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15 sections98 groups526 leaf topics639 nodes totalplain text · MIT
GTM Operating System & Knowledge Base
├── 00. System Overview, Governance & Communication
│ ├── Overview & Guidelines
│ │ ├── GTM Operating System Overview
│ │ ├── Knowledge Base Index
│ │ ├── Folder & Naming Guidelines
│ │ └── Templates & Standard Formats
│ │
│ ├── Governance
│ │ ├── GTM Ownership
│ │ ├── Roles & Responsibilities
│ │ ├── Decision Rights
│ │ ├── Approval Processes
│ │ └── Leadership Cadence
│ │
│ ├── Internal Readiness
│ │ ├── Organizational Readiness
│ │ ├── Product Readiness
│ │ ├── Sales Readiness
│ │ ├── Marketing Readiness
│ │ └── Customer Success Readiness
│ │
│ ├── Communication Strategy
│ │ ├── Internal Communication
│ │ ├── Executive Communication
│ │ ├── Cross-Functional Alignment
│ │ ├── GTM Updates
│ │ └── Stakeholder Reporting
│ │
│ └── Risk Management
│ ├── GTM Risk Register
│ ├── Market Risks
│ ├── Commercial Risks
│ ├── Operational Risks
│ ├── Dependency Management
│ └── Mitigation Plans
│
├── 01. Strategic Alignment & GTM Planning
│ ├── Business Alignment
│ │ ├── Company Strategy
│ │ ├── Business Objectives
│ │ ├── Growth Ambitions
│ │ ├── Revenue Goals
│ │ └── Strategic Priorities
│ │
│ ├── GTM Strategy
│ │ ├── GTM Thesis
│ │ ├── Strategic Choices
│ │ ├── GTM Model
│ │ ├── GTM Strategy Roadmap
│ │ └── Strategic Alignment
│ │
│ ├── Product-Market Fit
│ │ ├── PMF Hypotheses
│ │ ├── PMF Validation Process
│ │ ├── Customer Evidence
│ │ ├── Usage & Adoption Evidence
│ │ └── PMF Review
│ │
│ ├── GTM Roadmap
│ │ ├── Strategic Initiatives
│ │ ├── Priorities
│ │ ├── Milestones
│ │ ├── Dependencies
│ │ └── Timeline
│ │
│ └── Budget & Resource Planning
│ ├── GTM Budget
│ ├── Marketing Budget
│ ├── Sales Budget
│ ├── Technology Budget
│ ├── People Plan
│ └── Investment Scenarios
│
├── 02. Market & Category Intelligence
│ ├── Market Definition
│ │ ├── Market Boundaries
│ │ ├── Market Segments
│ │ ├── Product & Service Categories
│ │ ├── Geographic Scope
│ │ └── Market Taxonomy
│ │
│ ├── Market Sizing
│ │ ├── TAM Analysis
│ │ ├── SAM Analysis
│ │ ├── SOM Analysis
│ │ ├── Market Sizing Assumptions
│ │ └── Market Sizing Models
│ │
│ ├── Market Research
│ │ ├── Primary Research
│ │ ├── Secondary Research
│ │ ├── Industry Reports
│ │ ├── Industry Trends Report
│ │ └── Market Data Sources
│ │
│ ├── Trend & Shift Analysis
│ │ ├── Industry Trends
│ │ ├── Technology Trends
│ │ ├── Regulatory Trends
│ │ ├── Customer Behaviour Shifts
│ │ └── Market Shifts
│ │
│ ├── Competitive Intelligence
│ │ ├── Competitor Landscape
│ │ ├── Competitor Profiles
│ │ ├── Competitive SWOT Analysis
│ │ ├── Competitor Product Analysis
│ │ ├── Competitor Pricing Analysis
│ │ └── Competitor Monitoring
│ │
│ ├── Category Intelligence
│ │ ├── Category Structure
│ │ ├── Category Maturity
│ │ ├── Category Leaders
│ │ ├── Emerging Categories
│ │ └── Category Opportunities
│ │
│ └── Opportunity Mapping
│ ├── Market Gaps
│ ├── White-Space Opportunities
│ ├── Underserved Segments
│ ├── Growth Pockets
│ └── Opportunity Prioritization
