gtm-analyzer

GTM Analyzer

Performs a comprehensive evaluation of your current go-to-market positioning against the competitive landscape and market trends. Audits your website, content strategy, pricing perception, ICP alignment, channel effectiveness, and competitive differentiation. Produces a GTM Health Report with scored dimensions, identified gaps, and prioritized opportunities.

Prerequisites

• agency.config.json populated (services, ICP, pricing, brand voice, case studies)
• WebSearch tool available
• Agency website accessible
• Optional: traffic/analytics data
• Optional: previous GTM analyzer report for trend comparison

Capabilities Used

1. company-researcher -- competitive landscape analysis
2. cro-auditor -- website conversion assessment
3. content-seo-optimizer -- content strategy evaluation
4. icp-builder -- ICP validation and refinement
5. brand-voice -- messaging consistency check
6. tam-calculator -- market sizing for opportunity assessment

Phase 0: Intake

Read agency.config.json:

• agency.name, agency.domain -- identity
• services[] -- current service offerings
• icp.segments[] -- target customer profiles
• pricing -- pricing structure and positioning
• case_studies[] -- available proof points
• brand_voice -- messaging guidelines
• competitors[] -- known competitors (from competitive-intel if available)
• channels[] -- active marketing/sales channels

Accept parameters:

• scope -- full | quick | specific_dimension. Default: full
• dimension -- (required if scope = specific_dimension) one of: website, content, pricing, icp, channels, competitive, messaging
• include_recommendations -- boolean. Default: true
• include_competitive -- boolean, run competitive analysis. Default: true
• previous_report -- path to previous GTM report for comparison

Phase 1: Website and Digital Presence Audit

Evaluate your own website as a GTM asset:

First Impression (5-second test)

• WebSearch: site:{{agency.domain}}
• What does the homepage communicate in 5 seconds?
• Is the value proposition clear?
• Is the ICP obvious (who is this for)?
• Is the primary CTA visible and compelling?

Messaging Audit

MESSAGING ASSESSMENT
---
Homepage headline: [what it says]
  Clarity: [1-5] -- Does it explain what you do?
  Specificity: [1-5] -- Is it generic or differentiated?
  ICP targeting: [1-5] -- Does it speak to the ideal client?

Value proposition: [extracted from site]
  Unique: [yes/no] -- Could a competitor say the same thing?
  Benefit-driven: [yes/no] -- Focused on client outcomes?
  Provable: [yes/no] -- Backed by data or case studies?

Service pages:
  Count: [N]
  Quality: [assessment]
  Missing services: [services in config not on website]
  Excess services: [services on website not in config -- scope creep?]

Trust Elements

• Case studies visible: [count and quality]
• Client logos: [present/absent, count]
• Testimonials: [present/absent, count]
• Social proof metrics: [present/absent -- "100+ clients served"]
• Certifications/partnerships: [Shopify Partner badge, etc.]
• Team/about page: [present/absent, quality]
• Blog/content: [present/absent, freshness]

Conversion Architecture

• CTA hierarchy: [primary CTA clear?]
• Lead capture forms: [present, number of fields]
• Calendar booking: [available?]
• Chat/contact options: [available?]
• Exit intent: [present?]
• Mobile experience: [assessment]

Website Score

Website Dimension Score: [1-10]
  Messaging clarity: [1-5]
  Trust elements: [1-5]
  Conversion architecture: [1-5]
  Visual quality: [1-5]
  Mobile experience: [1-5]

Phase 2: Content Strategy Evaluation

Content Inventory

• WebSearch: site:{{agency.domain}}/blog
• Total published content pieces: [count]
• Content freshness: [last publish date]
• Publishing frequency: [posts per month]
• Content types: [blog, case study, video, guide, tool]

Content-ICP Alignment

For each ICP segment, check:

• Content specifically targeting this segment: [count]
• Keywords covered relevant to this segment: [list]
• Gaps: topics this segment cares about with no content

Content Quality Assessment

• Depth: [surface-level tips vs comprehensive guides]
• Originality: [unique data/insights vs generic advice]
• SEO optimization: [titles, meta descriptions, headings, internal links]
• CTA integration: [does content drive business outcomes?]
• Distribution: [is content shared/promoted beyond the blog?]

Content Score

Content Dimension Score: [1-10]
  Volume: [1-5]
  Quality: [1-5]
  ICP alignment: [1-5]
  SEO effectiveness: [1-5]
  Distribution: [1-5]

Phase 3: ICP and Market Fit Analysis

ICP Validation

Review defined ICP segments against actual client base and market reality:

ICP SEGMENT ANALYSIS
---
Segment: [name]
  Defined criteria: [from config]
  Actual client match: [% of current clients that fit]
  Market size estimate: [TAM if available]
  Competition density: [how many competitors target this segment]
  Win rate signal: [are you winning deals in this segment?]
  Alignment verdict: STRONG / NEEDS_REFINEMENT / MISALIGNED

Market Positioning

Where do you sit in the market?

