What needs to be included in a Go-To-Market (GTM) strategy?

If you’re new to a Go-To-Market (GTM) strategy and don’t know where to start, who or what to include, or what the ultimate aim is, it can all feel massively overwhelming.

Luckily, planning for GTM is pretty straightforward, especially if you’ve already done all of your research and due diligence.

So, before you begin to plan your move into the market, you should have already the following in place:

Your Ideal Customer Profile (ICP) - this should list who you are targeting and what problems you can help them solve

A pain point matrix - list all of the pain points your customer has and all the ways that you can solve them

A features guide - everything your product does and how each feature helps the customer

Competitive landscape research -  who else in your category does similar things to you and how do they promote it? Can you do it better? Why?

Buy-in from all teams that need to be included - sales, product, customer success etc. A GTM launch is never solely a marketing play, other teams need to be involved and accountable.

Once you have all of this in place, your strategy will become easier to take shape and should include the following at the very minimum:

• Intro of what you’re looking to achieve as a team and why

• All of your research on your customer, competitive landscape and how your product helps

• Any initial beta research from product

• Messaging development - the value proposition, the elevator pitch, etc

• Clear roles and responsibilities for all teams involved in the GTM team

• Marketing plan - tactics, content, budget

• Sales plan - outlining outreach approach, inbound SLAs, industry/territory approaches

• Product roadmap

• Metrics - these should be combined metrics for the GTM group, not a function

• Meeting cadence - agree here on how often you meet and what the structure of that is

Of course, depending on your business or approach you may wish to add or amend, but including some sort of structure to build and iterate upon means that you’re already ahead of most of your competition.

If you want to discuss your GTM strategy and how you can start to build out your team, get in contact and we can discuss how I can help