│
├── 03. Customer Targeting & Problem Discovery
│ ├── Customer Segmentation
│ │ ├── Segment Definition
│ │ ├── Segment Attractiveness
│ │ ├── Segment Prioritization
│ │ ├── Segment Scoring
│ │ └── Target Segment Selection
│ │
│ ├── ICP Development
│ │ ├── ICP Definition
│ │ ├── Firmographic Criteria
│ │ ├── Technographic Criteria
│ │ ├── Behavioural Criteria
│ │ ├── Trigger Events
│ │ ├── Positive Indicators
│ │ └── Exclusion Criteria
│ │
│ ├── Buyer Personas
│ │ ├── Economic Buyers
│ │ ├── Decision Makers
│ │ ├── Champions
│ │ ├── End Users
│ │ ├── Influencers
│ │ └── Blockers
│ │
│ ├── Audience Research
│ │ ├── Audience Needs
│ │ ├── Audience Behaviours
│ │ ├── Media Consumption
│ │ ├── Communities & Networks
│ │ └── Research Interviews
│ │
│ ├── Problem Discovery
│ │ ├── Customer Problems
│ │ ├── Pain Points
│ │ ├── Desired Outcomes
│ │ ├── Existing Alternatives
│ │ └── Problem Validation
│ │
│ └── Jobs To Be Done
│ ├── Functional Jobs
│ ├── Emotional Jobs
│ ├── Social Jobs
│ ├── Switching Triggers
│ └── Hiring & Firing Criteria
│
├── 04. Offer, Pricing, Packaging & Revenue Model
│ ├── Offer Design
│ │ ├── Core Offer
│ │ ├── Product Architecture
│ │ ├── Service Architecture
│ │ ├── Offer Components
│ │ ├── Deliverables
│ │ └── Offer Validation
│ │
│ ├── Value Proposition
│ │ ├── Customer Value
│ │ ├── Business Value
│ │ ├── Functional Benefits
│ │ ├── Emotional Benefits
│ │ ├── Proof Points
│ │ └── Value Proposition Canvas
│ │
│ ├── Revenue Model
│ │ ├── Revenue Streams
│ │ ├── Transaction Model
│ │ ├── Subscription Model
│ │ ├── Usage-Based Model
│ │ ├── Service Revenue
│ │ └── Revenue Model Scenarios
│ │
│ ├── Pricing Research
│ │ ├── Willingness to Pay
│ │ ├── Competitor Pricing
│ │ ├── Customer Interviews
│ │ ├── Pricing Experiments
│ │ └── Price Sensitivity
│ │
│ ├── Pricing Strategy
│ │ ├── Pricing Strategy Framework
│ │ ├── Pricing Metrics
│ │ ├── Price Points
│ │ ├── Minimum Commitments
│ │ └── Pricing Governance
│ │
│ ├── Packaging
│ │ ├── Packaging Tiers
│ │ ├── Feature Packaging
│ │ ├── Usage Limits
│ │ ├── Add-Ons
│ │ └── Enterprise Packaging
│ │
│ └── Commercial Policies
│ ├── Discount Policy
│ ├── Offers & Promotions
│ ├── Contract Terms
│ ├── Pricing Exceptions
│ └── Pricing Page
│
├── 05. Positioning, Messaging & Brand
│ ├── Positioning
│ │ ├── Product Positioning
│ │ ├── Service Positioning
│ │ ├── Category Design
│ │ ├── Competitive Positioning
│ │ ├── Positioning Statement
│ │ └── Positioning Validation
│ │
│ ├── Differentiation
│ │ ├── Competitive Differentiation Strategy
│ │ ├── Unique Capabilities
│ │ ├── Defensible Advantages
│ │ ├── Reasons to Believe
│ │ └── Differentiation Proof
│ │
│ ├── Messaging
│ │ ├── Core Narrative
│ │ ├── Messaging Framework
│ │ ├── Audience-Specific Messaging
│ │ ├── Use-Case Messaging
│ │ ├── Taglines
│ │ └── Elevator Pitch
│ │
│ ├── Sales Messaging
│ │ ├── Objection Handling
│ │ ├── Competitive Responses
│ │ ├── Value Conversations
│ │ ├── Proof & Evidence
│ │ └── Message Testing
│ │
│ ├── Copywriting
│ │ ├── Website Copy
│ │ ├── Landing Page Copy
│ │ ├── Campaign Copy
