Understanding your plan: ICP, positioning and suggested channels

Your GTM plan on the Intelligence page reads top to bottom like a short strategy document: who buys, why they buy, what to say and where to say it. This guide explains each section, what to look for, and how to put it to work.

On larger screens, the In this report list on the right lets you jump between sections. The list uses short names (for example, "Pain points"), while the headings on the page are a little longer (for example, "Pain points your buyers face").

1. Executive summary

The one-screen version of your plan. It shows your product and industry, a one-line summary, who it's for, and tags for your business model, stage and geography. On the right you'll see your GTM Motion (how you mainly go to market) and your Best first channel. When there is one, a Fastest win line suggests the quickest opportunity to act on.

Use it to sanity-check that Distro understood your product. If the summary is off, the rest of the plan will be too, so check the description and target audience you gave during setup.

2. Ideal customer profile

The companies most likely to buy, based on your positioning, pricing and product. You'll see:

• The primary ICP, and a Secondary one when relevant
• Market type, Budget holders and Geography
• Buyer characteristics and Buying triggers (events that make a company ready to buy)
• Green flags and Red flags for qualifying a prospect

Use it to build prospect lists and decide quickly whether a lead is worth pursuing. The red flags are as useful as the green ones.

3. Buyer personas

The people inside your ICP companies who evaluate, champion and approve the purchase. The page shows up to three persona cards. Each can include Key pain points, Goals, Best engagement angle, Why they buy, Objections and Where they are (where they spend time online).

Use it to choose job titles to target and tailor your opening line. Persona names matter in LinkedIn Autopilot: you can type one into Persona (optional) to target just that persona.

4. Pain points your buyers face

Up to six problems your buyers face, each tagged by severity:

Where available, each pain shows how your product connects to it. Below the cards, Discovery questions to ask gives you questions for sales calls and replies.

5. What your buyers want to achieve

Goals tagged PRO (professional) or PERSONAL, followed by Fear-based motivations, What would make them act now and Status quo bias to overcome. The last one is often the real competitor: doing nothing.

6. Your positioning

Your positioning statement, plus Category, Key differentiator, What it is NOT, a 15-second pitch, a 30-second pitch and Positioning guardrails (claims and framings to stay away from).

Use it to keep your homepage, emails and posts consistent. The pitches work well as a starting point for a cold email opener or a LinkedIn note.

7. Value propositions

Your main and supporting value propositions, a Before and After picture of the customer's situation, Persona-specific value props and Outcome statements.

8. Messaging pillars

Three core messages. Each pillar has a short message, a Why: line, the channels it suits best and Use: words and phrases that fit your buyers' language.

9. Your top distribution channels

Up to five channels, ranked by potential impact for your ICP and business model (number 01 is the strongest). Each channel shows why it fits, a Time to result estimate, a couple of first actions, and a badge:

• High Impact: the channel is high priority, or scored 7 or more for impact
• Medium Impact: everything else in the top five

Below the ranking you may see Channels to avoid (with reasons), a map of channels across the buyer journey (awareness, consideration, conversion) and First 30-day quick wins.

There are no numeric scores on the Intelligence page. The effort and impact score for each channel appear in the full report (see below).

10. Your Path to 100 Customers

This section appears when your plan includes it. It starts with a short overview and an Estimated stage for your business, then four stages: First 10 Customers, First 25 Customers, First 50 Customers and First 100 Customers. Each stage has a timeframe, a primary action, its channels, Daily tasks, a Messaging angle and one thing to Avoid.

Use it to decide what to do this week. The early stages focus on direct, conversation-based outreach, which is exactly what cold email and LinkedIn in Distro are for.

The full report

At the bottom of the page you'll see two buttons:

• Open Copilot takes you to the Copilot.
• View Report opens the complete report on an active Scale plan. On the trial or Growth plan, the button says Unlock full report and explains that the full report is a Scale feature.

The full report contains everything above in more detail, plus each channel's Effort and Impact scores and a Next Best Actions list. It has Copy summary and Print/export buttons; Print/export uses your browser's print dialog, so you can save it as a PDF from there.

What the plan doesn't include

• No competitor analysis section. Competitors you listed help shape positioning, but the plan doesn't profile them.
• No in-page editing. You can't edit sections. Adjust facts in the campaign screens that use them instead.
• No automatic updates. The plan reflects your product details and homepage at the time it was generated. See Generate (and refresh) your GTM plan.

Ready to act on it? Read Turn your GTM plan into cold email and LinkedIn outreach.