Go-to-market (GTM) strategy

A go-to-market (GTM) strategy details how an organization will engage with customers to convince them to buy their product or service and to gain a competitive advantage. A go-to-market strategy includes in its scope customer segmentation and targeting; positioning; product pricing; brand, demand generation, earned media, and demand capture marketing; sales channels and routes-to-market; and customer engagement, retention, and upsell―essentially the entire scope of marketing and sales.