Map
The market, the buyer, the competition and the offer.
When you need a go-to-market plan
- Launching a new service. Adding a service line and need it to sell from day one, not after a year of trial and error.
- Entering a new market. Opening a new location, expanding your service area or selling to a new kind of customer.
- Repositioning. Moving upmarket, raising prices or shifting away from work you no longer want.
- Relaunching after a stall. Revenue has flattened and the old playbook has stopped working.
What's included
- Market and customer definition. The first segment to win, sized and prioritized. See ICP and market positioning.
- Offer and pricing. What you're selling, how it's packaged and how it compares with the alternatives.
- Messaging. The value proposition and proof points for this launch, written for the buyer you're going after.
- Channel plan. Which channels to use first and why: search, outbound, paid media, partners or referrals.
- Launch calendar. What happens in the first 30, 60 and 90 days, and who owns each piece.
- Execution. I run the launch: the pages, campaigns, outreach and tracking.
- Measurement. Leading indicators and pipeline tracked from the start, so you can adjust quickly.
How it fits the Ronin Method
Build
The pages, assets, CRM and tracking the launch needs.
Grow
The launch itself: channels turned on in order, with weekly adjustments.
Multiply
Scaling the channels and messages that produce customers.
Who it's for
Owner-led businesses doing $1 million to $10 million a year, especially home services businesses, law firms and professional services firms that are adding a service, entering a new market or repositioning.
Pricing
Go-to-market strategy and execution is part of a fractional CMO engagement, which runs $2,500 to $10,000 a month, priced by scope and outcomes, not hours.
Who you'll work with
I'm Justin Smith, founder of Ronin Communications. I spent more than 20 years in strategic communications and marketing for the federal government and run an M&A advisory practice alongside Ronin. Ronin is based in Woodbridge, Virginia, and works with owners nationwide.
Related: marketing strategy and roadmap · demand generation
Go-to-market FAQ
What is a go-to-market strategy?
A plan for bringing a product or service to a specific market: who you'll sell to first, what you'll offer, what you'll say, which channels you'll use and how you'll measure it.
How is this different from a marketing strategy?
A marketing strategy covers the whole business over the long term. A go-to-market plan is focused on one launch, one market or one shift, with a tighter timeline.
Do you just write the plan?
No. I write it and run it, because most go-to-market plans fail in execution, not on paper.
How soon will we see results?
Most clients see early results within 30 days. The plan is built to show quickly whether the launch is working.