Ever felt a little overwhelmed when it comes to planning a strategic and effective go-to-market strategy? 🤔

We know - it's a ton of moving parts. And if a product launch is going to set your business apart, you’ll need to nail every stage of your go-to-market strategy (the pre-launch, launch, and post-launch phases.)

From pre-launch planning to post-launch optimization, your GTM strategy covers a lot of ground and involves a hands-on approach from beginning to end. But with the right foundation in place, those key stakeholders by your side, and a solid product roadmap to keep you centered, there's much you can do and achieve.

And our framework's here to guide you every step of the way.

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Pre-launch

It's all well and good if you have a great idea for a new product, but if you have no clue how to make it a reality, this new product or feature won't get very far.

Enter the pre-launch, or ideation, stage. This is where you really bring your cross-functional teams together and determine how you're getting from point A to point B.

And remember - when setting up your GTM plan, it can be tricky to determine where to start or what to change. Sometimes, however, it’s helpful to start with the very basics.

What is positioning? | The complete guide
A market positioning strategy is a set of actions and processes that are designed to improve the image and visibility of a brand, company, or product.
GTM AllianceGTM Alliance
The power of stakeholder management: A key to successful product marketing
Whether it’s a big launch, long-range planning, or ensuring a cohesive market positioning, we must work closely and effectively with all cross-functional teams. Product marketers must build soft skills that’ll allow them to navigate different perspectives and priorities.
GTM AllianceStuti Dutt
How to conduct market research for Go-to-Market
Market research is what you do to understand the competitive environment and overall market that your company operates within. This allows you to position your new product more effectively once it’s released to the public. Here’s the why, what, and how of market research.
GTM AllianceAmelia Wilson
How target audience, ICP, and personas guide PMM strategies
Build smarter strategies by understanding your audience, refining your ICP, and creating personas that turn insights into measurable growth.
GTM AllianceJean Fajardo Pires
How to choose the best pricing strategy for your Go-to-Market launch
It can be really easy to shy away from the numbers side of things, especially when budget normally feels like a limitation on your creativity. But your pricing strategy is a really important part of your Go-to-Market. Pay attention to it, and it can be a tool to propel your launch forwards.
GTM AllianceKate Onley-Gregson
Buyer journey frameworks: The key to focusing your GTM
Explore how understanding the buyer journey can transform your sales approach and align your go-to-market efforts for better results.
GTM AllianceTony Yang
What is Market and Customer Research?
Everything you need to truly embody the voice of the customer.
GTM AllianceGTM Alliance
What is market segmentation?
Knowing your audience is a must for marketing, but truly understanding how your product stands out requires a more nuanced approach. Market segmentation provides the data needed to cater to your target customers’ specific needs, ensuring that your marketing efforts are both efficient and effective.
GTM AllianceEmma Bilardi
Narrative Design for Go-to-Market
Revolutionize your GTM approach with narrative design – the key to impactful marketing and brand-building in every product launch.
GTM AllianceAmelia Wilson

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Launch

At the second phase of your GTM strategy development (we call this the build or execution stage), you're set to launch your product. 

This is the time to leverage all the prep that's gone into the launch run-up. Whether that's bringing together the relevant cross-functional teams, going through a handy product launch checklist, or gathering as much intel on your ideal customers as possible, make sure all your launch assets are ready to go and that users won't experience any bumps along the way. 

The secret to getting this go-to-market stage right is testing out your product or features internally and externally, being receptive to all feedback, and keeping an open mind about to how to improve a current or new offering. 

Wondering which building blocks make up this second phase? 

All you need to know about customer acquisition
Though customer marketing is most commonly referred to as a post-purchase position, customer marketers need to have a basic understanding of the whole customer journey. So, if you’re new to customer acquisition, this article covers it all.
GTM AllianceEmma Bilardi
5 actionable tips to boost your product awareness
One of the biggest challenges brands face is creating enough traction on a new product. Your business may struggle to generate buzz around your launch, so how can you boost your product awareness and make it appealing? This guide will teach you exactly how.
GTM AllianceDavid Morneau
A comprehensive guide to demand vs lead generation in marketing
Demand generation involves a combination of inbound and outbound marketing tactics. These tactics aim to build brand awareness, generate leads, and ultimately drive revenue growth. This guide will provide the foundational knowledge to build a successful demand generation program.
GTM AllianceGTM Alliance
The customer health score: How to master this metric
When analyzing your accounts (your customers), the customer health score offers you the ability to predict the longevity of this business relationship.
GTM AllianceGrace Gupta
A guide to successful product launches through collaboration and positioning
In today’s competitive market, the success of a product launch hinges on a blend of collaboration and impactful positioning. This article provides insights into two key aspects: establishing transparent roles and responsibilities and fostering cross-team collaboration.
GTM AllianceTanwistha Gope
How can sales enablement improve your Go-to-Market strategy?
Sales enablement is a relatively new function in B2B businesses, and it holds a lot of potential for your Go-to-Market strategy. Sales enablement is heavily associated with onboarding, but these multifaceted teams also support sales kick-offs, content creation and cross-functional collaboration.
GTM AllianceKate Onley-Gregson
The complete guide to customer onboarding
The customer onboarding process is the post-conversion phase whereby companies divert their attention to ensuring they help their customers get the most value from their product.
GTM AllianceLawrence Chapman
3 ways a product feedback loop can transform your product
Sometimes, it’s like your teams are on opposite sides of a six-foot-high cement wall. Information is trapped in their tools, no one seems to be communicating, and getting them to work together is more like a prison break than anything else. Imagine how this is affecting your product.
GTM AllianceKhalifa Yahiaoui
How to get sales excited about your product launch
Sales people are crucial for Go-to-Market success. You can put hours upon hours into nailing your product’s positioning and messaging, but the reality is all that hard work can be undone in a matter of minutes if it’s not understood and acted on by your sales teams.
GTM AllianceLawrence Chapman