│ │ ├── Sales Copy
│ │ └── Copy Guidelines
│ │
│ └── Branding
│ ├── Brand Strategy
│ ├── Brand Identity
│ ├── Brand Voice
│ ├── Visual Assets
│ ├── Style Guide
│ └── Brand Guidelines
│
├── 06. Route-to-Market & Channel Design
│ ├── GTM Motion
│ │ ├── Self-Serve Motion
│ │ ├── Sales-Led Motion
│ │ ├── Product-Led Motion
│ │ ├── Partner-Led Motion
│ │ ├── Hybrid Motion
│ │ └── Enterprise Motion
│ │
│ ├── Channel Strategy
│ │ ├── Channel Selection
│ │ ├── Channel Prioritization
│ │ ├── Channel Economics
│ │ ├── Channel Roles
│ │ └── Channel Roadmap
│ │
│ ├── Direct Channels
│ │ ├── Inbound
│ │ ├── Outbound
│ │ ├── Direct Sales
│ │ ├── Self-Service
│ │ └── Product-Led Acquisition
│ │
│ ├── Indirect Channels
│ │ ├── Partnerships
│ │ ├── Resellers
│ │ ├── Distributors
│ │ ├── Affiliates
│ │ ├── Marketplaces
│ │ └── Referral Partners
│ │
│ ├── Distribution
│ │ ├── Distribution Channels
│ │ ├── Geographic Distribution
│ │ ├── Digital Distribution
│ │ ├── Partner Distribution
│ │ └── Channel Coverage
│ │
│ └── Channel Testing
│ ├── Channel Hypotheses
│ ├── Channel Experiments
│ ├── Test Budgets
│ ├── Success Criteria
│ └── Channel Evaluation
│
├── 07. Demand Generation & Marketing Engine
│ ├── Marketing Strategy
│ │ ├── Marketing Objectives
│ │ ├── Marketing Roadmap
│ │ ├── Campaign Architecture
│ │ ├── Audience Strategy
│ │ └── Marketing Calendar
│ │
│ ├── Content Engine
│ │ ├── Content Strategy
│ │ ├── Blog & Articles
│ │ ├── Video & Podcasts
│ │ ├── Case Studies
│ │ ├── Lead Magnets
│ │ ├── Sales Enablement Content
│ │ └── Content Calendar
│ │
│ ├── SEO
│ │ ├── Keyword Research
│ │ ├── SEO Content
│ │ ├── On-Page SEO
│ │ ├── Technical SEO
│ │ ├── Link Building
│ │ └── SEO Reporting
│ │
│ ├── Paid Media
│ │ ├── Google Ads
│ │ ├── Meta Ads
│ │ ├── LinkedIn Ads
│ │ ├── Programmatic Advertising
│ │ ├── Retargeting
│ │ └── Ad Creative
│ │
│ ├── Social Media & Community
│ │ ├── Organic Social
│ │ ├── Social Selling
│ │ ├── Community Management
│ │ ├── Community Building
│ │ ├── Influencer Outreach
│ │ ├── Collaborations
│ │ └── Social Calendar
│ │
│ ├── Email Marketing
│ │ ├── List Building
│ │ ├── Newsletters
│ │ ├── Email Campaigns
│ │ ├── Drip Campaigns
│ │ ├── Email Automations
│ │ └── Email Analytics
│ │
│ ├── Campaigns & Acquisition
│ │ ├── Lead Generation
│ │ ├── Cold Outreach
│ │ ├── Webinars
│ │ ├── Events
│ │ ├── ABM Campaigns
│ │ └── ABM Strategy Guide
│ │
│ └── Growth Loops
│ ├── Referral Programs
│ ├── Viral Loops
│ ├── Community-Led Growth
│ ├── Product-Led Growth
│ └── Growth Experiments
│
├── 08. Launch Management
│ ├── Launch Strategy
│ │ ├── Launch Objectives
│ │ ├── Launch Tiers
│ │ ├── Target Audiences
│ │ ├── Launch Markets
│ │ └── Success Criteria
│ │
│ ├── Launch Planning
│ │ ├── Campaign Planning
│ │ ├── Launch Timeline
│ │ ├── Workstreams
│ │ ├── Dependencies
│ │ └── Launch Checklist
│ │
│ ├── Launch Channels
│ │ ├── Product Hunt
│ │ ├── Press & PR
│ │ ├── Customer Launch
│ │ ├── Partner Launch
│ │ └── Community Launch
│ │
│ ├── Launch Assets
│ │ ├── Landing Pages
│ │ ├── Announcement Content
