How to create a Go-To-Market (GTM) strategy

Having a great product or service isn't enough to guarantee success. You need a well-thought-out plan for getting your offering into the hands of your target customers.
Written by
Sean Riordan
Published on
September 28, 2023
How to create a Go-To-Market (GTM) strategy

In today's competitive business landscape, having a great product or service isn't enough to guarantee success. You need a well-thought-out plan for getting your offering into the hands of your target customers.

This is where a Go-to-Market (GTM) strategy comes into play. In this article, we'll explore what a GTM strategy is and provide you with a step-by-step guide on how to implement one effectively.

What is a Go-To-Market (GTM) Strategy

A Go-to-Market (GTM) strategy is a comprehensive plan that outlines how a company will introduce and deliver its products or services to its target market.

It serves as a roadmap for achieving business objectives, such as market penetration, revenue growth, and customer acquisition. A well-crafted GTM strategy aligns your product, marketing, sales, and customer service efforts to maximize your chances of success.

In this six steps guide, we'll explore a Go-to-Market (GTM) strategy that can be applied to any digital product, focusing on six essential elements for success.

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Market Research

Market research is the foundation of any successful GTM strategy. It involves understanding your target audience and the market in which your digital product will operate. If you have built your product around your users most of these elements should be fleshed out through discovery sessions ahead of launching.

  • Define Your Target Audience: Start by creating detailed buyer personas that represent your ideal customers. Consider demographics, behavior, pain points, and preferences.
  • Market Analysis: Analyze market trends and dynamics to identify opportunities and threats. Look at industry reports, competitor strategies, and emerging technologies that could impact your product.
  • Competitive Analysis: Examine your competitors' strengths and weaknesses. What sets your product apart, and how can you capitalize on your advantages?

Value Proposition

Your value proposition defines what makes your digital product unique and why customers should choose it over alternatives.

  • Unique Selling Points (USPs): Identify the specific features or benefits that set your product apart. This could include innovative technology, superior user experience, or cost-effectiveness.
  • Clear Messaging: Develop clear and concise messaging that communicates your USPs to your target audience. Your messaging should resonate with the problems your product solves for customers.

Objectives and Goals

Setting clear objectives and goals is essential for measuring the success of your GTM strategy.

  • Specific Goals: Define specific, measurable, and achievable goals. For example, set targets for user acquisition, monthly recurring revenue (MRR), or market share growth.
  • Timelines: Establish timelines for achieving these goals. Determine short-term and long-term objectives to guide your strategy.


Deciding how you'll price and monetize your digital product is a critical element of your GTM strategy.

  • Pricing Models: Choose a pricing model that aligns with your product and market. Common models include one-time purchases, subscription-based pricing, freemium (free with premium features), and tiered pricing.
  • Pricing Strategy: Determine the specific pricing tiers, packages, and features you'll offer to customers. Conduct pricing research to ensure competitiveness while maintaining profitability.

Distribution Channels

Identify the digital distribution channels that will help you reach your target audience effectively.

  • App Stores: If your digital product is a mobile app, consider platforms like Apple App Store and Google Play.
  • Website: Your product's website is often a primary distribution channel. Optimize it for user acquisition and conversions.
  • Partnerships: Explore strategic partnerships or integrations with complementary products or services that can help expand your reach.

Marketing and User Engagement

Creating a marketing plan and engaging users are crucial for successful adoption of your digital product.

  • Marketing Plan: Develop a comprehensive marketing plan that includes digital advertising, content marketing, email campaigns, and social media strategies. Tailor your approach to your target audience.
  • User Engagement: Focus on retaining and engaging users through regular communication, product updates, and customer support. Collect user feedback and use it to make improvements.

Wrapping Up

By paying close attention to these six key elements and adapting your strategy as needed, your digital product can effectively penetrate the market, acquire users, and achieve its business objectives.

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