SKILL.md
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Mode
When to Use
ACV
Buyer
Product-led (PLG)
Value in minutes; self-evaluate; simple adoption
<$10K
Buyer = end user
Sales-led (SLG)
Multi-stakeholder; complex procurement; implementation
>$25K
Enterprise; negotiation
Marketing-led (MLG)
Content, SEO, paid drive awareness; market education
Varies
Demand gen focus
Hybrid
PLG for acquisition; sales for expansion
Common
Self-serve → sales handoff
Decision factors: ACV, product complexity, buyer profile, how customers want to buy. Target LTV:CAC ≥3:1; CAC payback <12 months.
90-Day Execution Framework
Phase
Weeks
Focus
Market analysis
1–3
Validate demand; competitive landscape; TAM; buying signals
Strategy design
4–6
ICP, personas; positioning; pricing; GTM mode; channels
Execution build
7–9
Messaging, content, sales playbook; tech stack
Launch & iterate
10–12
Go live; measure; iterate
Key: Connect plan to real buying activity within 90 days—not disconnected strategy documents.
ICP vs Buyer Persona
Type
Level
Defines
ICP
Company
Which organizations deliver best unit economics; firmographics (industry, size, revenue), technographics, problem intensity
Buyer persona
Individual
Decision-makers within target companies; roles, goals, pain points, objections, preferred channels
ICP impact: Companies with clearly defined ICPs see higher conversion rates and lower CAC. Include negative profiles (explicit disqualifiers) to protect pipeline quality.
Market Analysis
Element
Purpose
TAM
Total addressable market; named account lists; primary TAM, serviceable TAM, accounts with buying signals
Competitive landscape
Customer bases, strengths, weaknesses, positioning claims
Buying patterns
Replace assumptions with data; customer pain points; decision criteria
Enterprise / High-ACV Challenges
Challenge
Mitigation
Customization
Product modularity; professional services; clear scope
Data security / private deployment
On-prem or private cloud; compliance; security certifications
Procurement cycles
Multi-stakeholder alignment; champion building; long sales cycles
Buy vs SaaS
Total cost of ownership; flexibility; ongoing value
Use: When GTM targets enterprise or high-ACV—expect longer cycles, procurement, and security requirements.
New Market Entry
~70% of international market entries fail within two years—often from overestimating demand, underestimating execution, spreading resources thin.
Entry model
Trade-off
Organic expansion
High control; slower; capital-intensive
Strategic partnerships
Faster access; shared risk; reduced control
M&A / Acquisition
Immediate presence; high integration risk
Asset-light (EOR, outsourcing)
Fastest; minimal upfront; market testing
Pilot testing
Lowest commitment; validation
Critical: Domestic playbook won't transfer. Buying behaviors vary (self-service US vs consultation-heavy Europe vs relationship-driven APAC); competitive landscapes shift; regulatory complexity multiplies (GDPR, data localization).
Repositioning
Repositioning = Strategic shift in who you serve, what problem you solve, where you play. Rebranding = Visual/verbal expression (logo, voice). Repositioning ≠ rebrand.
When to reposition
Avoid
Moving upmarket (SMB → enterprise)
Quick fix for missed quarters
New geography with different dynamics
Leadership boredom
ICP fundamentally changed
Major pivot, launch, or acquisition
Success factors: Research-driven (customer discovery, market analysis); cross-functional alignment (sales, marketing, product, clinical); sharp differentiation.
Cross-Functional Alignment
- RACI: Responsible, Accountable, Consulted, Informed—clarify roles across teams
- Shared timelines, tools, accountability
- Consistent messaging across all channels
Output Format
- Scenario (product launch, new market, repositioning, feature)
- GTM mode (PLG/SLG/MLG/Hybrid) recommendation
- 90-day phase plan
- ICP and persona (or link to project-context)
- Market analysis checklist
- Launch execution → see product-launch
Related Skills
- product-launch: Launch execution; channels, timeline, checklist; implements GTM for product launch
- pmf-strategy: Validate PMF before scaling GTM
- cold-start-strategy: First users; differs from full GTM (0→1 vs commercialization)
- rebranding-strategy: Domain change, 301, announcement; when repositioning includes rebrand
- localization-strategy: New market entry; i18n, multilingual
- paid-ads-strategy: Ad channel for GTM
- website-structure: Pages needed for GTM
- branding: Positioning, differentiation; GTM messaging foundation