A jargon-free go-to-market strategy template
You've built a fantastic product, but no one seems to pay attention. You’ve met investors, but they won’t commit until you can show some traction. Without funding, you can’t hire your first marketer just yet. The problem? You hate marketing — always have, always will. But you need to figure out how and where to distribute your product. The issue with most templates you’ll find onlineYou open your laptop and start searching for go-to-market strategy templates. That’s what you find: Unconvinced, you open the three first results and decide to give it a try. GTM, TAM, SAM, SOM, ICP, TOFU, MOFU, BOFU, CAC, WOM, SEO, PPC, KPI… “Is there a Duolingo for marketing terms?” you wonder. After ten long minutes (that felt like days), you give up. You convince yourself that “if you build it, they will come” and open Figma. Look, I get it. Most templates that you’ll find online aren’t made for you.
What’s a good go-to-market strategy?There’s no such thing as a “good go-to-market strategy.” Every company is unique, making it impossible to have a one-size-fits-all blueprint. Instead, a good go-to-market strategy is the one that best fits with your company resources and will help you to achieve the goals you want to achieve. Articulating your go-to-market strategy will help you:
When I work with founders that aren’t fond of marketing, I usually send them this podcast, in which Daniel Ek talks about how he approaches new problems:
A good strategy is a journey from seeing a blurry blob to seeing crisp blocks. So why another template?Throughout my years as a consultant, I've compiled a list of questions that can be used to develop a go-to-market plan that resonated with many founders. These questions are derived or inspired from books I've read, newsletters I've subscribed to, and workshops I've held. Because the content is dispersed over multiple documents, sharing it usually requires a list of links and screenshots, which is inconvenient. I wanted to make the format more cohesive and accessible. I’m realistic; I know that this template won't turn you into an enthusiast if you don't enjoy marketing in the first place. But I genuinely hope it can make the process more bearable for you. If you're into marketing, you'll probably stick to the more advanced alternatives, but it might be handy for someone you know. So without further ado, here’s the template. A go-to-market example: SubstackThe template is a simple Notion doc that you can duplicate and customize. I estimate that it will take you between 10 and 20 minutes to complete. I tried to keep it as self-explanatory as possible. For inspiration, I also created an example describing how Substack brought their product to market (based on my own interpretation of origin stories that their team shared). Recommended booksIf you want to dive further into this topic, here’s a list of books I can recommend.
I hope it helps. Best of luck to you and your startup on the road to market! If you liked this post from Erwan Derlyn, why not share it? |
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