Go-to-Market Isn’t a Launch. It’s a System.
“Go-to-market” is one of the most misused phrases in business. Some think it’s your launch campaign. Others think it’s your sales deck. It’s neither. GTM is how your company brings a product to market—and turns that into sustainable traction.
GTM = Strategy + Execution + Feedback
At its core, GTM is a cross-functional system. It connects product, marketing, sales, operations, and finance. If you treat it as a comms plan, you’ll fail. If you treat it as an engine, you’ll win.
What Strong GTM Looks Like
Clear segmentation & positioning
Channel mix mapped to budget and audience behavior
Pricing aligned to value and market expectations
Sales/support setup that reflects the buyer journey
Lessons from the Field
In South Africa, we scaled a payments platform 25x in 3 months by focusing GTM on merchant pain points, not features.
In Europe, we built a GTM system that took a car platform from zero to 1,000+ leads/month using a blend of above-the-line and algorithm-driven spend allocation.
A GTM Litmus Test
Ask: Can we describe our growth engine in a sentence? If you can’t, you probably don’t have one.
Build Once. Improve Always.
Great GTM isn’t set-and-forget. It’s an evolving system—tested, measured, and optimized. Treat it with the same rigor as product or finance, and you’ll see it compound over time.