Calls to Action (CTAs) are the actions that you want your target audience to take. A well-structured GTM plan defines what CTAs should be offered, when they should be offered, and how they map into the relevant Personas you are targeting. All CTAs are about progression – the step-by-step progression from prospect to customer.
Different CTAs should be intentionally aligned to different stages: early-stage CTAs like “Download a whitepaper” build initial interest, while late-stage CTAs such as “Request a demo” drive commitment and action. By deliberately matching the right CTA to the right customer stage, companies increase the likelihood of moving prospects efficiently through their funnel.
Beyond directing behavior, CTAs play a vital role in making go-to-market activities measurable and actionable. Each CTA represents a tangible event — clicks, downloads, sign-ups, demo requests — that enables teams to track engagement, diagnose funnel performance, and optimize execution. Defining CTAs early ensures that marketing campaigns, sales outreach, and product marketing efforts are focused, goal-driven, and aligned. In short, CTAs transform GTM strategies from abstract plans into a series of deliberate, customer-centered moves that power sustainable growth.
Example CTAs by Stage
While by no means an exhaustive list here’s a good example of calls to action by stage:
Awareness Stage:
- “Read the blog post”
- “Watch the explainer video”
- “Follow us on LinkedIn”
Consideration Stage:
- “Download the whitepaper”
- “Register for the webinar”
- “View the case study”
Decision Stage:
- “Request a product demo”
- “Start a free trial”
- “Contact sales”
Post-Purchase/Expansion Stage:
- “Upgrade your plan”
- “Refer a colleague”
- “Join our customer community”