Free go-to-market templates for B2B SaaS founders
ICP worksheet
Turn your three best customers into a written ideal customer profile — triggers, buyer vs user, disqualifiers — and score segments to pick your beachhead.
Evidence columns · buying roles · anti-ICP · scoring rubric
Open the template →Positioning statement template
Work through April Dunford's five components in order, write one sentence, then turn it into a homepage headline and subheadline.
Fill-in prompts · worked example · 14-point stress test
Open the template →SaaS pricing page checklist
Audit your pricing page with 42 pass/fail checks — value metric, tiers, anchoring, trial terms, discounts, FAQ — each with the reason it matters.
Live score · worked example · fix-first list
Open the template →90-day go-to-market plan template
One objective for week 12, three moves in sequence with pass lines set in advance, a Friday scorecard and a "not this quarter" list.
Stage table · worked example · week-12 review
Open the template →Which order to use them in
- ICP worksheet. Everything else depends on who you're selling to — and your positioning's best-fit customers come straight from it.
- Positioning statement template. Decide what you replace and why you're different for that customer, before you write a word of copy.
- SaaS pricing page checklist. Your pricing page is positioning with a price attached: check it once the first two are done.
- 90-day go-to-market plan template. Turn those decisions into three moves with pass lines, and review them every Friday.
Template, free tool or Mazo?
| Option | Best when | What you get |
|---|---|---|
| Templates | You want to think it through yourself or with your co-founders, on screen or on paper | The structure, the questions to ask and a worked example |
| Free tools | You want a first draft from your own answers, in about 20 seconds | A drafted plan, verdict or test built from what you type |
| Mazo | You want the plan built from where you are and run with you every week | An AI go-to-market advisor that checks every pass line with you |
Want the thinking behind all four? The go-to-market strategy guide for B2B SaaS walks through ICP, positioning, pricing, sales motion, channels and metrics, stage by stage.
Let Mazo fill them in with you
Mazo builds your go-to-market plan from where you are today with proven SaaS playbooks, then runs it with you every week. €99 a month, 14 days free.
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