Value proposition - the value proposition is arguably the most important component of being ready for go to market. In two quick sentences it captures the most important information about your product - who it's for, what it does for them, and why it's a better choice. Conversely, if you can't articulate a good value proposition for your product, that means one of those things is missing. Read more about value props.
Social proof - one of the biggest risks that your prospects face is that your product, while it sounds amazing, won't really deliver on its promises. This is just one of the reasons you need great social proof for your product. What your customers say about how it helped them solve their problems and achieve their goals makes a gigantic difference in your sales success.
Pricing - especially when selling expensive products - like enterprise software or cars - the factors that go into the prospect's assessment of how much they're willing to pay extend far beyond the price. The Value Inequality gives you a framework for understanding pricing from the customer's perspective, and tools for working their perceptions in your favor.