Go-to-Market (GTM)
Designing a blueprint for launch
One of the core underlying components of all my areas of expertise is go-to-market, and there is probably nothing I love more. Whether you are focusing on new-market entry or a product/service launch, go-to-market strategy (GTM strategy) is critical for providing a blueprint for delivering successfully to the end-user.
So, why is GTM strategy my favourite part of the job?
It takes several aspects of the business, actually all that are listed in this section, into consideration to create a customized and holistic plan for launch. And, you get to co-author the story that follows.
What is Go-to-Market?
For those new to the lingo of the business world, I hear you asking what is GTM exactly?
Well, GTM is essentially the design and development of a plan to take a brand, business, product or service to market. It covers KPI setting, audience segmentation and targeting, market positioning and messaging, marketing communications planning and forecasting, and overall execution across all business units – product, care, website, analytics and so much more.
A research-led planning approach
It’s a mix of all the elements of the business coming together to make a market entry successful, and usually forms a model or playbook for future launches.
When planning any GTM strategy, I like to look inward at the business and outward at the market landscape to understand the opportunities, risks, unique features of an offering and the competitive landscape that we will face at launch.