Go-to-Market Strategy
The right product with the wrong GTM still loses
Go-to-market strategy for technology companies. Positioning, pricing, channel selection, and the sales motion that turns product-market fit into revenue.
Product-led growth companies are 2x more likely to achieve 100% year-over-year revenue growth. The strongest PLG companies achieve 130 to 150% net dollar retention. Vertical AI companies at $4M+ ARR are growing at roughly 400% year over year (Bessemer, 2024). Product-market fit is necessary but not sufficient. Plenty of good products fail because they reach the wrong audience, with the wrong message, through the wrong channel, at the wrong price. GTM strategy is the bridge between ‘people want this’ and ‘people buy this.’
Positioning: the foundation of GTM
April Dunford’s framework in ‘Obviously Awesome’ is the best positioning methodology we have found. It starts with competitive alternatives (what would customers do if you did not exist?), maps your unique attributes, translates those into value for specific customer segments, and defines the market category you compete in.
Most companies skip this work and go straight to marketing tactics. The result: a homepage that says nothing specific, a sales deck that could belong to any competitor, and a pricing page that does not communicate value. Positioning work is unglamorous, but it is the highest-impact work in GTM.
Choosing your GTM motion
Product-led growth (PLG), sales-led growth, and community-led growth are not interchangeable. The right motion depends on your product complexity, average contract value, buyer persona, and competitive landscape. A $50/month tool can run PLG. A $100K/year platform needs sales-led. A developer tool might benefit from community-led.
We help you select the right motion and design the systems to execute it. That means different things for each: PLG needs onboarding optimization and usage analytics. Sales-led needs pipeline design and sales enablement. Community-led needs content strategy and engagement systems.
FAQ
Fair questions.
Ask us directlyHow long does GTM strategy work take?
The diagnostic phase is 2 weeks. Full GTM design and initial execution support runs 3 to 6 months depending on complexity. You see results (pipeline movement, conversion rate changes) within the first 90 days.
What stage companies do you work with?
Typically Series A through growth-stage, $2M to $50M revenue. You have product-market fit but need strategic clarity on how to scale distribution and revenue.
Related: Startup Positioning · AI Strategy Consulting