Go-to-Market (GTM) Strategy: Resources & Best Practices
Table of Contents
GTM Strategy Resources
What Is a Go-to-Market Strategy?
A Go-to-Market (GTM) strategy is a step–by-step plan to launch a new product or service or expand into a new market.
GTM strategies identify these things…
- Your target audience
- Market fit
- Competition
- Potential demand and how you plan to meet it
- Distribution channels
- Price
…and create a growth marketing plan to address them.
Go-to-Market History
New Coke. The Apple Lisa computer. Google Glass. Zune. Marketing history is littered with product launch failures.
A solid GTM strategy starts by effectively identifying the problem your product or service aims to solve and then making the right plan to share it with the right audience. Looking at GTM failures has popularized the need for comprehensive growth strategies and marketing plans to ensure success.
Go-to-Market Strategy Today
While a marketing plan covers an entire business, a GTM strategy is specifically for launches. Any organization looking to launch a new product or service or extend into a new area will need a GTM strategy.
To have a successful launch, companies will need to bring multiple teams in on the GTM strategy, including sales and digital marketing, and other departments such as product or customer success.
Go-To-Market Best Practices
GTM strategies don’t have to be complex, but they must be thorough. A solid strategy covers the basics, but should also include best practices like:
- A martech stack that includes an account intelligence platform
- Using intent data to target in-market accounts
- Dynamic account segmenting
- Targeted campaigns personalized by segment, account, and buying stage
- Multi-channel outreach
- Looking at data to evaluate ROI and pivoting in response
Account-Based Marketing + Go-to-Market
A GTM strategy aligns well with an Account-Based Marketing (ABM) approach, enabling marketing teams to create strategies that target multiple accounts.
Tiered campaigns can help marketing teams define goals and manage resources:
- Tier 1 campaigns (1 to 2 per quarter, targets total ICP) cover big-picture themes
- Tier 2 campaigns (5 to 8 per quarter, targets subset of accounts) are time-bound and based on specific marketing areas
- Tier 3 campaigns (ongoing, refreshed quarterly, targets subset of accounts) develop ongoing goals that define ideal customers
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