A Brief Overview:Go-to-Market (GTM) Strategy and GTM Framework


In the early days of the automobile industry, car companies used a variety of go-to-market strategies to sell their products. One of the most successful was the Ford Model T, which was introduced in 1908. The Model T was affordable, reliable, and easy to operate, and it quickly became the best-selling car in the world. Ford used a GTM strategy consisting of various marketing techniques to promote the Model T, including print ads, dealer incentives, and public relations. The success of the Model T revolutionized the automotive industry and changed how people lived and worked. It showed the importance of a well-executed GTM strategy. 

What Is a Go-to-Market Strategy? 

A go-to-market (GTM) strategy constitutes a framework for bringing a new product or service to market. It is a comprehensive plan that outlines how a company will position, price, and promote its offerings. Also included in a GTM strategy is a go-to-market plan and a detailed roadmap outlining the steps a company will take to launch its product or service. 

A GTM framework guides a company’s efforts to bring a new product or service to market. It includes the plans and processes for positioning, pricing, and promoting the offering. Such marketing strategies are created at the corporate level and guide the entire organization’s efforts. 

The importance of a go-to-market strategy lies in providing a framework for deciding how to bring a new product or service to market. It also helps companies avoid common mistakes when launching a new offering. 

Four Most Common Go-to-Market Strategies 

Every go-to-market plan should pinpoint a great:

  • Good Product-Market Fit 
  • Target Market 
  • Competitive Demand 

Despite similarities, it is best to focus on each strategy’s unique qualities instead of getting lost in a voluminous exchange of words. Let’s examine the four GTM tactics that are most frequently used: 

Inbound Strategies 

At every point of the buyer’s journey, inbound marketing strategies use various marketing channels, including content marketing, blogs, events, search engine optimization (SEO), social media, and more, to build brand awareness and attract new customers.

The main goals of this methodology are the right audience, at the right moment, and with the right material. It is a great supplement to any marketing strategy, or it can stand alone. Over time, it will pay off, and paid media support helps to boost the ROI. 

Sales Enablement Strategies 

Increasing sales outcomes and productivity is the main goal of sales enablement techniques, which give salespeople access to content, coaching, and training at every point of the sales cycle. This tactic will do exceptionally well with your front-line sales managers, agents, and the entire sales force. It mostly functions to support their team. 

ABM Strategies 

Account-based marketing techniques concentrate on B2B marketing. Here marketing and sales teams combine their expertise to find, target, connect with, and complete agreements with high-value accounts. They make use of useful content, technology, and thorough cross-channel campaigns.

Companies that want to benefit greatly can use ABM. The team enjoys seeing you reel in a big catch since you can rapidly demonstrate ROI. 

Demand Generation Strategies 

Demand generation techniques use a variety of marketing tactics, including cold calling, emailing, buying lists, TV advertising, and sponsored webinars, which can be more outbound or sales-focused than other strategies. 

This method is frequently used with others. However, it is no longer working as well on its own as it previously did. Despite evolving technology and audience privacy preferences, there are still many excellent components that are helpful to marketers. 

Examples of a GTM Strategy 

Here are a few examples to describe well-built GTM strategies: 

FitBit Smart Coach 

A maker of activity trackers, Fitbit, is based in the United States. The business introduced Smart Coach a few years ago, a premium service and personal training app that works with the user’s FitBit. 

They began their GTM strategy with straightforward goals, such as 

  • Raising subscription sales 
  • Increasing brand recognition 
  • Increasing the rate of subscriber attachment 

In order to reach the target demographic for the “Get More With FitBit” campaign, both owned and paid channels were used (which consisted of people who owned FitBit wearable devices and smartphones). 

Retargeting display advertising that directed potential customers to a landing page made up of the majority of paid channels. They also employed newsletters, social media, and push notifications to reach potential clients. 

The net result: The company’s strategy generated an estimated $192 million in revenue. 


Upscope is an interactive screen-sharing platform. You might have assumed that the startup would be another common screen-sharing service aimed at regular customers. However, by capitalizing on the live chat trend, the business focused on the groups that would benefit from it the most: technical support, onboarding experts, and customer success teams. 

