go-to-market strategy (GTM strategy)

A go-to-market strategy (GTM strategy) is an action plan that specifies how a company will reach customers and achieve competitive advantage.  

A go-to-market strategy (GTM strategy) is an action plan that specifies how a company will reach customers and achieve competitive advantage.   

The term is often associated with product launches, but it can also be used to describing the specific steps a company needs to take in order to guide customer interactions for existing products.  

An effective GTM strategy, which typically sketches out what distribution and marketing channels will be used to reach potential customers, can be used to build out future customer relationship management (CRM) initiatives.  

See also: multichannel marketing, in-house marketing

This was first published in March 2013

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