Go-to-Market Strategy

Post-Implementation Playbook

A practical guide to put your GTMS to work from Day 1. Share this with your team immediately after the GTMS is finalized so everyone knows what happens next.

Schedule a discovery call Quick-start checklist

1) What your GTMS is—and how to use it

Your Go-to-Market Strategy (GTMS) is the operating system for how you select, pursue, and win work at target margins.

It connects your business vision to day-to-day behaviors across Marketing, BD, and Sales, answering: What do we want? Who will buy it? Why us? How do we win—repeatably?

Inside your GTMS
  • Vision → Metrics guardrails tied to revenue, gross margin, backlog, and hit rate.
  • Ideal Project Profiles (IPPs) with “Avoid” vs. “Retool” factors.
  • Ideal Client Profiles (ICPs) with true-fit qualifiers.
  • Buyer personas with outcomes, risks, and non-price criteria.
  • Positioning & value props with proof (case studies, testimonials).
  • TAM & focus tiers to concentrate resources where returns are highest.
  • Channel strategy mapped to messages and required assets.
  • BD motions & pre-call plans powered by IPPs/ICPs/personas.
  • Sales process (stages, exits, proposal strategy, debriefs).
  • Scoreboard & governance (leading/lagging KPIs, CRM hygiene).

Week-to-week use: Plan quarterly → Prepare pre-call → Pursue with go/no-go → Promote content/proof → Polish quarterly.

2) Distribute the GTMS to your staff

Goal: Inform, align, and invite action. Owner: CEO/President (cc: Sales & Marketing leadership).

Sample email (copy/paste) 
Subject: Our new Go-to-Market Strategy — how we will win the right work

Team,

We’ve finalized our Go-to-Market Strategy (GTMS). This plan focuses our efforts on the projects and clients
where we deliver the most value and profit. Please read the attached GTMS summary and the 1-page
“How I Can Use This” guide.

Why this matters: The GTMS clarifies the project types we want, the clients we’ll pursue, and the way we sell.
It also outlines how Marketing and BD will work together to build the right relationships and opportunities.

What I’m asking you to do this week:
1) Review the attachments.
2) Join the GTMS kickoff session on [date/time].
3) Bring one question or observation about how this helps your role.

Thank you for your focus—this will sharpen our growth and protect our margins.

[Executive Name]
How Well Built can help: Tailored GTMS summary, “How I Can Use This” one-pagers by role, and a CEO email draft.

3) Meet with BD, Sales, and Marketing

Cadence: One 60–90-minute meeting within 1 week of finalizing the GTMS.

Agenda
  • High-level GTMS review + purpose & implementation plan
  • Feedback from the team
  • Activity Plans for each person: targets, channel priorities, assignments, next steps
Outputs: Named targets, channel priorities, assignments, next steps.
How Well Built can help: Facilitate, finalize assignments, and load a 90-day plan into your tracking sheet/CRM.

4) Monthly Sales Process Training (3–6 months)

Purpose: Build a common, repeatable sales method that saves time and improves win rate.

Format: 90 minutes, monthly, with light homework.
  • Two-part go/no-go (project fit → buyer/process fit)
  • Discovery that surfaces budget, decision process, stakeholders, non-price criteria
  • Pre-call plans & meeting structures
  • Proposal strategy, mutual commitments, and closing
  • De-briefs and learning loops

5) Monthly “Using the GTMS” Training (3–6 months)

Purpose: Turn the GTMS into muscle memory for BD meetings and pursuits.

Format: 60–90 minutes, monthly, role-based practice.
  • Preparing for meetings using IPPs/ICPs + persona messaging
  • Turning differentiators into solution stories & proof
  • COI/referral plays & association event plans
  • Time-boxed roleplays for opens, discovery, and next steps

6) Monthly Sales & BD Meeting with Deal Coaching

Cadence: 60–90 minutes, monthly. Participants: Sales lead (chair), BD staff, Marketing lead, Ops rep, Exec sponsor.

Inputs
  • Updated pipeline by stage; activity vs. plan; top deals needing help; upcoming key meetings
Sample agenda
  • Scoreboard (wins, margins, backlog, hit rate, activity vs. plan)
  • Pipeline by stage (filters: IPP/ICP fit, next step, risk)
  • Deal coaching (2–3 active pursuits; prep for upcoming meetings)
  • Target refresh + COI/referral asks
  • Marketing support requests (content, events, proof)
  • Decisions & assignments
How Well Built can help: Chair the meeting, drive rigorous deal coaching, and maintain the sales scoreboard.

7) Quarterly GTM Review & Refresh

  • Update targets, goals, and channel priorities; refresh IPPs/ICPs & personas with market feedback
  • Review TAM signals and adjust focus if needed
  • Triage what’s working/not in Marketing, BD, and Sales
  • Publish the next 90-day activity plan and ownership
How Well Built can help: Facilitate the quarterly review, feed market research, and reset the activity plan.

8) Quick-start checklist (first 90 days)

  • Week 1: Company-wide email; GTMS kickoff; assign owners; publish scoreboard.
  • Weeks 2–3: BD/Sales/Marketing review; confirm targets; load activity plan.
  • Week 4: Sales Training #1; GTMS-Use Training #1; first monthly Sales & BD meeting.
  • Months 2–3: Continue monthly trainings & deal-coaching; update targets monthly; capture new proof monthly.
  • End of Month 3: Quarterly GTM Review; publish next 90-day plan.

Well Built support: Ready-to-use tracker + biweekly touchpoints with your GTM lead to keep momentum.

9) Pricing menu for Well Built support

Pricing shown as typical ranges; final pricing in SOW based on scope, team size, and travel.

#1. Sales Training or GTMS-Use Training
One focused training session (choose either) with prep and materials.
Typical cadence: 1×/month
#2. Sales Training + GTMS-Use Training
Two sessions/month (one of each), prep, materials, and roleplay labs.
Typical cadence: 2×/month
#3. Lead Monthly Sales & BD Meetings
Chair meeting, run scoreboard, coach 2–3 active deals, assign next steps.
Typical cadence: 1×/month
#4. Lead Quarterly GTM Review
2–3 hr quarterly review, priority reset, updated 90-day plan.
Typical cadence: 1×/quarter
#5. Fractional Chief Sales & BD Manager
Includes #2, #3, #4 plus KPI governance, 1:1 coaching, GTM execution oversight.
Typical cadence: Weekly touchpoints

Notes: Travel billed at cost. Volume pricing available when bundling training with deal coaching.

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