Go-to-Market Planner
Enter the number you have to hit. The planner works backwards to the traffic, leads and opportunities that produce it, then forwards into a channel mix, a phased 90-day plan, and the risks that will break it.
Go-to-Market Planner
LiveWorks backwards from your revenue target to the funnel volume that produces it, then forwards into a channel mix and a phased 90-day plan. If the top of the funnel does not add up, you will see it here rather than in month eight.
The funnel your target requires
Read it bottom-up: this is what has to be true every month for the number to land.
Channel plan
Budget allocated by expected contribution, then trimmed to what your budget can fund properly. Three channels done well beat six that are starved.
With a defined account list and a long cycle, targeted outbound is the only channel that generates pipeline on a schedule you control.
Captures the small share of the market already in-market today. Expensive per lead, but the shortest path to a first closed deal.
Committee buyers self-educate for months before contacting sales. Content is what they find, and what they forward internally.
Win rate is the cheapest number in the funnel to improve, because it costs no additional traffic.
Reaches the 95% not currently buying, so the brand is already familiar when they enter the market.
Still the highest-trust channel in considered B2B purchases, and the fastest route into accounts that ignore cold outreach.
The first 90 days
Sequenced so each phase produces the evidence the next one needs.
Phase 1: Foundation
Days 1–30Make the plan measurable and the offer legible before spending a dollar on reach.
Write the one-sentence positioning statement, then test it against ten buyer conversations. If it needs a paragraph of explanation, it is not finished, and no channel spend will fix that.
Instrument the full funnel end to end: CRM stages, lead source, opportunity attribution, and a single agreed definition of an MQL. Every number in this plan is unverifiable until this exists.
Build the landing page, offer and follow-up sequence for the primary channel only. One path that converts beats five that leak, and you need 321 leads a month through it.
Build the named account list with tiering. Outbound without a real list is just cold email with extra steps.
- Positioning statement signed off by founder and sales lead
- Funnel tracking live and reconciling with the CRM
- One conversion path tested end to end with real traffic
Phase 2: Proof
Days 31–60Prove one channel can produce qualified pipeline at a defensible cost before adding a second.
Run the highest-share channel from the mix below with enough budget to reach statistical signal inside four weeks. Half-funding two channels produces two inconclusive results.
Weekly review of every rejected lead. In the first 60 days the qualitative reason for rejection is worth more than the conversion rate itself.
Ship the three assets that answer the objections that actually appear in sales calls. Not a content calendar, just three assets that unblock deals.
Measure the real cost per opportunity against the 28 per month the target requires. Adjust the plan to the data, not the data to the plan.
- Primary channel producing qualified opportunities at a known cost
- Sales accepting at least half of what marketing qualifies
- Cost per opportunity measured, not estimated
Phase 3: Scale
Days 61–90Add the second channel and remove the biggest constraint the first two phases exposed.
Only now, and only if the first is working. The second channel should complement the first, so pair a demand-capture channel with a demand-creation one so you are not competing with yourself for the same in-market buyers.
By day 60 the data will show which conversion step is furthest below assumption. Fixing one step is usually cheaper than doubling traffic, and it improves every channel simultaneously.
Begin the SEO and content programme now even though it pays back later. Started in month 3, it carries the year-two plan; started in month 12, it does not.
Lock the weekly pipeline review against the 7 customers per month the target needs. Report pipeline coverage, not activity.
- Two channels producing pipeline with known unit economics
- Pipeline coverage at or above the ratio this plan requires
- A twelve-month forecast built from measured rates rather than assumptions
What to measure
Six numbers. Everything else is diagnostic detail you reach for when one of these moves.
| KPI | Target | Cadence |
|---|---|---|
Qualified pipeline created The only leading indicator that reliably predicts closed revenue a cycle from now. Watch it weekly; everything else can wait for the month-end. | 28 opportunities / month | Weekly |
Pipeline coverage At your win rate, this is the coverage multiple required to land the number. Below it, the quarter is already lost, you just do not know it yet. | 4.0x of quota | Weekly |
Cost per acquisition The budget only produces the target at or under this figure. Track it blended and by channel, because the blended number hides the channel that is failing. | ≤ 4,800 | Monthly |
MQL → SQL acceptance rate The health check on targeting and on the marketing/sales relationship. It falls before volume does, which makes it an early warning rather than a post-mortem. | ≥ 45% | Weekly |
Top-of-funnel reach The volume the whole funnel is sized against. Missing it by more than 20% invalidates every downstream target in this plan. | 12,827 visitors / month | Monthly |
Sales cycle length Cycle length compounds against cash. A cycle that stretches by a month pushes a whole cohort of revenue into the next fiscal period. | ≤ 3 months | Quarterly |
What could break this
Generated from your inputs, ordered by severity.