How To of Go-To-Market Strategy
GTM Strategy explained in details!
Launching a product or service without a strategy is like sailing without a compass, sure, you might be moving, but there’s no telling if you’re heading in the right direction.
The common truth is: Products don’t sell themselves. Not even the amazing ones.
That’s exactly where your Go-To-Market (GTM) Strategy comes in. It’s your roadmap, your guide, your GPS for making sure your launch isn’t just loud, it’s effective.
And in this episode of Dear Digital Marketing Newbie, I’ll break down:
What a GTM strategy actually is
Why it matters (especially if you're launching soon)
What it includes
And most importantly, how to create one, even if you're brand new to marketing (plus a template you can use)
Ready to go from “I have an idea” to “I have a solid launch plan”? Let’s get into it.
What is a Go-To-Market (GTM) Strategy?
Simply put, a GTM strategy is a step-by-step action plan that shows how a business will launch a product or service and actually attract customers. It’s all about making sure your offer lands in front of the right people, at the right time, through the right channels.
Let’s make this fun:
Imagine you're throwing the biggest party of the year.
Here’s how your GTM strategy shows up:
Who’s on the guest list? That’s your target audience; the specific people your product is built for. You don’t want to invite everyone, just the folks who will vibe with what you’re offering.
Where’s the party happening? Those are your channels and distribution points, whether it’s social media, email, paid ads, or a physical store, this is how you get your invite in front of them.
What’s the vibe? That’s your messaging and brand positioning. Are you fun and friendly, sleek and premium, bold and disruptive? Your messaging sets the tone for how your audience connects with you emotionally.
How will you follow up with your guests? Think customer experience, what happens after someone shows interest, signs up, or makes a purchase? How do you keep them coming back?
A GTM strategy isn’t just about the moment of launch. It’s about launching intentionally, with a plan that connects your product with real people, solves real problems, and leads to real growth.
It brings together the best of marketing, sales, distribution, pricing, and customer support, to give your product its best shot at success.
What is it Used For?
Launching a New Product/Service
Introducing something brand new to the market? You need a GTM strategy.Entering a New Market
Expanding geographically or into a new segment? A GTM helps you navigate the unknowns.Rebranding or Relaunching
Changing how your product is positioned? A GTM can reintroduce it to your audience.
What's Inside a Go-To-Market Strategy?
A solid GTM strategy typically unfolds in three key phases: Pre-launch, Launch, and Post-launch.
However you choose to structure it, your strategy should answer the most important question: How will we successfully introduce this product to the right people at the right time?
Let’s break down what your GTM strategy should include, step by step.
Pre-launch:
This is where all the strategic groundwork happens before anyone even hears about your product.
1. Target Audience: Who Are You Talking To?
You can't market to "everyone." You shouldn't even try.
Instead, ask:
Who is this really for?
What keeps them up at night? What are they Googling at 2 AM?
Example:
Let’s say you’re launching a productivity app for busy moms. Your audience isn’t just “women aged 25–45.” It’s:
“Mothers juggling school runs, remote work, and side hustles, who want to reclaim 10 minutes of peace daily.”
Create a Buyer Persona. Give her a name (e.g. “Time-Strapped Tina”). Get specific.
2. Market Research & Competitive Analysis
Know the landscape before you make your move.
Ask:
Who are your competitors?
What are they doing well?
Where are they failing?
Is the market growing, shrinking, or saturated?
Tools to help you:
Google Trends
Exploding Topics
Similarweb
ChatGPT for quick competitor comparisons
Example:
Launching a skincare brand? Research what’s working for brands like The Ordinary, then look for underserved niches (e.g., skincare for darker skin tones, eco-conscious routines, etc.).
3. Your Unique Value Proposition (UVP)
This is your mic drop. The reason someone should care.
What makes you different?
What are you solving that no one else is?
Formula to help:
“For [audience], who [problem], [your brand] offers [solution], unlike [competition], because [reason why you’re different].”
Example:
“For remote teams struggling with communication, our app offers async-friendly video updates unlike Slack or Zoom, we’re built for flexibility-first teams.”
4. Messaging & Positioning
You’ve got to speak their language. Use words that resonate.
Tip: Your messaging should reflect your audience’s pain points, hopes, and language. NOT industry jargon.
Positioning Statement Example:
“Think Notion + Calendly for busy teams who hate traditional project management tools.”
5. Marketing Channels: How Will You Reach Them?
Choose your marketing channels based on where your audience actually is.
Email Marketing – nurture leads, announce launches
Content Marketing – blogs, SEO, YouTube
Paid Ads – Facebook, Instagram, TikTok, Google
Influencer Marketing – leverage trust
Communities – Slack groups, Reddit, Discord
Product Hunt / IndieHackers – for tech launches
Example:
Launching a new Notion template? Consider:
Creating a TikTok demo
Posting in Notion FB groups
Collaborating with productivity YouTubers
Launching on Product Hunt
6. Pricing Strategy
This isn’t just a number. It’s a positioning tool.
Ask:
Do you want to be perceived as premium or budget-friendly?
Are you using a freemium model?
Do you offer bundles, trials, or discounts?
Example:
If you're launching a writing course:
Offer a free mini-class first (build trust)
Then introduce tiered pricing (Basic / Pro / VIP)
7. Distribution Strategy
How will people actually get the product?
Website or Shopify store?
App store (iOS/Android)?
Through sales reps?
Via affiliates or partnerships?
Example:
A fashion brand may distribute via:
Shopify store (DTC)
Wholesale (retailers like ASOS)
Pop-ups and markets (experiential)
Launch:
This is where strategy meets action. Everything you've built comes to life.
8. Sales Enablement (If applicable)
If your product requires a sales team, prep them with:
Pitch decks
Objection-handling docs
Email scripts
Product demos
Not every GTM needs a full sales team, but if you do, give them tools.
Post-launch:
After launch, your focus shifts to support, retention, and growth.
9. Customer Journey & Retention
The launch is just the beginning.
Think:
What happens after they buy?
Is there onboarding?
What about support?
How do you keep them coming back?
Example:
If you’re launching a membership site:
Send a welcome email series
Offer a 1:1 onboarding call
Host monthly “member only” webinars
10. Metrics & KPIs
You can’t manage/improve what you don’t measure.
Track things like:
Website traffic
Signups/downloads
Conversion rate
CAC (Customer Acquisition Cost)
Retention/churn rate
Revenue
Tools: Google Analytics, Mixpanel, Stripe, Notion dashboards
It’s absolutely okay if your first Go-To-Market (GTM) strategy isn’t perfect, it’s not supposed to be.
Think of it as a compass, not a crystal ball. It’s meant to guide you, not predict every move.
Start with what you know. Do the research to fill in the gaps. Then refine, tweak, and grow from there.
To help you hit the ground running, I’ve created a detailed Go-To-Market (GTM) strategy example based on our Time-Strapped Tina persona (plus a bonus implementation plan to bring it to life). You can download it and use it as a practical guide. Consider it your launchpad.
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This Ebook Is a Must-Read for All Marketers:
Planning Your Marketing Career by Success Lawal
Substack Newsletter You’ll Actually Want to Read
You know I don’t recommend anything unless it’s truly worth your time, right? Well, this one’s hitting the mark. is doing an incredible job with ; insightful, engaging, and genuinely helpful. Definitely worth checking out.
See You Next Thursday at 13:00 WAT
Best,
Your Marketing Buddy.