Developing a GTM Strategy

Developing a strong GTM strategy is hard to get right – especially for any startup in high-growth
mode. The right GTM requires bringing together all of the strategic assets that address your
business and growth strategy: sales, marketing, product, channel, brand, and vision.

The benefits of developing this kind of strategy are huge, but a lot of pieces have to come
together in order to properly prepare and ready your organization for investing in it.

What You Need to Know

Your customers are the lifeblood of your company, and they’re the only reason you can continue
to exist. Every product you build, every marketing message you craft, should be based on your
customers.

This is equally true for big companies and small companies.

How does your business connect with its customers? How do you deliver your unique value to
your target customers? How do you go from the initial connection with a potential customer to
the fulfillment of your brand promise?

The answer to these vital questions define your go-to-market strategy.

You probably already know this in theory, but in day to day operations, or in the development stages of
a company, sometimes this gets muddy. Knowing your customer is the first building block you must
master.You see, money isn’t always the issue when you’re struggling to grow. At times, big problems
surface due to over focusing on your product.Focusing too much on the technical aspects of the product
often leads to the lack of understanding what the customer really wants and needs.Addressing a
relevant need in the market only gives you the right to compete, it does not ensure success or
investment.The key to discovering, understanding, and satisfying your customer begins with asking the
right questions.You should have clear answers to questions like:

 Who is your buyer?

 Why would they buy a solution of any kind?
 Why would they buy from you?
 What is the solution to their problem that you specifically are providing?

You must know your customer. You must find a way to understand them.

 Who is your target customer?

 What is their targeted need?
 Does what you’re providing meet their specific need?
 What are the emotional pains and gains of your customer?
Remember no one buys a product, they buy a problem solved or a result achieved. If you fail to
communicate what problem you solve or result you enable, what you build may be a moot point.