POSITIONING MAP:
  Price point: [premium / mid-market / budget]
  Specialization: [specialist / generalist]
  Geography: [local / national / international]
  Client stage: [startup / growth / enterprise]
  Service depth: [full-service / boutique / niche]

ICP Score

ICP Dimension Score: [1-10]
  Segment clarity: [1-5]
  Market-segment fit: [1-5]
  Client-ICP alignment: [1-5]
  Segment addressability: [1-5]

Phase 4: Pricing and Packaging Analysis

Pricing Perception

• Is pricing visible on the website? [yes/no]
• Pricing model: [retainer, project, hourly, value-based]
• Entry point: [minimum engagement size]
• Packaging clarity: [are packages defined and understandable?]

Competitive Pricing Context

• WebSearch: "{{service_type}} agency pricing" {{geography}}
• Where does your pricing sit vs competitors?
• Is the value justification clear at your price point?

Pricing-Value Alignment

PRICING ASSESSMENT
---
Service: [name]
  Price point: [range]
  Market comparison: [above / at / below market]
  Value justification visible: [yes/no]
  Case study ROI proof: [available / missing]
  Packaging: [clear tiers / custom only / unclear]

Pricing Score

Pricing Dimension Score: [1-10]
  Market alignment: [1-5]
  Value communication: [1-5]
  Packaging clarity: [1-5]
  Accessibility: [1-5]

Phase 5: Channel Effectiveness

Active Channels Audit

For each channel in use:

CHANNEL: [name]
---
Status: [active / dormant / not started]
Investment level: [high / medium / low]
Activity frequency: [daily / weekly / monthly / sporadic]
Content quality: [assessment]
Engagement level: [metrics if available]
Lead generation: [generating leads? / brand only?]
ROI assessment: [positive / neutral / negative / unknown]

Channels to evaluate:

• Website / SEO (organic inbound)
• LinkedIn (personal + company page)
• Email outreach (cold email)
• Content marketing (blog, video, podcast)
• Paid advertising (Google, Meta, LinkedIn Ads)
• Referral / partnership program
• Events / conferences
• Instagram
• Twitter/X
• YouTube
• Community (Discord, Slack, forums)

Channel-ICP Match

ICP Segment: [name]
  Where they spend time: [channels]
  Where we're active: [channels]
  Gap channels: [where ICP is but we're not]
  Wasted channels: [where we're active but ICP isn't]

Channel Score

Channel Dimension Score: [1-10]
  Coverage: [1-5]
  ICP-channel alignment: [1-5]
  Activity consistency: [1-5]
  Lead generation effectiveness: [1-5]

Phase 6: Competitive Differentiation

If include_competitive = true:

Differentiation Assessment

DIFFERENTIATION MATRIX
---
Dimension        | Us          | Comp 1      | Comp 2      | Comp 3
Core service     | [what]      | [what]      | [what]      | [what]
Unique angle     | [what]      | [what]      | [what]      | [what]
Proof points     | [count]     | [count]     | [count]     | [count]
Content volume   | [level]     | [level]     | [level]     | [level]
Price position   | [tier]      | [tier]      | [tier]      | [tier]
ICP overlap      | -           | [%]         | [%]         | [%]

Competitive Advantages

• What do you do that no competitor does?
• What do you do better than all competitors?
• What social proof do you have that competitors lack?

Competitive Vulnerabilities

• Where are competitors stronger?
• What do they offer that you don't?
• Where are they winning deals you should win?

Competitive Score

Competitive Dimension Score: [1-10]
  Differentiation clarity: [1-5]
  Competitive awareness: [1-5]
  Unique advantages: [1-5]
  Vulnerability exposure: [1-5]

Phase 7: GTM Health Report

Compile all dimensions into a single health report:

GTM HEALTH REPORT -- [Date]
Prepared for: [agency.name]
===

OVERALL GTM HEALTH SCORE: [X]/10

DIMENSION SCORES:
  Website & Digital Presence:  [X]/10  [bar chart]
  Content Strategy:            [X]/10  [bar chart]
  ICP & Market Fit:            [X]/10  [bar chart]
  Pricing & Packaging:         [X]/10  [bar chart]
  Channel Effectiveness:       [X]/10  [bar chart]
  Competitive Differentiation: [X]/10  [bar chart]

---

TOP STRENGTHS:
1. [Strength] -- [evidence]
2. [Strength] -- [evidence]
3. [Strength] -- [evidence]

