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Go-to-Market Plan

Document template for Google Docs and Word

Make a copy in Google Docs
Type
Document
Price
Free
Pages
10 · US Letter
Style
Corporate
Difficulty
Beginner
Updated
November 1, 2026

Every page (10)

Overview

A launch fails when the target market is everyone, the positioning lists features and nobody owns the funnel. This template makes the key choices explicit: one beachhead segment, two personas, a message that names the buyer's current alternative, tested pricing tiers, channels, sales enablement and funnel targets set backwards from revenue.

The sample is a launch plan for a fictional media-monitoring product from Greystone Media, aimed at housing association communications teams, with a £86M market, three plans from £29 a seat and a funnel of 20,000 visitors to 180 customers. Replace the segment, evidence, prices and owners with your own.

Useful for

  • Agreeing the launch segment, price and channels with the CEO, sales and product leads
  • Briefing sales and partners on positioning, a demo script and discount rules before launch
  • Tracking funnel targets by stage with one named owner for each

What's included

  • Executive summary with headline figures, four findings and a recommendation
  • Market page with a trend chart, a share chart and demand drivers
  • Personas page with survey results and two buyer cards
  • Messaging schedule by audience and channel, with a launch calendar
  • Pricing plans, an annual contract option, a demo call script and an enablement agenda
  • Funnel scorecards and a readiness page, plus a guide page for editing

How to use it

  1. 1

    Click Make a copy in Google Docs, then confirm on the Google page. The copy is saved to your own Google Drive.

  2. 2

    Choose one beachhead segment, move all others to a later list, and rewrite the positioning around your buyer's current alternative.

  3. 3

    Replace the pricing tiers with the evidence you have, and flag any assumptions you have not tested.

  4. 4

    Set funnel targets backwards from your revenue goal using real conversion rates, and give each stage an owner.

  5. 5

    Delete the Make it yours guide page, then share the document or present it.

What you need

Requirements

  • A Google account with access to Google Drive

Works with

  • Google Docs
  • Microsoft Word (download the .docx)

Questions

Are the company and figures real?

No. Greystone Media, its product, people, market size, prices and funnel numbers are fictional sample content. Replace them with your own.

Why only one target segment?

A single beachhead focuses launch spend where buyers are most likely to buy. Other segments move to a later list and are reviewed after the first 90 days.

How should I set funnel targets?

Work backwards from the revenue goal using your real conversion rates. The sample goes from 20,000 visitors to 1,200 trials (6%) to 180 customers (15%).

  • #go-to-market-plan
  • #gtm-strategy
  • #product-launch
  • #product-marketing
  • #positioning
  • #pricing-strategy
  • #launch-plan
  • #google-docs

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