A free calculator asks founders the question their CFOs eventually will: Does the plan add up?

Ask a founder how they built their go-to-market plan and you'll often hear the same story: a revenue target, channels that worked for someone else, last year's budget. The math comes later, when the money runs short.

PlotGTM, a free browser-based calculator launched Tuesday, moves that math to the front. No account needed. Enter current revenue and a goal, and the tool works backward to the leads you need, what they cost, how to split spend across paid, earned, shared and owned media, the cash required before launch and whether the plan pays for itself.

Budgets leave little room for bad bets. Gartner's 2026 CMO Spend Survey put marketing at 7.8% of revenue, versus 7.7% a year earlier. In an analysis of 431 venture-backed shutdowns, CB Insights found 70% cited running out of capital, though cash is usually the final cause, not the root one.

Pricing a startup go-to-market strategy before launch is meant to expose broken unit economics while there is still money to fix them.

PlotGTM does not claim to predict outcomes. Its methodology calls its assumptions "directional, not guarantees" and positions the tool as a way to "align stakeholders and pressure-test budget proposals." It is aimed at B2B and software founders, growth and marketing leads, consultants and fractional CMOs.