# Gtm Analyzer > Evaluates current go-to-market positioning versus the market. Analyzes website, content, pricing, ICP alignment, and competitive landscape to identify gaps, opportunities, and produce a GTM health report. - Skill: `ekatasingh1107/gtm-analyzer` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds add ekatasingh1107/gtm-analyzer` - Raw SKILL.md: https://api.skillmd.com/api/skills/ekatasingh1107/gtm-analyzer/raw - Safety review: pending (external: skill-scanner PASS, skillspector PASS) - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: ekatasingh1107 (https://skillmd.com/u/ekatasingh1107) - Updated: 2026-08-19 - Page: https://skillmd.com/skills/ekatasingh1107/gtm-analyzer --- # GTM Analyzer Performs a comprehensive evaluation of your current go-to-market positioning against the competitive landscape and market trends. Audits your website, content strategy, pricing perception, ICP alignment, channel effectiveness, and competitive differentiation. Produces a GTM Health Report with scored dimensions, identified gaps, and prioritized opportunities. ## Prerequisites - `agency.config.json` populated (services, ICP, pricing, brand voice, case studies) - WebSearch tool available - Agency website accessible - Optional: traffic/analytics data - Optional: previous GTM analyzer report for trend comparison ## Capabilities Used 1. `company-researcher` -- competitive landscape analysis 2. `cro-auditor` -- website conversion assessment 3. `content-seo-optimizer` -- content strategy evaluation 4. `icp-builder` -- ICP validation and refinement 5. `brand-voice` -- messaging consistency check 6. `tam-calculator` -- market sizing for opportunity assessment ## Phase 0: Intake Read `agency.config.json`: - `agency.name`, `agency.domain` -- identity - `services[]` -- current service offerings - `icp.segments[]` -- target customer profiles - `pricing` -- pricing structure and positioning - `case_studies[]` -- available proof points - `brand_voice` -- messaging guidelines - `competitors[]` -- known competitors (from `competitive-intel` if available) - `channels[]` -- active marketing/sales channels Accept parameters: - `scope` -- `full` | `quick` | `specific_dimension`. Default: `full` - `dimension` -- (required if scope = `specific_dimension`) one of: `website`, `content`, `pricing`, `icp`, `channels`, `competitive`, `messaging` - `include_recommendations` -- boolean. Default: `true` - `include_competitive` -- boolean, run competitive analysis. Default: `true` - `previous_report` -- path to previous GTM report for comparison ## Phase 1: Website and Digital Presence Audit Evaluate your own website as a GTM asset: ### First Impression (5-second test) - WebSearch: `site:{{agency.domain}}` - What does the homepage communicate in 5 seconds? - Is the value proposition clear? - Is the ICP obvious (who is this for)? - Is the primary CTA visible and compelling? ### Messaging Audit ``` MESSAGING ASSESSMENT --- Homepage headline: [what it says] Clarity: [1-5] -- Does it explain what you do? Specificity: [1-5] -- Is it generic or differentiated? ICP targeting: [1-5] -- Does it speak to the ideal client? Value proposition: [extracted from site] Unique: [yes/no] -- Could a competitor say the same thing? Benefit-driven: [yes/no] -- Focused on client outcomes? Provable: [yes/no] -- Backed by data or case studies? Service pages: Count: [N] Quality: [assessment] Missing services: [services in config not on website] Excess services: [services on website not in config -- scope creep?] ``` ### Trust Elements - Case studies visible: [count and quality] - Client logos: [present/absent, count] - Testimonials: [present/absent, count] - Social proof metrics: [present/absent -- "100+ clients served"] - Certifications/partnerships: [Shopify Partner badge, etc.] - Team/about page: [present/absent, quality] - Blog/content: [present/absent, freshness] ### Conversion Architecture - CTA hierarchy: [primary CTA clear?] - Lead capture forms: [present, number of fields] - Calendar booking: [available?] - Chat/contact options: [available?] - Exit intent: [present?] - Mobile experience: [assessment] ### Website Score ``` Website Dimension Score: [1-10] Messaging clarity: [1-5] Trust elements: [1-5] Conversion architecture: [1-5] Visual quality: [1-5] Mobile experience: [1-5] ``` ## Phase 2: Content Strategy Evaluation ### Content Inventory - WebSearch: `site:{{agency.domain}}/blog` - Total published content pieces: [count] - Content freshness: [last publish date] - Publishing frequency: [posts per month] - Content types: [blog, case study, video, guide, tool] ### Content-ICP Alignment For each ICP segment, check: - Content