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GTM Playbooks for Every Company Size

GTM Playbooks for Every Company Size

What works at $50M ARR won’t work at $500K ARR—and vice versa. Your go-to-market (GTM) strategy needs to grow with you. Too many founders try to run enterprise-level plays when they’re still in the scrappy stage, or they keep doing hustle-mode tactics long after they’ve outgrown them.

Here’s how I break down GTM playbooks for different company sizes—so you can stop guessing, start scaling, and actually enjoy the ride.

A GTM playbook is a stage-specific strategy for how your company acquires, converts, and retains customers. From $0–$200K ARR, focus on testing and founder-led outreach. At $200K–$500K ARR, amplify what works with light paid ads. 

At $500K–$1M ARR, blend inbound and outbound with precision. At $1M–$10M ARR, optimize the entire funnel with systems, SEO, and specialized hires.

Source: Linkedin User

$0–$200K ARR — Test and Learn Mode

At this stage, you’ve got time, not money. Use it to test your offer and build trust.

Core tactics:

  • Launch cold email with Instantly.ai (DFY domains)
  • Enrich leads and personalize with Clay
  • Post daily on LinkedIn (costs nothing but your pride)
  • Create fast graphics with Canva
  • Pull ideas from MarTech & IA Insights

Goal: Find messaging that gets replies.
Mindset: You’re not scaling—you’re testing.

$200K–$500K ARR — Double Down

Now you can amplify content and cold email with small paid plays.

Core tactics:

  • Boost LinkedIn posts that hit 100+ likes
  • Install Vector + RB2B to ID site visitors
  • Add Trigify.io for engagement tracking
  • Push all signals into Clay
  • Trigger outbound flows from hot signals

Goal: Convert the demand you’re already creating.
Mindset: Build a warm funnel without burning cash.

$500K–$1M ARR — Precision Scaling

You’ve got traction. Time to go from founder-led to team-led GTM.

Core tactics:

  • Launch LinkedIn Ads + Meta Ads (retargeting & custom audiences)
  • Track clicks with Vector, qualify with Clay
  • Have SDRs call warm leads (site visitors, opt-ins, ad clicks)
  • Automate Slack notifications for instant follow-up
  • Keep outbound warm and signal-driven

Goal: Blend outbound + inbound for higher ROAS.
Mindset: Don’t let good leads slip.

Suggested Reads: 

$1M–$10M ARR — Full-Funnel Mastery

At this stage, scrappy is out, systemized is in.

Core tactics:

  • Build SEO flywheels + long-form content
  • Track every metric: CAC, ROAS, reply rate, show rate
  • Hire funnel owners: Ads, SDRs, Content, Ops
  • Downsell unqualified leads
  • Use intent + automation to boost efficiency

Goal: Own your market and every signal in it.
Mindset: Every click matters.

Conclusion

Scaling your GTM isn’t about doing more—it’s about doing the right things for your stage of growth. Test, amplify, scale, and systemize. Follow these plays, and you’ll not only grow ARR—you’ll keep your sanity intact. Explore more AI tools on TheAISurf.

FAQs

1. What is a GTM playbook?

This is a repeatable go-to-market plan that’s been adapted to suit the specific size, resources, and also the growth stage of your business.

2. How often should I update my GTM strategy?

At least every time you hit a new revenue tier or notice declining ROI in your current channels.

3. Should startups invest in paid ads early?

Not until you’ve validated messaging organically—otherwise, you’re just paying to test guesses.

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