GTM Strategy

GTM stands for Go-to-Market. It is the plan a business prepares before entering a new market, expanding into a new geography or launching a product or service.

The purpose is to work out how to reach the right customers, give them a reason to buy and deliver what we promise.

Let’s take a simple example.

Imagine a website development company in India planning to work with hospitality businesses in Australia. This is an illustrative example, but it shows the decisions involved.

The company knows how to build websites. It now needs to understand which businesses to approach.

• Should it focus on independent hotels, resorts or restaurant groups?
• Who makes the decision?
• What would make them consider replacing their existing website?
• It also needs to decide its pricing
• How it will show relevant work and how it will manage communication across time zones.

Working through these questions is part of building its GTM strategy. The plan begins before entering the market and develops as the business learns from customers.

Who needs a GTM strategy?

A startup needs one when it is preparing to find its first customers. An established business needs one when it changes what it sells, who it sells to or where it operates.

For example:

• A local business expanding into another city.
• A manufacturer introducing a new product.
• A consultancy entering another country.
• A software company moving from small businesses to enterprise customers.
• A company introducing a subscription alongside its existing services.

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