# GTME Strategy Handbook Template

Use this working template to align leadership, sales, marketing, operations, and customer success around one go-to-market process. Replace every prompt with evidence, a decision, a named owner, or a clearly marked open question.

## Handbook control

- Business:
- Strategy owner:
- Contributors:
- Version and date:
- Review cadence:
- Approved by:
- Primary business result:
- Time horizon:

## 1. Business foundation

### Core business

- What do we sell?
- How does the business create and deliver value?
- Where does revenue come from today?
- Which offers, customer groups, or revenue streams matter most?
- What operating capacity, margin, timing, or delivery constraints must the strategy respect?

### Strategy result

- What measurable business result must this GTM strategy support?
- What is the current baseline?
- What must be true for leadership to call the strategy successful?
- What is explicitly outside this strategy?

## 2. Market and customer

### Market definition

- Which market and category are we competing in?
- What is changing in the market, customer behavior, regulation, technology, or competition?
- What evidence supports the opportunity?

### Ideal customer profile

- Which organizations or people receive the strongest value from the offer?
- What attributes indicate fit?
- What event or condition creates urgency?
- Who uses, influences, approves, purchases, and blocks the decision?
- Which customers should we not pursue?

### Customer evidence

- What do interviews, sales calls, reviews, support requests, search behavior, usage, and lost opportunities tell us?
- Which assumptions are verified, unverified, or disproven?

## 3. Offer and positioning

### Offer

- What problem or opportunity does the offer address?
- What outcome does the customer receive?
- What is included, excluded, and required from the customer?
- How is the offer packaged and priced?
- What proof reduces the risk of choosing us?

### Positioning

- For whom is this offer built?
- What category does the customer already understand?
- What single difference should the customer remember?
- What alternatives, including doing nothing, are we competing against?
- What objections must the message answer honestly?

### Core message

- One-sentence promise:
- Three supporting proof points:
- Primary call to action:
- Claims requiring evidence or approval:

## 4. Customer journey

For each stage, define the observable signal, customer question, business response, owner, system of record, and exit condition.

1. Unaware
2. Aware
3. Engaged
4. Qualified
5. Evaluating
6. Deciding
7. Onboarding
8. Active customer
9. Expanding
10. Advocating

### Journey gaps

- Where do qualified people stop moving?
- Where is ownership unclear?
- Where is the customer asked to repeat information?
- Where does follow-up become inconsistent?
- Which stage needs the first improvement?

## 5. Channels and commercial motion

### Channel choices

Evaluate only the channels the business can support with the right audience, message, offer, follow-up, consent, and measurement.

- Inbound and search:
- Content and community:
- Outbound:
- Partnerships and referrals:
- Events and field activity:
- Paid media:
- Sales-led motion:
- Product- or service-led motion:
- Customer success, expansion, and advocacy:

### Channel decision

- Primary channel:
- Supporting channels:
- Why these channels fit the customer and business:
- Channel owner:
- Required assets and systems:
- Stop, continue, and scale criteria:

## 6. Systems, data, and governance

- What is the system of record for accounts, contacts, opportunities, customers, and activities?
- Which fields and definitions must remain consistent?
- Who owns data quality?
- Which handoffs and automations are approved?
- Which actions require owner approval?
- What consent, suppression, privacy, security, and brand controls apply?
- What should happen when a system or workflow fails?

## 7. Launch and enablement

### Launch readiness

- Approved offer and audience
- Approved positioning and claims
- Required sales and marketing assets
- CRM stages and ownership
- Follow-up sequences and service levels
- Team training and facilitator materials
- Reporting and decision dashboard
- Risk, compliance, and rollback checks

### Implementation plan

For every action, record:

- Deliverable
- Owner
- Approver
- Dependency
- Due date
- Acceptance evidence
- Status
- Next decision

## 8. Measurement and learning

### Commercial measures

- Qualified pipeline created
- Pipeline velocity
- Conversion by journey stage
- Win rate
- Contract or order value
- Customer acquisition cost
- Revenue and gross margin
- Retention, expansion, and payback

### Operating measures

- Response time
- Follow-up coverage
- Data completeness
- Handoff completion
- Launch readiness
- Team adoption
- Automation exception rate

### Objectives and decisions

- Objective:
- Key results:
- KPIs:
- Guardrail measures:
- Review cadence:
- Owner:
- Continue, adjust, pause, or stop criteria:

## 90-day action record

### Now

- The first decision to make:
- The first evidence to gather:
- The first process to correct:

### Next

- The first controlled test:
- The people and systems required:
- The expected customer and business signal:

### Later

- What scales only after the test is proven:
- What remains out of scope:
- What should be revisited at the next strategy review:

## Decision receipt

- Decision:
- Evidence considered:
- Alternatives considered:
- Decision owner:
- Approver:
- Date:
- Expected effect:
- Review date:
- Actual result:
- What we learned:

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A.I.M.S. — AI Managed Solutions

by: ACHIEVEMOR

For a GTM Strategy Handbook tailored to your business or a managed GTM implementation, visit https://aims.achievemor.io/products/gtme-handbook