Build a More Effective Go-to-Market Strategy

A weak or poorly defined GTM strategy is often the underlying root cause of slowing product revenue growth or missed product revenue targets.
Many Agile product teams rush to release, skipping key GTM steps and leaving sales and marketing mi-aligned and unready to fully monetize precious product investments.
Guessing at buyer persona and journey or competitive SWOT analyses – two key deliverables of an effective GTM strategy – cause poor marketing and sales outcomes.
Without the sales- and product-aligned business case for launch called for in a successful GTM strategy, companies see low buyer adoption, wasted sales and marketing investments, and a failure to claim product and launch campaign success.

Our Advice

Critical Insight

Having an updated and compelling GTM strategy is a critical capability – as important as financial strategy, sales operations, and even corporate business development – given its huge impact on the many drivers of sustainable growth.
Establishing alignment through the GTM process builds long-term operational strength.
With a sound GTM strategy, marketers give themselves a greater chance of product launch success.

Impact and Result

Align stakeholders on a common vision and execution plan prior to the build and launch phases.
Build a foundation of buyer and competitive understanding to drive a successful product hypothesis, then validate with buyers.
Deliver a team-aligned launch plan that enables launch readiness and outlines commercial successs.

Build a More Effective Go-to-Market Strategy Research & Tools

1. Build a More Effective Go-to-Market Strategy Storyboard – Align your team on a shared GTM strategy vision and the benefits of a more effective GTM strategy.

This phased approach provides clear, step-by-step instructions on developing an effective GTM strategy.

2. Establish Market Truth and Strategic Focus – Define the problem and size the opportunity.

Establish the right cross-functional team and governance, then clearly define the core customer problem, prioritize the buyers who experience it most, understand the competitive and alternative ways they can solve it, and quantify the realistic market opportunity you can win.

3. Design Value Proposition and GTM Approach – Define the value proposition and align stakeholders on how to bring it to market.

Translate your strategy into a clear, compelling market approach by defining the value proposition, shaping the offer and pricing, choosing the right routes to market, mapping the buyer journey, building the business case, and aligning stakeholders around how the GTM strategy will work.

4. Create the GTM Value Plan – Execute the GTM plan by aligning teams, systems, and launch readiness.

Operationalize the GTM strategy by locking in launch goals and scope, building a detailed execution plan, enabling customer-facing teams, aligning systems and processes, activating the launch campaign, and securing executive sign-off to ensure organizational readiness.

Maximize GTM success with sharper market and buyer insight, competitive differentiation, and launch readiness to drive revenues.

About Info-Tech

Info-Tech Research Group is the world’s fastest-growing information technology research and advisory company, proudly serving over 30,000 IT professionals.

We produce unbiased and highly relevant research to help CIOs and IT leaders make strategic, timely, and well-informed decisions. We partner closely with IT teams to provide everything they need, from actionable tools to analyst guidance, ensuring they deliver measurable results for their organizations.

What Is a Blueprint?

A blueprint is designed to be a roadmap, containing a methodology and the tools and templates you need to solve your IT problems.

Each blueprint can be accompanied by a Guided Implementation that provides you access to our world-class analysts to help you get through the project.

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Speak With An Analyst

Get the help you need in this 3-phase advisory process. You'll receive 12 touchpoints with our researchers, all included in your membership.

Guided Implementation 1: Establish Market Truth and Strategic Focus

Call 1: Share GTM vision and key roles. Align on scope of offering.
Call 2: Review buyer problem statements, triggers, and jobs to be done. Outline interview approach if applicable.
Call 3: Discuss segment prioritization, competitive/alternative analysis, and differentiation. Review early estimates.
Call 4: Review market findings and confirm decision to proceed. Decide ICP definition and validate buying group.

Guided Implementation 2: Design Value Proposition and GTM Approach

Call 1: Write value proposition. Align on core/optional offer elements/functionality and discuss packaging and pricing direction.
Call 2: Select GTM motion and routes to market.
Call 3: Map buyer journey and critical moments.
Call 4: Build initial business case: Review revenue model, cost considerations, assumptions, and risks.

Guided Implementation 3: Create the GTM Launch Plan

Call 1: Finalize launch scope, develop success criteria, and create high-level GTM working plan.
Call 2: Develop messaging, qualification criteria, value narrative, GTM playbook structure, and high-level postsale onboarding process.
Call 3: Discuss tech stack readiness: Identify gaps, dependencies, and readiness milestones.
Call 4: Finalize external messaging and build launch campaign plan.