Building a go-to-market (GTM) strategy is tough enough. Doing it with a team—across time zones, functions, and opinions—can be a circus. If you're tired of messy docs, buried feedback, and endless meetings, you're not alone. This guide is for anyone who needs to get a group of people aligned on a GTM plan without losing their mind.
Let’s walk through how to actually use Tome to collaborate on your GTM, what’s worth doing, and what you can skip.
1. Set Up a Single Source of Truth
Don’t start in a group chat. Every GTM project drowns in Slack messages, random Google Docs, and “where’s that deck?” Ditch the chaos. The first thing you want in Tome is a workspace or presentation that acts as your GTM home base.
How to do it: - Create a new Tome and name it clearly (e.g., “Q3 GTM Strategy”). - Add a short intro page—what’s the project, who’s involved, what’s the end goal. - Make it clear: “This is where all GTM planning happens.” Pin it, bookmark it, whatever you need.
Pro tip:
Don’t overthink structure early. You can always rearrange later. Just get started.
2. Map Out the GTM Plan—Visually
Tome shines for visual thinking. If you’re still using Word docs for GTM, you’re making life harder.
What to include in your Tome: - Timeline: Use a visual timeline to show key phases (prep, launch, follow-up). - Personas: Drop in images or short bios of target customers. - Messaging: Add slides for main value props, elevator pitch, and FAQs. - Channels: List marketing/sales channels with space for comments. - KPIs: Set up a metrics page—views, signups, revenue—whatever matters.
Honest take:
Tome is great for big-picture stuff. If you need granular task tracking, you’ll want a project tool (Notion, Asana, etc.) alongside it.
3. Bring in Your Team (But Set Ground Rules)
Collaboration is where things get messy fast. Tome lets you invite others to edit or comment, but a free-for-all won’t help.
How to add your team: - Click “Share,” invite key players by email. - Set editing/commenting rights. For early drafts, restrict editing to a few people. - Add a page laying out ground rules: who owns what, review process, deadlines.
Tips for sanity: - Assign “owners” for each section (e.g., marketing owns messaging, sales owns pricing). - Make feedback time-boxed. Open comments for a week, then move on. - Avoid “let’s all edit at once”—track changes and discuss before making big updates.
What to skip:
Don’t over-invite. Only add people who’ll actually contribute.
4. Gather Feedback—Without Endless Meetings
One of the best things about Tome is the ability to collect feedback where the work happens. No need to schedule yet another call.
How to do it in Tome: - Use comments: Ask for input on specific sections (“@Jess, does this persona match what you’re hearing from sales calls?”). - Tag people directly. Don’t just say “thoughts?”—be specific about the feedback you need. - Consider making a dedicated “Feedback” page for larger topics or questions.
What works:
Inline comments cut down on back-and-forth emails. People can chime in asynchronously.
What doesn’t:
Don’t expect everyone to see every comment. You’ll still need to nudge folks.
5. Iterate—But Don’t Get Stuck in Revision Loops
You’ll never have a “perfect” GTM doc. That’s fine. What matters is that the plan is clear, up to date, and actionable.
How to keep things moving: - Use Tome’s version history to track changes (so you can roll back if things go sideways). - Regularly clean up old comments—otherwise the doc gets cluttered. - Set “review and lock” dates. After feedback, mark sections as final (at least for now). - If something is still under debate, flag it—but don’t let it block the rest.
Watch out for:
The temptation to polish endlessly. At some point, you need to ship the plan and see what happens.
6. Present, Share, and Get Buy-In
One perk of Tome: it actually looks good out of the box. When it’s time to get execs or cross-functional teams on board, you can present directly from your Tome.
How to make it work: - Use presenter mode for live reviews. - Share a read-only link with stakeholders who just need to see the plan, not edit. - Export to PDF if you need to send via email (not everyone loves web links).
What works:
You look more organized than you probably feel. The visuals help tell the story.
What doesn’t:
Don’t expect Tome to wow people on its own. The content matters more than the tool.
7. Keep It Updated—But Don’t Turn It Into a Wiki
After launch, your GTM plan will change. (If it doesn’t, you’re probably ignoring reality.) Use your Tome as a living doc, but set limits.
How to handle updates: - Designate one or two people as editors post-launch. - Make a “What Changed” page for major updates. - Archive old sections instead of deleting—sometimes you’ll want to see where you went wrong/right.
Don’t:
Turn your Tome into a dumping ground for every idea. Keep it focused on the GTM plan, not every related thought.
Pro Tips and Honest Warnings
- Tome’s AI features: Handy for jumpstarting a draft, but don’t trust it to nail your unique positioning or market. Use AI for structure, not substance.
- Integrations: Tome isn't (yet) the hub for your CRM, analytics, or campaign tools. Link out as needed, but don’t expect deep integrations.
- Permissions: Double-check who can edit vs. view. Accidental changes happen.
- Offline access: Tome is browser-based. If your team travels a lot, PDF backups are your friend.
Keep It Simple, Keep Moving
The point of any GTM doc isn’t to impress. It’s to get your team on the same page and ready to act. Set up a shared Tome, keep it visual, and avoid endless edits. If you hit analysis paralysis, pick a direction and run an experiment. The best GTM teams don’t have fancier docs—they just actually use the ones they have.
Now, get your team in one (digital) room and start building. Don’t wait for “perfect”—iterate in public and adjust as you go. That’s how you actually get to market.