Go-to-market strategy

As a function, product marketing can sit between other departments involved in GTM and connect them. As with any function, you won’t get the most out of product marketing unless you can measure, track and build on it. That’s where product marketing metrics come in....

Content-led Go-to-Market uses content and marketing to drive growth. This means that the majority of your sales come from customers sourced through social media and/or marketing campaigns....

I’ll tell you the story of how I went from being a team of one to leading a team of five and I’ll reveal what I learned along the way about the seven key factors that are essential for aligning GTM teams and driving growth....

Trust is a central part of our Go-to-Market process. Building strong brands and products revolves around it. Without our customers' trust, our brands will fail. It’s down to us to be the trust engineers of the Go-to-Market process....

Your GTM motion is what drives your strategy, it's the force behind your customer, revenue and business growth. In this article, we explore the how-tos of a sales-led Go-to-Market strategy, including when to use one, how to use one and what it looks like in practice....

Many digital Go-to Markets fail. In my experience, one main reason is that organizations focus on too big a piece of the market. With baseless statements like, “We want to achieve 15% of XYZ market,” they don’t understand how market segmentation and value creation work....

We’ve collated a list of the ten most common market segmentation errors you’ll need to avoid if you want to create relevant, useful segments that inform your marketing strategy and drive revenue....

In a product-led Go-to-Market model, your product is doing the hard selling, not your sales team. Ever heard the expression show not tell? Normally we use it to talk about writing, but it’s a great way to understand the difference between sales-led and product-led GTM....

The Alliance was founded in the Fall of 2019, and we managed to come out the other side of the pandemic even stronger and more successful than we went in. So, here are our five top tips for getting through a global crisis....

The goal of a GTM strategy is to provide your target audience with a compelling and distinctive value proposition in order to improve the customer experience and acquire a competitive advantage....

We're going to define what a GTM strategy is and focus on effective product launches, leveraging data (one of our favorite things), a persona-based approach to messaging, and finally, the soft skills that drive GTM strategy....

Positioning statements are concise, educational and contain a lot of information in a very small space. That’s really hard to get right, but we’re making it easier....

When you think about Go-to-Market strategy, it's easy to think of it as linear. But in practice, GTM is a back-and-forth process. To get the right product, positioning, messaging, and pricing strategies for your next Go-to-Market cycle, you’ll need alignment between product and marketing....

Why do you need a Go-to-Market strategy? Well, not to freak you out, but 95% of all new products fail in the first year. That’s why you need a rock-solid Go-to-Market (GTM) plan that puts the product or services in your customer's hands....

Your value proposition is an essential piece in the Go-to-Market puzzle. Anyone who reads it should know exactly what your business is, who it's for and what sets it apart from your competition. The tricky part? It’s also a concise statement of no more than a few sentences....