Glossary
What is go-to-market (GTM)?
Go-to-market (GTM) is the plan for how a product reaches and wins its customers: who it's for, what problem it solves, how it's priced, which channels bring buyers, and how they buy. A GTM strategy turns a finished product into a repeatable way of getting customers.
Parts of a GTM strategy
| Part | Question |
|---|---|
| Ideal customer | Who buys and gets the most value? |
| Positioning | What category are you in, and why are you different? |
| Pricing | What, how much, which plan? |
| Channels | Where do these buyers look and listen? |
| Motion | Self-serve, sales, community, partners? |
| Metrics | How do you know it works? |
Motions
- Product-led: people sign up and pay without talking to sales.
- Sales-led: demos and contracts, for larger deals.
- Community-led: a community brings users and advocates.
- Partner-led: integrations, marketplaces, resellers.
Most early software startups start product-led with a bit of founder-led sales.
Where launches fit
A launch plan is a burst of GTM activity: launch platforms, directories, emails, communities. It brings early users and feedback. The strategy is what keeps customers coming after the spike: content, SEO, partnerships, word of mouth.
Example
A developer tool's GTM: ideal customer is backend developers at small startups; positioning is "the fastest way to add audit logs"; channels are developer directories, GitHub, docs SEO and Show HN; motion is product-led with a free tier.
FAQ
When should a startup write a GTM strategy?
Before launch, and revise it as you learn who actually buys.
Is GTM the same as marketing?
Broader: it includes pricing, sales motion and channels, not just marketing.
What is a GTM motion?
The main way customers buy: self-serve, sales-assisted, community or partners.