How to Build a Go-to-Market Strategy Template Included

These customers know your company, so they’re primed to offer insights into your product’s successes and failures. If you’re jumping into new territory, try setting up a mini-launch with a small group of loyal, valued customers. If your new product is a huge shift for your company, it’s worth updating your prospecting strategies and creating an alternate sales pipeline.

Marketing, sales, and all other customer-facing teams can then use the GTM strategy as a foundation to build resources that will support brand awareness efforts. A go-to-market strategy supports brand awareness by defining the problem you’re solving, who it’s for, and why it matters. By helping teams build a shared understanding of the customer and their expectations, your go-to-market strategy drives measurable business outcomes. It defines how a product is planned, launched, and supported by covering key phases like targeting, positioning, and enablement.

One of the biggest challenges that enterprise businesses face, and that start-ups probably don't, is that of busier processes. Because you’re an enterprise business and likely have done multiple product launches, you can use these to your advantage. So, you’re still very much in the beginning stages of your organization.

They also used push notifications, social media accounts, and newsletters to reach their target customers. Launching the “Get More With FitBit” campaign which involved using both paid and owned channels to reach the target audience (FitBit’s users). You know FitBit, the manufacturer of those activity trackers that look like smartwatches, well a few years ago the company launched Smart Coach, a premium service and personal training app, that integrates with the user’s FitBit.

Optimize resource investment

• Consider not only the functional attributes of your product or service, but also the emotional rewards and broader impact it offers.
• A strong GTM strategy involves multiple teams across the company, from product development to customer support.
• Educational or content marketing helps users understand and get the most out of your product, while social media offers a place to engage with the brand personality and view success stories.
• First, clearly articulate what makes your offering unique and why it is superior to competing solutions.

A new audience niche means your teams need to take the time to do a bit of market research, create a new market strategy, and optimize your lead funnel for maximum conversions. If you know your sales team is working on implementing cycle changes and new sales strategies, make those improvements before you launch. When you start tracking your metrics from the very beginning with sales funnel software, it’s easier to pinpoint any problems and find solutions.

What’s the Difference Between a GTM Strategy and a Product Launch Strategy?

Salesforce selling CRM to an enterprise IT and sales leadership team A GTM strategy for a B2B software company and a GTM strategy for a B2C skincare brand share a structure, not a playbook. Our GTM template is a planning tool we’ve developed to guide businesses through the process of bringing a new product or service to market. A go-to-market strategy is a comprehensive plan that outlines how a product or service will be positioned, priced, promoted, and distributed to a target audience.

As the name suggests, this GTM strategy is all about creating reliable demand for your new product. These steps help your teams focus their gtm strategy efforts on building stronger, more relevant relationships with high-value customers and buying groups. Account-based marketing GTM strategies also work well for businesses that target high-profile clients. A well-defined GTM strategy establishes ownership, goals, success metrics, audience, and positioning upfront.

steps to building a GTM strategy

“We sometimes assume that our users already know all the background of this product and the story and the features behind it. “It’s a common pitfall where you see PMMs launching new products or features, and starting the story with, "here's a new feature, and here are all the capabilities" or "here's what makes this feature cool". The number one thing is to stay focused, don't panic, but see if you can create an MVP, a minimum viable product, if you will, for this launch. “In the tech space, the pace of innovation is so fast, and we're constantly trying to come out with new features and new capabilities to meet users’ demands. Jeremy Castile, Senior Director of Product and Alliance Marketing at Docker, is a GTM expert, and shared advice for overcoming common challenges and mistakes.

The Four Pillars of Modern GTM Strategy

Your GTM strategy must be a living document that improves continuously. With positioning, segmentation, and sales strategy defined, your marketing plan becomes focused and efficient. Create your Ideal Customer Profile (ICP) by identifying the specific characteristics of your best-fit customers. Your channel selection should be based on your target audience and their stage in the buyer's journey.

Metrics play a fundamental role in improving your go-to-market strategy and refining your sales process; implementing a suitable system will improve your sales team’s performance. Set targets that are ambitious but realistic, and track them consistently once the strategy is live. Your answers should tell you which channels to prioritize, what to say on each one, who you're targeting, and what your sales team needs in place to convert. The line blurs in categories like B2B2C (a payments platform selling to businesses whose customers then use the product) or product-led SaaS with a self-serve, almost consumer-style signup flow.

Understanding this journey allows you to tailor your marketing and sales efforts to effectively guide customers through each stage, increasing the likelihood of conversion. The goal is not to appeal to everyone, but to be the perfect solution for your target audience. Learn more about GTM Strategies and access a range of resources, templates, and frameworks, like the one below in our member’s area. They focused on one universal pain point – the annoyance of setting up screen sharing.

Align the company toward a product launch

Settle on the marketing and sales enablement tools you need to meet launch sales goals. You’re taking what you believe is a unique selling proposition and telling the entire world about it in hopes that people will give you money for your idea. This combination—AI-powered strategy plus enterprise execution tools—creates a competitive advantage that’s difficult to replicate. Marketing Cloud turns your GTM strategy into automated, personalized customer experiences at scale. You can track which customer segments are most productive, monitor sales cycle length by deal type, and identify bottlenecks where prospects get stuck. Use this qualitative data to inform quantitative metrics and identify optimization opportunities.