│ │ ├── Sales Materials
│ │ ├── Press Materials
│ │ └── Creative Assets
│ │
│ ├── Launch Coordination
│ │ ├── Internal Alignment
│ │ ├── Team Readiness
│ │ ├── Sales Training
│ │ ├── Support Readiness
│ │ └── Launch Communications
│ │
│ └── Post-Launch Review
│ ├── Launch Performance
│ ├── Customer Feedback
│ ├── Channel Performance
│ ├── Lessons Learned
│ └── Follow-Up Actions
│
├── 09. Sales Strategy, Enablement & Execution
│ ├── Sales Strategy
│ │ ├── Sales Objectives
│ │ ├── Sales Model
│ │ ├── Territory Strategy
│ │ ├── Account Strategy
│ │ └── Sales Capacity Plan
│ │
│ ├── Sales Playbook
│ │ ├── Prospecting Playbook
│ │ ├── Discovery Playbook
│ │ ├── Demo Playbook
│ │ ├── Proposal Playbook
│ │ ├── Negotiation Playbook
│ │ └── Closing Playbook
│ │
│ ├── Qualification
│ │ ├── Qualification Framework
│ │ ├── Discovery Questions
│ │ ├── Opportunity Criteria
│ │ ├── Disqualification Rules
│ │ └── Qualification Scoring
│ │
│ ├── Sales Process
│ │ ├── Sales Stages
│ │ ├── Stage Entry Criteria
│ │ ├── Stage Exit Criteria
│ │ ├── Buyer Journey Alignment
│ │ └── Sales Activities
│ │
│ ├── Sales Conversations
│ │ ├── Discovery Scripts
│ │ ├── Demo Scripts
│ │ ├── Objection Responses
│ │ ├── Negotiation Guidance
│ │ └── Closing Conversations
│ │
│ ├── Commercial Documents
│ │ ├── Proposal Templates
│ │ ├── Business Cases
│ │ ├── ROI Calculators
│ │ ├── Order Forms
│ │ └── Contract Templates
│ │
│ └── Sales Enablement
│ ├── Enablement Curriculum
│ ├── Product Training
│ ├── Competitive Battlecards
│ ├── Sales One-Pagers
│ ├── Call Library
│ └── Certification
│
├── 10. Revenue Operations, Pipeline & Data Foundation
│ ├── CRM Setup
│ │ ├── CRM Architecture
│ │ ├── Objects & Properties
│ │ ├── Lifecycle Stages
│ │ ├── Pipeline Configuration
│ │ ├── Permissions
│ │ └── CRM Governance
│ │
│ ├── Lead Management
│ │ ├── Lead Capture
│ │ ├── Lead Scoring
│ │ ├── Lead Routing
│ │ ├── Lead Qualification
│ │ ├── Lead Handoffs
│ │ └── Lead Recycling
│ │
│ ├── Pipeline Management
│ │ ├── Pipeline Stages
│ │ ├── Pipeline Coverage
│ │ ├── Pipeline Velocity
│ │ ├── Pipeline Reviews
│ │ ├── Deal Inspection
│ │ └── Forecasting
│ │
│ ├── Revenue Processes
│ │ ├── Marketing-to-Sales Handoff
│ │ ├── Sales-to-Success Handoff
│ │ ├── Opportunity Management
│ │ ├── Renewal Management
│ │ └── Expansion Management
│ │
│ ├── Automation
│ │ ├── CRM Automations
│ │ ├── Marketing Automations
│ │ ├── Sales Automations
│ │ ├── Customer Success Automations
│ │ └── Workflow Documentation
│ │
│ ├── Data Foundation
│ │ ├── Data Model
│ │ ├── Data Definitions
│ │ ├── Data Quality
│ │ ├── Data Enrichment
│ │ ├── Data Ownership
│ │ └── Data Governance
│ │
│ └── Technology & Integrations
│ ├── GTM Technology Stack
│ ├── System Integrations
│ ├── Integration Architecture
│ ├── Tool Evaluation
│ ├── Tool Administration
│ └── Technology Roadmap
│
├── 11. Conversion & Funnel Management
│ ├── Buyer Journey
│ │ ├── Awareness Stage
│ │ ├── Consideration Stage
│ │ ├── Evaluation Stage
│ │ ├── Purchase Stage
│ │ └── Journey Friction
│ │
│ ├── Sales Funnel
│ │ ├── Funnel Architecture
