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Original article
How to build your GTM strategy from scratch
Key takeaway
- For entrepreneurs: Develop a Go-To-Market (GTM) strategy in stages, focusing on Early Customer Profiles before Ideal Customer Profiles to gain traction and references.
- For investors: Look for startups that have a clear, stage-based GTM strategy with defined motions and differentiated positioning to increase chances of market success.
Summary
The article outlines a comprehensive approach to building a Go-To-Market (GTM) strategy from scratch, emphasizing three key stages: Problem-Solution Fit, Product-Market Fit, and Go-to-Market Fit. It introduces three frameworks: Early Customer Profile (ECP), differentiated positioning through Unique Value Proposition (UVP) and Unique Selling Proposition (USP), and a GTM masterplan. The author stresses the importance of evidence-based decision-making, iterative processes, and tailoring strategies to specific customer segments and market conditions.
Insights
- GTM strategy is not just about launch or marketing, but a set of activities to propel a product to the scaling stage.
- The GTM journey is divided into three core milestones: Problem-Solution Fit, Product-Market Fit, and Go-to-Market Fit.
- Early Customer Profile (ECP) is crucial for gaining initial traction before targeting the Ideal Customer Profile (ICP).
- Differentiated positioning is essential, focusing on Unique Value Propositions (UVP) and Unique Selling Propositions (USP).
- A GTM masterplan should focus on finding 2-3 effective GTM motions that are predictable and scalable.
- Product-Market Fit is a cycle, not a single moment, often requiring 5-7 iterations to align all elements.
Implications
- Startups need to be patient and methodical in their approach to GTM, focusing on each stage sequentially.
- Entrepreneurs should prioritize finding early adopters who can provide quick feedback and serve as references.
- Investors should look for startups with clear, stage-appropriate GTM strategies and evidence of iteration.
- Companies need to continuously refine their positioning and messaging to stand out in crowded markets.