What is go-to-market strategy?

A go-to-market (GTM) strategy is the plan for how a product reaches its buyers: the target segment, the positioning and message, the pricing, the channels (sales-led, product-led, partners), and the launch sequence. It connects what you built to how it actually gets bought.

A GTM strategy is shaped by the competitive landscape — where incumbents are strong, which channels they dominate, and what wedge (price, niche focus, a specific pain) gives a new entrant its opening.