What Is a Go-to-Market Framework?

For many companies, bringing a new product or service to the market is a pretty exciting time. That being said, when organizations don’t do the essential legwork in advance of the product or service launch, they risk their big announcement falling mostly on deaf (or at least disinterested) ears. With that scenario in mind, it’s difficult to overstate the importance of a well-rounded go-to-market (GTM) strategy.

First things first — what is a go-to-market Strategy? As McKinsey notes, a comprehensive go-to-market (GTM) strategy "designates specific responsibilities for marketing, sales, customer success, and services throughout the customer life cycle.” 

In other words, GTM is all about coordination and collaboration between different business units, all working toward the shared goal of a successful launch. But what does it take to craft and execute a successful GTM strategy, and what role can technology play within the GTM framework? Keep reading for the answers as we explore the key elements of the go-to-market strategy framework.

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What Is a GTM Framework?

Simply put, a go-to-market framework provides a repeatable and reliable process for all things GTM—from defining an ideal market for a new product or service all the way through things like marketing, messaging, and distribution. 

While no two GTM strategies will be identical—there are simply too many variables—it is still worth creating a workable framework so that you don’t have to reinvent the wheel with each new product or service launch. By using a go-to-market strategy framework that can be fine-tuned over time, organizations can save a great deal of time, energy, and resources—meaning they can reach the market more efficiently and effectively. On top of that, an effective GTM strategy can also increase brand awareness and highlight competitive advantages.

What Are the 5 Main Parts of a GTM Strategy Framework?

To create a well-rounded and effective GTM strategy framework for your business, there are five essential components:
  • Defining a market
  • Understanding your customers
  • Determining a distribution model
  • Crafting product messaging
  • Evaluating pricing and payment models

Defining a Market

While there are certain cases where casting the widest net possible might be a sound strategy, that’s rarely the case when it comes to GTM strategies. Instead, you want to establish a customer profile that has a need for your product or service—and then to tailor your GTM strategies and messaging accordingly. Of course, the better you understand your customers, the better-positioned you’ll be to connect with them, engage them, and convince them to adopt your new product or service offering(s).

Understanding Your Customers

While there are certain cases where casting the widest net possible might be a sound strategy, that’s rarely the case when it comes to GTM strategies. Instead, you want to establish a customer profile that has a need for your product or service—and then to tailor your GTM strategies and messaging accordingly. Of course, the better you understand your customers, the better-positioned you’ll be to connect with them, engage them, and convince them to adopt your new product or service offering(s).

Determining a Distribution Model

Once you’ve zeroed in on the market and customer profile you want to engage and persuade, the next step is a more logistical one: what will be the most efficient way to roll out your product or service as you start winning deals? If your distribution methods are inefficient or cumbersome, it’s going to limit the effectiveness of your overall GTM strategy.

Crafting Product Messaging

All too often, go-to-market strategies either succeed or fail based on the strength of the messaging around the product or service. Customers prefer to do businesses that understand their concerns; it’s one of the key ways to build trust with prospects. Spend time workshopping your messaging to ensure that it absolutely aligns with the story you’re telling, but also—and more importantly—who you’re telling that story to.

Evaluating Pricing and Payment Models

When potential deals fall apart close to the finish line, it can be discouraging if not outright devastating. It’s important to understand that in at least 90% of cases, your product or service isn’t going to be the only one of its kind, meaning you’ll need to be aware of how your offerings stack up. One element of this is pricing, so make sure to set your pricing and payment models appropriately—neither over- or under-selling your solution’s value.

What Is an Example of a GTM Platform?

When it comes to developing a GTM playbook for your business, accurate and accessible data is a crucial success factor. Even if you have all the experience in the world within your industry, it’s still not ideal to rely solely on gut instincts or guesswork. There’s simply too much on the line—that’s why platforms like Aptivio exist: to empower organizations with the tools and insights they need to develop and execute sound strategies based on their GTM model. 

Our AI-powered platform collects billions of distinct buying signals, including influence networks, past buying behavior, ideal accounts to target, and more. By replacing guesswork with actionable insights, companies can more expeditiously bring their products and services to the right market at the right time. To learn more about how our next-generation network selling platform can help your business, consider booking a demo today!
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