Gtm Planner Marketing

gtm-planner-marketing

Agent: VP Marketing

L1 marketing leader (1x) reporting to the CBO, responsible for GTM planning, demand generation strategy, and marketing activation across all channels.

Department ethos: ideal-marketing.md

Skill Description

Develops the overall go-to-market plan for the marketing function including channel mix, timing, budget allocation, and positioning strategy tied to revenue objectives.

When to Use

• When a new product or major feature launch requires a coordinated marketing plan across all channels.
• When entering a new market segment or geography that needs a tailored GTM motion.
• When annual or semi-annual marketing strategy resets require a fresh plan aligned to updated revenue targets.
• When competitive positioning shifts demand a revised channel mix and messaging framework.

Workflow

1. Synthesize market inputs: Gather ICP definitions, competitive landscape, product positioning, and revenue targets from product marketing, sales, and CBO. Use the ICP-to-channel mapping in references/framework.md to structure inputs. Deliverable: market context brief.
2. Define GTM objectives: Translate revenue targets into marketing-specific objectives using the KPI framework in references/framework.md. Assign measurable KPIs per objective. Deliverable: GTM objectives with KPIs.
3. Select channel mix: Score and rank channels using the channel priority matrix model in references/framework.md. Prioritize channels scoring ≥ 14/20. Deliverable: scored channel priority matrix.
4. Build timeline: Sequence marketing activities against the GTM phase model in references/framework.md — pre-launch, launch, amplification, steady state. Identify phase gates and channel activations per phase. Deliverable: GTM timeline with phase gates.
5. Allocate budget: Distribute the marketing budget using the stage-based budget allocation model in references/framework.md. Tie each allocation to an expected output (leads, pipeline, impressions). Deliverable: budget allocation with ROI projections.
6. Align cross-functional stakeholders: Present the GTM plan and work through the sign-off checklist in references/framework.md. Resolve conflicts on timing, messaging, or resource allocation. Deliverable: cross-functional sign-off document.
7. Publish and distribute: Finalize the GTM plan and distribute to all execution teams. Ensure every channel owner has their specific brief, timeline, and budget. Deliverable: published GTM plan with channel-specific briefs.

Anti-Patterns

• Product-out planning: Building the GTM plan around product features rather than buyer problems and market positioning. Why: feature-led plans produce messaging that resonates internally but fails to connect with buyer pain points.
• Channel comfort bias: Selecting channels based on team expertise rather than ICP behavior data. Why: marketers default to channels they know, which may not be where target buyers actually consume information.
• Budget-before-strategy: Locking budget allocations before defining objectives and channel priorities. Why: budget-first planning forces strategy to fit arbitrary constraints rather than revenue logic.
• Planning in isolation: Building the GTM plan without sales, product, and CS input. Why: marketing plans that ignore sales capacity, product readiness, or customer feedback produce campaigns that launch into organizational misalignment.

Output

On success: Produces a comprehensive GTM plan document containing market context, objectives with KPIs, channel priority matrix, phased timeline, budget allocations with ROI projections, and channel-specific briefs. Delivered to CBO, sales leadership, product marketing, and all channel execution teams.

On failure: Report which strategic inputs were unavailable (ICP data, competitive intelligence, revenue targets), what assumptions were substituted, and recommend steps to fill gaps before plan finalization.

Related Skills

• gtm-activation-marketing — Executes the activation phase of the GTM plan this skill produces.
• demand-gen-planner — Translates the GTM plan's channel strategy into specific lead volume targets and MQL definitions.
• channel-signal-analyst — Provides historical channel performance data that informs channel mix selection.
• marketing-attribution-modeller — Supplies the attribution data used to project channel ROI in budget allocation.