CRITICAL GAPS:
1. [Gap] -- Impact: [HIGH/MEDIUM] -- [what it's costing you]
2. [Gap] -- Impact: [HIGH/MEDIUM] -- [what it's costing you]
3. [Gap] -- Impact: [HIGH/MEDIUM] -- [what it's costing you]

OPPORTUNITIES:
1. [Opportunity] -- Effort: [LOW/MEDIUM/HIGH] -- Expected impact: [description]
2. [Opportunity] -- Effort: [LOW/MEDIUM/HIGH] -- Expected impact: [description]
3. [Opportunity] -- Effort: [LOW/MEDIUM/HIGH] -- Expected impact: [description]

THREATS:
1. [Threat] -- Likelihood: [HIGH/MEDIUM/LOW] -- [mitigation]
2. [Threat] -- Likelihood: [HIGH/MEDIUM/LOW] -- [mitigation]

Phase 8: Recommendations

Generate prioritized action plan:

GTM ACTION PLAN
===

QUICK WINS (do this week, low effort, high impact):
1. [Action] -- Dimension: [which dimension it improves]
   Expected impact: [specific]
2. [Action]
3. [Action]

SHORT-TERM (next 2-4 weeks):
1. [Action] -- Dimension: [which]
   Investment: [time/money estimate]
   Expected impact: [specific]
2. [Action]
3. [Action]

MEDIUM-TERM (next quarter):
1. [Action] -- Dimension: [which]
   Investment: [time/money estimate]
   Expected impact: [specific]
2. [Action]

STRATEGIC (next 6 months):
1. [Action] -- Dimension: [which]
   Investment: [time/money estimate]
   Expected impact: [specific]

DO NOT DO (traps to avoid):
- [Anti-pattern]: [why it's tempting but wrong]
- [Anti-pattern]: [why]

Phase 9: Output

Return structured JSON:

{
  "report_date": "2026-03-07",
  "agency": "{{agency.name}}",
  "overall_score": 6.8,
  "dimensions": {
    "website": {"score": 7.5, "strengths": ["Clear value prop", "Strong case studies"], "gaps": ["No blog", "Weak mobile CTA"]},
    "content": {"score": 4.2, "strengths": ["Quality case studies"], "gaps": ["No blog", "No SEO content", "No distribution"]},
    "icp": {"score": 8.0, "strengths": ["Well-defined segments", "Strong client-ICP match"], "gaps": ["International segment underserved"]},
    "pricing": {"score": 6.5, "strengths": ["Competitive for market"], "gaps": ["No pricing on website", "Packaging unclear"]},
    "channels": {"score": 5.8, "strengths": ["LinkedIn active", "Cold email running"], "gaps": ["No SEO", "Instagram dormant", "No referral program"]},
    "competitive": {"score": 7.0, "strengths": ["Unique CRO + catalog combo"], "gaps": ["Competitors have more case studies", "Pricing transparency"]}
  },
  "top_strengths": [
    "Strong ICP definition with proven client-market fit",
    "Unique service combination (CRO + catalog) that competitors don't offer",
    "Compelling case study with real metrics"
  ],
  "critical_gaps": [
    {"gap": "No content/SEO strategy", "impact": "HIGH", "cost": "Missing organic inbound leads entirely"},
    {"gap": "Single case study", "impact": "HIGH", "cost": "Limited social proof for different segments"},
    {"gap": "No referral program", "impact": "MEDIUM", "cost": "Not leveraging existing client relationships"}
  ],
  "recommendations": {
    "quick_wins": [
      {"action": "Add pricing page with 3 tiers", "dimension": "pricing", "effort": "LOW"},
      {"action": "Build second case study from existing client data", "dimension": "website", "effort": "LOW"}
    ],
    "short_term": [
      {"action": "Launch blog with 2 posts/month targeting ICP keywords", "dimension": "content", "effort": "MEDIUM"},
      {"action": "Set up referral incentive for existing clients", "dimension": "channels", "effort": "LOW"}
    ],
    "medium_term": [
      {"action": "Build SEO content cluster around core services", "dimension": "content", "effort": "HIGH"},
      {"action": "Launch LinkedIn thought leadership program", "dimension": "channels", "effort": "MEDIUM"}
    ]
  },
  "previous_comparison": null,
  "generated_at": "2026-03-07T10:00:00Z"
}

Phase 10: Review

Present the GTM Health Report.

APPROVAL GATE: "GTM analysis complete. Overall score: [X]/10. Review the action plan?"

Save report as gtm-analysis-{{date}}.md for historical tracking.

Schedule next review: quarterly cadence recommended.

Example Usage

Trigger phrases:

• "Run a GTM analysis"
• "How strong is our go-to-market?"
• "Evaluate our positioning"
• "GTM health check"
• "Where are the gaps in our marketing?"
• "Audit our GTM strategy"
• "Compare our positioning to competitors"
• "What should we focus on for growth?"