A GTM (go-to-market) strategy is a company's plan for how it will reach target customers and sell its product — covering target market, positioning, pricing, distribution channels, and how sales, marketing, and customer success work together to drive revenue.
How GTM (Go-to-Market) is used in sales
Companies typically build or revisit a GTM strategy when launching a new product, entering a new market or customer segment, or repositioning an existing offering. A GTM strategy usually defines the target buyer (often tied to the ICP), the sales motion (e.g., self-serve, inside sales, or field sales), pricing and packaging, and how leads move from marketing through sales to a closed deal. "GTM team" has also become common shorthand in many companies for the combined sales, marketing, and sometimes customer success org.
Frequently asked questions
What does GTM stand for?
Go-to-Market. It refers to a company's overall strategy for bringing a product to customers and generating revenue, not a single tactic or channel.
Who owns GTM strategy at a company?
This varies — sometimes a CEO or CRO, sometimes product marketing, sometimes a dedicated RevOps function. In practice, GTM strategy usually requires close alignment across sales, marketing, and product regardless of who officially owns it.
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