Go to market
A go to market strategy that takes the product to the right customers
A go to market strategy describes who you sell to, what you promise, what it costs and how the customer finds you. We produce the plan together with you and can also build what is needed to carry it out.
What is a go to market strategy?
A go to market strategy, often shortened to GTM, is the plan for how a product or service reaches its customers and starts generating revenue. It is narrower than a business plan and more concrete than a marketing plan. It answers five questions and every answer should be testable against reality.
- Who is the customer and which problem is worth paying to get rid of?
- What do you promise that competitors do not?
- What does it cost and how do you charge?
- Through which channels does the customer find you and how does the purchase work?
- Which goals should be reached after 30, 90 and 180 days?
When do you need one?
- You are launching a new product or service.
- You are entering a new market, a new country or a new customer segment.
- The product is good but sales are not taking off.
- You are raising capital and investors ask how you will grow.
What our work includes
- Audience and market analysis with interviews of real and potential customers.
- Positioning and messaging that can be understood in ten seconds.
- Pricing and packaging, with a model for revenue per customer.
- Choice of channels, for example direct sales, partners, search or advertising, based on where the customers actually are.
- A launch plan with activities, owners, budget and measurable goals.
Three common mistakes
- The audience is everyone. Those who sell to everyone reach no one, and the message becomes too general to stick.
- The price is set last. Price is part of the positioning and affects which channels can afford to carry the business.
- The launch is seen as a day. The first 90 days after launch matter more than the launch itself, and they need a plan of their own.
From plan to launch
A strategy nobody can carry out is only a document. Since we also develop systems we can build what the launch requires, for example a website that generates enquiries, a customer portal or an integration with your sales system. If the launch is to be financed with external capital or grants we help with the material.
Measure what you can influence
We set goals on things you can influence week by week, for example the number of qualified meetings, the share of quotes that become deals and the cost per new customer. That shows early whether the plan holds or needs adjusting.
