What it is
A go-to-market strategy is your plan for reaching and winning customers: who you target, your messaging, pricing, and the channels and motion you'll use to sell.
Facts
- Common motions: product-led growth (PLG), sales-led (inside/field sales), and marketing-led.
- Key components: ideal customer profile (ICP), positioning, pricing, channels, and sales process.
- PLG suits low-priced, self-serve products; sales-led suits high-ACV, complex deals.
- GTM should match your average contract value, cheap products can't afford expensive sales teams.
Who it's for
Founders moving from a built product to actively acquiring customers and revenue.
How it helps you
A clear GTM focuses your limited resources on the right customers and channels, avoiding scattershot spending and mismatched sales motions.
Caveats
A common mistake is a GTM motion that doesn't fit price point, e.g. a costly sales team selling a $20/mo product. Nail your ICP before scaling spend.
Conclusion
Go-to-market turns a product into a business, match your sales motion to your price point and target a sharp ICP before pouring in resources.