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go-to-market-playbook

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🇺🇸

Original

English
🇨🇳

Translation

Chinese

⚠️ 区分 B2B 与 2C

⚠️ 区分 B2B 与 2C

本 skill 默认偏 dev / 开源 / B2B SaaS。若产品是 2C 消费品 / 教育 / 应用 / 游戏：核心指标换成 D1/D7/D30 留存、激活率、病毒系数 K（非 MRR/CAC/LTV）；冷启动渠道换成垂类社区 / 短视频 / 垂直 KOL（非 PH/HN/LinkedIn）。完整 2C 适配指南 + 各国渠道公开数据见 → 
gingiris-seo-geo/references/2c-adaptation.md
。
本 skill 默认偏 dev / 开源 / B2B SaaS。若产品是 2C 消费品 / 教育 / 应用 / 游戏：核心指标换成 D1/D7/D30 留存、激活率、病毒系数 K（非 MRR/CAC/LTV）；冷启动渠道换成垂类社区 / 短视频 / 垂直 KOL（非 PH/HN/LinkedIn）。完整 2C 适配指南 + 各国渠道公开数据见 → 
gingiris-seo-geo/references/2c-adaptation.md
。

📦 Install

📦 安装

bash
clawhub install go-to-market-playbook
What you get after installing:
  • Positioning canvas and ICP worksheet you can fill in for any product launch
  • Channel-market fit matrix matching distribution to your buyer journey
  • Competitive battle cards and objection-handling messaging framework
bash
clawhub install go-to-market-playbook
安装后你将获得：
  • 可用于任意产品发布的定位画布和ICP工作表
  • 匹配买家旅程的渠道-市场适配矩阵
  • 竞品对战卡片和异议处理话术框架

Go-to-Market Strategy Template — B2B & B2C Launch Planning

上市（Go-to-Market）策略模板 — B2B与B2C发布规划

🌍 Language / 语言: 中文 | English | 日本語 | 한국어
A structured GTM template you can fill in for any product launch — B2B or B2C.
  • Positioning canvas: Define your category, differentiator, and value prop
  • ICP worksheet: Identify and prioritize your ideal customer profiles
  • Messaging framework: Headlines, elevator pitches, and objection handling
  • Channel-market fit: Match distribution channels to your buyer journey
  • Competitive analysis: Battle cards and positioning against alternatives
🌍 Language / 语言: 中文 | English | 日本語 | 한국어
一款结构化的GTM模板，适用于任意B2B或B2C产品发布，可直接填写使用。
  • 定位画布：定义你的品类、差异化优势和价值主张
  • ICP工作表：识别并优先排序你的理想客户画像
  • 话术框架：标题、电梯游说和异议处理
  • 渠道-市场适配：将分销渠道与买家旅程相匹配
  • 竞品分析：对战卡片和与竞品的差异化定位

Channel Sequencing by Revenue Stage (2026 consulting data)

按收入阶段划分的渠道优先级（2026年咨询数据）

Channels unlock in order — running a $5M-ARR playbook at seed stage burns cash:
ARR stageWhat unlocksDiscipline
Pre-revenueFounder network, warm introsFirst 3 customers closed personally by founders
→ $500KPH, Reddit, Discord, founder brand, owned content matrixTotal acquisition spend <$20K; no scaled paid ads pre-PMF
→ $1MInfluencer partnerships + SEM + founder brandHand-test 5–10 keywords to establish CPA before scaling
→ $5MSEO/SEM at matrix scale, multi-channel paid, referral loopsSystematize organic content production
→ $20MPLG + SLG combined, host your own conference—
Team rule: below ~$2–3M revenue, don't open an overseas office — let affiliates, resellers, and service partners carry international distribution (top products share up to 50% of revenue with partners).
渠道需按顺序启用——在种子阶段就采用500万美元ARR级别的策略会消耗大量现金：
ARR阶段可启用的渠道执行准则
预收入阶段创始人人脉、暖场引荐前3位客户由创始人亲自对接成交
→ 50万美元PH、Reddit、Discord、创始人个人品牌、自有内容矩阵总获客花费<2万美元；未达成PMF前不进行规模化付费广告投放
→ 100万美元网红合作 + SEM + 创始人个人品牌先手动测试5-10个关键词确定CPA，再进行规模化投放
→ 500万美元规模化SEO/SEM、多渠道付费投放、推荐循环将原创内容生产系统化
→ 2000万美元PLG与SLG结合、举办自有会议—
团队准则：收入未达200-300万美元时，不要开设海外办事处——让代理商、经销商和服务合作伙伴负责国际分销（顶级产品会将高达50%的收入分给合作伙伴）。

Guardrails before north stars

核心指标的前置约束

A north-star metric without guardrails misallocates resources. Pair it with floors — e.g. D1 activation ≥10%, a blended-CAC ceiling derived from price point, K-factor ≥0.4 — plus one hard rule: when activation drops below threshold, automatically throttle acquisition. Filling a leaking bucket is the most expensive way to grow. Weekly routine: cut channels above your CAC ceiling, reinvest in channels below it.
没有约束的核心指标会导致资源错配。需为核心指标设置下限——例如D1激活率≥10%、基于定价得出的混合CAC上限、病毒系数K≥0.4——再加上一条硬性规则：当激活率低于阈值时，自动缩减获客投入。给漏水的桶加水是成本最高的增长方式。每周例行工作：砍掉CAC超过上限的渠道，将资金重新投入到CAC低于上限的渠道。

Paid acquisition red lines (field-tested)

付费获客红线（经实地验证）

  • Cost per signup: $5–8 acceptable. Cost per paying user: under $50, ideally under $30. At $100 per paying user something is structurally broken — stop and audit before scaling.
  • Watch for polluted-traffic signals: average session time collapsing (a real case went 189s → 8s after ads ramped) or thousands of paid-in users converting at zero.
  • 注册成本：5-8美元为可接受范围。付费用户成本：低于50美元，理想情况低于30美元。若付费用户成本达到100美元，说明存在结构性问题——在规模化前需暂停并进行审计。
  • 警惕流量异常信号：平均会话时长骤降（某真实案例中，广告投放后时长从189秒降至8秒），或数千付费用户转化率为零。

B2B channel ranking, measured

经实测的B2B渠道排名

Conversion order across client projects: LinkedIn > Reddit > Twitter. LinkedIn at $10/day produced paying users at ~$30 CPA in tests, with 3-day flight cycles working best. Twitter drives awareness, not conversion — one team cut Twitter spend 32% with flat conversions. Budget it for share-of-voice only.
客户项目中的转化优先级：LinkedIn > Reddit > Twitter。测试显示，LinkedIn每日投入10美元可获得CPA约30美元的付费用户，3天投放周期效果最佳。Twitter仅能提升品牌认知，无法带来转化——某团队削减32%的Twitter预算后，转化率保持不变。仅需为品牌声量分配预算即可。

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