Wrike
Wrike header logoWrike header logo
    • For teams

      • Marketing

        Streamline proofing and reporting for seamless campaigns.

      • Creative & Design

        Create high-quality assets and get them approved in record time.

      • Product

        Accelerate your product process, from idea to delivery.

      • Client Services

        Exceed clients’ expectations with expert resources.

      • PMO

        Align strategy with execution and deliver results.

      • IT

        Execute initiatives, optimize workflows, and automate requests.

      • Operations

        Make work flow seamlessly with intuitive management tools.

      • HR

        Manage teams effortlessly with customizable HR features.

      • Legal

        Organize every file, case, and due date in one secure space.

      • Finance

        Centralize all financial tasks, from budgeting to invoicing.

      • See all teams

    • For industries

      • Technology

        Build solutions that matter, and deliver faster.

      • Consumer Goods

        Move fast with unified planning, delivery, and reporting.

      • Manufacturing

        Enhance operations, accelerate production, and empower teams.

      • Professional Services

        Organize clients, streamline projects, and automate workflows.

      • Finance

        Deliver better, faster financials with automations.

      • Healthcare

        Collaborate cross-functionally in a secure setting.

      • Education

        Unite multiple disparate teams, departments, and colleges.

      • Construction

        Streamline building projects, from scoping to invoicing.

      • Media & Entertainment

        Choose one powerful platform for fast-paced work.

      • Agencies

        Centralize client work, boost creativity, and increase profitability.

      • See all industries

    • Workflows

      • Campaign Management

        Make marketing magic with end-to-end campaign management.

      • Product Lifecycle

        Watch your product lifecycle flow, from concept to customer.

      • Client Service Delivery

        Get ahead of the competition with faster client services.

      • Project Management

        Plan Agile projects, track deadlines, and deliver results.

      • Project Portfolio Management

        Manage your complete portfolio, from strategy to results.

      • Creative Production & Content

        Create, collaborate, proof, and approve all in one place.

      • Resource Management

        View team workloads and reallocate tasks to avoid burnout.

      • Workflow Management

        Use custom statuses and automate your team workflows.

      • Event Management

        Design, execute, and monitor flawless events.

      • Task Management

        Organize incoming requests and eliminate repetitive tasks.

      • See all workflows

    • Explore Wrike

      • Take a Product Tour

      • Book a Demo

      • ROI Calculator

      • Customer Stories

      • Start with Templates

    • Features

      • Dashboards

        Fuel better, faster, data-driven decisions with powerful analytics.

      • AI

        Learn about powerful AI and automations with Work Intelligence®.

      • Automation

        Define and trigger automated workflows to eliminate manual efforts.

      • Gantt Charts

        Interactive project scheduling across teams.

      • Proofing

        Streamlined proofing and collaboration in one place.

      • Custom Item Types

        Tailor work items to fit your specific workplace.

      • Project Resource Planning

        Plan and allocate resources for timely delivery.

      • Project Views

        Get the full picture with customizable, intuitive project views.

      • Kanban Boards

        Instantly view project progress and create customized workflows.

      • Dynamic Request Forms

        Custom forms powered by conditional logic.

      • Approvals

        Keep approvers in the loop from start to finish.

      • Cross-Tagging

        Unparalleled visibility across multiple work streams.

      • See all features

    • Platform

      • New! Visual collaboration

      • Book a Demo

      • Start with Templates

      • Wrike AI

      • Integrations

      • Security

      • Mobile & Desktop Apps

    • Workflow-Powered Collaboration

      Sync with multiple teams to keep work flowing across your organization.

    • Industry-Leading Security

      We're dedicated to safeguarding data beyond industry standards and ensuring secure collaboration.

    • Pioneering AI and Innovation

      Put the power of data and AI to work for your organization.

    • Invested in Customer Success

      We support customers at every step of their journey from pre-sales to onboarding with 24/7 support.

    • Boundless Configuration

      Customize your workspace to suit the unique needs of every team in your organization.

    • Effortless Scalability

      Add new teams or adjust to rapid growth seamlessly with Wrike’s scalable platform.

    Why Wrike beats the competition

    Find out why 20,000+ of the world’s top companies choose Wrike to manage their workflows

    View comparison
    • Go deeper

      • Resource Hub

        Top assets on productivity, collaboration, and more.

      • Wrike Blog

        Latest news and best practices on project management.

      • Educational Guides

        Guides and tools to unlock better work management.

      • Webinars

        Join our live or on-demand sessions to do your best work.

      • Customer Stories

        Explore Wrike’s case studies for key insights on customer success.

