Go-to-market strategy

How it is used

Usually shortened to GTM. Founders define, test or change their go-to-market strategy, and investors ask about it in every pitch. Two common approaches are sales-led (a sales team closes deals) and product-led (users sign up and pay on their own).

Example sentences

1. Our go-to-market strategy starts with dentists in Istanbul and Ankara, then moves to other cities.

2. The product is good, but the go-to-market strategy for large corporate clients is still unclear.

Common collocations

• go-to-market plan
• GTM strategy
• product-led growth
• sales-led approach
• go-to-market team

Related terms

• target marketThe specific group of customers a business plans to sell to first, described by features such as industry, location, size, age or needs.
• customer acquisition costThe average amount a company spends on sales and marketing to win one new paying customer, usually shortened to CAC.
• growth hackingFast, low-cost experiments across marketing, product and data to find creative ways of getting more users and customers.
• B2BBusiness to business: describes companies that sell products or services to other businesses rather than to individual consumers.

This word in other fields

The same English word can have a different meaning in another field:

• go-to-market strategy · Product Management
• go-to-market strategy · Marketing

More terms: Growth & Traction

• traction
• scale
• churn
• hockey-stick growth
• north star metric
• retention
• network effect