# 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.

Free template for sales leaders. Topic: [Sales Leadership & GTM Strategy](https://www.peerlab.ai/library/topic/sales-leadership-gtm-strategy/). Published by PeerLab in the [Sales Enablement Resource Library](https://www.peerlab.ai/library/). Source: https://www.peerlab.ai/library/gtm-strategy-canvas/

## 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.

## 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.*