Go to Market (GTM) Overview
Companies often think their technology is enough for success, but this is not the case at all. A GTM strategy is the ultimate plan for how to take a product, service, or solution to market, and a profound GTM will enable you to mitigate gaps in your product line and grow your market share.
Your GTM starts with your customers. Looking at the world from their point of view will help you craft your own GTM strategy. A Harvard Business Review article sums up advice for startups, which we believe applies to companies at any stage: “[Companies] should think about what the customers are trying to achieve and what problems they need to solve — and then think about how the product can help them be successful.”
Some GTM considerations include:
How will you increase your top line revenue? This will lead you to a direct and indirect strategy.
What problems are your customers trying to solve? This will help you craft your messaging.
How will your customers search for information? This will tell you where and how to advertise and be present.
What experiences do your customers expect on every step of their customer journey? This will tell you where to focus on your customer experience (CX).
Where and how do customers want to purchase your solution? This will guide your Routes to Market strategy.
Go to Market Assessment Checklist
Gilroy Associates has unique experience and proven expertise in some of the more nuanced components of a GTM strategy including customer and partner acquisition, segmentation, experience, and both economic and strategic value propositions.
Our GTM strategy assessment will include:
Business strategy, including customer sub-segmentation.
Customer acquisition strategy, by customer segment.
Direct and indirect mix, clarity, and coverage.
Pipeline responsibility and mix between direct, indirect, and marketing.
Marketing mix of demand and brand.
Operational effectiveness.
Tools and resources for both direct and indirect sales teams.
“What sets Gilroy Associates apart is the way they brought thought leadership to our issues, and at the same time, were able to deliver very pragmatic, actionable advice. They were impactful and fantastic to work with.”
Additional Resources
How to Break into the Mid-Market
Having trouble breaking into the mid-market? Perhaps you’re using strategies that work better for enterprise companies. Here’s how the mid-market is different, and how to tackle it. Read more »
10 signs you have a winning channel organization
Are you working in a top-tier channel program? Take this quick, ten-step assessment to see if your channel organization is among the best of the best. Read more »
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