Template Go-to-Market Plan
Document your go-to-market strategy effectively with this comprehensive template for payroll launch.
How to document your GTM structure
Use the template below to organize and document your go-to-market (GTM) efforts. These are the core focus areas needed to launch payroll with confidence and minimal risk.
We recommend completing the Build section about four weeks before your first payroll approval. Once both the Build and Launch phases are complete, you’ll finalize the process with a SWOT analysis to support ongoing refinement. This structured approach helps Check provide actionable, strategic feedback at each stage of your GTM lifecycle.
Build phase
Segmentation
Question | Your response |
What criteria did you use to define your market segments, and what have you learned from this segmentation? |
Early adopter plan
Question | Your response |
How did you secure your early adopters? | |
What feedback have you received from companies on your early adopter process? | |
What value propositions and differentiators are you highlighting in payroll conversations? | |
What objections or obstacles have you encountered in early sales conversations? | |
How are you tracking and addressing those objections? |
Financials
Question | Your response |
How did you determine pricing for your payroll product? | |
What pricing feedback have you received from companies so far? | |
How do you plan to bill for payroll? | |
Will you offer any pricing promotions or discounts? If yes, when and how will they be used? |
Launch phase
Most Partners follow Check's standard Payroll GTM Motion (Whimsical). In this section, please identify any deviations and document your full end-to-end launch plan.
GTM enablement
Question | Your response |
What sales training resources or programs are in place for payroll? | |
Can you share any links or collateral related to these trainings? | |
What are the main pain point questions in your sales discovery process (Needs Analysis)? Please attach a copy. |
Top of funnel
Question | Your response |
Does your company base have seasonal cycles that could impact your GTM strategy? | |
What will be your primary lead sources? | |
How will you blend lead sources to create multiple touch points in your funnel? |
Middle of funnel
Question | Your response |
When do sales reps typically get involved in the funnel? | |
How will payroll be demoed to companies? | |
How many sales reps are involved in payroll sales? |
Bottom of funnel
Question | Your response |
How do you define a "closed-won" payroll deal? | |
What processes are in place to review and learn from closed-lost deals? |
SWOT review
Use this section to assess the alignment between your GTM motion and your internal capabilities and external market conditions.
Strengths • [Insert here] | Weaknesses • [Insert here] |
Opportunities • [Insert here] | Threats • [Insert here] |
A strong GTM strategy leverages your strengths to capitalize on opportunities and addresses your weaknesses to mitigate threats.
Last updated on April 30, 2024