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What is a Go-To-Market (GTM) strategy?

Definition: Go-to-market strategy is a structured plan used for launching new products, entering new markets, and doing massive rebranding campaigns. It helps you reduce risks with audience targeting, positioning, messaging, and timing.

Core elements of a go-to-market strategy

1. Your target audience – Clearly define your ICP with geographic, psychographic,  demographic, and other identifying characteristics.

Good starting questions are: 

  1. Who is my audience?
  1. Where do they work?
  1. What daily challenges do they face?

2. Product market fit – What problem does my product solve? Is there an unmet need? How is my product positioned to help my target market?

3. Competitor research and market demand – Who are my competitors, and what are my competitors offering? Is the market saturated already? Is there a big enough demand for what you plan to sell?

Start with these questions:

  1. Are my competitors selling a similar product? If so, how will I differentiate?
  2. Are my competitors targeting the same audience and geographic regions?

We recommend performing a SWOT and PESTLE analysis.

4. Marketing & messaging strategy – Pick the right marketing channels and suitable messaging based on learnings from the ICP research.

5. Sales and distribution – Through what mediums will you sell the product or service? A website, an app, or a third-party distributor? What sales model will you use? Self-service, field sales, through distributors? 

6. Set goals – There are various ways to track progress:

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Article FAQs

Who is typically in charge of creating a go-to-market (GMT) strategy?
The marketing team (with the help of the product and sales senior stakeholders) is responsible for crafting a comprehensive go-to-marketing strategy.
How is a GTM strategy different from a product launch?
A go-to-market strategy is created before the product launch to ensure its success. Often, it outlines steps to take months, even years, after the product launch.
GTM vs. marketing strategy vs. marketing plan
A marketing strategy encompasses all marketing activities of a business. Those marketing activities combined with an aim are used to create actionable marketing plans. A Go-To-Market (GTM) strategy, on the other hand, is used for new product launches, optimizing its release for maximum positive awareness and overall impact.
How long does it take to create a GTM strategy?
It varies depending on the product, scale, and industry. Successful implementation of a new GTM strategy can take 12 to 36 months and should be treated as a long-term strategy.

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