Artists often use the phrase “evolutionary crossroads” to describe a critical point in their career where they must navigate significant changes to stay relevant. In much the same way, businesses also encounter crucial moments that demand adaptation and innovation to thrive. That’s why if you’re serious about taking your business to new heights in the B2B world, a well-defined GTM strategy or go-to-market plan is crucial. Developing a holistic GTM strategy is one such essential transformation for any B2B company aiming to build a scalable plan to conquer new markets successfully. In this blog, we will explore the key elements of a GTM strategy and uncover actionable insights to drive your B2B business forward.

GTM Strategy in B2B Realm: Stats & Facts

A GTM strategy outlines the approach a company takes to introduce its products or services to the market and engage with potential customers. To emphasize its significance, let’s explore some recent statistics that highlight the value of a strong GTM strategy in the B2B realm:

A study conducted by SiriusDecisions, says; companies with a documented GTM strategy experience 30% faster revenue growth than those without one.

  • This highlights the direct correlation between a well-defined strategy and business success in the B2B space.

In a survey conducted by McKinsey, 80% of B2B decision-makers indicated that;

“They prefer to engage with companies that demonstrate a deep understanding of their needs and challenges.”

  • A GTM strategy allows businesses to tailor their messaging and offerings to address these pain points effectively.

The Harvard Business Review reported that businesses with a clear GTM strategy are 5.2 times more likely to achieve significant market penetration compared to those with an undefined or inconsistent approach.

  • This underscores the importance of a well-crafted go-to-market plan to capture market share.

As B2B buyers increasingly shift to digital channels, a report by Forrester suggests that companies with a strong GTM strategy aligned with digital transformation are 1.5 times more likely to be market leaders in their respective industries.

Understanding the GTM Strategy

Let’s start with the definition…

Many B2B companies believe that marketing strategy is lengthy, irrelevant documents about mission, values, and other corporate jargon nobody cares about. That is generally not the case, at least with us!

A GTM strategy outlines the process of launching and delivering products or services to the market effectively. It encompasses various aspects of marketing, sales, and customer engagement. The strategy needs to be tailored to suit your specific business goals, target market, and competitive landscape. 

In order to develop a sound B2B go-to-market strategy, you need to answer a host of questions:

  • → Who/What are you going to market?
  • → How are you going to stand out and differentiate your service, brand, product, or business while resonating with target customers?
  • → Where are these customers searching for professional information, and how do they purchase?
  • → In what way are you going to grab their attention and make them inquisitive about your brand, product, service, or business?
  • → What skills and funding do you require?
  • → How will you measure the effectiveness of your strategy?

The Elements of a Go-to-Market Plan/Strategy

A thoughtfully crafted GTM plan acts as a roadmap to introduce your business to the market, build brand awareness, reach your target audience, and ultimately drive business success. An ideal GTM plan should incorporate the following elements:

Market Analysis

Start by conducting a comprehensive market analysis to identify your target audience, assess the demand for your products, and understand your competitors’ strengths and weaknesses. This analysis will help you define your unique selling proposition (USP) and position in the market.

Clear Objectives

Play SMART… Specific, Measurable, Assignable, Realistic and Time-Related!

Set SMART objectives for your GTM strategy! Businesses use SMART to help determine if a goal is applicable. Be it increasing market share, expanding into new markets, or launching a new product—having clear objectives will give you a sense of direction and help you focus on your efforts.

Segmentation & Targeting

Segment your target market on the basis of relevant criteria such as:

  • Industry 
  • Demographics 
  • Company size
  • Pain points. 

From there, tailor your marketing and sales approaches to address the specific needs of each segment effectively.

Designing a Go-to-Market Plan

A Go-to-Market plan is a comprehensive document that outlines the specific tactics and activities required to execute your GTM strategy. Here’s a suggested outline for crafting a GTM plan template:

  • Product/Service Overview: Come up with a detailed description of your business products or services, highlighting the unique features, benefits, and value propositions  for buyers.
  • Marketing Strategy: Specify the marketing channels and tactics you will use to create brand awareness, generate leads, and nurture prospects. This must include content marketing, social media, email campaigns, webinars, and whatnot.
  • Sales Strategy: Highlight your sales approach, including sales team structure, sales processes, lead qualification criteria, and strategies for closing business deals.
  • Pricing and Packaging: Determine your pricing strategy and product packaging based on buyers’ preferences and competitive analysis.
  • Distribution Channels: Find out the most effective distribution channels for reaching your target customers, whether it’s direct sales, partnerships, or online marketplaces.

A Go-to-Market Strategy Example

To exemplify the GTM strategy, let’s consider this hypothetical example. 

Imagine there’s a B2B software company planning to launch a new cloud-based project management tool or software – targeting small and medium-sized businesses (SMBs).

Here’s what the company’s go-to-market strategy would look like;

Market Analysis: The company conducts market research and identifies a growing demand for affordable and user-friendly project management tools among SMBs.

Clear Objectives: The company sets SMART objectives, including acquiring 1,000 paying customers within the first year of launch and achieving a 10% market share in the SMB project management software segment.

Segmentation & Targeting: The company segments its target market based on industry, company size, and project management needs. It tailors its marketing messaging to highlight how the software can streamline project workflows and improve team collaboration.

Creating a Playbook

A playbook in a B2B company acts as a reference guide for your sales team, providing them with the necessary information, strategies, and best practices to sell your products or services successfully. We at Company Expert have Playbook products for different business processes, and for GTM strategy we have – Go-To-Market (GTM) Strategy Playbook.

This focuses on launching one specific product, service, expansion, or venture- helping you engage with a new market or present a new idea to your existing client base.

Final Thoughts

In a nutshell, a well-executed GTM strategy is the cornerstone of success for B2B businesses. Remember, success lies in continuously analyzing, adapting, and optimizing your GTM strategy to stay relevant in a constantly evolving market landscape. So look no further; develop your own GTM strategy, or let us help you create one.