6 Steps to build a successful go-to-market strategy

go-to-market strategy

The UK ranks 9th on the list of 140 countries in the Global Competitiveness Report. Today’s business landscape is essentially competitive and distinct. A go-to-market (GTM) strategy is crucial to stay competitive. 

Table of Content

What is a Go-To-Market strategy?

The go-to-market strategy refers to the plan that lists how to introduce a new or existing product or service to a new or existing market. So, it deals with novelty. 

A carefully developed go-to-market strategy synchronises the overarching goals and objectives of the business product. It considers several variables, including:

  • Target market dynamics
  • Competitive climate
  • Client demands

A GTM strategy’s primary goals are to establish a clear path to market, reduce risks, and raise the possibility of success.

Components of GTM strategy

GTM strategy encompasses various elements regarding any product or service launch in any geographical landscape, such as:

  • Product positioning
  • Pricing
  • Distribution channels 
  • Promotional tactics

Collectively, these components ensure a seamless launch and sustained growth of any product and service in its targeted market. A well-crafted GTM strategy aligns with the company’s futuristic goals and objectives.

The motive behind GTM strategy! 

A good marketing plan must answer these questions:

  • What kind of product are you selling, and what special problem does it solve?
  • Your target customers, and how will the product address problems they face?
  • What marketing funnel will be used? What areas are you aiming for, and how much demand and competition is there?
  • What would your marketing strategy look like?

Type of Go-to-market strategies

Several go-to-market strategies have been given to address the diverse nature of businesses, such as:

Account-basedA GTM strategy pinpoints particular, valuable accounts or customers. Businesses using this approach are better positioned to generate substantial revenue by customising marketing and sales approaches to meet specific needs and challenges.
Sales-ledThis is a type wherein the sales team guides the strategy. They figure out how to establish relationships with prospects, which results in a solid customer base if successfully executed.
Product-ledThe product is the main hero in this type of GTM strategy. The product is developed so that it automatically attracts a strong demand.
Demand generationDemand generation is a strategy focusing on marketing efforts. Companies employing this strategy use content marketing, social media engagement, email customising, etc.
Inbound GTMHere, the target audience is attracted through content. This fosters long-term relationships with the customers.

Steps to build a successful go-to-market strategy

Here are some steps to build an excellent go-to-market strategy:

Step 1: Define your target audience

This is done in two ways:

Ideal customer profileAn ideal customer profile represents someone who would benefit from your product. 
The perfect customer profile can be evaluated using the following metrics: DemographicGeographyPreferred mediaJob profile and more
Buyer personasBuyer personas will help you get a distinct view of people in the target market. After all, some people will be different! 
To comprehensively understand your target audience, developing several buyer personas is essential.

Step 2: Define your unique selling point

Having a USP is essential because every niche has many firms. The cosmetic products market in the United Kingdom is projected to expand at a CAGR of 4.1% from 2024 to 2032. 

Every niche is blooming, so why should people buy from you?

When developing a persuasive value proposition, pinpoint the precise issues your product resolves or the benefits it brings to customers’ lives. Evaluate how your solution distinguishes itself from competitors and why it is the superior option for your intended audience.

Step 3: Competitor research 

Staying up-to-date with industry developments is essential to formulating a winning strategy. Ensure that your product offering satisfies current and future needs. So, understand the dynamics of your industry, developing technology, and changing client preferences.

Conduct thorough market research by looking through industry data, watching what competitors are doing, and speaking with consumers and industry experts.

Step 4: Define the pricing strategy

 This is the most crucial. It will affect how much profits you earn. Consider your costs holistically and then formulate the pricing strategy. It is essential to keep your target audience in mind while setting prices. 

There are multiple price models available: 

TieredTiered pricing offers different pricing tiers with varying features, catering to diverse customer segments.
Value-basedValue-based pricing focuses on the perceived worth of customers. It allows for potentially higher profits by aligning prices with customers’ willingness to pay. 
Cost-PlusCost-plus pricing ensures profitability by adding a markup to production expenses, but it may also ignore customer value. 

Step 5: Choose your marketing channel

Marketing channels refer to various methods of content distribution utilised to generate interest in your product and guide potential customers through the marketing process. The selection of marketing channels depends on your target audience and the stage of the buyer’s journey your potential customers are currently in. 

Step 6: Set concrete and achievable business goals

Identify the crucial performance measures (KPIs) corresponding to your business goals. These might include metrics like 

  • Revenue growth
  • Customer acquisition
  • Market share
  • Retention rates

These indicators assist in evaluating the results of your marketing efforts. Set explicit, quantifiable, and feasible objectives for each KPI. This enables you to monitor advancement and pinpoint opportunities for enhancement.


Charting a clear and well-defined go-to-market strategy helps businesses in many ways.

It reduces costs by optimising marketing efforts, identifying risks, and minimising marketing time. It fosters brand awareness through targeted messaging, building trust and loyalty. 

By focusing resources on revenue-driving activities, it stimulates growth potential. Thus, you have a million reasons to develop an excellent go-to-market strategy. 

The steps involved in doing so are mentioned above. Since this is important to kick off a new or old product in a new market, it must be thoughtfully made. You can seek professional help in crafting a go-to-market strategy for your business.