Published: November 4, 2021
The term ‘Go-to-Market’ (GTM) comes up time and time again. Our clients often talk about it and know that it’s an important piece of the puzzle. They recognise they have a good idea, a killer product or a unique service and want to get it in front of their target market in the most effective and impactful way possible.
In this blog we’ll define exactly what Go-to-Market is and explore its parameters.
Go-to-Market means different things to different people. For us Go-to-Market fits really well with this definition that Gartner provides:
‘A Go-to-Market (GTM) strategy is a plan that details how an organization can engage with customers to convince them to buy their product or service and to gain a competitive advantage.’ *
For us, defining Go-to-Market is simple. It bridges the gap between strategy and action. It maps everything together in an actionable plan, a road map, of how and when you will take your product or service to your market.
What Go-to-Market is not:
Perhaps it’s easier to explain what Go-to-Market is not.
Go-to-Market is not a campaign. It’s more fundamental than that. Go-to-Market is not content creation. It is not a bundle of videos, social media posts, emails and ads. That said, Go-to-Market can help indicate the kind of content that you’ll need to create.
Go-to-Market is not your overall strategy. You must be clear on your direction before you can plan how you’ll take it to market. Without a solid direction in place, you’d be taking a huge shot in the dark with every step of Go-to-Market planning.
If you want to reach the right people for your product or service, then developing a Go-to-Market plan is essential. You won’t get very far without doing this vital piece of thinking and planning.
Over the years we’ve helped organisations develop powerful Go-to-Market strategies and plans and helped them execute them too. We use our 7 steps model to help guide our thinking. Click here to see our 7 step guide to building an effective Go-to-Market plan.
Reference: *https://www.gartner.com/en/sales/glossary/go-to-market-gtm-strategy
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