What is Go-to-Market Strategy (GTM)?
A go-to-market strategy is the plan for how a company brings its product to market, including target customer definition, pricing, distribution channels, and sales motion.
GTM strategy is the blueprint that connects product to revenue. It defines who you sell to, how you reach them, what you charge, and how your sales and marketing teams work together to win. CROs own GTM strategy as part of their cross-functional revenue mandate.
GTM Components
A complete GTM strategy includes: ideal customer profile (ICP), buyer personas, value proposition and messaging, pricing and packaging, channel strategy (direct, partner, PLG), competitive positioning, and sales process design. CROs must align all revenue functions around these elements.
GTM in Job Postings
According to The CRO Report's analysis, 'go-to-market' or 'GTM' appears in 37% of VP Sales job postings and 55%+ of CRO postings. It's the #1 most referenced strategic capability for sales executives, ahead of team building and data-driven decision making.
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