Go-To-Market Strategy

A Go-To-Market (GTM) strategy is a framework that outlines the steps needed to successfully launch a new product or service or expand your business into new markets. Go-to-market strategies are one of the most important tools in building sustainable and profitable growth.


Why do you need a go-to-market strategy?
When companies are pursuing growth, it's common to see a quick expansion in offerings or target markets. While this quick expansion may yield short-term results, it is rarely sustainable. Often this pursuit of growth and expansion leads to a wide and somewhat disparate offering that doesn't create long-term growth and value for the company, puts a strain on resources, creates confusion in the marketplace, and burns out key employees.

Without a well-crafted GTM strategy, companies increase their risk of missteps in their growth plan that will cost serious time and money, and put future growth plans in jeopardy.

While a solid GTM strategy doesn't guarantee success, it does significantly reduce the associated risk with growth now and into the future.

 

When do you need a go-to-market strategy?

Go-to-market strategies are used when introducing new products or services or to reinvigorate existing products or services. A company can have multiple go-to-market strategies for different lines of business, but they all should share common ground with the the overall business strategy.

 

What's the difference between a go-to-market strategy and a marketing plan?

A go-to-market strategy is specific to launching or re-launching a product or service, whereas a marketing plan is a long-term, ongoing plan that can be fairly broad in nature and isn't confined to specific products or services. Think of the go-to-market strategy as the rockets that lift the spaceship off the ground and get it into orbit. The marketing plan is what takes the spaceship from there and guides the long-term mission.


Contact us to build or optimize your Go-To-Market strategy and start growing.