Your GTM Plan

The plan drawn as one page, in the order a strategy reads: the goal with a ring for progress, what waits on you (or, once nothing does, the next step) with its button, the day 30 and day 60 milestones and four numbers at a glance; then Positioning (what the plan says, who it is for and the first objection, above where you start from); then where your buyers are; then each channel as a card; then the order channels start in, what the team needs from you, the report day, a change tried before you make it, and the limits. Each channel is approved on its own, with its rules, and every version is kept. Anything that waits on you carries a Needs you chip and an amber edge; everything without one is the plan to read. On a wide screen, On this page sits on the right with every section, the one you are reading marked and a count beside any section holding something that needs you.

A plan you approve in one click is a plan you have not read. So each channel card carries everything you need to say yes or no to it: what it is for, its clock, its money and your time, what its test changes, and the three bars it is judged against with their numbers (success, stop and scale). The first two weeks, its rules and why it is in the plan sit one press down, each with a count so nothing hides. Approving a channel approves those rules; nothing else does.

The team does not decide how much it may do alone. A channel follows approved rules only where you chose that in setup, and the channels that touch people you know, partners or the post always ask, whatever you chose.

Every change is a new version. You can read any old version, see in plain words what changed from it, and go back to it. Going back writes a new version that copies the old one and says which channels restart their test; nothing is rewritten in place.

1. 01Read the goal and Positioning first. If either is wrong, correct it in setup before approving anything. The ring shows only once the goal has a number to count against, and counts progress only once a report has; before that it says nothing is counted yet. With no goal number, the plan, the plan drawer and the team page show no ring and no count at all, and the goal block says Set your goal with a suggested goal you can change, and opens the first step of setup.
2. 02If the channels ask for more of your week than the hours you offered, a line under the goal says how much more and names the channel to start later so the plan fits, with one button, Start that channel later. It holds a channel that has not started for START_LATER_DAYS and moves it to month two; it never deletes it and never touches a channel already running. The card then says the day it starts.
3. 03Where your buyers are lists a community or an event only with a link a web search found for it, and shows the link. Any other place without a link says Our suggestion, check it. A subreddit or a site named in the place (r/SaaS, Hacker News) gets its link only when a search result is on that address. A plan written before this showed no links, so its communities and events are left out with a line saying how many.
4. 04Under the goal, a Needs you row counts what waits for you (each channel to approve, and the creative concepts switch while it is off), with a link to each and a button to the first. Once nothing waits it becomes the next step, a way to this week while channels run.
5. 05For each channel, read what its test changes and its three rules (Keep going if, Stop if, Scale up if), each in that channel’s own measure: reactions per post on the social networks, visits from search for blog and search, clicks to your site and people who messaged you for communities, conversations and meetings from an event for events, the positive reply rate for cold email. How much you posted, sent or registered is only how many the result is counted over; no rule counts your own work alone. Under them one line says what happens in between: the team changes that channel’s own test (the topic of each post, the type of answer, the type of event) and tests again before the clock ends. On communities it also says that replies and upvotes on the thread are not read back yet. Open its first two weeks, then press Approve, Change or Not now. A proposed channel’s card has the Needs you chip and an amber edge until you decide.
6. 06You can also say yes from Approvals, Channels: the same channels with their clock, your time a week and the same rule sentences, word for word, as here, on Home and in the plan drawer, and the same Approve and Not now. Change brings you back here. While none is approved, Today, the top banner and your first week all point there, and one reminder email follows if the plan keeps waiting.
7. 07With usage limits on, approving a channel starts it running, which is part of the paid plans. On the free plan the approval pauses and offers the plans.
8. 08Choose "Ask me every time" unless you are sure; you can change a channel later.
9. 09Download the PDF to share the plan. The print version is lighter for paper. With the brand kit on, the PDF is in your brand as the kit stood when that version was written: the screen copy in the kit's colours, faces and logo, the print copy on white with the kit's accents, faces and logo.
10. 10Where creative concepts are on, each channel card has a Creative concepts fold, with its count, holding two or three concepts to approve into that channel’s queue, and the PDF gains a creative page per channel (see Creative concepts in the plan). Where they can be turned on but are off, the switch heads the channels with the Needs you chip and each card says they are off, with a link to it.
11. 11Press a section in On this page to jump to it; it scrolls without animation where you asked for reduced motion. The plan rail beside it starts folded to a strip on this page so the section list has room, and opens from its handle.
12. 12Use Change the plan, beside the versions above the plan, for the goal, budget, hours or positioning. The channels the change touches are listed before you save.
13. 13With playbooks on, the plan says which playbook and version it started from, and each channel kept from it carries a Playbook chip. With goal playbooks on, it also says which goal and version it starts from, and a channel the goal put first carries the chip too. Add a channel from a playbook takes one channel from any published playbook into a new version, proposed until you approve it; one that would not fit your hours or budget is refused with the reason (see Playbooks).
14. 14Where venture memory is on, press Why this? on a channel to see what the plan used from your venture memory and the Almanac.
15. 15Under When each channel starts, the plan’s order sits above your channels on a timeline by week. Once a channel is approved, Try a change before you make it lets you drag its budget or its test length to read what the change would do; a budget saves now (the test restarts, results kept) or when the test ends, and a test length only shows its effect.

• Your AI GTM team
• A channel