<quick_start> ICP scoring: 80+ = Ideal | 60-79 = Good | 40-59 = Marginal | <40 = Pass

Positioning statement:

For [target] who [need], [product] is a [category] that [benefit]. Unlike [alternative], our product [differentiator].

Value-based pricing: Price at 10-20% of quantified value delivered

Opportunity score: /100 across Market Fit, Technical Fit, GTM Fit, Personal Fit, Economics </quick_start>

<success_criteria> GTM strategy is successful when:

• ICP documented with scoring criteria (firmographics, technographics, psychographics)

• Positioning statement follows April Dunford framework

• Pricing anchored to quantified value (not cost-plus)

• Tier structure follows Good/Better/Best with clear feature gates

• Opportunity scoring identifies red flags and good signals

• Battle cards created for top 3 competitors

• Launch checklist completed (pre-launch, launch, post-launch) </success_criteria>

<core_content> Comprehensive guide for B2B go-to-market strategy, pricing, and opportunity evaluation.

Quick Reference

Framework Purpose When to Use

ICP Development Define ideal customer Before any outreach

Positioning Differentiate in market Product launch, pivot

Messaging Hierarchy Consistent communication Sales enablement

Competitive Intel Understand landscape Deal strategy, positioning

Value-Based Pricing Price by value delivered Setting initial prices

Tier Structure Package offering Feature gating decisions

Opportunity Scoring Evaluate fit New client/project decisions

Part 1: Go-To-Market Strategy

Component Key Output Quick Reference

ICP Development Scored profile (firmographics + technographics + psychographics) 80+ Ideal, 60-79 Good, 40-59 Marginal, <40 Pass

Positioning April Dunford canvas → positioning statement "For [target] who [need], [product] is a [category] that [benefit]"

Messaging 3-level hierarchy: Strategic → Solution → Persona 3 max differentiators per level

Competitive Intel Battle cards per competitor Strengths, weaknesses, objection handling, win strategy

Channel Strategy GTM motion selection PLG / Sales-Assisted / Enterprise / Partner

Launch Playbook Pre-launch → Launch → Post-launch checklists T-30 / T-0 / T+30 milestones

See reference/gtm.md for ICP templates, positioning canvas, battle card structure, channel strategy details, and launch checklists.

Part 2: Pricing Strategy

Model Best For Key Principle

Flat rate Simple products Low complexity

Per seat Team tools Scales with usage

Usage-based APIs, infra Pay-as-you-go

Tiered (Good/Better/Best) Feature differentiation Anchor to middle tier

Hybrid Enterprise SaaS Combine seat + usage

Value-based pricing formula: Price at 10-20% of quantified value delivered (time savings + revenue impact + cost avoidance).

Feature gating: Gate by scale (users, API calls), sophistication (advanced features), or control (SSO, audit logs). Never gate security or data export.

Discounting: Volume (10-30%), term (15-25%), competitive (20-40%), strategic (up to 50%). Alternatives: extended terms, training, milestone unlocks.

See reference/pricing.md for value calculation templates, tier structure frameworks, pricing psychology tactics, and discounting strategy.

Part 3: Opportunity Evaluation

Quick score: /100 across Market Fit (25), Technical Fit (20), GTM Fit (20), Personal Fit (20), Economics (15).

Score Action

80-100 STRONG PURSUE — Prioritize

60-79 EXPLORE — Worth time investment

40-59 CONDITIONAL — Only if specific factor changes

0-39 PASS — Opportunity cost too high

Red flags: Unclear payment, expanding scope pre-start, pressure to decide fast, misaligned incentives, economics don't work even optimistically.

GTM complexity: PLG (<$2K, days) → Low-Touch ($2-15K, weeks) → Mid-Market ($15-100K, months) → Enterprise ($100K+, 6-18mo).

See reference/opportunity.md for evaluation templates (projects, clients, partnerships), detailed scoring, unit economics, and complexity levels.

Reference Files

• reference/gtm.md

• ICP templates, launch playbooks, channel strategy

• reference/pricing.md

• Models, value-based pricing, psychology

• reference/opportunity.md

• Scoring, unit economics, complexity