What Is Go-to-Market (GTM)?

Go-to-market (GTM) is the strategy and execution plan for bringing a product to market and acquiring customers. It encompasses target audience definition, positioning, pricing, channel strategy, sales approach, and marketing tactics. GTM answers: who are we selling to, why should they buy, and how will we reach them?

Why GTM Matters for Modern Startups

GTM is where product meets market. A great product with poor GTM fails. An adequate product with excellent GTM can win. For startups, GTM strategy often determines whether limited runway translates to traction or runs out chasing wrong approaches.

The challenge: GTM isn't static. What works at $100K ARR breaks at $1M. What works at $1M needs reinvention at $10M. Startups must find initial GTM fit, then evolve it as they scale. Each stage requires different channels, messaging, and motions.

29% of startup failures cite marketing problems—which are fundamentally GTM problems. Getting GTM right isn't one of many priorities; it's the priority.

How GTM Works

1. Define ICP—who is the ideal customer and what problem do they have?

2. Establish positioning—why your solution vs. alternatives?

3. Determine motion—product-led, sales-led, or hybrid approach?

4. Select channels—where does ICP spend attention?

5. Execute and iterate—launch, measure, learn, adjust

GTM vs Related Terms

GTM vs Marketing Strategy: Marketing strategy is one component of GTM. GTM also encompasses sales strategy, pricing, partnerships, and channel selection.

GTM vs Product Launch: A launch is a moment. GTM is an ongoing strategy for acquiring and growing customers.

GTM vs Business Model: Business model defines how you create and capture value. GTM defines how you reach and acquire customers.

Common Misconceptions About GTM

"GTM is a one-time exercise." It requires continuous iteration. Market conditions change, competitors emerge, and what worked last quarter may not work next quarter.

"Great product doesn't need GTM strategy." Even the best products need to be discovered, understood, and purchased. GTM makes that happen.

"Copy competitor GTM." Competitors have different positioning, resources, and timing. Their GTM may not fit your situation—and you can't out-execute them on their own playbook.

When GTM Strategy Is Not the Right Focus

If you don't have product-market fit, GTM investment is premature. Find evidence that customers want what you're building before optimizing how to reach them.

For products requiring regulatory approval or long development cycles, GTM planning should align with realistic timelines, not distract from product readiness.

How This Connects to Modern Workflows

GTM execution requires marketing velocity—the ability to test channels, iterate messaging, and scale what works quickly enough to find fit before runway depletes.

→ What Is Product-Led Growth?

→ What Is Demand Generation?

→ What Is Ideal Customer Profile?