A Go-To-Market (GTM) strategy is your company’s plan for how you’ll bring a product or service to market and win customers. It maps out who you’re targeting, what you’re offering, and how you’ll reach them — across sales, marketing, and customer success.
A strong GTM strategy helps ensure that everyone’s rowing in the same direction. It connects your business goals with practical execution: What channels will you use? What’s your pricing model? Who are your competitors? What messaging will resonate with your ideal buyers?
Example:
Let’s say you’re launching a new data analytics platform for mid-sized SaaS companies. Your GTM strategy could include:
- ICP (Ideal Customer Profile): SaaS companies with 10–50 employees and no in-house data team
- Messaging: Focus on “making data analysis easy for non-technical teams”
- Channels: LinkedIn ads, founder-led podcast, and content marketing
- Sales Approach: Product-led growth with a 14-day free trial and optional onboarding support
A good GTM strategy isn’t just for launches — it’s a framework you can revisit and refine as your product, audience, and market evolve.