What is a go-to-market strategy? A quick guide to GTM strategies for startups


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  1. Introduction
  2. What’s in a go-to-market (GTM) strategy?
  3. Why are go-to-market strategies important for businesses?
  4. Go-to-market strategy vs marketing strategy: Differences and similarities
    1. Go-to-market strategy
    2. Marketing strategy
    3. Differences
    4. Similarities
    5. Integration
  5. How to create a go-to-market strategy

A go-to-market (GTM) strategy is a comprehensive plan that is used by a business to launch a product or service to market. This strategy outlines the steps that a business will take to connect with its customers and gain a competitive advantage. It typically includes market research, clear identification of the target customer base, sales and marketing plans, and considerations for product pricing and distribution channels.

GTM moments can happen at any point in a business's development. When a startup launches, it will probably have a GTM strategy to organise all its efforts. But when a business releases a new product or service, or even expands to a new market, it will probably use a new GTM strategy. Below, we'll talk about what GTM strategies are, what's usually included in them, why they're important for businesses and how to write one.

What's in this article?

  • What's in a go-to-market (GTM) strategy?
  • Why are go-to-market strategies important for businesses?
  • Go-to-market strategy vs marketing strategy: Differences and similarities
  • How to create a go-to-market strategy

What's in a go-to-market (GTM) strategy?

Developing a successful go-to-market strategy starts with a deep market analysis to understand the needs and preferences of the target customer segment. Businesses must design their product offerings to meet those needs.

The strategy should also define the value proposition of the product or service, explaining why customers should choose it over competitors' offerings. A 2023 report found that 37% of respondents described their company culture as product-first, while nearly 26% said sales-first, indicating an emphasis on product development over sales in many organisations.

A successful GTM strategy requires several components that work together. Those typically include:

  • Market analysis: Detailed insight into the market, including size, growth potential, trends and customer analysis.

  • Target customer definition: A clear profile of the ideal customer, their challenges and their buying behaviour.

  • Value proposition: A compelling statement that defines the benefit of the product or service for the customer.

  • Competitive analysis: An examination of competitors and their offerings, strengths and weaknesses.

  • Product positioning: How the product fits into the market and stands out from alternatives.

  • Sales strategy: Which channels the product will be sold through and how those channels will be used, including sales goals and team structure.

  • Marketing and promotion plans: Campaigns and activities designed to generate interest and leads for the product.

  • Pricing strategy: The approach to pricing, considering costs, market conditions and competitor pricing.

  • Distribution plan: The logistics of how the product will be delivered to customers, including channel partners and distribution points.

  • Customer support and service: Strategies for providing customer service and support post-purchase.

  • Metrics and KPIs: Key performance indicators to measure the effectiveness of the go-to-market initiatives.

  • Budget: A financial plan that allocates resources to each component of the strategy.

  • Timeline: A schedule outlining when each element of the strategy will be implemented.

  • Risk assessment: Identification of potential risks and a plan for mitigating them.

  • Feedback loops: Mechanisms for gathering customer feedback and incorporating it into product and strategy refinement.

Why are go-to-market strategies important for businesses?

Go-to-market strategies serve as an action plan that specifies how a company will reach target customers and introduce its products or services. They guide a business from product conception to market entry and beyond, influencing how it will exist in the marketplace going forwards.

This plan ensures that the business carefully considers and effectively executes all aspects of the product launch.

Here's a closer look at why these strategies are important:

  • Market alignment: A GTM strategy ensures that the product or service is aligned with market demands, increasing the likelihood of acceptance by the target audience.

  • Resource optimisation: With a clear plan, businesses can allocate their resources more effectively. They can then use time, money and personnel more efficiently.

  • Risk mitigation: A thorough strategy helps businesses to anticipate potential challenges, reducing the risks associated with bringing a new product to market.

  • Focused messaging: A GTM strategy crafts a consistent, persuasive message about the value proposition, which is key to differentiating the product in the market.

  • Sales enablement: A well-defined strategy equips the sales team with a clear plan and the tools to sell the product effectively.

  • Marketing synergy: A GTM strategy coordinates various marketing efforts to create a cohesive campaign that resonates with the target audience.

  • Customer experience: By considering the customer journey from the outset, businesses can design a better experience, which can increase customer satisfaction and loyalty.

  • Revenue acceleration: Strategically launching a product or service to the market can speed up adoption and increase revenue generation.

  • Brand building: Launching a product with a clear go-to-market strategy can establish or enhance the business's brand with customers.

  • Strategic learning: Creating the strategy provides valuable insights into the market, competitors and customers, which can inform business decisions.

  • Market share gain: An effective strategy can help a business to gain market share quickly by out-manoeuvring competitors and capturing the attention of customers.

  • Feedback and adaptation: A GTM strategy includes mechanisms for gathering customer feedback, letting businesses adapt their approach and offerings in response to that feedback.

Go-to-market strategy vs marketing strategy: Differences and similarities

A go-to-market strategy and a marketing strategy are two important concepts in business planning. Although they overlap in function, they each serve distinct roles in the lifecycle of a product or service.

A GTM strategy describes the full process of bringing a product to market and into the hands of customers, but the marketing strategy focuses specifically on how the product is communicated and perceived in the marketplace. Both influence the success of the product and businesses must develop these strategies with a clear understanding of their overall goals.

