How to Structure a Go-to-Market Slide for the Board
Bruna Pavani highlights target audience, value proposition, and visual synthesis as pillars to align leaders and teams.
In a conversation with Bruno Gimenes, Bruna Pavani details the essential components of a one-slide executive Go-to-Market presentation. The discussion covers defining the target audience, the value proposition, and using bullet points to maintain focus.
During an interview with Bruno Gimenes on Marketing - The Podcast, Bruna Pavani highlighted the key elements needed to synthesize a Go-to-Market strategy onto a single slide for executive and board meetings. In her view, the foundational definition of audience and positioning is still neglected in many companies. "I think having a very clear target audience right there—and it's funny, because it seems silly, but many companies don't have it," she says.
Beyond defining the audience, Pavani emphasizes the need to clearly articulate the solution's core purpose. "I think the value proposition of the product, the company, the brand—what does it stand for? That also needs to be very well defined," she notes. Clarity in internal alignment prevents rework and miscommunication before handing demands off to external partners or marketing agencies.
In the video above, Pavani and Bruno discuss the risks of rushing deliverables without structured direction, in an episode that also explores other areas of planning and sustainable growth.
Visual synthesis and executive meeting preparation
To help board members absorb information more easily, Pavani recommends using direct bullet points rather than dense paragraphs. "You can't skim a huge block of text, right? You want to look at a key word and immediately recall the concept, but really study it," she points out. The concise structure guides the presentation's flow without cluttering the slide.
Pavani illustrates the value of structured planning by citing an exercise from a public speaking course at Casa do Saber, where presentations delivered without an outline led to repetition and lost focus, even on familiar topics. "When you lay it out in a structured way, you can establish a timeline much more fluidly and assertively," she explains.
Bruno adds to the discussion by recalling advice from the CEO of Amazon Brazil in 2021 about jotting down notes and key objectives in a notebook on the eve of important presentations, validating the core message before the decisive meeting.