      • Developers

        Connect and build integrations with easy-to-use APIs.

    • Upskill and Connect

      • Training & Certifications

      • Help Center

      • Wrike's Community

      • Premium Support Packages

      • Wrike Professional Services

      • Partners

    Introducing Wrike + Klaxoon

    You can now add Klaxoon’s infinite whiteboard to your Wrike subscription and work management toolkit

    Request a demo
  • Enterprise
  • Pricing
Contact Sales
    language-selector
    English
    Dansk
    Deutsch
    Español
    Français
    Bahasa Indonesia
    Italiano
    Bahasa Melayu
    Nederlands
    Norsk
    Polski
    Português (BR)
    Svenska
    Русский
    日本語
    한국어
    中文 (简体)
    中文 (繁體)
Log in
Wrike header logoWrike header logo
Wrike header logoWrike header logo
Menu
Guide overview
  • 1. What Is a Go-To-Market Strategy?
    • What Is a Go-To-Market Strategy?
    • Four steps for building 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?
    • What Is a Go-To-Market Strategy?
    • Four steps for building 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

What Is a Go-To-Market Strategy?

8 min readLAST UPDATED ON AUG 22, 2024
Chris Mills
Chris Mills Vice President of Product Marketing and GTM, Wrike
See Wrike for marketing

What Is a Go-To-Market Strategy?

A go-to-market (GTM) strategy is a plan for getting your product to market in the most effective way possible. It can have a huge impact on initial interest in the product, sales, and the continued success of the product post-launch. As such, it’s not something you can skip over if you’re serious about hitting your marketing goals.

More often than not, the strategy takes the form of a document, physical or digital, that lists everything from your desired target market to your proposed pricing for the product. It’s a comprehensive plan that requires a deep understanding of the market as it is today, not how it was or how you predict it might be a few years from now. 

Ideally, you’d have product managers on board for the creation of your go-to-market strategy, as well as the marketing department and anyone else overseeing your product’s eventual unveiling. 

For a go-to-market strategy example, you needn’t look further than Apple, a titan of Big Tech, who created buzz around the iPod by rolling out Apple Stores across the States. In 2001, the retail stores were unveiled as part of Apple’s GTM strategy, which was designed to create an experience around the product and encourage hands-on testing. These stores would of course go on to become a huge success for the business and have been one of the cornerstones of Apple’s B2C marketing strategy ever since.

Four steps for building a go-to-market strategy

Here are four actions you can take to create your go-to-market plan:

Ascertain your ideal buyer persona

To put your best foot forward when launching a new product, take the time to consider your ideal buyer persona. 

Whenever you introduce a product, physical or otherwise, into the market, there has to be a target audience. These people will buy the product, endorse it, and continue to support it over time. To omit the ideal buyer persona from your GTM strategy would be naive.

In short, an ideal buyer persona is the customer you see in your mind during the development of your product. This vision shouldn’t just be based on a hunch of who might like to buy it — it needs to be reinforced with data you’ve collected and research you’ve carried out. 

A data-driven and research-backed ideal buyer persona will help everyone on your team understand the customers’ needs and should strongly influence the marketing approach you adopt for your product launch.

Anticipate market demand

Even with the perfect product on your hands, which has been months or years in the making, the launch can fall flat if the market demand is low. The right timing can be critical to the success of your campaign, so it’s important to monitor market demand and release your product when you’re sure the buyers are there.

You can evaluate market demand according to several factors:

  •  How many customers would invest in the product
  •  What consumers would be willing to pay

While market demand and consumer trends aren’t always easy to predict, you should conduct thorough research to find the right opportunity to enter. If you were to have launched a communication tool similar to Zoom during the start of the pandemic, for example, you would have entered the market at the perfect moment.

Guides Image Return To Work 2 2x

Analyze success according to KPIs

As you move your product along the funnel towards launch, it’s a good idea to establish metrics and criteria to judge the success of the product over time. No marketing campaign or strategy should go ahead without consideration of the key performance indicators (KPIs) that determine whether or not it’s working as intended.

KPIs for your GTM strategy can include specific metrics such as the marketing team’s performance regarding sales and prospect conversions and broader ones such as weekly, monthly, and quarterly sales figures for the product. 

Once you’ve decided on the most important KPIs, you’ll have a clear idea after the product launch if the success aligns with your expectations.

Assess your pricing options

For your product to meet your expectations when it hits the market, you need to carefully consider various pricing strategies. One of the best ways to solidify your ideas around pricing is to come up with a sales strategy that will work well with your ideal buyer persona.

