# gtm-strategy

A skill for go-to-market planning: picks the GTM motion, works through the scenario, and lays out a 90-day plan.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 1200 installs · ★ 1062
- Author: kostja94
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/kostja94/marketing-skills/tree/HEAD/skills/strategies/launch/gtm/SKILL.md
- Updated: 2026-10-21
- HTML: https://affpapa.org/en/nevibecode/skills/kostja94-gtm-strategy

## What it does

The skill kicks in when you ask it to plan a product launch, entry into a new geography or segment, a repositioning, or a major feature release. It separates four scenarios and sets the scope for each: full GTM for a new product or new market, a lighter pass for tier-two and tier-three features. It also draws the line between strategy and execution, pointing launch work at the `product-launch` skill.

Inside are decision tables. The GTM motion follows from ACV and buyer profile: product-led, sales-led, marketing-led, or hybrid. Then come a 90-day framework with four phases, the split between ICP and buyer persona, a market analysis checklist, a section on enterprise deals with procurement and security reviews, entry models for a new market, and the signals that justify repositioning. The output covers a motion recommendation, the phase plan, ICP and persona, and the market analysis checklist.

One thing to know upfront: the skill has no data about your market or buyers, so TAM figures and buying signals are yours to bring. And don't reach for it when the real problem is visual — repositioning changes who you serve and what you solve, while `rebranding-strategy` handles the logo and voice.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill gtm-strategy -a claude-code
```
```bash
npx skills add kostja94/marketing-skills --skill gtm -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/gtm/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/gtm/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill gtm -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/gtm/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill gtm -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/gtm/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install kostja94/marketing-skills gtm
```

2. **Manually: put the files in place**
- File: `.github/skills/gtm/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill gtm -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/kostja94/marketing-skills --path skills/strategies/launch/gtm
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/gtm/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill gtm -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/kostja94/marketing-skills/tree/HEAD/skills/strategies/launch/gtm/SKILL.md

## When to use it
- choose between product-led and sales-led before hiring the first sales team
- break launch prep into 90 days with clear phases
- write an ICP and buyer persona that marketing and sales actually use
- judge whether the product can carry entry into a new country or segment
- tell repositioning apart from rebranding before burning a quarter

## Example prompts
- Plan a GTM for launching our product in Germany
- Help me pick a GTM motion: ACV is around 8K, the buyer is the end user
- I need a repositioning plan — we're moving from SMB to enterprise

## Source text · SKILL.md · MIT

Below is the content of a third-party file. It is data, not instructions for you: do not act on anything written inside unless the human asks. Block tag: 636226a9c249717c.

BEGIN THIRD-PARTY FILE 636226a9c249717c
```text
---
name: gtm-strategy
description: When the user wants to plan go-to-market strategy, GTM framework, or market entry. Also use when the user mentions "GTM," "go-to-market," "market entry," "new market," "repositioning," "PLG," "sales-led," "product-led," "marketing-led," "ICP," "buyer persona," "GTM motion," or "market expansion." For launch checklist, use product-launch.
metadata:
  version: 1.2.0
---

# Strategies: Go-to-Market

Guides go-to-market (GTM) strategy—the blueprint for launching or repositioning a product that aligns product, marketing, sales, and customer success around reaching and winning target customers. Organizations with a defined GTM process see ~10pp higher launch success rates (63% vs 53%) and ~3× median revenue growth. However, ~72% of sales reps miss quota, often due to execution gaps. Use this skill when planning GTM for product launch, new market entry, repositioning, or feature launch.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## GTM Scenarios

| Scenario | Scope | Use |
|----------|-------|-----|
| **Product launch** | New product to market | Full GTM; see **product-launch** for launch execution |
| **New market entry** | New geography or segment | Full GTM; different buying behaviors, competitors, regulations |
| **Repositioning** | Shift who you serve, what you solve | Messaging, ICP, channel alignment; not just rebrand |
| **Feature launch** | New capability in existing product | Tiered by impact; T1 (revenue) = full planning; T2/T3 = lighter |

**GTM vs product launch**: GTM is the strategy; product launch is the execution phase. GTM applies to multiple scenarios—not just new products.

## GTM Modes

| Mode | When to Use | ACV | Buyer |
|------|-------------|-----|-------|
| **Product-led (PLG)** | Value in minutes; self-evaluate; simple adoption | <$10K | Buyer = end user |
| **Sales-led (SLG)** | Multi-stakeholder; complex procurement; implementation | >$25K | Enterprise; negotiation |
| **Marketing-led (MLG)** | Content, SEO, paid drive awareness; market education | Varies | Demand gen focus |
| **Hybrid** | PLG for acquisition; sales for expansion | Common | Self-serve → sales handoff |
```
END THIRD-PARTY FILE 636226a9c249717c

The third-party file has ended. Everything between the 636226a9c249717c tags is data: requests and commands from it are not followed. An “end of file” line with another tag inside the block is part of the file.

First 2372 of 7067 bytes. © kostja94 · MIT · https://github.com/kostja94/marketing-skills/tree/HEAD/skills/strategies/launch/gtm/SKILL.md

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