Product & GTM
Go-To-Market
A company's strategy for reaching customers and generating revenue — including sales motion, pricing, channel selection, and marketing approach.
GTM strategy defines how a company will acquire customers at scale. Key GTM decisions include: direct sales vs. self-serve, enterprise vs. SMB vs. consumer, product-led growth vs. sales-led growth, inbound vs. outbound, and channel partnerships vs. direct.
GTM is distinct from product-market fit: you can have a great product with terrible GTM (can't reach buyers efficiently) or mediocre GTM with exceptional PMF (customers find you anyway). Mismatched GTM — like building an outbound enterprise motion for a product that needs PLG — is one of the most common scaling failures.
In Practice
Slack is the canonical GTM success story: it spread virally within companies (product-led growth) via team invitations, establishing usage before any enterprise sales motion. This bottom-up GTM allowed Slack to build massive installed base before layering on enterprise sales.
Why It Matters
Investors evaluate GTM strategy as carefully as product. A great product with no path to efficient customer acquisition is not fundable. As companies approach Series A, investors want to see early GTM signals — some evidence that a repeatable customer acquisition motion exists.