gtm-strategy

# GTM Strategy Decides *how* the product reaches buyers repeatably — the motion, the channels, and the economics that have to hold for it to work. This is the layer above a launch plan: `launch-plan` runs one release, this decides the machine that runs every release. **Grounded in:** *Crossing the Chasm* — Geoffrey Moore: pick one beachhead segment and dominate it before widening, because a GTM motion that serves everyone reaches no one. Paired with the SaaS unit-economics discipline (CAC payback and LTV:CAC as constraints, not scorecards) — the motion you can afford is determined by your ACV, and most GTM failures are a motion/ACV mismatch rather than an execution problem. **The load-bearing idea:** your price point chooses your motion. A $40/year product cannot support a salesperson, and a $200k product will not close itself through a self-serve funnel. Decide the motion the economics permit, then build the channels that feed it. ## When to use this - Entering a new segment, geography, or market where the existing motion may not carry over. - CAC payback has stretched and nobody can say which channel is responsible. - Deciding between self-serve, sales-assisted, and enterprise motions for the same product. - A launch plan exists but the question "who does this reach, and how, after launch week?" has no answer. - Before hiring the first salesperson, or before deciding not to. - When two motions are running at once and quietly competing for the same buyer. ## Before you ...