What is a Go-To-Market Strategy?

A Go-To-Market (GTM) strategy is a company's plan to sell its product to customers. It outlines the steps necessary to succeed in a new market or with a new customer segment, including the sales, marketing, and customer service strategies the company will use to engage and convert customers.

How to Build a GTM Strategy

1. Identify Your Target Market: Understand who your ideal customers are. Look at their demographics, behaviours, needs, and pain points.
2. Define Your Value Proposition: Identify the unique value your product provides that sets it apart from competitors.
3. Define Your Marketing Strategy: Choose the marketing channels (SEO, SEM, social media, content marketing, etc.) you'll use to reach your target audience.
4. Sales Strategy: Decide how you'll sell your product. This might be direct sales, through partners, or self-service.
5. Pricing Strategy: Decide how much you'll charge for your product. Consider the value you're providing, what your market will bear, and what your competitors are charging.
6. Customer Success & Support: Determine how you'll support customers post-purchase. This includes customer service, onboarding, account management, and customer success strategies.

Who is Involved (Roles)

1. Product Managers: Define the product's value proposition and positioning.
2. Marketing Team: Responsible for creating and executing the marketing strategy to generate awareness and leads.
3. Sales Team: Focus on converting leads into customers.
4. Customer Success Team: Ensure customers achieve success with the product post-purchase.
5. Leadership Team: Align the GTM strategy with the company's overall objectives and provide necessary resources.

How a GTM Strategy Works in Practice

In practice, a GTM strategy should create a seamless path from product development to successful product launch. It involves coordinated effort across different teams to create awareness, engage potential customers, facilitate purchases, and ensure customer satisfaction.

Here's an example:

• The marketing team generates awareness and interest through targeted campaigns, engaging potential customers through content marketing, social media, SEO, and other channels.