gtm-motion-pickerlisted

# GTM Motion Picker A GTM motion is the *system* through which a product reaches its market -- not a single channel. The wrong motion creates compounding waste: PLG with too-high ACV burns customer acquisition costs you can't recoup; sales-led with too-low ACV burns headcount on deals that can't pay for the AE. ## When to use - Pre-launch: deciding initial motion - ACV much less than CAC payback target -> motion is too expensive for price point - Self-serve signup with 0% activation -> product can't be PLG yet, or onboarding is broken - Sales team selling deals < $5K ACV with full demo cycles -> motion is too heavy - Hybrid drift: started PLG, accidentally hired AEs, no one knows who owns what ## When NOT to use - You haven't shipped yet and are doing hypothesis work -- answer the 4 scoring variables first, then run this - You want to plan a single marketing campaign, not a go-to-market system -- channel tactics don't require a motion decision - ACV/TTV are completely unknown -- gather data first; scoring without numbers produces wrong recommendations ## Use this instead - **icp-definer** -- if you don't know who you're selling to, fix that before deciding how to reach them - **positioning-canvas** -- if the question is how to describe the product, not how to sell it - **pricing-teardown** -- motion choice has pricing implications (PLG requires a self-serve tier; sales-led allows "contact us"); run after this ## The 4 deciding variables Score each. The combination de