Segment, offer, motion, channels, scoreboard — one page for the next 90 days.
A GTM strategy template is the worksheet for how you enter a segment. It is not the year-long marketing plan and not the business model canvas. Fill this after positioning is chosen. The how-to for the head term stays on /guides/gtm-strategy.
ICP, offer, motion (sales-led, PLG, partner), channels you will actually run, the first-90-day scoreboard, and the risks that would kill the motion.
One account profile. A second ICP is a second sheet.
What they buy, packaged in their words.
Who runs the first conversation and how it closes.
Only the ones with an owner this quarter.
Pipeline, win rate, or PQLs — one primary number.
What would make you stop the motion at day 90.
Scribe expanding from inbound PLG into a one-call mid-market motion.
Scribe
| Field | Filled |
|---|---|
| ICP | Mid-market B2B SaaS, Salesforce, 2+ content hires |
| Offer | Content performance analytics, annual |
| Motion | PQL → AE, one-call close |
| Channels | Product-qualified inbound + 2 webinars / month |
| Scoreboard | 40 PQLs / month, 25% to close |
Do not invent a new segment here.
PLG and enterprise in the same 90 days is two plans.
If a channel is not on the canvas, it will not get staffed.
| Mistake | Fix |
|---|---|
| A 20-page GTM “narrative” | One page. The guide is already written. |
| Channels without owners | Delete the channel. |
Strategy is the motion. The plan template is the week-by-week. Fill strategy first.