Go-to-Market Slide
Learn how to build a winning go-to-market / customer acquisition slide for your pitch deck with this step-by-step guide.
The go-to-market (GTM) slide presents the methods by which you intend to reach and acquire your target customers. This slide generally follows the revenue model slide and is intended to illustrate how your growth strategy and customer acquisition tactics. The GTM slide centers around marketing and sales channels, the ideal customer profile (ICP), and any distribution advantages you can leverage.
Revenue-generating B2C startups often choose to include marketing KPIs such as customer acquisition cost (CAC) and return on ad spend (ROAS) demonstrating historical success. On the other hand, B2B startups often include a sales pipeline (ie. “$xM deals in the pipeline”) listing the value of deals in talks and the current stage of negotiations.
For companies in certain sectors (ie. biotech, pharmaceuticals) that rely on product-led growth, this slide will center around how your product or service adapts and evolves over time to remain responsive to evolving customer needs and preferences. Ultimately, the GTM slide serves a critical role in showcasing a robust comprehension of the market and a well-conceived growth strategy to expand market share.
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Instructions
How to create a go-to-market slide for your pitch deck
Follow along with this brief guide for what you should include in your pitch deck’s go-to-market, milestones & timeline slide:
1. Content of the go-to-market slide
- Marketing & distribution channels
- Customer validation (ie. quotes / testimonials)
- Sales pipeline
- Marketing KPIs (ie. LTV:CAC ratio, avg. ROAS)
- Product evolution
2. Questions the go-to-market slide should address
- What is your ideal customer profile (ICP)?
- How do you acquire customers? What does it cost you?
- What are you marketing & distribution channels? Any notable partnerships?
- What customer segments are you focused on now vs. in the future?
- What is your long-term growth strategy?
- How will your product evolve as you grow?
3. Common go-to-market slide blunders
- Lacking focus with too many target customer segments
- Failing to show how you will expand the TAM
- Listing every possible channel rather than focusing on what works
- Listing arbitrary marketing & sales channels without data or strategy to back them up
- Showcasing marketing KPIs that undermine your profitability story
4. Design tips for go-to-market slides
- Don’t overcrowd the slide: focus on the most successful channels
- Include marketing KPIs and social proof where possible
- Highlight key advantages and moats in your GTM strategy
- Keep it concise & to-the-point (see Guy Kawasaki‘s 10/20/30 rule)
Inspiration from the experts
Example pitch deck go-to-market slides from Airbnb, Thunkable, Canix & more
The best go-to-market slides demonstrate a strong understanding of your target customer, and how to effectively acquire them and expand market share. Highlighting past success and proven acquisition strategies is the key to crafting a compelling GTM slide.
Below are some examples of winning go-to-market slides from pitch decks for household names like Airbnb, Thunkable, and Canix:
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