gtm-strategy

# Go-to-Market Strategy

Frameworks for selecting sales channels and building go-to-market motions.

## Channel Selection Matrix

| Channel | Best For | CAC Range | Time to Revenue | Complexity |
|---------|----------|-----------|-----------------|------------|
| **Outbound** | High ACV ($10K+), defined ICP | $500-2K | 3-6 months | Medium |
| **Inbound** | Searchable problem, content fit | $200-800 | 6-12 months | High |
| **PLG** | Simple product, quick value | $50-200 | 3-9 months | High |
| **Partners** | Ecosystem play, trust transfer | Varies | 6-18 months | Medium |
| **Events** | Relationship-driven, enterprise | $1K-5K | 6-12 months | High |
| **Community** | Developer/prosumer products | $100-500 | 12+ months | Medium |

## ACV-Based Motion Selection

| ACV | Recommended Motion | Team Structure |
|-----|-------------------|----------------|
| < $5K | PLG or Marketing-led | Growth + self-serve |
| $5K-$25K | Inside sales + Inbound | SDR → AE |
| $25K-$100K | Outbound + Account-based | SDR → AE → CSM |
| > $100K | Enterprise sales + Partners | Named AE → SE → CSM |

## Sales Motion Archetypes

### Founder-Led ($0-$1M ARR)

```
Founder does everything:
  - Prospecting → Discovery → Demo → Close → Onboard
Focus: Learning what works, documenting wins
Goal: Find repeatable motion before hiring
```

### First Sales Hire ($1M-$3M ARR)

```
Hire: Full-cycle AE or SDR
Split: Founder handles enterprise, AE handles SMB
Focus: Can someone else close deals?
Goal: Prove non-founder can sell
```

### Sales Team ($3M-$10M ARR)

```
Structure: SDR team → AE team → CSM
Specialization: Hunting vs farming
Focus: Repeatability and predictability
Goal: Quota attainment without founder
```

## Capacity Planning Model

```
Revenue Target ÷ ACV = Deals Needed
Deals Needed ÷ Win Rate = Opportunities Needed
Opportunities ÷ SQL→Opp Rate = SQLs Needed
SQLs ÷ MQL→SQL Rate = MQLs Needed
MQLs ÷ Marketing Conversion = Traffic Needed

For Outbound:
Deals Needed ÷ Win Rate = Meetings Needed
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