go-to-market-playbooks

# Go-to-Market Playbooks

## Overview

Comprehensive guide to go-to-market (GTM) strategies, product positioning, launch planning, and market entry tactics.

## When to Use This Skill

**Auto-loaded by agents**:
- `launch-planner` - For GTM strategies, positioning, and distribution playbooks

**Use when you need**:
- Planning product launches
- Positioning new products
- Entering new markets
- Rebranding or repositioning
- Competitive differentiation

## GTM Strategy Types

### 1. Product-Led Growth (PLG)

**Model**: Product drives acquisition, conversion, expansion

**Funnel**:
```
Free Signup → Activation → Expansion → Paid → Advocacy
```

**Characteristics**:
- Self-serve onboarding
- Freemium or free trial
- Virality built-in
- Low-touch sales

**Examples**: Slack, Dropbox, Notion, Figma

**When to Use**:
- Low price point (<$100/month)
- Easy to understand product
- Quick time-to-value
- Network effects

**Playbook**:
1. **Frictionless Signup**: Email-only, no credit card
2. **Aha Moment Fast**: <5 minutes to value
3. **Viral Loops**: Invites, sharing, collaboration
4. **Usage-Based Limits**: Paywall at usage threshold
5. **Self-Serve Upgrade**: One-click payment

---

### 2. Sales-Led Growth

**Model**: Sales team drives revenue

**Funnel**:
```
Lead → MQL → SQL → Demo → Proposal → Close
```

**Characteristics**:
- High price point ($10K+ annually)
- Complex product
- Custom implementation
- Relationship-driven

**Examples**: Salesforce, SAP, enterprise software

**When to Use**:
- Complex sales cycle
- High contract values
- Custom solutions
- Long sales cycles (3-12 months)

**Playbook**:
1. **Lead Generation**: Events, content, partnerships
2. **Qualification**: BANT (Budget, Authority, Need, Timeline)
3. **Demo**: Customized to pain points
4. **Proof of Concept**: Pilot/trial with champion
5. **Procurement**: Legal, security, contracts
6. **Onboarding**: CSM-led implementation

---

### 3. Community-Led Growth

**Model**: Community drives adoption and reve