Go to market GTM strategy: definition & 9-step guide 2026 Asana

That is the core mindset behind a strong GTM strategy. ”, ask “did this product launch strategy create the outcome we expected? Lisa Kamm, Head of Product and Design at Dow Jones, noticed how product teams are “held accountable for everything” but usually without direct authority over budgets, teams, or every decision.

This is where automation and AI can have an outsized impact. Teams use product experimentation, AI prototyping, cohort analysis, and AI-assisted revenue modelling to understand price sensitivity and forecast impact. Instead of going “after enterprises” or “SMBs”, you are choosing a segment where you have a real shot at winning. A modern GTM strategy, especially in AI-heavy, SaaS environments, usually includes at least these pieces.

Consideration In the middle "consideration" phase we're talking to managers, end users, developers, those in charge of data security and vetting. The different people mentioned above need different types of content and material to convince them to continue to the next stage. We created integrations with these tools, got listed on their app stores and created content so that if a user searches for ‘intercom pricing’ we’re there on the first page of Google. Now that we're focused on sales, we're still doing content but it's also sales memes, sales videos, deep research pieces and a lot of focus on LinkedIn, as that is where sales people often are.

How to create a go-to-market strategy in 9 steps

The slideshare includes the strategy, tactics, assets, phases and social media strategy. "Focus on use cases — you need to be descriptive and explain exactly how your users will benefit from this integration. Some may be aware of IFTTT, but many may not be, so it’s an opportunity to educate." If you aim to be the number one educator of potential customers in a subject like SEO, then you’ll be up against people like Neil Patel and Brian Dean who rank at the top.

It was much harder to sell a support product when the value exists but you can't always quantify it. HelloScreen has been through all the lessons learned and the conclusion so far is to have a compelling product that can clearly show value (in numbers) for a large and preferably growing market. HelloScreen has grown even though our initial GTM strategy was vague.

Real-world GTM strategy examples

• Now that you have an understanding of your target market and the value your product offers, you have a better understanding of what price a consumer might be willing to pay for your product.
• Segmentation is the process of identifying these shared similarities and researching the kinds of individuals or organizations that would be most likely to purchase your product.
• The value proposition that you identify should be as much about the target market you are selling to as the product itself.

A go-to-market (GTM) strategy is the way your company turns a product bet into real, measurable outcomes in the market. Plus, you have a solid product marketing strategy, and you’re ready to send it out into the world and get it to the people. The product should do as much of the work as possible but good sales people are not in a zero-sum game with product, they're a boost and, on enterprise deals, companies expect to talk to sales people. This slideshare shows how Symyx ran a GTM strategy that grew revenue and bookings and along with the before and after numbers.

Our target market evolved but the way we reach them is still roughly the same- via content and integrations. The solution is instant and interactive screen sharing, meaning you can send the customer a link and that instantly starts an interactive screen sharing session. When a customer fills in an application form or quote on your website and your sales agent gives them a call, you can’t ask every one of them to set up gtm strategy a Zoom screen share, so you can show them your presentation. There’s less of a market for a quick peek type technical support service and it’s used by many other teams outside of customer support. We first thought that HelloScreen was for taking a quick look at the user’s screen, when they had a customer support problem, to see the problem and fix it. HelloScreen is the next generation of screen sharing built for 'actually' doubling sales conversion rates, most often for 'over the phone sales'.

A useful way to think about GTM is as a set of decisions you make on purpose instead of by accident. On the other side, you have teams shipping features, campaigns, and experiments every week. GTM lives at the intersection of company strategy and day-to-day delivery.