How to Develop a Robust GTM Strategy

Contrary to popular belief, having a GTM team offsite will not fix your go-to-market problem. Neither will a pipeline meeting on Wednesdays. Neither will a CMO-CRO bi-weekly coffee meeting. Neither will firing your CMO and trying to hire a unicorn marketing leader. It’s a Band-Aid. It might make it easier for people to work together. It might patch up the problem for a while that will come back to you in 3 months when you’re missing your pipeline for Q4. It’s a Band-Aid. The real solution? Redesign your GTM (aka the Factory that produces your revenue) - Starting with Financial Planning, Modeling, and Budgeting, and then working across the rest of GTM team to Sales, Marketing, Sales Dev, Ops, Post-Sale, etc. 1. Build a Unified View of GTM with Financial Data & GTM Data that measures both performance (effectiveness) and unit economics (efficiency) 2. Align the entire GTM leadership team on a core KPI stack that has *nothing* to do with attribution by department or channel 3. Categorize and evaluate GTM investment portfolio allocation by customer lifecycle stage, NOT DEPARTMENT. 4. Methodically break down compound metrics to isolate the biggest issues / risks / opportunities by customer lifecycle stage 5. Build and align on cross-functional initiatives to solve the biggest issues in your Revenue Factory 6. Monitor and evaluate impact against the core KPI stack that has nothing to do with attribution by department or channel. #finance #gtm #b2b #sales #marketing p.s. Just to drive home the message - you should be able to *clearly* understand how your GTM is performing and isolate the biggest issues/opportunities without ever discussing or using attribution by channel or department 🙂

Your go-to-market strategy isn't failing. It doesn't exist. After looking at 50+ startup GTM plans this year, I've noticed something concerning: most founders confuse "doing marketing stuff" with having a strategy. Here are 3 signs you're operating without a real GTM strategy: 1. You're running "random acts of marketing" → LinkedIn ads one month → Content marketing the next → Then suddenly "trying" TikTok You're just throwing tactics at the wall. 2. You can't answer "Why this customer, why this solution, why now?" If your team members give different answers to these questions, you're missing core strategic alignment. 3. Your metrics are all over the place No clear north star. No defined success metrics. Just vibes. Here's your GTM Strategy Framework: 1. Customer Layer • Define your ICP (Ideal Customer Profile) • Map their pain points • Document their buying journey • Identify their decision criteria 2. Solution Layer • Clear value proposition • Competitive differentiation • Pricing strategy • Product positioning 3. Execution Layer • Channel strategy • Marketing tactics • Sales process • Success metrics I know what you're thinking: "That seems like a lot. I'm not sure I have time for that. I'll just wing it." Good luck! The fastest way to waste resources is by running random tactics without strategy. Quick reality check: Recently, a startup founder walked me through their "GTM strategy" → It was just a list of marketing and sales tactics → $50K spent on random activities → Zero strategic framework → Zero measurable results Don't be that founder. Strategy before tactics. Frameworks before execution. Planning before spending. Question: What's the biggest GTM challenge you're facing right now? #B2BMarketing #StartupStrategy #GTMStrategy

I've helped 12 companies break the $1M+ ARR barrier (and counting), 5 companies break the $3M ARR barrier, and this is in addition to my own companies. The key to winning in AI and SaaS continues to be Distribution. Here are 6 steps you can follow to build your Go-To-Market Plan for 2025: Step 1: Define Your Market The first step in your GTM plan is to clearly define the market you are entering. Understanding your market is crucial as it sets the foundation for all subsequent steps. Start by identifying the urgent and important problem that your product addresses. Whether you've built a CRM tool, an email marketing solution, or an AI application, pinpointing the specific problem you solve is essential. Step 2: Understand the 'Why' Once you've defined your market, the next step is to understand why this market exists and why the problem you're solving is urgent. This involves exploring macro trends that impact your potential customers. Step 3: Positioning Your Product Positioning is about determining how you will introduce your product into the market and to which specific segments. Markets can be segmented into various categories, such as small businesses, mid-market companies, and enterprises. Understanding your target audience in detail is critical as it informs your sales approach. Step 4: Analyze Your Competition Once you've established your position in the market, it's essential to analyze your competition. There are usually competitors for any SaaS product, ranging from established companies to simple alternatives like spreadsheets. Identifying who your competitors are will help you understand the landscape and find potential white space—areas with unmet needs that you can target. Step 5: Craft Your Messaging With a solid understanding of your market, your positioning, and your competition, the next step is to develop your messaging. This includes creating a clear value proposition that succinctly communicates the problem you solve and why customers should choose your product. Your messaging should be compelling enough to resonate with your target audience and encourage them to act. Step 6: Execute Your Plan Now comes the execution phase of your GTM plan. This is where you put your messaging into action through various marketing and sales strategies. You can choose to focus on inbound marketing—using social media, content marketing, and ads to attract customers—or outbound efforts, such as cold outreach and partnerships. Final Thoughts If you're a SaaS Founder and you'd like to learn more on how to implement these steps, then grab a complimentary copy of my 5-Point SaaS Growth Strategy Guide (link in the comments below) 👇

𝐘𝐨𝐮 𝐡𝐚𝐯𝐞 𝐟𝐨𝐮𝐧𝐝 𝐩𝐫𝐨𝐝𝐮𝐜𝐭-𝐦𝐚𝐫𝐤𝐞𝐭 𝐟𝐢𝐭, 𝐠𝐫𝐞𝐚𝐭! 𝐁𝐮𝐭 𝐧𝐨𝐰 𝐰𝐡𝐚𝐭? Finding PMF is just the beginning. The next challenge? Building a Go-To-Market strategy that scales. Without a clear plan, growth stalls, sales cycles drag, and customers hesitate. Here’s how to structure your GTM strategy for sustainable, repeatable success: 1️⃣ Define Your Ideal Customer Profile (ICP) Not all customers are the right fit. Who gets the most value? Who buys with urgency? Who renews? Focus there. 2️⃣ Craft a Clear Value Proposition Customers don’t buy features—they buy outcomes. How does your product solve their problem better than anyone else? 3️⃣ Choose the Right Sales Strategy Enterprise Sales (direct sales teams for big deals) Inside Sales (scalable for mid-market & SMBs) Product-Led Growth (PLG) (free trials/self-serve adoption) Channel & Partnerships (MGAs, resellers, other core platforms providers) 4️⃣ Align Sales & Marketing Your marketing attracts the right customers. Your sales team converts them. Misalignment = wasted leads and missed revenue. 5️⃣ KPI’s - Track, Optimize, and Iterate GTM is NOT “set it and forget it.” Refine what works. Drop what doesn’t. What’s your biggest GTM challenge right now? Let’s discuss in the comments! #GoToMarket #SalesStrategy #InsurTech #Growth #Founders