You can develop your sales strategy according to your target market, the cost of manufacturing your product, and the scalability it affords. For example, a product that you plan to sell directly to the customer will require a business-to-customer (B2C) sales strategy. One aimed at other businesses will do better with a business-to-business (B2B) sales strategy.

Here are a few examples of sales strategies you can use for your product:

Direct to consumer

The B2C sales strategy involves selling your product directly to the consumer through an online retailer like Amazon, for example.

With this sales model, the onus is on the marketing team to drive consumer traffic to your product. This means you don’t need to pour money into sales efforts, and your profit margins can be generous. 

However, this model can be tough to pull off with the marketing required and works best with low-cost products.

Inbound sales

Inbound marketing is one of the most popular sales strategies, and many businesses rely on it to bring in customers over time. In a way, this is a reactive approach to sales, as it requires a patient approach and an appreciation of what stage of the buyer’s journey the customer is in.

Like a magnet, you’ll wait until customers stumble upon your product through your marketing efforts and strike when the moment is right. 

This approach can take time to generate sales, so you have to be willing to wait for results.

Outbound sales

Outbound sales are all about taking a proactive approach to drumming up business for your product. It involves using a combination of cold calling, email marketing methods, and more to create prospects who you can walk through your sales funnel.

Of course, this method is reliant on the volume of approaches you make to prospective consumers and the effectiveness of your sales team. However, unlike inbound marketing, it can bring in customers quickly.

If you have any doubts or queries about the GTM strategy, head to our comprehensive FAQs to find the answer you’re looking for.

Further reading

other

Go-To-Market Plan Template

article

What Is a Go-To-Market Roadmap?

article

What Is a Cloud Go-To-Market Strategy?

article

How to Bring Your Product to the Market Faster

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. 

Best Go-To-Market Channels
Go To Market Concepts
  • Go to market best practices
  • Go to market campaign
  • Go to market motion
  • Go to market enablement
  • Go to market launch
  • Go to market messaging
  • Go to market readiness
  • The difference between go to market and marketing
  • Go to market timeline
Go To Market Performance
  • Go to market goals
  • Go to market KPIs
  • Go to market challenges
Go To Market Strategy
  • Go to market tactics
  • Go to market strategy elements
  • Cloud go to market strategy
  • Go to market strategy for a new product
  • B2B SaaS go to market strategy
  • How to build a go to market strategy remotely
  • How to bring your product to the market faster
  • Digital go to market strategy
Go To Market Tools
  • Go to market calendar
  • Go to market pitch deck
  • Go to market roadmap
Go To Market Team
  • Go to market department
  • Go to market manager
  • Go to market lead
  • Product
    • Product tour
    • Pricing
    • Templates
    • Apps & Integrations
    • Task Management
    • Gantt Charts
    • Wrike Status
    • Security
    • Wrike API
    • Compare
    • Features
  • Solutions
    • Enterprise
    • Marketing
    • Creative
    • Project Management
    • Product Development
    • Business Operations
    • Professional Services
    • IT Management
    • Students
    • All Teams
    • All Use Cases
  • Resources
    • Help Center
    • Community
    • Blog
    • Webinars
    • Interactive Training
    • Support Packages
    • Find a Reseller
    • Google Project Management Tools
    • CA Notice at Collection
  • Company
    • About Us
    • Leadership
    • Careers
    • Our Customers
    • Events
    • Newsroom
    • Partner Program
    • Collaborate - User Conference
    • Wrike Engineering
    • Contact Us
  • Guides
    • Project Management Guide
    • Professional Services Guide
    • Kanban Guide
    • Agile Guide
    • Remote Work Guide
    • Scrum Guide
    • Marketing Project Management Guide
    • Collaborative Work Management Guide
    • Digital Marketing Guide
    • Return to Work Guide
    • Product Management Guide
    • Go-to-Market Guide
    • Goal Setting Guide
  • Latest in Wrike Blog
    • Solutions Corner: A faster way to get more out of Wrike
    • 12 project management techniques for modern teams: Tools and use cases
    • Championing Change: How Brandon Meyer revolutionized workflows with Wrike
    • Project management automation: How to get started and scale
    • Workflow solutions: How to power smarter teamwork
    • From metrics to momentum: The CMO’s role in go-to-market alignment
    • Wrike news: Our freshest releases for May

Subscribe to Wrike news and updates

Stay informed with the latest news and updates by subscribing to our marketing emails.

  • App Store
  • Google Play
©2006-2025 Wrike, Inc. All rights reserved. Patented. Privacy Policy. Terms of Service. Cookie Preferences