January 4th, 2022 - by Aidan Dunphy

How to build a go-to-market strategy

A pile of strategy books

A go-to-market (GTM) strategy is a plan for how a company will introduce a new product or service to the market, and ultimately drive sales and revenue. When developing a GTM strategy, a company should consider the following steps:

  • Identify your target market: Start by clearly defining the market segment or segments that your product or service is designed to serve. This could include factors such as customer demographics, needs, and behaviors, as well as the competitive landscape and potential market size.
  • Understand your value proposition: Develop a clear and compelling value proposition that explains how your product or service will solve the problem or meet the need of your target market. This should be based on a deep understanding of your customers and their needs, as well as the unique features and benefits of your product or service.
  • Develop a pricing and positioning strategy: Determine how you will price your product or service, and how you will position it relative to competitors in the market. This will require a thorough understanding of the market and your competitors, as well as a consideration of factors such as the cost of your product, the potential value to customers, and the price sensitivity of your target market.
  • Identify your go-to-market channels: Decide how you will reach your target market, and what channels or partners you will use to distribute and sell your product or service. This could include channels such as direct sales, online marketplaces, retail stores, or distribution partners.
  • Develop a marketing and sales plan: Create a plan for how you will market and promote your product or service, and how you will drive sales and revenue. This plan should include tactics such as advertising, content marketing, public relations, and lead generation, as well as a plan for how you will convert leads into customers and drive ongoing sales.

Overall, a successful GTM strategy should be based on a deep understanding of your target market and customers, a clear value proposition, and a well-defined plan for reaching and engaging with your target market.


SpaceX rocket launch
A product is for life, not just for launch

Don't put too much focus on launching your product. It's a common mistake to think that this is the most important day in the product's life. For most products, what happens on the launch day isn't important; it's what happens afterwards that matters - when your customers start buying and using it. Remember: a year after your launch date, nobody will care what happened a year ago!

We'd be happy to give you free advice on this

Building a GTM strategy is a lot of work, and many businesses struggle with some of the key elements, such as defining a succinct value proposition, position and pricing. We'd be happy to give you some pointers for free - just book a slot for a virtual cuppa. 

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