Go-to-Market Principles
Scannednpx machina-cli add skill bofrese/bob/go-to-market --openclawGo-to-Market Principles
Compact reference for distribution, customer acquisition, and growth strategy. Apply when working on GTM strategy, channel selection, or growth planning.
Core Truth
Distribution equals product. Mediocre product + great distribution > great product + weak distribution. Plan distribution before building.
The GTM Question
"If we build this, how will people find out?"
No clear answer = no GTM strategy, just hope.
Channel Categories
Owned (website, email, blog, social)
- Pros: Direct relationship, no platform risk
- Cons: Hard to build from zero
Earned (organic search, PR, referrals, community)
- Pros: High trust, low CAC
- Cons: Slow, hard to control
Paid (ads, sponsorships, affiliates)
- Pros: Fast, scalable, predictable
- Cons: Expensive, stops when budget stops
Winning formula: 1 paid + 1 earned → owned
Channel Selection
Where Does Your Customer Hang Out?
Map customer journey: where they learn, evaluate, decide.
| Customer | Effective Channels |
|---|---|
| Developers | GitHub, HN, dev communities, technical docs |
| B2B buyers | LinkedIn, events, case studies, sales |
| Consumers | Instagram, TikTok, influencers, viral loops |
| SMB owners | Google/FB ads, business groups, referrals |
| Enterprise | Sales, conferences, analyst relations |
Start with ONE Channel
Pick where you have unfair advantage:
- Existing audience
- Channel expertise
- Budget advantage
- Network/relationships
Commit 3 months. Make it work or kill it. Then add second.
Bullseye Framework
Outer Ring (Brainstorm): List 15-20 plausible channels
Middle Ring (Test): Pick 3-5, run cheap tests ($500-2k each), measure CAC
Inner Ring (Focus): Double down on best CAC channel, optimize until plateau, then add next
Don't spread thin. One channel done well.
Common Channels
| Channel | Best For | Time | Cost | Key Metric |
|---|---|---|---|---|
| Content | B2B, dev tools, long sales | 6-12mo | Low cash, high time | Organic → trial |
| Paid Search | High-intent, existing demand | Immediate | $1-50/click | CPC × conv = CAC |
| Paid Social | Awareness, visual products | Immediate | $0.50-10/click | CPM, CTR, conv |
| Sales | High ACV ($10k+), enterprise | 3-6mo cycle | Sales salaries | Meetings, close rate |
| Community | Dev tools, niche audiences | 12+ mo | Low cash, high time | Size, engagement |
| Partnerships | Workflow enhancers | 3-6mo | Rev share or dev | Referred users |
| Referrals | Network effects products | Immediate | Incentive cost | Viral coefficient |
| Influencer | Consumer, visual products | 1-3mo | Commission or fee | Conv per influencer |
CAC Economics
CAC = Total acquisition spend ÷ customers acquired
Include: ad spend, content costs, sales salaries, tools, agencies
Channel viability: CAC < ⅓ LTV
Growth Loops
Viral: User signs up → invites → they sign up → cycle (K > 1 = exponential)
Content: Create content → ranks → signups → users create content → cycle
Performance: Ad spend → customers → revenue → more ad spend → cycle
Sales: Success → case studies → credibility → easier sales → cycle
Best loops are self-reinforcing. Growth creates more growth.
Launch Strategy
Soft (Beta): Limited audience, 1-3mo, learn before wide release. Risk: momentum fizzles.
Public: Announce widely (PH, HN, press), 1-day event. One shot, must be ready.
Rolling: Launch to segments sequentially, 3-6mo. Controlled, learn/adapt.
Distribution Moats
Network Effects: Product improves with users. Reduces CAC over time.
Brand: Strong brand = direct search. Stripe, Notion, Figma.
Organic: Own key search terms. Free acquisition at scale.
Platform: Embedded in platforms customers use. Piggyback distribution.
Build for defensibility, not just initial traction.
Red Flags
"We'll get press and go viral" → Viral isn't strategy, it's luck.
"We'll do everything: ads, content, events..." → Spreading thin. Win one channel.
"Product is so good, people will find us" → No. Distribution isn't automatic.
"GTM after we build" → Backwards. Distribution harder than product.
"Word-of-mouth is our channel" → WOM results from PMF + GTM, not the strategy itself.
GTM Checklist
- Identified where target customer hangs out?
- Picked 1-2 focus channels?
- Have realistic CAC target from LTV?
- Tested channels cheaply first?
- Have content/messaging ready?
- Can measure CAC accurately?
- Identified growth loop?
- Have unfair distribution advantage?
Key Insight
Most products fail from lack of distribution, not bad product.
Build distribution into strategy from day one. Undiscovered product = non-existent product.
Source
git clone https://github.com/bofrese/bob/blob/master/skills/go-to-market/SKILL.mdView on GitHub Overview
Compact reference for distribution, customer acquisition, and growth strategy. Apply it when working on GTM strategy, channel selection, or growth planning.
How This Skill Works
It centers on the core truth that distribution equals product, so plan distribution before building. It guides channel categorization (owned, earned, paid), the Bullseye framework for testing channels, and CAC economics to drive sustainable growth.
When to Use It
- At the start of a GTM strategy for a new product or feature.
- When choosing where to distribute content and acquiring customers (owned, earned, paid).
- When applying the Bullseye framework to brainstorm, test, and focus channels.
- When evaluating CAC and LTV to judge channel viability and spend efficiency.
- When planning launch and growth loops across segments (content, performance, sales, partnerships).
Quick Start
- Step 1: Map the customer journey (learn, evaluate, decide).
- Step 2: Brainstorm 15-20 channels and pick 3-5 to test with cheap experiments.
- Step 3: Focus on the best CAC channel, optimize until plateau, then add another.
Best Practices
- Commit to 3 months on the primary channel to prove value.
- Start with one channel you have an unfair advantage in and optimize.
- Use the winning formula: 1 paid + 1 earned leads to owned distribution.
- Map the customer journey to identify learning, evaluation, and decision points.
- Track CAC versus LTV to decide when to scale or pivot.
Example Use Cases
- Developers engage via GitHub, Hacker News, and technical docs for discovery.
- B2B buyers are reached through LinkedIn, events, and case studies.
- Consumers discover products on Instagram and TikTok through influencers and viral loops.
- SMB owners respond to Google/FB ads, business groups, and referrals.
- Enterprises rely on direct sales, conferences, and analyst relations to win deals.