│ │ ├── Funnel Entry Points
│ │ ├── Funnel Stages
│ │ ├── Funnel Handoffs
│ │ └── Funnel Leakage
│ │
│ ├── Landing Pages
│ │ ├── Landing Page Strategy
│ │ ├── Page Structure
│ │ ├── Conversion Copy
│ │ ├── Forms
│ │ └── Calls to Action
│ │
│ ├── Conversion Rate Optimization
│ │ ├── CRO Research
│ │ ├── Conversion Barriers
│ │ ├── User Behaviour
│ │ ├── Conversion Hypotheses
│ │ └── CRO Backlog
│ │
│ ├── Trial & Freemium Conversion
│ │ ├── Trial Optimization
│ │ ├── Activation
│ │ ├── Product Education
│ │ ├── Trial Communications
│ │ └── Trial-to-Paid Conversion
│ │
│ └── Commercial Conversion
│ ├── Offer Presentation
│ ├── Business Case Development
│ ├── Proposal Conversion
│ ├── Negotiation Conversion
│ └── Close Rate Improvement
│
├── 12. Customer Success, Retention & Expansion
│ ├── Customer Onboarding
│ │ ├── Onboarding Flow
│ │ ├── Onboarding Communications
│ │ ├── Implementation
│ │ ├── Training
│ │ └── Time to Value
│ │
│ ├── Customer Success
│ │ ├── Success Plans
│ │ ├── Success Milestones
│ │ ├── Customer Health
│ │ ├── QBRs
│ │ └── Customer Feedback
│ │
│ ├── Lifecycle Marketing
│ │ ├── Customer Communications
│ │ ├── Product Education
│ │ ├── Adoption Campaigns
│ │ ├── Re-Engagement
│ │ └── Customer Newsletters
│ │
│ ├── Retention
│ │ ├── Retention Strategy
│ │ ├── Renewal Strategy
│ │ ├── Churn Analysis
│ │ ├── Churn Reduction
│ │ ├── Save Plays
│ │ └── Loyalty Programs
│ │
│ ├── Expansion Revenue
│ │ ├── Expansion Strategy
│ │ ├── Upsell Plays
│ │ ├── Cross-Sell Plays
│ │ ├── Seat Expansion
│ │ ├── Usage Expansion
│ │ └── Account Growth Plans
│ │
│ └── Advocacy
│ ├── Advocacy Program
│ ├── Referral Program
│ ├── Reviews & Testimonials
│ ├── Customer References
│ ├── Case Study Participation
│ └── Customer Community
│
├── 13. Metrics, Analytics & Continuous Improvement
│ ├── KPI Framework
│ │ ├── North-Star Metrics
│ │ ├── Leading Indicators
│ │ ├── Lagging Indicators
│ │ ├── Targets
│ │ └── Guardrail Metrics
│ │
│ ├── Unit Economics
│ │ ├── Customer Acquisition Cost
│ │ ├── Customer Lifetime Value
│ │ ├── CAC to LTV
│ │ ├── Payback Period
│ │ └── Contribution Margin
│ │
│ ├── Funnel Analytics
│ │ ├── Funnel Metrics
│ │ ├── Funnel Analysis
│ │ ├── Conversion Rates
│ │ ├── Stage Velocity
│ │ └── Funnel Cohorts
│ │
│ ├── Marketing Analytics
│ │ ├── Campaign Reporting
│ │ ├── Channel Performance
│ │ ├── Content Performance
│ │ ├── Paid Media Performance
│ │ └── Marketing ROI
│ │
│ ├── Attribution
│ │ ├── Attribution Model
│ │ ├── Source Attribution
│ │ ├── Campaign Attribution
│ │ ├── Revenue Attribution
│ │ └── Attribution Limitations
│ │
│ ├── GTM Dashboards
│ │ ├── Executive Dashboard
│ │ ├── GTM Dashboard
│ │ ├── Marketing Dashboard
│ │ ├── Sales Dashboard
│ │ ├── Customer Success Dashboard
│ │ └── Revenue Dashboard
│ │
│ ├── Customer & Deal Intelligence
│ │ ├── Win-Loss Analysis
│ │ ├── Lost Deal Analysis
│ │ ├── Customer Feedback Analysis
│ │ ├── Objection Analysis
│ │ └── Competitor Mentions
│ │
│ ├── Experimentation
│ │ ├── Experiment Backlog
│ │ ├── A/B Testing
│ │ ├── Experiment Design
│ │ ├── Experiment Results
