Go-to-Market Strategy (GTM)

A comprehensive plan that guides how a company launches a product or service to market by defining the target audience, ideal customer profile (ICP), value proposition, messaging, sales and marketing tactics, distribution channels, and success metrics. This ensures alignment across teams and stakeholders by outlining roles, timelines, and deliverables. Key elements often include a phased framework for planning, execution, launch, and post-launch activities, as well as project plans, risk management, and documentation of lessons learned to inform future initiatives.