GTM Plan (Stage 7)
Runs in two situations (PLAN MODE): (a) after decision.verdict == GO for a new idea, OR (b) when the
subject is an already-decided / live product (case B_PRODUCT, or a GTM/marketing-prep request) —
there the product's existence IS the prior GO, so do not gate this stage on a fresh verdict. Turns the
case into an executable plan. Read dossier-schema.md if needed. Write into gtm_plan. Do not render.
Procedure
- Positioning → messaging — carry the stage-4 positioning into 2–3 concrete message lines aimed
at the beachhead.
- Channels & marketing — name specific channels matched to the ICP, with expected CAC per channel
(see
../../lenses/marketing-strategy.md); split brand vs performance; one campaign hypothesis at a time. If paid ads are central, apply
../../lenses/digital-ads.md (funnel math, marginal CAC, incrementality test) — skip it otherwise.
- Launch steps — an ordered, minimal launch sequence.
- Metrics — one North Star, then the AARRR funnel (acquisition / activation / retention /
referral / revenue).
- OKRs — 1–2 objectives with measurable key results for the first cycle.
Writes
gtm_plan.* (positioning, messaging, beachhead, channels, launch_steps, north_star_metric, aarrr,
okrs) and a stages[] record (stage_id: 7).
Console
[Tầng 7 · Kế hoạch GTM] North Star: <…> · kênh: <…>
1---2name: gtm-plan3description: GTM Plan (Stage 7)4---56# GTM Plan (Stage 7)78Runs in two situations (PLAN MODE): (a) after `decision.verdict == GO` for a new idea, OR (b) when the9subject is an **already-decided / live product** (case B_PRODUCT, or a GTM/marketing-prep request) —10there the product's existence IS the prior GO, so do not gate this stage on a fresh verdict. Turns the11case into an executable plan. Read `dossier-schema.md` if needed. Write into `gtm_plan`. Do not render.1213## Procedure141. **Positioning → messaging** — carry the stage-4 positioning into 2–3 concrete message lines aimed15 at the beachhead.162. **Channels & marketing** — name specific channels matched to the ICP, with expected CAC per channel17 (see `../../lenses/marketing-strategy.md`); split brand vs performance; one campaign hypothesis at a time. If paid ads are central, apply18 `../../lenses/digital-ads.md` (funnel math, marginal CAC, incrementality test) — skip it otherwise.193. **Launch steps** — an ordered, minimal launch sequence.204. **Metrics** — one **North Star**, then the AARRR funnel (acquisition / activation / retention /21 referral / revenue).225. **OKRs** — 1–2 objectives with measurable key results for the first cycle.2324## Writes25`gtm_plan.*` (positioning, messaging, beachhead, channels, launch_steps, north_star_metric, aarrr,26okrs) and a `stages[]` record (`stage_id: 7`).2728## Console29`[Tầng 7 · Kế hoạch GTM] North Star: <…> · kênh: <…>`
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