
- Cost per MQL by channel
- Content performance (views, engagement, conversion)
- SEO ranking progression (target keywords)
- Event ROI (leads generated / cost)
- Brand awareness (share of voice, direct traffic)
### 5. GTM Dashboard Specification
Define the dashboards to build:
- **Board dashboard:** ARR waterfall, cohort analysis, unit economics
- **Pipeline dashboard:** Stage progression, forecast, rep performance
- **Marketing dashboard:** Funnel, channel performance, content analytics
- **CS dashboard:** Health scores, NRR, onboarding tracker, risk accounts
### 6. Output Format
- KPI hierarchy document
- Dashboard wireframes (description)
- Alert and threshold configuration
- Weekly/monthly/quarterly review meeting agendas
Checkpoint Artifact: Save as gtm-metrics.md
Variable Reference
| Variable | Description | Example (CODITECT WO System) |
|---|---|---|
{{PRODUCT_NAME}} | Product name | CODITECT Bioscience QMS |
{{PRODUCT_TYPE}} | Category | Autonomous AI-powered QMS platform |
{{PRIMARY_VERTICALS}} | Industries | Life sciences, pharma, biotech, medical devices |
{{STAGE}} | Current stage | Pre-revenue, seed funded |
{{FUNDING_STATUS}} | Funding | Seed $1.09M |
{{TEAM_SIZE}} | Current team | 5 FTE |
{{ACV_RANGE}} | Deal size range | $96K–$500K |
{{TAM}} | Total market | $3.5B |
{{SAM}} | Serviceable market | $1.9B |
{{SOM}} | Obtainable (Y3) | $28.8M ARR |
{{ICP_SUMMARY}} | Primary ICP | Mid-large pharma/biotech with 500+ employees, FDA-regulated, manual QMS |
{{SELECTED_MOTION}} | GTM motion | Sales-led enterprise with PLG evaluation entry |
{{ICP_PRIMARY}} | Primary ICP name | Regulated pharma/biotech manufacturer |
Execution Checklist
| # | Phase | Turn | Output Artifact | Dependencies | Status |
|---|---|---|---|---|---|
| 1 | Foundation | Turn 1 | gtm-foundation.md | 76 outputs | ☐ |
| 2 | Foundation | Turn 2 | gtm-channels.md | Turn 1 | ☐ |
| 3 | Marketing | Turn 3 | gtm-marketing.md | Turns 1–2 | ☐ |
| 4 | Marketing | Turn 4 | gtm-customer-success.md | Turns 1–3 | ☐ |
| 5 | Execution | Turn 5 | gtm-execution-plan.md | All prior | ☐ |
| 6 | Execution | Turn 6 | gtm-metrics.md | All prior | ☐ |
Total new artifacts produced: 6 files
Existing artifacts to update: 09-go-to-market-strategy.md (merge/supersede), 11-product-roadmap.md (GTM alignment), 60-business-model.md (pricing reconciliation), 62-unified-execution-plan.md (GTM phases)
Cross-Reference to WO System Artifacts
| Existing Artifact | Relationship | Post-Execution Action |
|---|---|---|
| 09-go-to-market-strategy.md | Superseded by Phase 1–3 outputs | Archive original; new version becomes authoritative |
| 10-roi-quantification.md | Feeds into sales enablement | Ensure ROI model aligns with pricing |
| 11-product-roadmap.md | Phase gates inform feature priorities | Add GTM milestones to roadmap |
| 60-business-model.md | Pricing + unit economics must reconcile | Single source of truth for financials |
| 61-one-pager-investor-brief.md | GTM strategy summarized for investors | Update GTM section |
| 62-unified-execution-plan.md | GTM phases integrated into sprint plan | Add GTM sprints |
| 68-user-experience-journeys.md | Onboarding journey from CS playbook | Cross-reference onboarding architecture |
This prompt generates a complete GTM operating system — from strategy through execution to measurement. Execute after the competitive analysis (76) to ensure market intelligence feeds directly into positioning, pricing, and channel decisions.
Copyright 2026 AZ1.AI Inc. All rights reserved. Developer: Hal Casteel, CEO/CTO Product: CODITECT-BIO-QMS | Part of the CODITECT Product Suite Classification: Internal - Confidential