A strategic plan that outlines how a company will launch a product or service to customers, including target audience identification, marketing channels, pricing strategy, and sales approach. Serves as a roadmap from product development to revenue generation.
Compound phrase combining 'go' (Old English 'gan', to proceed) with 'market' (Latin 'mercatus'). Business term emerged in the 1990s with technology companies needing systematic approaches to product launches.
Most go-to-market strategies fail because they're built on assumptions rather than customer insights - companies fall in love with their product and assume customers will too. The best GTM strategies are hypothesis-driven experiments, not elaborate launch plans.
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