Go-to-Market Strategy
Also: GTM StrategyGTM
The plan for how you reach a specific market and turn it into revenue: who you sell to, what you say, and through which channels.
Why it matters
A go-to-market strategy is the difference between activity and traction. It forces the decisions most teams avoid: which segment to win first, what the wedge is, which channels actually reach the buyer, and what has to be true for the motion to pay back. Without it, marketing and sales optimise different things and budget gets sprayed across everything at once.
What good looks like
A useful GTM names one primary segment, a clear wedge, two or three channels to test first, and the economics that make it work, target acquisition cost, payback, and win rate. If it tries to serve everyone through every channel, it is a wish list, not a strategy.
In the European market
In Europe a single GTM rarely survives contact with the continent. Buying norms, languages, procurement rules, and data expectations differ enough between the DACH region, the Benelux, the Nordics, and Southern Europe that a motion tuned for one can stall in the next. Treat expansion as a sequence of country wedges rather than one EMEA launch, and budget for localisation and compliance from the start.
Related terms
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