Go to Market Guide
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What Is a Go-To-Market Manager?

If key stakeholders disagree on how to move forward, go-to-market strategy implementation can be stalled.

The absence of a designated go-to-market manager can lead to unnecessary confusion and indecisiveness. Companies can empower one leader to own the complete go-to-market (GTM) strategy for a product launch. But what is a go-to-market manager?

Go-to-market manager definition

A go-to-market (GTM) manager is a dedicated leader responsible for managing the go-to-market strategy and process of a service or product launch. They work with cross-functional teams to ensure smooth launch operations.

A go-to-market manager sets the strategic vision, hires the right team, and motivates them to work on operational initiatives and achieve launch goals.

Google was one of the first companies to hire a go-to-market manager. At the time, they were launching more than 100 product features in a single month and needed a dedicated manager. 

When they first introduced the position to their advertising technology department, it was referred to as “Commercialization.”

Go-to-market manager responsibilities

A GTM manager is a key member of the organization’s business strategy and entrusted with many responsibilities, such as:

  1. Generating customer insights: Generate in-depth insights by understanding customer needs using customer validation, buyer persona creation, customer building, and customer discovery techniques.
  2. Market benchmarking: Deploy learning strategies to gain more information about the market, such as market segmentation, market development, market refinement, and competitive intelligence analysis.
  3. Project planning: Outline the complete go-to-market strategy and project plan. Hire the right team members to work on specific launch responsibilities.
  4. Ensuring cross-functional collaboration: Steer cross-functional teams across sales, service, product, software development, content, marketing, legal, operations, and finance. Evaluate ideas, motivate teams to meet deadlines, and ensure all-around alignment in the go-to-market process.
  5. Tracking launch progress: Define and set up measurement milestones, metrics, and key performance indicators (KPIs) for launch initiatives and activities.

A go-to-market manager onboards the team, builds a GTM strategy, and works with other teams to achieve go-to-market success. 

Get a free Wrike trial to organize launch milestones, assign work to your team, and effortlessly execute your go-to-market strategy.

Further reading

Why Should You Hire a Go-To-Market Lead?


What Is a Go-To-Market Department?


What Is Go-To-Market Messaging?


What Is Go-To-Market Launch?