Go-to-Market (GTM)


A go-to-market strategy is a blueprint for providing products/services to the customer by delivering a unique value proposition. It involves achieving competitive advantage by utilizing inside and outside resources (e.g. sales force, distributors).

Several crucial questions have to be answered:

  • How are competitors performing in the market, what do customers think of the different products or services available and what is missing in the market? What does a corresponding SWOT matrix look like?
  • Does the strategy comprise all relevant functions (sales, marketing, pricing, brand management)?
  • How is an alignment ensured between market entry strategy and the requirements of the existing business model, sales channels and current customer portfolio?
  • Is the company able to develop the best capabilities industry wide (in respect of experts, processes, infrastructure) as necessary for a successful and sustainable market entry?


Go-to-market strategy for a paper producer in new business lines:

  • Defining the target market and potential
  • Analyzing the competition
  • Defining the business model, unique selling proposition (USP) and specific product/service strategy
  • Preparing the organizational (e.g. distribution and marketing channels) and operational market approach