Go-to-Market (GTM)
Definition
Your strategy for reaching customers: who you're selling to, through what channels, with what message. Great products can fail with poor GTM.
Related terms in Growth & Marketing
All 100 terms →Product-Led Growth
A GTM strategy where the product itself drives acquisition, conversion, and expansion. Users discover value through free usage rather than sales pitches.
Sales-Led Growth
A GTM strategy built around a sales team that nurtures leads and closes deals. Common in enterprise B2B where deals are large and complex.
Inbound Marketing
Attracting customers through content, SEO, and value—they come to you. Inbound is often more sustainable than paid advertising.
Outbound Sales
Proactively reaching out to potential customers through cold emails, calls, or LinkedIn. Outbound is common for B2B sales with identifiable target buyers.
Funnel
The stages customers move through: awareness → interest → consideration → purchase. Understanding your funnel helps identify where you're losing people.