NPD Jargon Buster: Go-to-Market (GTM) Plan

Learning Centre > NPD Jargon Buster: Go-to-Market (GTM) Plan

Figuring out the best way to take your product or service to market can be daunting. There are so many options and it's hard to know which one is the right fit for you.

Figuring out the best way to take your product or service to market can be daunting. There are so many options and it's hard to know which one is the right fit for you.
Figuring out the best way to take your product or service to market can be daunting. There are so many options and it's hard to know which one is the right fit for you.

So let's assume that you have a great product or service, but you don't know how to take it to market.

Figuring out the best way to take your product or service to market can be daunting. There are so many options, and it's hard to know which one is the right fit for you.

A go-to-market (or "GTM") plan is the answer. It's a usually documented strategy that will outline your business strategy for taking your product or service to market. It ties in closely with the development of your product.

‍Your go-to-market plan should define things like:

  • What is my target market?
  • How do I find new customers and differentiate from my competition?
  • What are some approaches to use when approaching a new channel?
  • How do I cost-effectively reach my customers?
  • What is my pricing strategy? 
  • How will I measure the success and ROI of each tactic or approach etc.?

Write for your audience.

It would be best if you wrote your go-to-market plan to meet different audiences' different needs. There's no such thing as one-size-fits-all GTM; however, you can typically split them into three categories:

1. Product-focused GTM

Marketing is crucial for driving sales and building solid brand identity in today's modern business landscape. One of the most effective approaches to go-to-market is to focus on the product itself. By creating a unique product that offers something different from competitors, companies can craft a compelling marketing message that resonates with their target audience; this can help set their products apart and build brand recognition. Whether through innovative design, high-quality materials, or other vital differentiators, product-focused GTM strategies allow companies to tap into existing consumer trends and establish themselves at the forefront of their respective markets. As long as they continue to stay relevant and keep pace with shifting consumer preferences, businesses that go to market in this way will achieve long-term success.

2. Price-focused GTM

In the world of go-to-market strategies, there is no one size fits all approach. Instead, you can segment different consumers based on their price sensitivity and how they prefer to buy products and services. A price-focused go-to-market strategy may be the best option for companies looking to maximize revenue from these consumers. This strategy entails focusing on low prices to attract budget-conscious consumers who are often willing to trade other benefits for lower costs. Additionally, cross-selling products or services within a company's portfolio is another critical component of this go-to-market approach. By targeting consumers at all points along the price spectrum and leveraging the power of existing brands and offerings, a company using a price-focused go-to-market strategy can maximize revenue in surprisingly effective ways.

3. Channel-focused GTM

If you're looking to get your product in front of as many people as possible, a go-to-market strategy focused on distribution channels is the way to go. By identifying the best channels to sell your product, you can develop a marketing campaign that gains loyalty through cross-selling and upselling. And by staying top of mind with their consumers, you'll ensure that your product is always one of the first they think of when they're ready to make a purchase. So if you're ready to get serious about marketing your product, a channel-focused go-to-market strategy is the place to start.

Your differentiators

When creating a GTM plan, you should consider what makes your product different from others. It would be best if you also thought about how much people are willing to pay for your product and how you can reach the most people through different channels; this will help reduce the risk of your product not succeeding in the market.

GTM plans are a way to ensure your product succeeds in the market. But, first, you need to figure out how your product is different from others, how much people are willing to pay, and how you can reach the most people; this will help reduce the risk of your product not succeeding.

There are many ways to take a product to the market; this strategy will help you choose the best way.

Key Takeways

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