│ │ └── Experiment Learnings
│ │
│ └── Optimization
│ ├── Funnel Fixes
│ ├── Message Iteration
│ ├── Offer Iteration
│ ├── Channel Doubling Down
│ ├── Process Improvement
│ └── Kill List
│
└── 14. Scaling, Integration & Repeatability
├── Market Expansion
│ ├── New Segments
│ ├── New Use Cases
│ ├── New Verticals
│ ├── New Geographies
│ └── Global Campaigns
│
├── GTM Team Scaling
│ ├── GTM Team Design
│ ├── GTM Team Hiring
│ ├── Role Scorecards
│ ├── Onboarding & Training
│ ├── Agency Strategy
│ └── Contractor Management
│
├── RevOps Scaling
│ ├── RevOps Operating Model
│ ├── Process Standardization
│ ├── Systems Scaling
│ ├── Data Scaling
│ └── Reporting Scaling
│
├── Automation at Scale
│ ├── Marketing Automation
│ ├── Sales Automation
│ ├── Customer Success Automation
│ ├── Workflow Orchestration
│ └── Automation Governance
│
├── Playbooks & SOPs
│ ├── Repeatable Playbooks
│ ├── Standard Operating Procedures
│ ├── Checklists
│ ├── Templates
│ ├── Quality Standards
│ └── Playbook Versioning
│
├── Integration
│ ├── Cross-Functional Integration
│ ├── Marketing & Sales Integration
│ ├── Sales & Success Integration
│ ├── Product & GTM Integration
│ └── Technology Integration
│
└── Continuous Scaling Review
├── Scaling Readiness
├── Capacity Constraints
├── Operational Bottlenecks
├── Scaling Risks
├── Investment Priorities
└── Scaling RoadmapTip: filter dims everything that doesn't match. Copy grabs the whole tree, not the filtered view.
Most go-to-market advice arrives as a tactic. This is the opposite: a map of the whole territory, with nothing filled in. It's the file structure of a working GTM operating system — the same shape whether you're a two-person startup writing your first ICP or a scale-up rebuilding attribution for the third time.
It's designed to be read by a language model. Give an AI a blank prompt and it will invent a plausible-sounding GTM plan. Give it this tree first and it knows where every answer belongs, what's adjacent to what, and — usually more valuable — what you haven't written down yet.
Templates make you write. Structure makes you notice. A go-to-market function fails in the joints — marketing-to-sales handoff, sales-to-success handoff, the gap between what pricing promises and what onboarding delivers. Those joints only become visible when you can see the whole system at once, which is exactly what a flat list of best practices never gives you.
The tree is deliberately opinionated about sequence. Strategic alignment comes before market intelligence, which comes before targeting, which comes before offer and pricing, which comes before positioning. You can work out of order — most teams do — but the numbering tells you what you're borrowing against when you skip a step.
Founders writing their first GTM plan. Heads of revenue inheriting a mess. RevOps leads building a knowledge base from scratch. Consultants who need a diagnostic that fits on one page. And anyone building an AI agent, GPT, or internal assistant that has to reason about go-to-market and needs a taxonomy to reason inside of.