Strategy
Strategy is the upstream layer of the GTM stack: the decisions about who you serve, what distinct value you offer, and how you capture it. Every downstream choice — channels, messaging, pricing pages, sales scripts, onboarding flows — inherits from these three.
The order matters and is causal: a shift in ICP changes positioning, which changes pricing, which changes how Marketing, Sales, and Customer Success operate.
Pages:
- ICP & Segmentation — Who is the ideal customer, and who do we deliberately ignore?
- Positioning — What distinct value do we offer, against which alternatives?
- Pricing & Packaging — How do we capture value — model, tiers, and the value metric?
How Strategy connects to the rest of the library
Section titled “How Strategy connects to the rest of the library”The three execution functions — Marketing, Sales, and Customer Success — operationalize these decisions. The two motions on the Library overview (sales-led Lead-to-Revenue and product-led Growth) describe how a stranger flows through that execution into revenue.
See the GTM stack on the Library overview for the full picture, top to bottom.