PIPA: OneGTM's Methodology for Organizing GTM Plans

In B2B marketing, chaos often starts with poor planning. Too many teams work from disconnected spreadsheets, vague campaign briefs, and random to-do lists. The result? Siloed efforts, inconsistent messaging, and missed revenue goals.

At OneGTM, we believe that how you organize your GTM plan matters as much as the plan itself. That’s why we created PIPA, a clear and scalable methodology that helps marketing and GTM teams structure their work from strategy to execution.

What is PIPA?

PIPA stands for:

• Plan

• Initiative

• Program

• Action

Each level builds on the one above it, ensuring every task directly supports your strategic goals. PIPA isn’t just a theoretical framework—it’s embedded directly into the OneGTM platform, guiding teams as they build, collaborate, and execute their plans.

The 4 Levels of PIPA

1. Plan: The Strategic Foundation

A Plan defines your top-level GTM strategy for a product, market segment, or customer cohort. It answers big-picture questions:

• What’s the objective? (Revenue, pipeline, awareness)

• Who is the target audience?

• What’s the core positioning and messaging?

• What metrics matter?

In OneGTM, your Plan acts as the source of truth—the anchor for every decision that follows.

2. Initiative: Your Strategic Focus Areas

Within each Plan, you define Initiatives. These are the major strategic pillars that focus your team’s efforts.

Examples of Initiatives:

• Establish leadership in [industry/vertical].

• Generate demand in a new region.

• Launch a partner co-marketing motion.

• 
  

Initiatives ensure everyone understands the big bets you’re making to hit your goals.

3. Program: Campaigns that Drive Outcomes

Each Initiative breaks down into Programs—concrete campaigns and marketing workstreams designed to deliver specific outcomes.

Examples of Programs:

• Multi-channel product launch campaign

• Analyst relations program

• Inbound content strategy

• 
  

Programs are where teams come together to collaborate across content, digital, product marketing, and sales enablement.

4. Action: The Tasks that Get Work Done

Finally, Actions are the individual tasks that move Programs forward. These are the tactical, day-to-day deliverables that marketing teams own.

Examples of Actions:

• Write a blog post

• Create a product datasheet

• Build a LinkedIn ad

• Schedule a webinar

Every Action in OneGTM stays linked to the Program, Initiative, and Plan it serves—giving you total visibility into why every task matters.

Why PIPA Works

PIPA solves the most common GTM planning pain points:

1. Teams See the Big Picture

Instead of isolated projects, every task fits into a strategic context.

2. Alignment From Strategy to Execution

Product marketing, demand gen, content, and sales all work from the same plan.

3. Real-Time Visibility

Leaders can track progress at every level—from high-level Plans down to individual Actions.

4. Flexibility Without Losing Focus

Programs can pivot and adapt, but they always stay anchored to the overall Plan.

Bringing PIPA to Life in OneGTM

The OneGTM platform is built around PIPA. When you log in, you’re not starting from scratch. Instead, you’re stepping into a structured space where every Plan, Initiative, Program, and Action connects.

In OneGTM You Can:

• Define your strategic Plan with clear objectives and success metrics.

• Build Initiatives to guide your major bets.

• Launch Programs that turn strategy into campaigns.

• Assign Actions to your team and track execution.

All with full visibility, so marketing leaders, content creators, and sales teams stay aligned—working as one go-to-market team.

Ready to See PIPA in Action?

Your GTM plan is more than a to-do list—it’s the blueprint for how you drive revenue. With OneGTM and PIPA, you’re equipped to plan smarter, execute faster, and hit your targets.

Explore OneGTM to see how PIPA can transform your GTM planning today.