Go-to-Market Decision Playbook
Decision scope
This playbook helps leadership teams identify the primary commercial constraint limiting growth.
It determines whether the bottleneck sits in market selection, offer design, positioning, channel performance or operating cadence, and defines what to change first.
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A decision model for diagnosing the primary commercial constraint and choosing what to change first
Book a callWhen it is used
Use this playbook when growth slows but the root cause is unclear and teams default to tactical fixes.
High activity, weak outcomes
“We need better marketing” without diagnosis
Poor conversion with unclear root cause
Channel churn and constant tactical changes
Inputs
Offer description and pricing structure
Target segments and ICP assumptions
Channel performance and sales cycle data
Competitive context and customer feedback
Outputs
Constraint diagnosis (primary and secondary)
Decision sequence and dependencies
Minimum viable change set
Risk and reversal points
30–90 day evaluation horizon
Application
Applied in leadership sessions to align on a single constraint-driven plan.
The outcome is a defined decision sequence, a minimum viable change set and a 30–90 day evaluation horizon.
Commercial terms
Terms depend on product/market complexity and number of stakeholder groups.