Go to Market Guide
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What Is Go-To-Market Launch?

Bringing your new product to market can be a challenge. After putting time and effort into a solid go-to-market strategy, falling at the final hurdle could be a disaster for your new product and your team. 

It’s important to understand the difference between a go-to-market (GTM) strategy and a go-to-market launch. Many people use these terms interchangeably, but while they are related, they are not the same. Let’s take a closer look at what a go-to-market launch means and the difference between a launch and a strategy.

What is involved in a go-to-market launch?

A go-to-market launch is the part of the GTM strategy where the product is put on the market. It is the culmination of the rest of the GTM strategy, where the product is made available to customers and your team can gauge its success and performance on the market. 

A go-to-market launch typically involves a launch event, where key stakeholders and interested parties can attend and find out more about your new product. These events can be in-person or virtual and may involve live demonstrations of your product, industry experts discussing your product, free samples of your product, and anything else your team feels would help market your new product to customers. 

To launch your product successfully, you need to consider certain components, including:

  • A launch calendar, detailing key dates and times leading up to and following the launch
  • Your launch announcement, including press releases, scheduling interviews, and photo opportunities, updating your website and social media channels, and more
  • Post-launch promotion, including paid advertisements (both physical and digital), emails, social media posts, and more

What is the difference between a go-to-market strategy and a go-to-market launch?

As we’ve mentioned, a GTM strategy and a go-to-market launch are similar but distinct from one another. Both focus on successfully bringing a new product or service to target audiences, but they are actually two different phases of this process. 

A GTM strategy covers the entirety of the go-to-market process — your GTM strategy will include competitor research, marketing, and sales strategies, and plans for the product’s launch. A GTM launch, on the other hand, is just one part of the larger GTM strategy. Think of the launch as a point on your strategy’s roadmap, not as an entirely different area.

A solid GTM strategy and GTM launch are crucial to success, and teams must ensure that their product is ready for the market before considering whether to launch. Check out our FAQ on go-to-market readiness for more.

Further reading

Go-To-Market Plan Template


What Is Go-To-Market Messaging?


How to Bring Your Product to the Market Faster


What Are Go-To-Market Best Practices?