Optimize Your
In-Market Success

A Go-to-Market (GTM) plan outlines in detail how you will bring your products and/or services to market.

Which customer groups you will serve, what products or services you will offer to your target audiences, under which brand and marketing strategy, and through which channels.

An integrated Go-to-Market approach will be the backbone of your organization’s ongoing in-market success and will also help you launch new products or services in the best possible way.

“The most important thing to remember is you must know your audience.”

Lewis Howes

Former Football player, author

Go-to-Market (GTM) Basics

Ensure your products and services reach their intended audiences and you achieve your overall goals and objectives.

Your Go-to-Market Strategy will outline in detail your overall approach to get your products and services to market.

It includes the Who (your target audience or customer segments), the What (your products and/or services), the Why (your brand proposition), the Where (your target markets), the How (your sales and marketing strategy) and finally When (timeline and key milestones).

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Your Go-to-Market, or GTM, process outlines the mechanism by which your will execute your GTM strategy.

What does the overall process look like, from the first product idea to sales of your final product or service to end-customers? How do product, marketing, sales, retail and supply chain interact? Where are the handover points? And what happens after your product is sold and in the hands of your customer?

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Your Marketing Strategy is your overall game plan that specifies how you will connect your products or services with their intended target audiences.

It will include information on the product-market mix, target markets and customer segments, pricing and promotion strategy and distribution channels.

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Your Sales, or Distribution, GTM Strategy outlines how you will distribute your products and services to your target customers.

It will include your choices in channel mix – direct sales, e-commerce, third parties, wholesalers, franchise, online vs offline – and much more.

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So, you have outlined your GTM strategy and defined the position of your brand. Now, what is the experience that your target audience will have when engaging with you?

As we all know, experience is an ever-more important factor in a decision making process. And afterward, an engaging customer experience will build brand ambassadors for life.

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After you have defined what you would like to offer and when, it is time to ask the question: Why would customers care about your products or services? How would they be able to relate to them?

Here is where your brand positioning and overall value proposition comes in.

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Benefits of a

Key Go-to-Market (GTM)

Your Go-to-Market plan will include your overall GTM strategy, including what you will offer, to whom, how and why. This then breaks down into how your will position your brand and what products, services and customer experience you still offer. Additionally, you will include your marketing and sales strategy and your view on optimizing your commercial impact in the market.

Finally, you will focus on the underlying GTM processes that need to be in place to make your Go-to-Market plan a reality.

Go-to-Market (GTM) Strategy

Products & Services
Customer Experience
Marketing Strategy
Sales Strategy

Go-to-Market (GTM) Process

“The North Face saw a fantastic acceleration to new growth levels following the work we did with Alexandra on our purpose, strategy, brand, go-to-market and execution capabilities.”

Arne Arens

Global President, The North Face

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