Go-to-Market Plan Example Page for Confluence

Example pages by Mosaic: Content Formatting Macros & Templates are there to inspire you with what can be achieved in Confluence. Take a look at our example go-to-market plan and explore our full range of example pages to see what you can do.

For pages that you can upload directly to your Confluence space and customise as you please, check out Mosaic's templates.

What is a go-to-market plan?

A go-to-market (GTM) plan is your roadmap for successfully introducing a product or service to the world. It lays out who your customers are, how to reach them, and the best ways to communicate your value. By mapping out the target audience, positioning, launch tactics, and growth strategies, a GTM plan helps you reduce guesswork, avoid duplication of effort, and make the most of your resources.

A signpost with three arrows pointing in different directions, two with crosses on them and one with a tick.

Why does your company need a go-to-market plan?

With a GTM plan, teams share a common playbook, which cuts down on confusion and ensures that every effort supports the same goals. This alignment helps build momentum and keeps communication smooth across the business.

A school of fish swimming in the same direction

Having a clear roadmap means teams know what to do, when to do it, and how their work connects to the bigger picture. This reduces wasted effort, helps avoid duplicate work, and ensures important pieces don’t fall through the cracks.

With clear goals and success metrics, it’s easy to see what’s working and what needs to be adjusted. This helps you celebrate wins, course-correct when needed, and keep the team motivated and focused on results.

A trophy sitting on top of a pile of paper.

With a GTM plan, teams share a common playbook, which cuts down on confusion and ensures that every effort supports the same goals. This alignment helps build momentum and keeps communication smooth across the business.

Having a clear roadmap means teams know what to do, when to do it, and how their work connects to the bigger picture. This reduces wasted effort, helps avoid duplicate work, and ensures important pieces don’t fall through the cracks.

With clear goals and success metrics, it’s easy to see what’s working and what needs to be adjusted. This helps you celebrate wins, course-correct when needed, and keep the team motivated and focused on results.

With a GTM plan, teams share a common playbook, which cuts down on confusion and ensures that every effort supports the same goals. This alignment helps build momentum and keeps communication smooth across the business.

Having a clear roadmap means teams know what to do, when to do it, and how their work connects to the bigger picture. This reduces wasted effort, helps avoid duplicate work, and ensures important pieces don’t fall through the cracks.

With clear goals and success metrics, it’s easy to see what’s working and what needs to be adjusted. This helps you celebrate wins, course-correct when needed, and keep the team motivated and focused on results.

What elements should a go-to-market plan include?

Our example GTM plan comprises 11 sections organised in tabs for easy navigation. These are:

Executive summary
Market and competitor analysis
Value proposition and messaging
Product readiness
Commercial and success metrics
Sales and channel enablement
Marketing launch plan
Post-launch and continuous improvement
Risks and dependencies
Stakeholders and governance
Appendix

Let's explore a few of these sections in more detail:

The top half of Mosaic's example go-to-market plan, showing the heading in a blue background, instructions for use, an overview of the page, and the beginning of the tabs, with the 'Executive Summary' tab open.

Market and competitor analysis

A strong GTM plan starts with understanding the landscape you're entering. This means identifying your target audience, knowing their needs, and analysing how your offering stands out from competitors.

Summarising your market, customers, and competitive landscape in the GTM plan and using buttons to access more detailed information (like buyer personas and battle cards) helps keep your page tidy and on subject.

The 'Market and Competitor Analysis' tab of the GTM plan, showing sub-headings, space for text, and buttons to other pages.

Commercial and success metrics

Clear goals keep everyone focused on what success looks like. Whether it’s revenue targets, customer acquisition numbers, or adoption rates, defining measurable outcomes helps track progress and adjust quickly if things aren’t working.

Displaying these goals in a visually impactful way, like using Advanced Cards with imagery, helps them stand out and be more memorable.

The 'Commercial and Success Metrics' tab of the GTM plan, showing three launch goals in cards with images that represent challenges or journeys, like one of a mountain

Marketing launch plan

Your launch roadmap lays out what needs to happen and when, from pre-launch preparation to post-launch follow-up. It outlines the channels, campaigns, and tactics you'll use to spread the word and drive adoption.

Depending on your preference, you can easily visualise your timeline by using Confluence's native roadmap macro or inserting a Jira timeline in its place.

The 'Marketing Launch Plan' tab of the GTM plan, showing subheading, space for text, and a visual roadmap with dates and durations of tasks such as 'Define objectives'

Stakeholders and governance

A GTM plan is only effective when the right people are involved and clear ownership is in place. This section defines the roles and responsibilities of each team member involved, ensuring accountability and smooth decision-making.

An Interactive Banner Macro is a sleek and engaging way to introduce your core GTM team, giving them each a slide with their name, role, and image.