specifically targeting this segment: [count] - Keywords covered relevant to this segment: [list] - Gaps: topics this segment cares about with no content ### Content Quality Assessment - Depth: [surface-level tips vs comprehensive guides] - Originality: [unique data/insights vs generic advice] - SEO optimization: [titles, meta descriptions, headings, internal links] - CTA integration: [does content drive business outcomes?] - Distribution: [is content shared/promoted beyond the blog?] ### Content Score ``` Content Dimension Score: [1-10] Volume: [1-5] Quality: [1-5] ICP alignment: [1-5] SEO effectiveness: [1-5] Distribution: [1-5] ``` ## Phase 3: ICP and Market Fit Analysis ### ICP Validation Review defined ICP segments against actual client base and market reality: ``` ICP SEGMENT ANALYSIS --- Segment: [name] Defined criteria: [from config] Actual client match: [% of current clients that fit] Market size estimate: [TAM if available] Competition density: [how many competitors target this segment] Win rate signal: [are you winning deals in this segment?] Alignment verdict: STRONG / NEEDS_REFINEMENT / MISALIGNED ``` ### Market Positioning Where do you sit in the market? ``` POSITIONING MAP: Price point: [premium / mid-market / budget] Specialization: [specialist / generalist] Geography: [local / national / international] Client stage: [startup / growth / enterprise] Service depth: [full-service / boutique / niche] ``` ### ICP Score ``` ICP Dimension Score: [1-10] Segment clarity: [1-5] Market-segment fit: [1-5] Client-ICP alignment: [1-5] Segment addressability: [1-5] ``` ## Phase 4: Pricing and Packaging Analysis ### Pricing Perception - Is pricing visible on the website? [yes/no] - Pricing model: [retainer, project, hourly, value-based] - Entry point: [minimum engagement size] - Packaging clarity: [are packages defined and understandable?] ### Competitive Pricing Context - WebSearch: `"{{service_type}} agency pricing" {{geography}}` - Where does your pricing sit vs competitors? - Is the value justification clear at your price point? ### Pricing-Value Alignment ``` PRICING ASSESSMENT --- Service: [name] Price point: [range] Market comparison: [above / at / below market] Value justification visible: [yes/no] Case study ROI proof: [available / missing] Packaging: [clear tiers / custom only / unclear] ``` ### Pricing Score ``` Pricing Dimension Score: [1-10] Market alignment: [1-5] Value communication: [1-5] Packaging clarity: [1-5] Accessibility: [1-5] ``` ## Phase 5: Channel Effectiveness ### Active Channels Audit For each channel in use: ``` CHANNEL: [name] --- Status: [active / dormant / not started] Investment level: [high / medium / low] Activity frequency: [daily / weekly / monthly / sporadic] Content quality: [assessment] Engagement level: [metrics if available] Lead generation: [generating leads? / brand only?] ROI assessment: [positive / neutral / negative / unknown] ``` Channels to evaluate: - Website / SEO (organic inbound) - LinkedIn (personal + company page) - Email outreach (cold email) - Content marketing (blog, video, podcast) - Paid advertising (Google, Meta, LinkedIn Ads) - Referral / partnership program - Events / conferences - Instagram - Twitter/X - YouTube - Community (Discord, Slack, forums) ### Channel-ICP Match ``` ICP Segment: [name] Where they spend time: [channels] Where we're active: [channels] Gap channels: [where ICP is but we're not] Wasted channels: [where we're active but ICP isn't] ``` ### Channel Score ``` Channel Dimension Score: [1-10] Coverage: [1-5] ICP-channel alignment: [1-5] Activity consistency: [1-5] Lead generation effectiveness: [1-5] ``` ## Phase 6: Competitive Differentiation If `include_competitive` = true: ### Differentiation Assessment ``` DIFFERENTIATION MATRIX --- Dimension | Us | Comp 1 | Comp 2 | Comp 3 Core service | [what] | [what] | [what] | [what] Unique angle | [what] | [what] | [what] | [what] Proof points | [count] | [count] | [count] | [count] Content volume | [level] | [level] | [level] | [level] Price position | [tier] | [tier] | [tier] | [tier] ICP overlap | - | [%] | [%] | [%] ``` ### Competitive Advantages - What do you do that no competitor does? - What do you do better than all competitors? - What social proof do you have that competitors lack? ### Competitive Vulnerabilities - Where are competitors stronger? - What do they offer that you don't? - Where are they winning deals you should win? ### Competitive Score ``` Competitive Dimension Score: [1-10] Differentiation clarity: [1-5] Competitive awareness: [1-5] Unique advantages: [1-5] Vulnerability exposure: [1-5] ``` ## Phase 7: GTM Health Report Compile all