GTM Strategy

Marketing
 
1 Marketing Strategy: Core
Message

[Insert core message here]

 
2 Product pricing & packaging

Current Current Current Current Old

pricing: pricing: pricing: pricing:
Package 1 Package 2 USD MRR
Package 1 Package 2

EUR EUR
USD ACV
GBP GBP  
USD USD

New
% Increase
USD MRR

Minimum
employees required USD ACV
33 Targets/KPIs

Last 12 months Next 12 months Option 1 Option 2

X Deals Per Month X Deals Per month Company Size X Company Size X

Avg Licences X Avg Licences X

$X MRR Per Deal $X MRR PER DEAL
Per Licence $X Per Licence $X

MRR $X MRR $X  
Packages sold: Packages sold:

X% Employees adopt product X% Employees adopt product MB X MB X

MA X MA X
X% X% CR% X CR% X
MA to Closed Won MA to Closed Won 
Deals X Deals X
ACV: $X ACV: £X Total Licences X Total Licences X

X Licenses X Licenses Total MRR $X Total MRR $X

44 Marketing & Sales Strategy:
ICP
Profile: Geography: Job Roles:

Company size: Seniority:

5 Achieving X% Growth – [Territory]
Contribution

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
21 21 21 21 22 22 22 22 22 22 22

Employees onboarded
management

$/Employee/Month $ $ $ $ $ $ $ $ $ $ $  
Employees onboarded
marketing

$/Employee/Month $ $ $ $ $ $ $ $ $ $ $

New MRR $ $ $ $ $ $ $ $ $ $ $

Cumulative UK MRR $ $ $ $ $ $ $ $ $ $ $
Marketing  
6 Marketing Strategy: Key channels

Key channels:

1. Paid:
2. Content:
3. Inbound:
 
To build a predictive, efficient marketing engine we need:

4. XXX
5. XXX
6. XXX
7 Marketing Strategy: KPI’s per channel/model
1 deal Content Paid Paid Direct Demo / GA Inbound/Campaigns
model per month per month per month
Spend 3000 Spend 2500 Leads 20
Leads 100 Leads 10 MBs 8
MBs 8 MBs 5.3 MAs 6
MAs 6 MAs 4
CW 1.2 CW 0.8 CW 1.2

Brand
 
$2000 / month
spend

5 deal Paid Direct Demo / GA Inbound/Campaigns

Content Paid / month
model per month per month
Spend 6500 Spend 6000 Leads 20
Leads 216 Leads 24 MBs 8
MBs 17 MBs 13 MAs 6
MAs 13 MAs 10
CW 2.6 CW 2 CW 1.2

Brand
$1500 / month
spend
8 Marketing Strategy: KPI’s per channel/model

1 deal Content Paid Paid Direct Demo / GA Inbound/Campaigns

model per month per month per month
Spend 10,000 Spend 8000 Leads 60
Leads 400 Leads 32 MBs 24
 
MBs 32 MBs 17 MAs 18
MAs 24 MAs 13
CW 4.8 CW 2.6 CW 3.6

Brand
$1000 / month
spend
9 Marketing Strategy: Budget

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
21 21 21 21 22 22 22 22 22 22 22

Marketing deals

Paid spend $

Brand spend $

Freelancer spend $
 
Contingency/testing/set
-up $

Project: Re-brand $

Headcount:
Content/SEO Exec $

Headcount:
Growth Marketer £

Total
10 Marketing Strategy: Tech stack

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
Tech stack
21 21 21 21 22 22 22 22 22 22 22  

$ $ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $ $
11 Marketing Strategy: Tech stack

[Technology]: [Technology]: [Technology]:

- Justification 1 - Justification 1 - Justification 1

- Justification 2 - Justification 2 - Justification 2
- Justification 3 - Justification 3 - Justification 3

[Technology]: [Technology]:

- Justification 1 - Justification 1
 
- Justification 2 - Justification 2
- Justification 3 - Justification 3
Sales  
12 Value Prop/ICP/GTM

GTM
 

ICP Value prop

13 Sales Targets/KPIs

Last 12 months Next 12 months

BDM KPIs

X Deals Per Month X Deals Per month At Full Capacity (X Demos Per BDM):

$X MRR Per Deal $X MRR PER DEAL X Deals CW PM @ $X

Packages sold: Packages sold:  
• XXX • XXX
$X MRR Per Month Added
• XXX • XXX
• XXX • XXX

X% Employees adopt product X% Employees adopt product

SDR KPIs

MB to Closed Won MB to Closed Won X MA

X% X% 

ACV: $X ACV: $X

X Licenses X Licenses
14 Required resources

[Resource 1] [Resource 2] [Resource 3]

1. Reason 1 for resource 1. Reason 1 for resource 1. Reason 1 for resource

2. Reason 2 for resource 2. Reason 2 for resource 2. Reason 2 for resource
3. Reason 3 for resource 3. Reason 3 for resource 3. Reason 3 for resource
 
15 Tech Stack

SDR Tech Stack HoS Tech Stack

Name Cost Name Cost

Provider 1 Provider 1

Provider 2 Provider 2

Provider 3 Provider 3  

Provider 4 Provider 4

Provider 5 Provider 5

Provider 6 Provider 6

Provider 7 Provider 7

SDR Total Cost HoS Total Cost

v