GTM Strategist: GTM Canvas
The key to any winning strategy is to play on your strengths and opponents’ (competitors) weaknesses. In order to succeed in your Go-to-Market (GTM) efforts, you need to know that and set appropriate objectives, priorities and metrics that will navigate you through the GTM journey.
GTM (Go-to-Market) Starts Here.
On your road to successfully crossing the chasm where 95% of companies fail, you need to:
Research the Market well and choose the right segments when you can play to win
Know your Early Customer Profile - ECP inside out
Create Product that will deliver value to your ECP better than any alternative
Capture some of the value with Pricing so you can build a sustainable business
Win the place in your customer's mind where you are uniquely Positioned to be the best solution to get the job done and craft Messaging that effectively communicate that + a Brand to represent it and
Select the right Growth Channels with which you can effectively reach your target audience and build a scalable growth machine.
Last but not least, you need to define Resources on how you will make this happen - budgets, team structure, knowledge, skills and tools that will help you successfully go to market and execute your GTM strategy.
Who Can Benefit the Most from this Template?
The GTM Canvas is purposefully built for companies that are launching, relaunching or expanding their products or services to new markets. It is proven to work with bootstrapped companies, funded companies and established players who would like to make GTM decisions with confidence.
When should you use this template?
The GTM Canvas is best fitted for B2B SaaS companies that are searching for product market fit, but also works for services businesses, ecommerce, enterprise companies and other business models.
Step-by-step instructions and tips for using this template
Start in the upper part - list your strengths, competitive differentiation, your goal - mission critical, must win battles and decide how will you measure the progress - metrics
Continue in the middle section - list main strategic elements for each of 6 elements of GTM - market, ECP, Product, Pricing, Positioning and growth
Bring your elements together and fill in the GTM strategy statement, which is the heart of the model.
Plan resources that you need to make it happen.
And go to market with confidence!
This Canvas is a result of one year of research for GTM Strategist Book by Maja Voje. In the process I interviewed over 100 GTM experts, worked with 350+ companies and tested all the elements with the teams to come up with this simple plan that will help you win.
Remember
You do not need a 200 page strategy document and 500 slides- you need a GTM plan that everyone understands, accepts and is easy to adjust and evolve when you gain new insights. Here is my best take on it, hope you will benefit from it! ❤️✌️
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