zendesk go to market template for strategy

Refer to title

1. The ultimate
go-to-market
strategy template

2. Instructions
All of the sections following the table of contents are fully 
customizable. However, you should pay special attention to the items 
in brackets to avoid content gaps if you’re planning to present this to 
stakeholders or executives.
Use the editable sections in this template to conceptualize a new 
product idea, document your research, and prepare a launch strategy. 
You can also check of the boxes of the built-in checklist to keep track 
of your outreach decisions. 
All you have to do to alter the existing text, is click the appropriate 
section, erase existing text (if applicable), and start typing. To save 
new entries, click away from the section you were editing. 
Thank you for following along with our go-to-market strategy
template. For more tips, tricks, and templates to help you launch new
products and boost profits, please visit Zendesk or our blog.

3. 1
Tabl
e of contents
Product roadmap
Customer pain points
Idea brainstorming
Industry analysis
SWOT analysis
Product concept
Pitches
Goals and KPIs
Status log
Customer journey map
Promotions
Outreach channels
2
3
4
5
6
7
8
10
11
12
139

4. Plan and timeline
overview
2
Product roa dmap
Q1 Q2 Q3 Q4
Jan | Feb | Mar Apr | May | June Jul | Aug | Sept Oct | Nov | Dec
Research
Idea generation
Prototype
Testing
Approval
Development
Launch
Promotion

5. Consumer
pain points
3
Category Customer pain points
Productivity
Financial
Process
Support

6. Idea generation
Support
Process
Financial
Productivity
4

7. Competitor and
market analysis
5
Compare your business to top competitors
Businesses Target market Product offerings What works? What doesn’t work?

8. 6
SWOT analysis
Strengths Weaknesses
What attributes does your product have that 
give it a competitive advantage? (e.g., 
Innovative features, scalability, etc.)
What factors about your product could 
weaken your competitive advantage? (e.g., 
price, lack of features, etc.)
What opportunities do you foresee that may 
aid in the success of this product? (e.g., 
heightened demand, industry trends, etc.)
What factors could threaten the success of 
your product launch? (e.g., taxes, issues with 
trademarking original ideas, etc.)
Opportunities Threats

9. Product concept
Product name Description Pain point / SolutionCompetitor notes Important features
Unique selling
proposition (USP)
Idea #1
Idea #2
Idea #3
Idea #4
Idea #5
7

10. 8
Pitches
Key audience pitches
Appeal to leadership:
Green light product development
•Describe sales and marketing messaging
•Share the data and context that justifies
the new product
•Create a unique value proposition
•List regional distribution channels
•Explain how the new product fits the brand
•Outline the financial payof of creating the
new product
•Explain how the product aligns with
company goals
•Explain the ROI
•List what you will use their investment for
•Share your inspiration for the product
•Explain why there’s a need for the product and who
will  buy it
•List a preliminary launch deadline
•Describe use cases for the product
•List key features
•Explain how to use the product
•Ofer diferent price plans
•Explain how your product can resolve
customer problems
Appeal to donors and finance department:
Get funding for your new product
Appeal to your target audience: Sell your new product

11. Launch goals
and KPIs
9
Goal KPI #1 KPI #2
Goal #1
Goal #2
Goal #3

12. Status log
10
Team lead Team Department Tasks Deadline NotesStatus

13. Customer journey map
11
Stage Awareness Consideration Purchase Retention Advocacy
Touchpoints
Departments
Pain points
Customer feelings
Opportunities

14. Promotion messaging and content
12
Demos + tutorials
Transparency on how you made the product
Packaging sneak peek
Transparency on how you made the product
Specs and features

15. 13
Customer service
Category
Outbound sales
Online marketing
Ofine marketing
Outreach channels
Asset Channel(s)