GTM Strategy Canvas
A one-page, fill-in canvas that forces alignment on ICP, motion, channel mix, and pricing — with a scoring matrix for prioritizing channels and a worksheet for turning canvas answers directly into OKRs.
What's inside
- ICP definition block, including an explicit anti-ICP field
- Fill-in-the-blank value proposition/positioning statement
- GTM motion selection matrix (PLG vs. sales-led vs. hybrid, by ACV and stakeholder count)
- Channel mix prioritization matrix (Impact x Confidence ÷ Cost scoring)
- Pricing & packaging model block with a discounting guardrail
- Proof & moat inventory (what exists today vs. what's needed)
- Metrics-that-matter selection guide by motion type
- Anti-goals block to prevent scope creep before OKRs are written
- Canvas-to-OKR bridge worksheet
One page, filled out together, before a single OKR gets written. If a box can't be answered in the room, that's the actual finding — don't paper over it with an OKR.
Box 1 — ICP Definition
- Firmographic fit: industry _____ · size _____ · geography _____
- Behavioral/trigger fit: what event signals readiness to buy? _____
- Anti-ICP: who should we explicitly NOT sell to, and why (logos that never renew or expand)? _____
Box 2 — Value Proposition / Positioning
Fill-in-the-blank (Geoffrey Moore format): "For [ICP] who [problem/trigger], [Product] is the [category] that [key benefit]. Unlike [primary alternative], we [differentiator]."
Box 3 — GTM Motion Selection
| ACV | Stakeholders | Recommended Motion |
|---|---|---|
| < $5k | 1 | PLG / self-serve |
| $5k - $50k | 2-4 | Sales-assisted / hybrid |
| > $50k | 5+ | Sales-led / enterprise |
Our ACV: _____ · Our stakeholder count: _____ · Our motion: _____
Box 4 — Channel Mix Prioritization Matrix
Score each candidate channel: Score = Impact (1-5) × Confidence (1-5) ÷ Cost (1-5)
| Channel | Impact | Confidence | Cost | Score | Rank |
|---|---|---|---|---|---|
| Outbound | |||||
| Inbound/Content | |||||
| Paid | |||||
| Partner/Channel | |||||
| Events/ABM | |||||
| PLG/Product-led | |||||
| Community |
Fund the top 2-3 for the next two quarters. Explicitly park the rest — write down which ones you're not doing and why.
Box 5 — Pricing & Packaging Model
| Tier | Target Segment | Feature Gate | Price Anchor Logic |
|---|---|---|---|
| per-seat / usage / flat | |||
Discounting guardrail: discounts above _____% require [Role] sign-off.
Box 6 — Proof & Moat
- What proof exists today (case studies, logos, benchmark data)? _____
- What needs to be built in the next 2 quarters to support the chosen motion? _____
Box 7 — Metrics That Matter (pick 3-5, matched to motion)
- Sales-led: pipeline coverage ratio, win rate, sales cycle length
- PLG: activation rate, time-to-value, expansion MRR
- Ours: _____
Box 8 — Anti-Goals
What are we explicitly NOT doing this cycle? (e.g., "not building an enterprise motion this year," "not expanding to [region]") _____
Box 9 — Canvas-to-OKR Bridge Worksheet
| Canvas Box | Implication | Draft Objective | Key Results |
|---|---|---|---|
| ICP | |||
| Motion | |||
| Channel Mix | |||
| Pricing |
Rule: no OKR gets written until its corresponding canvas box is filled in — if the box is blank, the OKR is a guess.
How to use it
Fill out all nine boxes in a single working session with your leadership team before your next planning cycle, then run every box through the bridge worksheet so each becomes a draft OKR — don't write OKRs until the canvas is filled.