How to craft a GTM strategy
GTM is a 3-letter acronym that comes up very frequently in the B2B world.
In this newsletter, we will offer a high-level introduction to the go-to-market (“GTM”) motion that you can leverage as you launch and grow products.
GTM is a term that encapsulates the revenue side of a business. A GTM strategy describes an interconnected cross-functional path — all of the motions related to discovering, closing and retaining/up-selling customers.
The jumping off point for an effective GTM strategy is a killer product. The product is the bait that lures clients in.
In our fishing boat analogy, the GTM motion is the fishing rod:
To further help, we created a slide template to help you plan and showcase your GTM strategy.
As you will see from the template, there are 3 main components of GTM: Marketing, Sales and Customer Success.
Below we share key considerations for each of these 3 functions. In future newsletters, we will dive into each. You can also take our Business Intensive for a deeper dive.
Marketing
What is your Ideal Customer Profile (ICP)? What is their industry, company size, job function, job position and seniority?
What messaging resonates with this ICP?
How do you drive qualified leads via scalable activities (e.g., webinars, events, email campaigns, etc.)?
How do you optimize your website and digital presence (e.g., social channels and content) to drive traffic and convert leads?
How do you support retention and upgrades once a customer purchases your product?
What is the optimal price for your product? How do you create tiers / messaging around these price points?
Sales
What is the process of handing over leads generated by marketing to sales?
How do you structure quota and incentives for your sales teams?
What is the right balance between AEs and SDRs? How do you train your sales teams?
How do you map accounts and territories?
What are best practices for building outreach lists?
What sales enablement resources will help you close deals?
What is the optimal tech stack to enable sales?
Customer Success
How do you ensure that customers use the product?
How do you retain customers after the initial subscription expires?
How do you increase the customer’s product usage?
How do you sell customers on adjacent products?
Remember to grab out GTM slide here.
We cover these topics and more in the Business Intensive, our top-rated MBA alternative that builds business acumen. Next cohort kicks off in September.