Here's an overview of each strategy:

Go-to-market strategy

A GTM strategy is an action plan that specifies how a business will target customers and achieve a competitive advantage for its new product or service. It's a holistic approach that includes marketing and encompasses sales, distribution, pricing and customer service. The GTM strategy is focused on the introduction of the product to the market. It's about the "where" and "how" of product launch, delivery and selling. It's comprehensive, including:

  • Target customer identification
  • Market analysis
  • Value proposition
  • Sales channels and tactics
  • Pricing and packaging
  • Distribution model
  • Customer support structure
  • Launch timeline and milestones

Marketing strategy

The marketing strategy is a subset of the GTM strategy. It focuses specifically on creating demand for the product through branding and communication. It's about the "who" and "why" of reaching potential customers. This strategy is often ongoing and evolves over the life of the product. It encompasses:

  • Market positioning and messaging
  • Campaigns and promotions
  • Content marketing strategy
  • Media planning and buying
  • Social media strategy
  • Customer engagement and retention
  • Brand development


The primary difference between the two strategies is their scope. A GTM strategy covers a broader set of business activities and is typically a one-off plan for launching a product or entering a new market. The marketing strategy is ongoing and focuses on building and maintaining demand for the product.


Both strategies require an understanding of the target market and customers. They must be aligned and work in tandem for the product launch to be successful. Each strategy uses market research and competitive analysis to inform its approach, and both aim to increase a business's profitability and market share.


A GTM strategy typically includes a marketing strategy as one of its components. The marketing strategy will align with the overall GTM approach, ensuring that the messaging and branding support the broader goals of the GTM plan, such as the desired customer experience and sales targets.

How to create a go-to-market strategy

Creating a go-to-market strategy requires a thorough, considered approach that aligns with the overall business objectives. It can be challenging to do this well.

To create a strong GTM strategy, a business must have a deep understanding of the market, position the product precisely and execute with precision. Here are several tactics to accomplish this:

  • Market research and segmentation: Conduct granular market research with advanced tools and methodologies. Rely on analytics and AI-driven insights to identify trends and patterns. Segment the market by demographics, behaviours, psychographics and purchase readiness.

  • Target customer profiling: Create a hyper-detailed profile of the ideal customer. Use data mining to understand their habits, preferences and challenges. Involve user-experience researchers to validate assumptions about customer needs through user research.

  • Competitive analysis: Use a multi-tiered approach to analyse competitors. Assess their product offerings, go-to-market strategies and customer feedback across multiple channels. Apply game theory to anticipate competitor moves and plan counter-strategies.

  • Value proposition and messaging: Develop a value proposition that addresses the outcomes that your customers desire. Use A/B testing and focus groups to refine the messaging. Craft messaging that resonates on a rational and emotional level, tested through neuromarketing techniques.

  • Sales strategy development: Design a sales process that integrates with customer relationship management (CRM) and lead nurturing systems, ensuring a data-driven approach to sales execution. Develop a multi-channel sales approach that considers direct and indirect sales, digital sales platforms and automation.

  • Pricing strategy: Use advanced pricing models that incorporate economic value estimation and perceived value pricing. Consider dynamic pricing strategies, where feasible, adjusting for market demand, customer segments and purchase context.

  • Distribution and fulfilment: Map out a distribution network that optimises for speed, cost and coverage. Incorporate a logistics strategy that uses predictive analytics to manage inventory and fulfilment.

  • Marketing plan: Create a comprehensive omnichannel marketing plan that integrates traditional and digital channels. Use sophisticated attribution models to understand the impact of each channel on customer acquisition and retention.

  • Launch plan and timeline: Design a phased launch plan which allows for testing and changes. Consider soft launches, pilot programmes or beta tests. Create a timeline with milestones for measuring progress against goals.

  • Customer service and support: Develop a customer service blueprint that uses technology, such as AI chatbots and personalisation, to deliver exceptional service. Establish a feedback loop that funnels customer insights back into product development and go-to-market strategy refinement.

  • KPIs and success metrics: Define advanced metrics that go beyond the usual KPIs to include customer lifetime value, net promoter score and churn rate. Use predictive analytics to set benchmarks and forecast outcomes.

  • Risk assessment: Conduct a thorough risk assessment considering market, operational, financial and execution risks. Develop actionable contingency plans and communicate them clearly across the organisation.

  • Legal and compliance checks: Ensure that all aspects of the go-to-market strategy comply with local and international laws, including data protection regulations. Ask your legal team to review all contracts, licencing agreements and intellectual property considerations.

  • Iterative development: Adopt an agile approach to strategy development, adapting quickly based on market feedback and changing conditions. Encourage cross-functional teams to work in sprints to implement various aspects of the strategy, fostering collaboration and adaptability.

  • Strategic partnerships: Identify and secure partnerships to amplify go-to-market efforts. This could include channel partners, influencers or technology integrators. Structure partnership agreements to include performance metrics and shared objectives.

How do businesses put new products and services in front of the right people and compel them to engage further? A GTM strategy is a concise plan that provides transparency for each individual role in a marketing team for a single launch period.

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