GTM strategy

GTM, go-to-market - a strategy for bringing a product or company to the market. Answers four questions: who is the target client, what problem do we solve better than alternatives, through what channels will we reach him and how does the sale work.

GTM is often confused with a marketing plan. The difference is in the horizon and in the subject: a marketing plan distributes the budget across channels for a period, GTM determines the design itself - segment, positioning, sales model and pricing. The marketing plan is already assembled within the selected GTM.

Three standard models. Product-led: a person tries the product himself, the seller connects later or does not connect at all. Sales-led: sales are made through people, the product is shown on demo. Marketing-led: demand is formed by content and advertising, the sale is completed by a form or a short conversation.

A practical sign that GTM has not been developed: the team cannot answer in one sentence who needs the product in the first place. Then the budget is spread across all segments at once and does not produce results in any of them.