GTM: definition
The go-to-market strategy: the plan that describes who you sell to, through which channels, and with what message to launch or expand a product.
Definition
The go-to-market (GTM) strategy connects the product to the market: it defines the target (ICP), the value proposition, the acquisition channels, and the sales model. It is the bridge between "the product exists" and "the product sells." A good GTM answers a simple question: where and how will I reach my first customers, then my next ones.
Why it matters
Many solid products fail not for lack of quality but for lack of a clear GTM: without a go-to-market plan, you build without knowing how you'll sell. Defining it early avoids discovering too late that your target, your channel, and your price don't fit together.
When to use it
You set it before a launch or the opening of a new segment. In practice, you align three things that must hold together: who you sell to, how you reach them, and at what price, then you test this combination on a first segment before expanding.
Example
Deciding to target French web agencies first, through cold email and LinkedIn, with an offer at 99 euros a month: that's a GTM in one sentence.
Common mistakes
- Building the product without a go-to-market plan.
- Aiming too broad instead of a first segment.
- Misaligning target, channel, and price.
Don't confuse it with
- icp: The ICP is one ingredient of the GTM (the target); the GTM is the complete plan that connects that target to channels, message, and price.
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Frequently asked questions
- When should you define your go-to-market?
- As soon as you approach product-market fit: that's the moment the question shifts from "does this work" to "how do I reach the market at greater scale."