What is Go-to-Market (GTM) Strategy?
The plan a company uses to bring a product to market, including target audience, messaging, pricing, and distribution channels.
Definition
A go-to-market strategy defines how a company will reach its target customers and achieve competitive advantage. It covers four core elements: target market definition (who you're selling to), value proposition (why they should buy), distribution channels (how you reach them), and pricing model (how you charge). In B2B, GTM strategies typically fall into two camps: sales-led (outbound reps drive deals) and product-led (the product itself drives adoption and expansion).
Why It Matters
A GTM strategy determines which tools you need in your stack. Sales-led GTM demands CRM, sales engagement, and prospecting tools. Product-led GTM requires analytics, product usage tracking, and self-serve onboarding. Intent data and ABM platforms serve companies running account-based GTM. Your GTM motion shapes your entire technology stack.
Example
A B2B SaaS company launches a new product. Their GTM strategy: target VP-level buyers at mid-market companies (200-2,000 employees) in financial services. Sales-led motion with SDR outbound using Apollo for prospecting, Salesloft for sequences, and 6sense for intent data to prioritize accounts. Marketing supports with content and LinkedIn ads via RollWorks.