stg-designing-gtm

A phase-gated GTM plan structures channel sequencing, budgets, and exit/kill gates across Validation, Traction, and Scale phases. It enforces stepwise gating and diagnostic risk assessment to guide execution governance.

GTM messaging is derived by loading upstream Value Proposition and segment hypotheses, then tracking dependencies from those upstream units to ensure consistent, validated messaging frameworks across go-to-market channels.

Phase-gated GTM planning applies to PLG, Sales-Led, Network, Hybrid, and Marketplace patterns. It validates channel sequencing and KPI targets regardless of whether your motion is product-led or sales-led.

A hypothesis register is an upstream tracking document that your GTM plan aligns with during BUILD. It ensures your phase gates, KPI targets, and messaging derivation remain tightly validated against documented segment and value proposition assumptions.

KPI targets are set by applying stepwise gating across Validation, Traction, and Scale phases. Each phase enforces specific gate criteria and diagnostic checks to ensure actionable KPIs before advancing channel sequencing.

You must load upstream inputs like the hypothesis register and Value Proposition before drafting phase 1 validation channels. Dependency tracking from these upstream units is required to enforce proper gate criteria and messaging derivation.