To run a go-to-market plan, you need to have your foundational messaging elements in place.

Company Type

• firmographics of the type of company you want to reach
• industry, team size, revenue

Persona

• the primary person your product helps
• or the primary buyer

Context

• details about this personas day-to-day role & responsibilities

Current Alternative to your Product

• What they are using today
• A product, a process, a service provider, or no solution

Problem(s)

• What issues arise from that way of doing things?

Capabilit(ies)

• New abilities unlocked by your product

Feature(s)

• The technical aspects that power your capabilities

Benefit(s)

• The state changes driven by your capabilities
• An increase of something good or decrease of something bad

Product Category

• The frame of reference for your product that should highlight your strengths and downplay your weaknesses

"Trusted By" Company List

• The companies that would display credibility the most for your target persona/company type

External Rating(s)

• G2 ratings, awards, NPS score, etc.

Testimonial(s)

• What others say about you
• Could be long-form or short-form

Team

• The types of people that represent your company to the world
• The roles that will interface with customers

Founder (or Founding) Story

• the "we built it in a garage" lore

Company Values

• What you stand for and how you run your business

Company Purpose

• Why you exist
• Your vision for the future

Trends

• What is happening in the world that answers "why now"

These elements then can be combined to form "compounds" (go-to-market assets) such as:

• Website pages
• Sales & investor decks
• Outbound email scripts
• Podcast topics
• Blog posts