Here's that framework

Post-launch


You’ve poured your blood, sweat, and tears into getting your product to market. But the hard work isn’t over.

An essential element of success is what happens afterward and how your customers perceive and experience the product offering, that’s the post-launch stage. The most significant risk you can fall into by not having a post-launch stage planned is that you will end up with an outdated product a few months after.
- Menelaos Moustakas, Director of Global Product Marketing at SumUp

Your post-launch process holds as much importance as the stages building up to the excitement of the highly anticipated launch.

At this final stage, it’s time to prolong your efforts and oversee the development and growth of your product.

The biggest mistakes companies make post launch
Product launches are tough. They take up time, energy, and expensive resources. We’re seeing a lot of companies wrestling with post-launch success, so let’s talk about the biggest mistakes you can make post-launch and how you can turn them around for your GTM strategy.
GTM AllianceKate Onley-Gregson
How case studies can elevate your content-led GTM approach
Case studies are one of the most powerful content tools in the GTM playbook. Buyers are looking for third-party validation, and what better than a peer who’s made a similar decision? In case studies, sellers have an external voice sharing what your solution provides and the value it delivers.
GTM AllianceDavid Bressler
Using customer feedback to improve your product
As many product marketers will testify, bringing a product to market is no piece of cake. From conducting market research and forming your personas to completing competitor analysis, you need to follow a long process, before unleashing your creation on the world.
GTM AllianceLawrence Chapman
The value of aligning GTM, product, and community teams
There’s a really effective way to translate customer feedback into actionable insights: the collaborative efforts of your Go-to-Market, product, and community teams. When these teams are aligned and clear on the goals that need to be delivered, they’ll be able to enhance the customer experience.
GTM AllianceTanwistha Gope
A step-by-step guide to retention, renewals, and expansion
Unlock the secrets to boosting customer lifetime value (CLV) and discover proven strategies for skyrocketing retention, renewals, and expansion rates, and gain valuable insights on optimizing the customer journey.
GTM AllianceNick Chang
How customer referrals can drive organizational growth
Imagine a world where your customers become your most powerful salesforce, effortlessly driving exponential growth through the sheer power of their enthusiasm. This isn’t some marketing fantasy – it’s the reality of harnessing customer referrals, the ultimate growth engine for smart businesses.
GTM AllianceStevie Langford
How effective data visualizations can drive action
Is your data not engaging your team or shareholders? Is it hurting your ability to deliver valuable insights? Look no further than the power of effective data visualizations.
GTM AllianceElla Harrison
The most essential Go-to-Market metrics and how to track them
Any product launch depends on whether your teams can come together and establish where there’s space to improve. The best way to gauge if your teams are on track? Looking at the right metrics. In this article, we go through some of GTM’s essential metrics and why they matter when making decisions.
GTM AllianceCecilia Toro
Customer lifetime value: How to calculate and increase it
In this article, we’ll show you how to shift focus to the big-picture relationship with customers. You’ll learn how to calculate the revenue you can expect over the entire lifespan of your average customer – with an insightful metric called customer lifetime value (CLV).
GTM AllianceGrace Gupta
Why you need an outcome driven product roadmap
a product roadmap can be so much more than a timeline. It can be an agile and strategic tool to help you not only keep up with a rapidly changing market, but to have the adaptability you need to get ahead of competitors.
GTM AllianceKate Onley-Gregson

Psst, download the framework

Can't wait to learn some more? 🧠

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Beyond the essentials, our Pro+ membership provides critical learning at the point of need for all functions involved in the GTM motion.

Packed with real-world case studies, tried and tested frameworks, action-led insights, and cohort-based learning, it’s home to everything you need to build, execute, optimize, and grow your GTM tactics and strategy.

Have a look and discover all the certifications we have to offer.

Pro+ membership
Monthly access to live workshops with GTM experts Learn from world-class leaders like: Access 20+ OnDemand courses anytime, anywhere. Trusted by some of the world’s biggest brands. 👇 FAQs
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