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Guide overview
  • 1. What Is a Go-To-Market Strategy?
  • 2. Best Go-To-Market Channels
  • 3. How to Create a Go-To-Market Strategy: 8 Step Framework
  • 4. B2B Go-To-Market Strategy
  • 5. B2C Go-To-Market Strategy
  • 6. Building a Go-To-Market Team
  • 7. Go-To-Market Tools & Software
  • 8. Go-To-Market Strategy for Startups
  • 9. Most Important Go-To-Market Metrics
  • 10. FAQ
  • 11. Glossary
Guide overview
  • 1. What Is a Go-To-Market Strategy?
  • 2. Best Go-To-Market Channels
  • 3. How to Create a Go-To-Market Strategy: 8 Step Framework
  • 4. B2B Go-To-Market Strategy
  • 5. B2C Go-To-Market Strategy
  • 6. Building a Go-To-Market Team
  • 7. Go-To-Market Tools & Software
  • 8. Go-To-Market Strategy for Startups
  • 9. Most Important Go-To-Market Metrics
  • 10. FAQ
  • 11. Glossary
  1. Go To Market Guide
  2. FAQ
  3. Go To Market Concepts

What Is Go-To-Market Enablement?

3 min read
Chris Mills
Chris Mills Vice President of Product Marketing and GTM, Wrike
See Wrike for marketing

What Is Go-To-Market Enablement?

In business, enablement refers to everything employees need to perform their roles successfully, from training to tools to data. While enablement is important for all departments in an organization, teams tasked with creating and launching new products can especially benefit from go-to-market enablement.

You may have built the best product in the world, but if your go-to-market (GTM) team doesn’t know how to use it, you will struggle to find footing in the market. Go-to-market enablement is crucial for your team to understand the product and obtain the information needed to support your customers.

How to facilitate go-to-market enablement

There are several steps you can take to enable your go-to-market team to do their best work. 

  1. Provide a single source of truth. It’s impossible for team members to have the most up-to-date information when details are spread out over email, Slack, and spreadsheets. Consolidate all your data into a single platform like Wrike, so it’s easy to access and share. Wrike updates in real time, ensuring accuracy and eliminating versioning issues.
  2. Invest in training. In-person discussions and video tutorials will only go so far. Learning management systems (LMS) handle all aspects of the learning process, including the administration, documentation, tracking, reporting, automation, and delivery of educational courses. Every time you produce a new product or feature update, you can create an online course to enable your GTM team.
  3. Hire an enablement team. Sometimes, you need to hand the reins over to the experts. Enablement professionals build and deliver training and understand how to achieve comprehensive go-to-market enablement. 
  4. Align enablement across the go-to-market teams. While it’s important to ensure your sales teams are fully briefed on the product to pitch to clients successfully, don’t forget that your marketing and customer success teams are also part of your GTM squad. These departments also require training to keep them up to speed with product features and messaging.

Go-to-market enablement should be a key part of your go-to-market strategy to ensure a smooth, successful product launch.

Further reading

article

What Is a Go-To-Market Manager?

article

What Is a Go-To-Market Department?

article

How to Overcome Go-To-Market Challenges

article

How to Bring Your Product to the Market Faster

Go To Market Concepts 5 questions
What Is Go-To-Market Enablement? What Is the Difference Between Go-To-Market and Marketing? What Is Go-To-Market Readiness? What Is the Go-To-Market Timeline? What Are Go-To-Market Best Practices?
Chris Mills

Chris is the Vice President of Product Marketing and GTM at Wrike, leading the product marketing, industry solutions, market intelligence, and go-to-market strategy teams. He has over 25 years of experience in the enterprise software industry, previously heading marketing teams at Salesloft, Hearsay Systems, and PROS. Chris combines analytical and people skills with business knowledge to build high-performing teams and drive cross-functional results. 

Go To Market Concepts
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Go To Market Strategy
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