Go-to-market: a complete and safe launch strategy

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Launching a product without planning is very risky and can cost your company its survival in the market. To prevent this from happening, you can use go-to-market (GTM) .

Key takeaways from this article:
Go-to-market goes beyond a pricing strategy . It is, above all, a way of presenting the right products to the right people, considering your target market.
GTM is data-driven. To achieve this, market research is essential to guide product launches.
ICP and persona are tools that help direct sales and marketing campaigns to the right customers. To outline more assertive tactics, learn more in: Practical guide | Guide on how to save time selling to ideal customers
Monitoring the customer journey is one of the steps of GTM. This action helps to create a sales process that is consistent with consumer behavior.
CRM helps you obtain data and monitor the indicators needed to control launch performance. TRY Agendor for FREE and get to know the Sales Reports Dashboard with the main KPIs in the area!
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A go-to-market strategy aligns your product or service with market demand and the behavior of your competitors. This allows you to launch a product to the right audience at the right time .

Creating a launch strategy from the go-to-market perspective prevents time and money from being wasted on guesswork and lack of planning, which is why this tool has become increasingly essential for successful market entry.

If you are planning a launch, this content is a must-read! In this article, we will talk more about the importance of go-to-market and how you can put it into practice to launch your products (or your brand) safely and profitably.

Keep reading to find out everything!

What is go-to-market?
Go-to-market is a strategy created to structure the product launch stages, considering aspects of the product itself, consumer demand and the market in which it operates. These are the three pillars of this strategy, which guide all decision-making.

GTM works as a kind of roadmap that involves a series of surveys about the target audience and market players. In this way, companies obtain enough input to make a well-founded launch, without guesswork.

In addition to product launches, go-to-market can also be applied to the launch of new units and branches of a business, or to the inauguration of a company.

5 Key GTM Questions
There are five vital questions that a go-to-market strategy must answer for a launch to begin to take shape. They are:

1. What problem does your product solve?
Your product must have a clear mission: to meet a customer's need , to be a solution to make their life better, in some way.

Without this, it is almost impossible to survive in the market, since there is no relevance in what is being offered . Therefore, this issue is a fundamental starting point for the go-to-market strategy to begin to take shape.

2. Whose problem does your product solve?
This question will help you find your target audience. More than that, you need to understand whether this audience is really willing to pay for this solution.

To learn more about the target audience and their purchasing behavior, it is also list of turkey cell phone numbers necessary to understand how the customer faces this pain to be solved and how this impacts their life.

Take advantage and also check out: Using CRM to understand purchasing behavior

3. Is there demand for the product?
How is the market behaving? Is it saturated, is it completely new, or is there still room to be explored? Who are the players? What sets them apart from their competitors?

All of this must be evaluated when we talk about competition and demand, and the answers to these questions already begin to give an idea of ​​how your product will be positioned, and how it may be received by consumers.

4. How will you sell your product?
To answer this question, reflect on the sales channels most used by your audience, and the most suitable model for converting sales.

Also think about advertising. Which marketing campaigns have the greatest reach? Will you use inbound or outbound marketing strategies ?

5. How is your product positioned?
Have you defined a pricing strategy for your product? Is it competitive? Will it be a popular and affordable product, or will it be exclusive?

This positioning changes everything, from your sales strategies to your company’s tone of voice. So, if you’re still unsure how to answer this question, go back to the first question to better understand your target audience.

What makes go-to-market strategy so important?
An unplanned or poorly structured launch strategy can be a sentence of frustration, and that frustration can be very costly.

GTM is safe because it considers all the most important aspects of a product: place, promotion and audience . Thus, go-to-market is used to avoid errors and lack of information to base decision-making on.

Furthermore, by structuring each stage of the launch with GTM, your team works with greater harmony and coherence. In other words, mistakes and misalignments are reduced, allowing professionals committed to the launch to obtain better results in their activities.

Another factor that makes GTM so essential is data. You will see later in the article that research and studies are vital to putting go-to-market into practice. This is because they are a rich source of data. And, as you can imagine, there is no arguing against data, right? In other words, your decisions are based on facts, on what is real.

So, to stop guessing and avoid the risk of losing money instead of making a profit, stay with us and read on to find out how to do GTM.

9 steps to put GTM into practice
1. Identify the problem your product solves
We briefly talked about this in the topic where we mentioned the five key go-to-market questions, but it's important to emphasize: you need to be specific about the solution your product will promote.

Defining this will help you understand your product-market-fit , that is, how your product will perform within your market.

Carrying out this analysis makes it easier to identify your competitive advantage and create your value proposition, in addition to directing your product to the right people.

2. Define your ICP and your persona
ICP and persona are two marketing tools used to understand the target audience and guide campaigns and sales approaches.

The Ideal Customer Profile (ICP) is a set of characteristics that define the customer profile with the greatest purchasing potential.

A persona is a fictional representation of a buyer of your service. Personas have:

name;
age;
habits;
specific positions;
tone of voice;
purchasing behavior.
If your product is aimed at companies, know that it is possible to create personas for all the different levels of decision makers that a negotiation may have.

According to a Gartner study , a B2B negotiation involves 6 to 10 decision makers, each with a different buying role. You need to offer a solution that suits all of them! So, don’t forget to identify potential decision makers and create a persona for each.

3. Research the market
There is no way to practice go-to-market without doing market research to understand your competition and consumer demand within your market.

At this stage, you should seek to understand whether there are already products similar to yours and how your solution differs from the competition through a competitive analysis.

Some tools that contribute to better understanding of how the competition and its products perform are:

SWOT analysis ;
BCG matrix .
4. Create a message and test it
The first impression your product makes is very important when it comes to boosting sales. That’s why creating a unique presentation message can make all the difference.

To this end, make sure you establish clear communication, choosing the right words to attract your consumers . Even more important is to monitor the response to these messages.

There is nothing written in stone. You must test and make adjustments as necessary to improve your results.

5. Map the customer purchase journey
To map the customer's purchasing journey, consider each moment in which the customer is motivated to move forward with the purchase. For example, when the customer realizes they have a problem, seeks alternative solutions and decides on a specific brand.

Identifying this path helps to structure your sales funnel , which should reflect your sales process.

A valuable tip for this stage is to use a CRM to measure customer conversions within the sales funnel . Visually, you will be able to understand how each sales opportunity is progressing, while the platform automatically generates indicators about customer purchasing behavior.

With this, you can gain insights that contribute to improving the sales process. Discover other benefits of the sales funnel:

Top 6 Benefits of a Sales Funnel
6. Develop a sales strategy
Now, you need to take action and sell. To do this, start by choosing established sales techniques to guide your sales team.

Don't worry. You can change your sales actions and, in the future, you will have an internal sales routine customized to your reality. However, to take the first steps and serve the market well, it is recommended to invest in more general and safe strategies.

Additionally, at this point, you should define the most appropriate sales format to structure your team. The most common options are:

service model;
inside sales model ;
external sales model;
third-party sales channels.
7. Set goals with the SMART method
SMART goals are created using a method that aims to create challenging but achievable goals. To achieve this, you must follow the following criteria:

specific: goals must be objective
measurable: goals must be measurable;
attainable: goals must be achievable;
realistic: goals must be realistic;
time-bound: goals must have a deadline.
Learn more: Using the SMART Sales Method to Create Smarter Sales Goals

8. Establish specific indicators for the go-to-market plan
Constantly monitoring the results of all actions is essential for a go-to-market strategy.