Go-to-Market (GTM) Strategy
The plan for how you'll bring your product to customers - including positioning, channels, and pricing.
What it means
A go-to-market strategy defines how you'll reach and convert your target customers. It covers positioning (what you say), channels (where you say it), pricing (what you charge), and sales motion (how you close). Common GTM motions for SaaS include product-led growth, sales-led growth, community-led growth, and content-led growth. The best GTM strategy aligns with your product's complexity, ACV, and target buyer.
Why it matters
A great product with a bad GTM strategy will fail. Choosing the wrong channels, pricing, or sales motion wastes time and money. Your GTM should be as intentional and well-designed as your product - and it should evolve as you learn more about your customers.
What is a go-to-market strategy?
A GTM strategy is the plan for bringing your product to market - covering who you target, what you say, how you price, which channels you use, and how you close customers.
How do you choose a GTM motion?
Consider your ACV, product complexity, and target buyer. Low ACV + simple product = PLG. High ACV + complex product = SLG. Most companies evolve their GTM as they scale.
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