Go-to-Market

Go-to-Market (GTM) is a plan for bringing a product or feature to market. Who do we sell to first, through what channels, with what message, in what sequence. GTM answers not “what kind of product we have”, but “how it will reach the money.”

Good GTM starts not with channels, but with segments. First, who is the first buyer and where is he found, then the channel and offer. The reverse order (“let’s launch Direct and VK, we’ll see”) is not a strategy, it’s hope.

In my practice, GTM is a one or two page document: a segment, an offer, 2-3 channels to start, metrics for the first month, the decision point “scaling or changing.” Without the last point, the launch turns into an endless “well, we’ll wait another week.”