Go-to-Market Strategy Template

1. Sales Enablement Foundation

Equip your sales team with the tools and materials needed to effectively communicate value.

Essential Sales Tools:

Value proposition packs (clear, compelling value statements)
Product specification sheets with technical details
Pricing guidance and packaging options
Video walkthroughs demonstrating key features
Customer needs discovery/tracking tool
Competitive selling-against tools
Frequently asked questions (FAQs) document

Value Proposition Template:

For [target customer] who [statement of need], [product name] is a [product category] that [key benefit]. Unlike [competitive alternative], [product name] [key differentiator].

2. Awareness & Consideration Phase

Building awareness and driving consideration through multi-channel outreach.

Deliverables:

Pitch decks tailored to different audiences
Customer demo scripts and environments
Case studies showcasing measurable outcomes
Whitepapers establishing thought leadership
Webinar series for international audiences
Product newsletter highlighting latest releases

Channel	Content Type	Target Outcome
Webinars	Live product demos	Qualified leads
Case Studies	Customer success stories	Credibility & proof
Whitepapers	Industry insights	Thought leadership
Product Demos	Interactive sessions	Product understanding

3. Decision Support Tools

Materials that help prospects make informed buying decisions.

Critical Assets:

Return on investment (ROI) calculators
Total cost of ownership (TCO) comparisons
Security and compliance documentation
Integration guides and API documentation
Service level agreements (SLAs)
Implementation timelines and resource requirements

4. Training & Onboarding

Ensuring successful adoption through comprehensive training programs.

Training Components:

Internal sales team training sessions
External customer training programs
How-to guides and best practices documentation
Video tutorials and knowledge base
Monthly alignment meetings with sales leadership
Training for Tier 1 clients and key accounts

5. Deal Support & Customization

Collaborative approach to closing deals and serving key segments.

Activities:

Collaborate with market planning on deal strategy
Customize products for specific customer segments (where viable)
Participate in customer meetings and presentations
Provide technical validation and architecture reviews
Support proof-of-concept (POC) initiatives

6. Feedback Loop & Iteration

Maintaining continuous improvement through field insights.

"View from the Field" Process:

Set up monthly product-sales meetings
Track key market trends and competitive moves
Document common sales challenges and objections
Gather feature requests from prospects
Share win/loss analysis with product team
Continuously update enablement materials

7. Launch Checklist

Pre-Launch (4-6 weeks before):

Sales enablement materials complete
Training sessions scheduled
Demo environment prepared
Pricing and packaging finalized

Launch Week:

Internal announcement and training
External communications (email, social, website)
Webinar or launch event
Press release and media outreach

Post-Launch (30-90 days):

Track adoption metrics
Gather customer feedback
Refine messaging based on learnings
Create case studies from early adopters