Templates
Fill-in-the-blank, not start-from-scratch.
Four templates we use internally — copy the structure, answer the prompts honestly, and you'll have something better than a generic framework in twenty minutes.
90-Day GTM Plan Template
The structure we use to sequence a launch or a relaunch — foundations first, compounding assets second, scale third.
Days 1-30: Foundations
- What's the single highest-intent channel for this launch?
- What's the one clear CTA every asset points to?
- What's tracked, and how will you know it's working by day 30?
Days 31-60: Expand
- Which channel gets the second investment, and why that one?
- What content or proof assets does the sales/conversion motion need by now?
- What's the first thing you'll kill if it's not working?
Days 61-90: Compound
- What's becoming a repeatable system rather than a one-off push?
- What did you learn in the first 60 days that changes the next 90?
- What's the KPI you'll report against at day 90?
Positioning Statement Template
One sentence, filled in honestly, that forces the actual differentiation to surface.
Fill in the blanks
- For [specific target customer]
- who [has this specific problem or need]
- [Your product] is a [category]
- that [key benefit / reason to believe]
- Unlike [primary alternative]
- we [key differentiator — the thing that's actually true and actually different]
Content Calendar Template
A simple structure that maps content to the buying journey stage it's actually meant to serve, not just a publish date.
Per piece of content, capture
- Target keyword or question it answers
- Funnel stage: Unaware / Problem-aware / Solution-aware / Decision
- Primary CTA — what should the reader do next?
- Which existing page(s) should link to it, and which should it link to?
Marketing Budget Allocation Template
How to split a monthly budget across foundations, proven channels, and experiments — the ratio shifts with maturity, the categories don't.
Three buckets
- Foundations (measurement, site, basics) — non-negotiable share until in place
- Proven channels (what's already working) — the majority of spend once foundations exist
- Experiments (new channel tests) — capped, time-boxed, with a clear kill criterion
Want yours pre-filled with your context?
The Strategy Builder generates a personalized 90-day plan from these same structures.
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