Upscope concentrated on a single problem which was the difficulty of setting up screen sharing. Users could avoid time-consuming phone calls and written instructions, saving time. They leveraged the power of content and integrations to connect with their end users. By collaborating with them, they were listed on the websites of pre-existing live chat providers like Zendesk, Drift, Intercom, etc. Additionally, they provided SaaS success stories to attract relevant buyers. 

Why Do You Need a Go-to-Market Strategy? 

A go-to-market strategy is a plan for how a company will reach its target market and achieve its desired level of sales. The GTM strategy includes the specific tactics and channels the company will use to reach its target market, as well as the timeline and budget for the initiative.  

There are several reasons why a company needs a go-to-market strategy: 

1. To Define the Target Market 

The first step in any go-to-market strategy is to define the target market. This includes segmenting the market by demographics, psychographics, and/or other criteria. The target market segment(s) should be clearly defined in the GTM strategy. 

2. To Set Sales Goals 

The second reason for having a go-to-market strategy is to set sales goals. The GTM strategy should include specific, measurable, achievable, relevant, and time-bound (SMART) sales goals. These goals should be aligned with the company’s overall business goals.  

3. To Identify the Sales Channels 

The third reason to have a go-to-market strategy framework is to identify the sales channels. The sales channels are how the company will reach its target market. The GTM strategy should include a plan for how the company will use each sales channel.  

4. To Create Marketing Collateral 

The fourth reason is to create marketing collateral. Marketing collateral is any content that can be used to promote the company, its products, or its services. The GTM strategy should include a plan for creating and distributing marketing collateral.  

5. To Launch and Evaluate the GTM Strategy 

The fifth and final reason to have a go-to-market strategy framework is to launch and evaluate the GTM strategy. The GTM strategy should be launched in a controlled environment, such as a test market. Once the strategy has been launched, it should be evaluated regularly to ensure that it achieves the desired results. 

Who Needs a Go-to-Market Strategy? 

There are three key situations where a go-to-market strategy is essential: 

1. Launching a New Product or Service 

A go-to-market strategy is essential when launching a new product or service. Without a well-defined plan, it’s too easy for a new offering to get lost in the shuffle and fail to gain customer traction. 

A GTM strategy should lay out a clear path to market success, outlining the steps that need to be taken to bring the product or service to market and achieve commercial success. It should also identify the target market for the new offering and define the most effective channels for reaching and selling to those customers. 

2. Entering a New Market 

When entering a new market, a GTM strategy framework is a must. Without a sound plan, businesses can quickly become overwhelmed by the unfamiliarity of a new market and the challenges of reaching and selling to customers in that market. 

Such a strategy can help businesses navigate the new market by providing a roadmap for success. It should identify the target market within the new market and define the most effective channels for reaching and selling to those customers. The strategy should also outline the steps that need to be taken to bring the product or service to market and achieve commercial success. 

3. Rebranding or Repositioning a Company or Product 

A go-to-market strategy can also be valuable when rebranding or repositioning a company or product. In today’s ever-changing marketplace, it’s essential for businesses to regularly revisit their branding and positioning to ensure that they are still relevant and appealing to their target customers. 

Businesses update their branding and positioning to reflect better the current market landscape and the needs of their target customers using a GTM framework. The strategy should identify the target market for the rebranded or repositioned company or product and define the most effective channels for reaching and selling to those customers. It should also outline the steps that need to be taken to bring the product or service to market and achieve commercial success. 


A go-to-market strategy framework is critical for any company looking to launch a new product or service, enter a new market, or rebrand or reposition itself. The GTM strategy provides a framework for deciding how to market a new product or service. It helps companies to avoid common mistakes that can occur when launching a new offering. There are four main types of go-to-market strategies: market penetration, product expansion, market development, and diversification. Each type of strategy has its advantages and disadvantages, and the best GTM strategy for a company will depend on its specific situation and goals. For more info on product marketing strategies coupled with IIM Indore certification PG Certificate Program in Product Management is recommended.

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