iDWong Go-to-Market
Scope: how the product reaches its market. Assumes direction and pricing are settled (
pm-strategy-frameworks). Produces market-entry decisions and launch artifacts.
Language: reference files are the original English sources. Deliver in the user's language.
Step 1: Pick the module
| What the user is really asking | Module | Reference |
|---|---|---|
| Which market do we attack first | Beachhead Segment | references/beachhead-segment.md |
| Who exactly is our best customer | Ideal Customer Profile | references/ideal-customer-profile.md |
| Full launch plan | GTM Strategy | references/gtm-strategy.md |
| Which channels / which motion mix | 7 GTM Motions | references/gtm-motions.md |
| How does growth compound on itself | 5 Growth Loops | references/growth-loops.md |
| Sales asks "why not competitor X?" | Competitive Battlecard | references/competitive-battlecard.md |
Step 2: Workflows
Workflow A — Full launch plan
references/workflows/plan-launch.md.
Beachhead → ICP → positioning & messaging → channels → launch timeline.
Order matters: beachhead before ICP, ICP before channels. A channel plan written before the ICP is a budget allocation exercise, not a GTM strategy.
Beachhead is scored on four criteria (beachhead-segment.md): burning pain, willingness to pay,
winnable share, referral potential. A segment that scores high on pain but low on winnable share
is the classic trap — big need, but you can't win it yet.
Workflow B — Growth strategy
references/workflows/growth-strategy.md, using growth-loops.md + gtm-motions.md.
Pick primary and secondary loops, compute the loop coefficient, then choose the motion mix that feeds them.
Loops and motions are not alternatives. Loops are how growth compounds; motions are how you prime the pump. A motion mix with no loop behind it stops the day you stop spending.
Workflow C — Competitive battlecard
references/workflows/battlecard.md.
One card per competitor: positioning, feature comparison, pricing comparison, objection handling, win/loss patterns.
This is a sales-facing combat artifact, not an analysis document — claims must be defensible in front of
a prospect. For deep competitive analysis use pm-competitor-deconstructor and feed its conclusions in here.
Quality checklist
- Beachhead names one segment, not a ranked list of five. Choosing is the deliverable
- Beachhead scored on all four criteria, with winnable-share honestly assessed
- ICP is built from actual customer data or clearly labeled as hypothesis — not demographics invented to match the product
- Motion mix is 2-3 motions, not all 7. Every motion listed has an owner and a budget order of magnitude
- At least one growth loop with an estimated coefficient; if the coefficient is below 1, say so explicitly rather than calling it a loop
- Messaging traces back to a value proposition from
pm-strategy-frameworks, not written fresh here - Battlecard claims are verifiable — no unsourced "we're faster than X"
- Launch plan has a date, an owner, and a go/no-go criterion per milestone
Fallbacks
- No customer data for the ICP: build the hypothesis version, label every field as hypothesis, and hand back a PMF/ICP survey to run (
pm-survey-designer) - User wants all 7 motions: pick 2-3 and state what gets dropped and why. Spreading across 7 motions with one team is the most common GTM failure
- Product has no plausible growth loop: say so. Not every product is loop-driven; some are legitimately sales-led. Don't fabricate a viral mechanism
- Battlecard on an unfamiliar competitor with no data: list what needs researching rather than guessing feature parity
Flow output path: when run as pm-master stage -1, write the GTM plan to prd/strategy/gtm.md
(the flow's gate globs prd/strategy/gtm*.md). Standalone runs may write anywhere the user asks.
Handoffs
Upstream — pm-strategy-frameworks (strategy, value prop, pricing settled); pm-market-research (segment sizing);
pm-competitor-deconstructor (competitive intel feeding the battlecard);
pm-master stage -1 of the single 13-stage lifecycle flow (run under the 全量 or 立项 tailoring).
Downstream — pm-growth-marketing (positioning statements, naming, north star metric from the chosen ICP);
pm-okr-designer (launch metrics → OKRs); pm-tracking-spec-writer (funnel and loop instrumentation);
pm-experiment-designer (channel and loop experiments); pm-release-notes (launch communication).
Handoff summary format (≤10 lines): beachhead chosen / ICP one-liner / primary loop + coefficient / motion mix / launch date / biggest open risk.