How to Create a Go-to-Market (GTM) Strategy? [Guide & Free Template]

If you have worked on your new product for a long time as a company or team and are ready to launch it, you need a go-to-market strategy. Although producing your new product or service is the bulk of the work, you must launch it effectively to ensure that your hard work does not go to waste. This way, your existing or new customers can learn about your products and buy your product. If you don’t know how to create a GTM (go-to-market) strategy, don’t worry, we’ve got you covered!

In this article, we will explain what a GTM (go-to-market) strategy is and how you can create one.

Ready? Let’s dive in!

TL; DR

• A go-to-market (GTM) strategy is a strategy where you manage the launch, promotion and sale of a new product, service or feature.
• You can use the GTM strategy to increase the sales success of your product or service and avoid the danger of failure.
• In a go-to-market (GTM) strategy, product-market fit, target audience, competitive demand and distribution are the core features.
• To create a GTM strategy, you need to identify customers, create a specific message for customers and test this message.
• To ensure the continuity of the success of your GTM strategy, you need to optimize your ads, scale them and pick a sales strategy.
• You can expand your customer base and build customer loyalty by increasing your brand awareness and providing customer service.
• If you are looking for an AI co-pilot to help you with all aspects of your company, including creating a go-to-market (GTM) strategy, ZenoChat with its multiple LLMs, powerful RAG and knowledge bases is the way to go.

What is a Go-to-market Strategy?

A go-to-market (GTM) strategy is used to launch, promote, and sell a new product, feature, or service. A GTM strategy includes identifying a target audience, their problems, solutions, and the company’s plans to market and sell the new product to competitors. By creating a GTM (go-to-market) strategy that fits your product and company, you can contribute to the effective promotion of your new product and the increase in your company’s profitability.

Why Do You Need a GTM (go-to-market) Strategy?

No matter how good your product, feature or service is, you cannot increase the chances of your product being successful without analyzing the target market and making promotions that appeal to them. A successful GTM strategy helps you eliminate the danger of failure of your product. In addition, with a successful GTM, you can introduce your product to your existing customers and expand your company's customer base by attracting the attention of new customers.

Core Features of a GTM (go-to-market) Strategy

If you want to create a GTM (go-to-market) strategy for your company's new product, service, or feature, there are 4 core points you should pay attention to:

• Product-market fit: The product or service should solve a problem.
• Target audience: The product or service should appeal to people who have experienced the problem in the market.
• Competitive demand: Does the product or service you offer to the market have competitors? Are there so many competitors that it will be difficult for your product to be preferred?
• Distribution: Determine what your sales or marketing plan is.

How to Write a Go-to-Market Strategy?

Now that we’ve explored what GTM (go-to-market strategy) is and its core features, it’s time to explore how to write it. Here is our step-by-step guide to writing a GTM strategy.

1-) Identify Customers

When you are ready to launch your product or service, you must first identify your target customer base. This will help you determine whether you will market your product or service to individual consumers or businesses. In a business-to-consumer (B2C) scenario, you need to encourage individuals to buy your product. In a business-to-business (B2B) scenario, you need to communicate with the decision-makers at the companies that will potentially buy your product. Identifying your customer base plays a key role in the sales success of your product or service.

2-) Create Specific Messages

After identifying your customer base, you need to create specific messaging for them and transfer the value of your product or service. You should clearly define what makes your product/service unique. Then list the benefits your product/service provides to the customer. Also, you should craft a positioning statement that captures the essence of your brand's voice.

3-) Test Your Messages

After deciding on your message, you need to test it using different marketing channels. At this stage, you should explore appropriate marketing channels for your product or service, such as digital or traditional media. By doing so, you can determine which channels are most effective for delivering your message and ensure that your go-to-market (GTM) strategy is successful.

4-) Optimize and Scale Your Ads

After you publish your message through a suitable channel, you should monitor it and scale it regularly. To optimize your ads, you can keep your top-performing messages in circulation while removing your lowest-performing messages from circulation. In this way, you can get maximum efficiency from each of your messages and promote your product/service more clearly.

5-) Pick a Sales Strategy

After determining your marketing strategy, you need to choose strategies that determine how you will sell the product. 

Select one or more of the following options:

• The Self-Service Model: This model, used especially in business-to-consumer (B2C) marketing, allows customers to purchase the product or service without communicating with any sales representative. Customers typically pay a one-time cost.
• The Inside Sales Model: Also called remote or virtual sales, this strategy involves employees selling products or services to customers via email, phone, or the internet.
• The Field Sales Model: This sales strategy involves selling the product or service outside the office. It requires traveling to meet with customers or teams face-to-face.
• The Channel Model: This sales strategy uses third-party channels to deliver products or services to customers.

6-) Build Brand Awareness

There are two basic options for building brand awareness. The first of these options is the approach where you reach out to the customer and inform them (outbound), and the second is the approach where the customer finds you (inbound). The inbound approach is to promote your product or service on channels where the customer is researching a solution for their problem.

Organic inbound marketing traffic channels include search engine optimization (SEO), unpaid social media, reviews, and news coverage. Outbound marketing is a method where you use methods such as cold outreach, newsletters, and promotional emails to reach customers.

7-) Offer Customer Support

After selling your product or service to your customers, you should provide them with a high-quality customer journey by providing them with customer support. This way, your customers can find someone to talk to when they encounter potential problems and increase customer loyalty. You can also provide informative resources for customer support, such as a frequently asked questions (FAQ) page.

8-) Access New Customers

After you have sold to your current customer base, you can evaluate your marketing strategies to expand your customer base. Methods to reach more customers include advertising, paid promotions, sales emails, etc.

ZenoChat – Develop AI-driven GTM Strategy

If you are looking for an AI assistant to help you with various aspects of your company, including GTM (go-to-market) strategy, then ZenoChat by TextCortex is designed for you. ZenoChat is a conversational AI assistant that offers its users features such as multiple LLMs, powerful RAG (Retrieval-Augmented Generation), web search, text/code/image generation, and knowledge bases. You can use ZenoChat’s features in different departments of your company to boost the productivity of your employees and increase the profitability of your company.

ZenoChat Knowledge Bases

By using ZenoChat’s knowledge bases, you can integrate your internal documents and data into ZenoChat and generate output using them. For example, by integrating documents related to your product or service into ZenoChat, you can generate a customized go-to-market (GTM) strategy and customize the output. Moreover, this feature is an effective solution to increase the individual performance of all your employees. See the results from one of our case studies:

• TextCortex was implemented for Kemény Boehme Consultants as a solution to tackle these challenges and today employees report increased efficiency and productivity (saving 3 work days per month per employee on average).
• AICX, an ecosystem partner of TextCortex, was integral to the onboarding and helped achieve a 70% activation rate of the team within the first weeks.
• Employee confidence in using and working with AI increased by 60%.‍
• The implementation results in a 28x return on investment (ROI).

Go-to-Market Strategy Template

ZenoChat can generate a wide range of documents and templates, including a GTM strategy. Let's take a look at a go-to-market (GTM) strategy template created by ZenoChat.