Go-To-Market Planning and Execution

Use market forces to accelerate growth and beat your competition

go-to-market strategy development

The Winning Go-to-Market Framework

The goal of any business is to highlight the value of their products or services for their target market. At the same time, it is imperative to gain a competitive advantage and establish an enduring company. And the most effective way to do that is by developing a winning go-to-market strategy.

A great strategy for going to market is developed at the intersection of market pull (buying) and organizational effectiveness (selling).

go-to-market planning

Go-to-Market Strategy Checklist

An effective GTM strategy includes eleven core components:

  • Analyze the Target Market: How do you describe and reach the identifiable economic group of buyers that will be your initial target market, and what will your follow-on targets be?
  • Customer Motivation to Buy: Who is the primary buyer and/or user of your product within the target market, and what motivates them to buy sooner rather than later?
  • Positioning: What market position is available for you to occupy and what is your competitive differentiation strategy?
  • Cost-Benefit Ratio: Is the cost-benefit ratio of your offering (a.k.a. “value”) following the lifecycle of market adoption?
  • Define the Complete Offering: What makes the product “low risk, complete and compelling” in the eyes of your initial target customer? Who are the necessary partners and allies required to deliver the complete solution?
  • Team Skillset: Do you have the organizational and operation skillsets required to serve the changing needs of your customers?
  • Pricing Strategy: Is your pricing strategy rewarding for everyone involved in selling, delivering and servicing your product offering?
  • Sales/Distribution Channels: Does your approach to selling match the stage of technology adoption for your application?
  • Credibility: What evidence is required to make your selected positioning strategy credible to the market?
  • Messaging: Which positioning messages are most important to each adopter group in the technology adoption lifecycle?
  • Market Relations: Have you identified the top 10% of your market ecosystem, and how will you establish an ongoing dialogue with each top-tier influencer?

A winning market strategy focuses on developing a competitive edge and figuring out how to reach a target audience. However, it is not a specific event, such as a product launch. Rather, GTM strategy focuses on the entire adoption-lifecycle of a product or service – from innovators and early adopters to laggards.

Go-to-Market Strategy Results

An effective go-to-market strategy gives you clarity on:

✅ Who? — Which target segments are most attractive to address and which are not

✅ Why? — Understanding the customer’s motivation to buy, and how they buy

✅ What? — Creating offers that provide complete, compelling solutions

✅ Why you? — How to position the value you deliver in a way that is based on today’s buyer and market environment


This 11-step strategy framework helps companies collaboratively plan and execute to create and sustain market leadership. It empowers teams to gain clarity regarding their product category and its stage of innovation-adoption. As a result, you will reach consensus on product marketing strategies, explore and prioritize target customer scenarios, manage vertical market initiatives, and define or execute go-to-market programs.

Schedule a GTM Strategy Sprint

Ensure strategic success, manage expectations and maintain organizational alignment