Go to Market Guide
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What Is the Difference Between Go-To-Market and Marketing?

While the terms may sound similar, go-to-market vs. marketing are two very different concepts. 

Marketing is the process of promoting products and services, from identifying a target market to guiding customers through the sales funnel. A marketing strategy lays out the actions a company must take to reach its ideal audience and achieve a competitive advantage in the market.

Go-to-market, meanwhile, focuses on bringing a new product or service to market. A go-to-market strategy helps to ensure that the product is placed in front of the right audience and educates potential customers on its uses and benefits.

A go-to-market strategy is a short-term plan driven by a specific product, while a marketing strategy is a long-term, ongoing plan for the whole organization.

If your brand is in its early stages, go-to-market and marketing could be one and the same, as your aim is to bring your first product to market. However, as your company grows, marketing and go-to-market will become two separate strategies with different teams and goals.

Understanding the difference between go-to-market vs. marketing will enable you to precisely tailor your strategy to suit your goals. Want to supercharge your go-to-market efforts? Get a free two-week trial of Wrike and see how you can centralize communication, get complete visibility across projects, and gain valuable insights to power future campaigns.

Further reading
blog post

The Definitive Guide to Global Marketing Strategy


What Is Go-To-Market Messaging?


What Is a Go-To-Market Campaign?


What Are the Key Go-To-Market Strategy Elements?