gotomarket

Go-to-market, often abbreviated as GTM or written as go-to-market strategy, refers to a cross-functional plan that outlines how a company will reach customers and achieve competitive advantage with a product or service. The GTM plan aligns product development, marketing, sales, and customer success around a clear value proposition delivered through chosen channels, with defined pricing, packaging, and timing for market entry or expansion.

Core elements typically include: a defined target market and buyer personas; a compelling value proposition and messaging; pricing, packaging, and revenue model; channel and partner strategy; the sales model (direct, inside, field, or ecommerce); a marketing plan and demand generation approach; enablement, operations, and governance; and measurable objectives with a budget and timeline.

The GTM process usually starts with market research, segmentation, and competitive analysis, followed by positioning and messaging development, channel and sales-model selection, and the design of a launch plan. After launch, performance is monitored and the plan is adjusted based on market feedback and metrics.

Applications of GTM include launches of new products or services, expansion into new geographic regions, or entering new sales channels. Channel strategy may involve direct sales, indirect networks, digital marketing, or partnerships. Metrics commonly tracked in GTM initiatives include revenue, pipeline, customer acquisition cost, lifetime value, conversion rates, and time-to-value.