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What Is a Go-To-Market Strategy? 9 Steps to Build Your Own

Updated: Sep 19, 2023

A go-to-market (GTM) strategy is a comprehensive plan that outlines how a company will bring its products or services to market, target customers, and achieve business objectives. It encompasses various aspects such as product positioning, target audience identification, marketing channels, and sales strategies. In this blog, we will explore what a go-to-market strategy entails and provide a step-by-step guide to help you build your own.

1. Define Your Objectives:

Start by clearly defining your business objectives. Identify what you want to achieve with your go-to-market strategy, such as increasing market share, entering new markets, or launching a new product. These objectives will guide your decision-making throughout the process.

2. Identify Your Target Market:

Understand your target market by conducting market research. Determine the characteristics of your ideal customer, including demographics, psychographics, and buying behaviors. This information will help you tailor your messaging and develop strategies that resonate with your target audience.

3. Position Your Product or Service:

Differentiate your product or service from competitors by establishing a unique value proposition. Clearly articulate the benefits and advantages it offers to customers. Determine the key messages and positioning that will appeal to your target market.

4. Develop a Pricing Strategy:

Determine the optimal pricing strategy based on factors such as production costs, competition, and customer expectations. Consider your positioning and desired market position. Ensure that your pricing aligns with the value you provide while remaining competitive in the market.

5. Create a Marketing Plan:

Develop a comprehensive marketing plan that outlines the channels, tactics, and messaging you will use to reach your target audience. Include a mix of digital marketing, traditional advertising, content marketing, social media, and other relevant strategies. Define your budget, timelines, and key performance indicators (KPIs) to measure success.

6. Build Sales and Distribution Channels:

Determine the most effective sales and distribution channels for your product or service. This may include direct sales, partnerships, online marketplaces, or retail distribution. Develop a sales strategy that aligns with your target market and marketing plan.

7. Train Your Sales Team:

Equip your sales team with the knowledge and skills necessary to effectively sell your product or service. Provide comprehensive training on product features, benefits, competitive advantages, and objection handling. Ensure they are well-versed in your go-to-market messaging.

8. Test and Iterate:

Implement your go-to-market strategy in a controlled manner and track its performance. Collect feedback from customers, monitor key metrics, and make necessary adjustments. Continuously iterate and optimize your strategy based on real-world data and customer insights.

9. Monitor and Measure Results:

Regularly monitor and measure the results of your go-to-market efforts against your defined KPIs. Analyze the effectiveness of your marketing campaigns, sales performance, and customer feedback. Make data-driven decisions to refine your strategy and drive continuous improvement.


Building a go-to-market strategy is crucial for effectively launching and positioning your products or services in the market. By following the nine steps outlined in this blog, you can develop a comprehensive and tailored approach to successfully reach your target audience, differentiate yourself from competitors, and achieve your business objectives. Remember, a go-to-market strategy is not a one-time effort but an ongoing process that requires constant evaluation, refinement, and adaptation to keep pace with market dynamics and customer needs.


Salty Red Dog Marketing, LLC is a marketing agency in Red Bank, NJ, Westport, CT, and everywhere. We service businesses with marketing strategies, digital marketing, social media, and consultations.

Phone: (732) 897-5769

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