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.