Go-to-Market
Also called GTM and Go-to-Market Strategy
Go-to-market: the plan for how you reach customers and win them, who you sell to, through which channels, with what pricing and sales motion. The bridge between building a product and growing a business.
Why it matters
A great product with the wrong go-to-market fails, and many startups die not from a bad product but a mismatched motion. Getting GTM right, matching how you sell to who buys and at what price, is as decisive as the product itself.
For example
A startup with a 5,000-rupee product chooses a self-serve GTM, while one with a 50-lakh product builds an enterprise sales team, because the buyer and price demand different motions.
Go deeper
Related terms
Also in Starting Up
See how founders actually handle this on Getting your first customers, part of the Starting Up hub.
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