Beyond the Launch Post
A Go-to-Market (GTM) strategy is an action plan that specifies how a company will reach target customers and achieve competitive advantage. It is the bridge between product development and sales.
Product-Led vs. Sales-Led Growth
The GTM motion dictates the product architecture.
| Motion | Characteristics | Metrics |
|---|---|---|
| Product-Led Growth (PLG) | Self-serve, freemium, viral loops. | Activation rate, DAU/MAU, Viral K-factor. |
| Sales-Led Growth (SLG) | High ACV, complex integration, top-down sales. | MQL to SQL conversion, Win rate, ACV. |
Common Mistakes
- Treating GTM as an afterthought: GTM must be designed into the product from day one. A PLG product without self-serve onboarding is guaranteed to fail.
FAQ
Can a product have both PLG and SLG motions?
Yes, but typically sequentially. Start PLG to build a user base, then layer SLG to capture enterprise value (e.g., Slack, Figma).