Go-to-Market Strategy
GTM
The plan for how you will reach and convert your target customers.
Definition
A go-to-market (GTM) strategy is the plan for how a company will reach its target customers and drive revenue. It defines the target customer segment, value proposition, pricing model, sales and distribution channels, and marketing approach. Common GTM motions for SaaS include product-led growth (PLG — product drives acquisition and expansion), sales-led growth (outbound and inbound sales), and community-led growth.
Why It Matters
Even the best product fails without a coherent GTM strategy. The GTM motion needs to match the customer's buying behavior: enterprise software is sold through relationship-based sales; developer tools are adopted bottom-up. Mismatching GTM to customer type is a leading cause of early-stage stagnation.