It becomes the blueprint for your marketing and sales teams. It becomes the bible for every new sales or marketing person to ramp. It becomes a powerful tool to align the rest of the team behind a go-to-market plan. The GTM playbook is the backbone for repeatable sales that is the core of GTM Fit and unlocking growth. It’s that important. [...]

What does a GTM playbook look like? The GTM playbook is a recipe to find and win customers over and over again. It has three main components:

1. Customer Journey Stages:  From urgent pain, to initial engagement, to win, to hero.
2. GTM Actions (for each stage):  What’s done/said? Who’s involved? Exit criteria?
3. GTM Deliverables (for each stage): What does the rest of the company do/build to support that stage of the playbook?
   

Playbook 1.0 has to be simple. If the playbook diagram doesn’t fit on one to two pages, it’s not ready. Getting there is harder than it sounds. It takes distillation, sacrifice, and constant iteration on the ground with sales and marketing reps.

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