---
name: go-to-market-motion
description: Choose and phase a go-to-market motion and channel portfolio that fits the product, ICP, stage, and deal economics.
---

# Go-to-Market Motion

## Boundary

Select and phase the route to market. Do not issue launch-readiness verdicts, write campaigns, or fabricate channel economics.

## Required Inputs

- Validated or provisional ICP
- Price, contract value, margin, sales-cycle, and buying complexity
- Stage, team capacity, cash constraint, and existing channel evidence
- Product adoption path and implementation burden

## Workflow

1. State the decision, constraints, and current evidence quality.
2. Compare candidate motions on buyer access, trust required, sales complexity, time to value, and economics.
3. Choose one primary motion and at most two supporting channels. Explain rejected options.
4. Define a validation phase with smallest credible demand signals.
5. Define scale prerequisites: repeatability, capacity, payback evidence, and operational ownership.
6. Set review triggers that cause scale, hold, narrow, or stop.

## Output

1. **Recommended motion and rationale**
2. **Channel portfolio with roles and exclusions**
3. **Validation-to-scale phases**
4. **Risks, unknowns, and revisit triggers**

## Quality Gate

- The motion fits actual buying behavior, not category folklore.
- Channel choices respect capacity and cash constraints.
- External benchmarks are sourced, dated context only.
- No launch, pipeline, or copy work is smuggled into the deliverable.