dimensions into a single health report: ``` GTM HEALTH REPORT -- [Date] Prepared for: [agency.name] === OVERALL GTM HEALTH SCORE: [X]/10 DIMENSION SCORES: Website & Digital Presence: [X]/10 [bar chart] Content Strategy: [X]/10 [bar chart] ICP & Market Fit: [X]/10 [bar chart] Pricing & Packaging: [X]/10 [bar chart] Channel Effectiveness: [X]/10 [bar chart] Competitive Differentiation: [X]/10 [bar chart] --- TOP STRENGTHS: 1. [Strength] -- [evidence] 2. [Strength] -- [evidence] 3. [Strength] -- [evidence] CRITICAL GAPS: 1. [Gap] -- Impact: [HIGH/MEDIUM] -- [what it's costing you] 2. [Gap] -- Impact: [HIGH/MEDIUM] -- [what it's costing you] 3. [Gap] -- Impact: [HIGH/MEDIUM] -- [what it's costing you] OPPORTUNITIES: 1. [Opportunity] -- Effort: [LOW/MEDIUM/HIGH] -- Expected impact: [description] 2. [Opportunity] -- Effort: [LOW/MEDIUM/HIGH] -- Expected impact: [description] 3. [Opportunity] -- Effort: [LOW/MEDIUM/HIGH] -- Expected impact: [description] THREATS: 1. [Threat] -- Likelihood: [HIGH/MEDIUM/LOW] -- [mitigation] 2. [Threat] -- Likelihood: [HIGH/MEDIUM/LOW] -- [mitigation] ``` ## Phase 8: Recommendations Generate prioritized action plan: ``` GTM ACTION PLAN === QUICK WINS (do this week, low effort, high impact): 1. [Action] -- Dimension: [which dimension it improves] Expected impact: [specific] 2. [Action] 3. [Action] SHORT-TERM (next 2-4 weeks): 1. [Action] -- Dimension: [which] Investment: [time/money estimate] Expected impact: [specific] 2. [Action] 3. [Action] MEDIUM-TERM (next quarter): 1. [Action] -- Dimension: [which] Investment: [time/money estimate] Expected impact: [specific] 2. [Action] STRATEGIC (next 6 months): 1. [Action] -- Dimension: [which] Investment: [time/money estimate] Expected impact: [specific] DO NOT DO (traps to avoid): - [Anti-pattern]: [why it's tempting but wrong] - [Anti-pattern]: [why] ``` ## Phase 9: Output Return structured JSON: ```json { "report_date": "2026-03-07", "agency": "{{agency.name}}", "overall_score": 6.8, "dimensions": { "website": {"score": 7.5, "strengths": ["Clear value prop", "Strong case studies"], "gaps": ["No blog", "Weak mobile CTA"]}, "content": {"score": 4.2, "strengths": ["Quality case studies"], "gaps": ["No blog", "No SEO content", "No distribution"]}, "icp": {"score": 8.0, "strengths": ["Well-defined segments", "Strong client-ICP match"], "gaps": ["International segment underserved"]}, "pricing": {"score": 6.5, "strengths": ["Competitive for market"], "gaps": ["No pricing on website", "Packaging unclear"]}, "channels": {"score": 5.8, "strengths": ["LinkedIn active", "Cold email running"], "gaps": ["No SEO", "Instagram dormant", "No referral program"]}, "competitive": {"score": 7.0, "strengths": ["Unique CRO + catalog combo"], "gaps": ["Competitors have more case studies", "Pricing transparency"]} }, "top_strengths": [ "Strong ICP definition with proven client-market fit", "Unique service combination (CRO + catalog) that competitors don't offer", "Compelling case study with real metrics" ], "critical_gaps": [ {"gap": "No content/SEO strategy", "impact": "HIGH", "cost": "Missing organic inbound leads entirely"}, {"gap": "Single case study", "impact": "HIGH", "cost": "Limited social proof for different segments"}, {"gap": "No referral program", "impact": "MEDIUM", "cost": "Not leveraging existing client relationships"} ], "recommendations": { "quick_wins": [ {"action": "Add pricing page with 3 tiers", "dimension": "pricing", "effort": "LOW"}, {"action": "Build second case study from existing client data", "dimension": "website", "effort": "LOW"} ], "short_term": [ {"action": "Launch blog with 2 posts/month targeting ICP keywords", "dimension": "content", "effort": "MEDIUM"}, {"action": "Set up referral incentive for existing clients", "dimension": "channels", "effort": "LOW"} ], "medium_term": [ {"action": "Build SEO content cluster around core services", "dimension": "content", "effort": "HIGH"}, {"action": "Launch LinkedIn thought leadership program", "dimension": "channels", "effort": "MEDIUM"} ] }, "previous_comparison": null, "generated_at": "2026-03-07T10:00:00Z" } ``` ## Phase 10: Review Present the GTM Health Report. **APPROVAL GATE**: "GTM analysis complete. Overall score: [X]/10. Review the action plan?" Save report as `gtm-analysis-{{date}}.md` for historical tracking. Schedule next review: quarterly cadence recommended. ## Example Usage Trigger phrases: - "Run a GTM analysis" - "How strong is our go-to-market?" - "Evaluate our positioning" - "GTM health check" - "Where are the gaps in our marketing?" - "Audit our GTM strategy" - "Compare our positioning to competitors" - "What should we focus on for growth?"