Template · C87
Build a 90-day go-to-market plan
How can evidence, preparation, launch and learning be sequenced over the first thirteen weeks?
Direct answer
The 90-day plan organises four gates, critical deliverables, owners, risk budgets and transition criteria.
01Authorise each phase, limit exposure or replan before the next launch.
02The rule, the evidence and the next review date stay visible.
How to use this
Move from the question to the deliverable.
How can evidence, preparation, launch and learning be sequenced over the first thirteen weeks?
Authorise each phase, limit exposure or replan before the next launch.
Downloadable 90-day plan
Downloadable template · SQ-87
Fund four gates instead of one monolithic launch
The 90-day plan separates evidence of the problem, preparation of the system, controlled opening and learning. Each gate limits spending before the next item of evidence.
Template for a B2B offer launched on a priority segment with €180k of budget at risk.
- 01Split
Structure the thirteen weeks into four phases, each with an exit decision.
- 02Cap
Limit the budget and capacity committed before each item of evidence.
- 03Assign
Name the owner, the contributors and the decider of each gate.
- 04Learn
Keep the observations, variances and decisions before widening the segment.
Thirteen-week go-to-market plan with four gates
The template links phase, evidence, budget at risk, owner and exit decision in a usable calendar.
| Phase | Weeks | Evidence required | Cumulative budget | Owner | Gate |
|---|---|---|---|---|---|
| Problem and ICP | W1–W2 | 12 interviews · 8 confirmations | €15k | Product marketing | Problem proven |
| Offer and system | W3–W5 | Message · price · tracking · support | €55k | GTM lead | System ready |
| Controlled opening | W6–W9 | 20 accounts · 6 opportunities | €115k | Demand gen | Minimum traction |
| Scale and learn | W10–W13 | Conversion · margin · adoption | €180k | CMO | Expand or correct |
01Only €15k is exposed before the problem and the segment are evidenced.
02Controlled opening is authorised only after price, tracking and support are validated.
03Scaling requires conversion, margin and adoption at the same time; volume alone is not enough.
Indicative template. Gates, thresholds and delegations must be adapted to the real sales cycle and obligations.
Coherence controls
Minimum conditions before validation.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
Usable deliverable
Downloadable 90-day plan
Explore the decision further with an interactive control, or start from a structured template to produce your deliverable.