Mmcp.market

gtm-motions skill

by phuryn·phuryn/pm-skills·27k stars·MIT

Identify the best GTM motions and tools across 7 motion types: Inbound, Outbound, Paid Digital, Community, Partners, ABM, and PLG. Use when selecting marketing channels, choosing between inbound and outbound strategy, or planning cross-channel campaigns.

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git clone --depth 1 https://github.com/phuryn/pm-skills.git /tmp/pm-skills
mkdir -p ~/.claude/skills
cp -r /tmp/pm-skills/pm-go-to-market/skills/gtm-motions ~/.claude/skills/gtm-motions
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The instructions your agent would load

SKILL.md as published, without the frontmatter. Read it on GitHub

GTM Motions

Overview

Identify and evaluate the best go-to-market motions for your product. This skill analyzes seven proven GTM approaches with specific tools and tactics to help you build a balanced acquisition strategy.

When to Use

  • Selecting marketing channels for your product
  • Choosing between inbound vs outbound strategy
  • Building your GTM toolkit and tech stack
  • Evaluating PLG vs traditional sales motion
  • Planning cross-channel marketing campaigns

The 7 GTM Motions

1. Inbound Marketing

Attract customers through valuable content and thought leadership.

  • Tools: LinkedIn, SEMRush, Grammarly, HubSpot, Airtable
  • Tactics: Blog content, webinars, whitepapers, SEO, email nurture sequences
  • Best For: B2B SaaS, technical products, long sales cycles
  • Strength: Builds brand authority and attracts high-intent prospects
  • Challenge: Requires consistent content creation; slower to show results

2. Outbound Sales

Proactively reach target prospects through direct engagement.

  • Tools: LinkedIn Sales Navigator, ZoomInfo, Lemlist, Apollo, Hunter
  • Tactics: Cold email campaigns, LinkedIn outreach, phone prospecting, personalized demos
  • Best For: Enterprise sales, high-value contracts, niche markets
  • Strength: Predictable pipeline generation; control over target selection
  • Challenge: Low response rates; resource-intensive; requires skilled sales team

3. Paid Digital Advertising

Reach target audiences through paid channels with precision targeting.

  • Tools: Google Ads, Meta Ads, LinkedIn Ads, Newswire, Retargeting platforms
  • Tactics: Search ads, display advertising, social ads, video advertising, retargeting
  • Best For: Products with clear target demographics, competitive keywords
  • Strength: Fast results; scalable; measurable ROI; precise targeting
  • Challenge: Can be expensive; requires continuous optimization; competitive

4. Community Marketing

Build engaged communities where customers help each other and spread the word.

  • Tools: Slack, Reddit, Discord, Circle, Mighty Networks, WhatsApp
  • Tactics: Community forums, user groups, events, mentorship, ambassador programs
  • Best For: Developer products, communities of practice, loyal user bases
  • Strength: Builds loyalty; organic word-of-mouth; valuable feedback; low CAC
  • Challenge: Requires active moderation; time to build critical mass

5. Partner Marketing

Leverage partner networks to co-market and reach new audiences.

  • Tools: Miro, AWS Startups, Oracle Partners, Stripe, Shopify App Store
  • Tactics: Partner integrations, co-marketing agreements, channel partnerships, resellers
  • Best For: Complementary products, platform ecosystems, expanding market reach
  • Strength: Access to established customer bases; shared costs; credibility
  • Challenge: Partner alignment; revenue sharing; dependency on partners

6. Account-Based Marketing (ABM)

Treat high-value accounts as individual markets with personalized campaigns.

  • Tools: Pipedrive, Hunter, Clay, 6sense, Terminus, Demandbase
  • Tactics: Personalized messaging, account-targeted content, coordinated sales/marketing
  • Best For: Enterprise deals, limited target accounts, high deal values
  • Strength: Higher conversion rates; larger deal sizes; strong sales-marketing alignment
  • Challenge: Requires detailed account research; resource intensive; not scalable to SMB

7. Product-Led Growth (PLG)

Drive adoption through the product experience itself with minimal sales friction.

  • Tools: Hotjar, Amplitude, Sentry, PostHog, Intercom, Appcues
  • Tactics: Free trials, freemium models, in-app onboarding, self-serve demos, product analytics
  • Best For: Self-service products, SMB market, low ACV, viral potential
  • Strength: Low CAC; aligns product and growth; strong PMF signals; scalable
  • Challenge: Requires excellent product experience; lower price points; longer ROI

How It Works

Step 1: Understand Your Product

Define product characteristics:

  • Price point and ACV (contract value)
  • Sales cycle length
  • Buyer type and decision-making process
  • Product complexity and learning curve
  • Target market size and concentration

Step 2: Evaluate Market Conditions

Assess your market dynamics:

  • Competitive intensity of your keywords/channels
  • Target audience location and accessibility
  • Budget availability for paid channels
  • Your team size and capabilities
  • Timeline to revenue generation

Step 3: Score Each Motion

Rate fit for your product (1-10 scale):

  • Inbound: Content creation capability, brand building timeline
  • Outbound: Prospect list availability, sales team capacity
  • Paid: Budget flexibility, target audience clarity, conversion potential
  • Community: Existing communities, product network effects
  • Partners: Complementary products, channel availability
  • ABM: Deal size and account concentration
  • PLG: Product trial-ability, pricing flexibility

Step 4: Design Motion Stack

Select and prioritize 2-4 motions to execute:

  • Primary motion (highest potential for your business)
  • Secondary motions (complementary acquisition channels)
  • Motion sequencing (which to start first)
  • Resource allocation across channels

Step 5: Build Execution Plan

Create 90-day implementation roadmap:

  • Quick wins and early validation
  • Team and tool requirements
  • Success metrics for each motion
  • Optimization and scaling strategy
  • Budget and resource allocation

Input Format

Use $ARGUMENTS to pass:

  • Product description and positioning
  • Target customer profile and market
  • Price point and sales cycle
  • Team size and capabilities
  • Budget and timeline constraints
  • Existing channels or data

Output

A comprehensive GTM motions analysis including:

  • Scoring of all 7 motions for your product
  • Recommended motion stack (primary and secondary)
  • Tool recommendations for each motion
  • 90-day execution plan with milestones
  • Resource and budget requirements
  • Success metrics and measurement framework
  • Competitive differentiation through motion choice

Framework

Based on Product Compass GTM motion analysis. Provides a systematic approach to balancing customer acquisition across multiple channels.

Tips

  • Most successful products use 2-4 complementary motions
  • Start with your strongest motion; add complexity gradually
  • Paid channels fund growth while organic channels build long-term value
  • Revisit motion mix quarterly as company scales
  • Combine inbound (brand) with outbound (sales) for B2B strength
  • Use PLG to reduce CAC; use paid to accelerate proven channels

Further Reading

  • 5 GTM Principles You Should Know as a PM
  • OpenAI’s Product Leader Shares 3-Layer Distribution Framework To Win Mind & Market Share in the AI World
  • Product Management vs. Product Marketing vs. Product Growth 101
  • How to Design a Value Proposition Customers Can't Resist?

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