GTM (Go-to-Market)
GTM (Go-to-Market) is The strategy and execution plan for bringing a product or service to market, encompassing target audience, messaging, channels, pricing, and the coordinated actions of Sales, Marketing, and Customer Success.
Go-to-market (GTM) strategy defines how a company reaches, converts, and retains customers. It's the playbook that aligns product, marketing, sales, and CS around a common plan. RevOps is increasingly the function that operationalizes the GTM strategy — turning the plan into systems, processes, and metrics.
GTM Components
- Target market: ICP (Ideal Customer Profile), segments, personas, TAM/SAM/SOM
- Positioning and messaging: Value proposition, competitive differentiation, messaging framework
- Channels: Direct sales, PLG (product-led growth), partnerships, inbound, outbound
- Pricing and packaging: Pricing model, tier structure, packaging strategy
- Sales motion: Inside vs field, team structure, coverage model
GTM Motions
The most common GTM motions in B2B SaaS:
- Sales-led: High-touch, rep-driven. Enterprise deals, long sales cycles. RevOps focuses on pipeline management and forecasting.
- Product-led (PLG): Self-serve signup, freemium/trial. RevOps focuses on conversion funnels and product analytics.
- Hybrid: PLG for acquisition, sales for expansion. RevOps manages the handoff between self-serve and rep-assisted.
For how GTM strategy connects to RevOps roles, see the career path guide. Browse current GTM and RevOps jobs.
Frequently Asked Questions
What does GTM mean in RevOps?
In RevOps context, GTM refers to the go-to-market strategy and its operational execution — the systems, processes, and data that power how the company sells and retains customers.
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