FIG. G2
Glossary
What is go-to-market strategy?
Definition
What is go-to-market strategy?
Go-to-market strategy is the practical plan for how a company chooses its target customers, positions the offer, reaches buyers, converts demand into revenue, and builds the operating system to repeat that motion. A useful GTM strategy connects ICP, messaging, channel, sales process, RevOps, pricing, and hiring sequence.
Operating context
Go-to-market strategy, n.
A GTM strategy is not a brand narrative alone and not a spreadsheet alone. It is the decision system that determines where the company spends sales and marketing effort.
For post-PMF B2B companies, the strategy should change what happens in the CRM, the pipeline review, the first sales call, and the next hire.
Signals
When this term matters
- The team has traction but cannot explain repeatability.
- Campaigns, sales hires, and CRM work are disconnected.
- Founders are making channel and hiring decisions without a shared operating model.
Related reference