Go to Market (GTM) Process2022-06-23T08:43:48+00:00

Go-to-Market Process

Connect All the Dots in Execution

Your Go-to-Market (GTM) process outlines the mechanism by which you will execute your GTM, and thereby your overall, strategy.

The GTM process outlines exactly what happens from the first product idea to the sales of your final product or service to end-customers. It specifies how product, marketing, sales, retail and supply chain interact.

And of course, we look at what happens after your product is sold and in the hands of your customer.

go-to-market GTM process visualization

What is a Go-to-Market (GTM) Process?

Your Go-to-Market, or GTM, process outlines in detail what steps are undertaken to bring your products and services to market. These can be new products you would like to launch, or part of a continuous revision of your business model and ongoing optimization of your in-market success.

A great Go-to-Market process aligns all functions in execution, from product and design, to sales and marketing, customer service, production and supply chain, and even finance, HR and IT. It enhances collaboration, minimizes handover points, avoids duplication and ensures the best possible outcome in your markets.

go-to-market gtm process illustration with cogwheels
Before your start thinking about products or services, it is worthwhile to define the goals and objectives of your GTM activity.

This includes financial objectives, but should also be based on historic learnings, market insights and research. And of course, your go-to-market plan should link to your overall company strategy and help to make your long term vision become a reality

What is the idea or creative concept that you would like to bring to life through the go-to-market process? Why does it matter, and what problems or opportunities in your markets does it address?
After the goals and objectives are clear, and everyone is aligned on the overall idea, only then the product teams starts developing the product or service to offer.

The marketing plan outlines just how the products and services will be positioned in the market and how the target customers will be reached.

It will also talk about specific messaging and pricing strategies.

In your go-to-market sales strategy, you will outline how your new product or service will be distributed in the market.

Will your use all channels, or only specific ones? Will there be exclusivity for certain customer groups? And how will you deploy your commercial resources to help drive a successful launch?

While you are building your products and outlining your marketing and sales plans, you are also thinking about how to actually produce and supply your offers.

Whether you need a traditional supply chain to produce physical products, or scale up cloud storage and technical support to launch a digital service: your production plan is a critical component of your go-to-market process.

And then: the launch! Or, not quite yet?

Before any new product or service launch, there is a critical moment in which we check if all parameters are in place for success. Do we go forward, or not?

After passing the go/no go check, you are on your way.

After launch, the real work starts. You will be selling your (new) product or service to your customers and maximizing usage and product satisfaction.

In addition, service requests might come in and learnings for further improvements.

Therefore, the after-launch phase is another critical step in a GTM process.

Continuous GTM Alignment

We believe that a great Go-to-Market process does not involve endless handovers between departments.

Sales and marketing do not just hear of a product after it has been developed and is ready for production. And the product team receives all market and customer inputs needed for the development of a new or improved offer on-time.

A Nextrday GTM process is a process in which continuous alignment takes place. Parties meet at key stages throughout the entire process and product, marketing, sales, service and supply chain know exactly what is coming to market, when, how and why.

Go-to-market GTM process detail with key stages

Flexible Go-to-Market Toolkit

We use a comprehensive toolkit which will help you design and run your go-to-market process.

Our GTM strategy and execution tools and integrated approach will help you connect your products or services with your target markets, including the Who, What, Why, Where, How and When of GTM.

Nextrday loves a modular approach. We customize our approach to your situation and don’t use – or invoice – what you don’t need.

Go-to-Market Strategy & Tools

Your Go to Market strategy, or GTM approach includes your sales and channel approach, target customers, marketing, brand and pricing strategy. All elements will be aligned with your overall vision and help to execute your company strategy.

Your Go-to-Market, or GTM, process outlines the mechanism by which your will execute your GTM strategy. Who will do what? By when? And how do the different functions, regions and business units in your organization interact?

Your brand position and the overall value proposition of your offer outlines why your potential customers should care about your products or services. And of course, your brand should be aligned with your overall strategic goals and objectives, purpose and vision

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

A tailored marketing strategy is your overall marketing approach. In it, we outline how your products or services will be connected with your intended target audiences.

Your sales activities ultimately determine how many of your products and services will get bought. Your GTM sales strategy outlines which distribution channels you will use and how you will be successful there.

The foundation of a great go-to-market strategy is the data, analytics and CRM tools you have access to. Great data allows your to build great strategies and identify and target your customers precisely.

Food For Thought

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

Lewis Howes
Lewis Howes

Former Football player, author

Optimize your in-market success

Through a clear, cross-functional go-to-market strategy and process that brings your products and services to market in the best possible way.

Go-to-Market Resources

On how to develop and implement a go to market strategy and optimize your go to market process, including customer experience, brand and commercial impact across channels.