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Go-To-Market Strategy Template & Guide To Ensure Success For 2022

Looking for the best go-to-market strategy template to ensure success? Our tips and template will help you put together a solid plan in no time!

7 Dec 2021 by Annie Symonds

Every business needs a GTM strategy to ensure the company is on the right path to success. If you're a start-up or your business isn't moving forward as you hoped it would, use this go-to-market strategy example to help you understand the key components you need to see your business thrive.

Plus! We're including our new go-to-market strategy template, to inspire you to get started so you can share it with your team and other stakeholders in the business.

You'll learn how to create an engaging and interactive deck that will include an easy-to-use analytics system to track how your team has engaged in it and how far they got with your training, so you can improve and update as and when it's needed.

Our go-to-market strategy template is crucial for helping all marketing teams put together a solid plan that will genuinely help the business grow faster. So, let's get started as we guide you to becoming a workplace hero in no time! Sign up to our free trial below to unlock access to the template!

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What is a go-to-market strategy?

Maybe you've been told you need a go-to-market strategy, but you're not sure what it means? So let's be clear about what a go-to-market strategy is before we move forward in this article.

A go-to-market strategy is needed when your business launches a new product. This is a plan to make sure you understand the fundamentals of marketing in your business which will need to include three main key components:

  1. Marketing plan
  2. Sales strategy
  3. Who your target audience is

Why you need a go-to-market strategy

You might be wondering which you should have first: the product or the go-to-market strategy? While some companies build the product before even contemplating the go-to-market process, in reality it makes more sense to do the reverse, especially if you're a new start-up.

Build your GTM strategy first so you can truly understand the value proposition, whether you have a competitive advantage, know who your potential customers are, and understand the sales process behind the product you intend to build.

If you really know the market inside out and are confident that your existing product will succeed, you'll have a chance to build the GTM strategy second.

Who is responsible for the go-to-market strategy?

Just because it's got the word 'marketing' in the title, it doesn't automatically mean the marketing team is responsible for the go-to-market strategy. In fact, this marketing strategy needs to come from a combination of teams, including; the product team, sales team, and the marketing team.

Line up a series of workshops and meetings with the relevant stakeholders, so you're all aligned on the ideal customers & new customers you'd like to acquire. Think about how you will tackle the customer pain points, the relevant sales funnel, buyer's journey, pricing strategy and strategic objectives. When you've aligned the messaging and positioning of your go-to-market strategy, you should continue to work closely together after the product launch.

How to create a go-to market strategy

Looking for a go-to-market strategy example and not sure how to create it? Before we get into the go-to-market strategy template, let's dive into what you need to include to ensure you have the competitive advantage for your GTM strategy.

Understand what your business case looks like

When you truly understand the why in your business case, you'll see what goals you need to achieve to succeed. Do the overall business goals align with the product launch? Make sure you have done your research and that it makes a good business case for the product-market fit and new lead generation so you can gain and retain customer acquisition.

Identify your buyer personas

As we mention in our Sales Enablement Playbook Template Guide, you'll need to understand your ideal buyers. When you deep dive into each buyer personas, you'll be able to gain valuable insights into positioning your go-to-market plan to the target customers.

Make sure you think about who the buyer personas are, who they work for, what their company's size is, and why they would buy your product? Once you understand these essential elements, you'll be able to generate demand for your niche much more quickly.

Don't forget your existing customers! You'll need to research how to retain customers and make sure they understand your business model and the direction you're going into. Your marketing efforts won't go unnoticed if you keep your existing customers up to date!

Develop a marketing strategy

So, you've uncovered what your business case looks like and who the buyer personas are; now it's time to develop a marketing strategy. In this stage of the GTM strategy, you'll need to align your marketing approach with your buyer journey preferences. A marketing campaign that addresses the pain points for the customer is more likely to succeed than a marketing strategy that assumes they know who their customers are without doing any research.

Think about attracting your customers through a content marketing strategy plan so you can compile engaging content that will build trust while building a community of loyal customers. When you become an authority on Google for your niche, also known as E-A-T, your website will rank quicker and generate demand by your target audience, especially if you nail the keyword research and SEO techniques correctly.

Think about using the simple yet effective keyword research tool called Keysearch to find high-value keywords you can rank for.

Make sure you optimize your current website pages and think about a backlink strategy to gain authority on Google as well.

Create a solid sales funnel & sales strategy

You'll need to work alongside the sales reps to create a solid sales funnel, especially when you've specifically outlined the buyer personas. Think about the buyer's journey and each sale's funnel stage to convert a new market and existing customers. The sales reps will need to know everything from the generate, convert, explore and adopt phases of the sales organization to reach your target audience.

You'll more than likely have a couple of sales strategies within your company already, depending on who you want the product to reach. Your product might have a self-service sales model, an inside sales strategy, or an outside sales strategy. Whichever it is, make sure you align the correct sales strategy with your go-to-market plan.

Understand your pricing strategy

One of the essential parts of your GTM strategy is understanding how to price your product correctly. You'll want to consider a pricing strategy that you're providing value without aiming too high or too low.

You'll need to reflect the marketing strategy and sales strategy with your pricing to ensure that they all align so that you're going after the right market.

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Outline a plan for customer retention

If there's one thing to remember, it costs more money to acquire a new customer than it does to retain customers. While many companies can find it challenging to keep their customers, think about how you can up-sell your product. You might like to include a subscription service, loyalty program or keep the customers informed of new product updates to grow alongside you and be part of the exclusivity of the business.

What's included in our go-to-market strategy template

Now that you have the basic information to include in your go-to-market strategy, let's make it easier to put together when you use our ready-to-use go-to-market plan template. Our GTM strategy template is designed to inspire you and help you get started, especially if you need some creative inspiration to make your content shine.

Expect to find the following lessons screens:

  • About us
  • Buyer personas
  • Value matrix
  • Product-market fit
  • Competitive landscape
  • Distribution and sales
  • Marketing activities
  • Pricing
  • Customer journey
  • Customer retention plan
  • Go-to-market strategy quiz

You can add screens, move screens and customize your content into a GTM strategy you'll be proud of. Or, if you prefer, start a new plan from scratch and add the screens as you go.

30+ lesson screens to choose from

While we have plenty of training course templates to choose from, you'll find 30+ lesson screen templates to choose from as well. Our training expert team has thoughtfully designed these lesson screens because they know you're busy and don't have time to get creative suddenly. When you use our go-to-market strategy template, it will instantly look like you paid someone to create your plan because it will look that good!

For example, you might like to bring your content to life by using our popular wheel lesson screen, which helps you distribute your content into bit-sized interactive pieces. Add in a quiz to break the content up and make learning fun so that your team and stakeholders understand all aspects of the GTM strategy. There are countless ways you can bring your content to life by using our lesson screen templates within your course.

Building more than a GTM strategy

Even if you're simply looking for advice or the best go-to-market examples to help you put together an epic marketing strategy, know that you'll be gaining much more than you think with Coassemble.

Our US-based training experts will help you build a training experience that will instantly make sense to everyone who needs to be involved in it. Drop our team a message in our Live Chat feature on this site and they'll be able to answer any questions you might have about getting started with your GTM strategy, because we want you to succeed right away.

  • You'll discover how to build a genuinely epic GTM strategy that will knock the socks off your team and other stakeholders.
  • You'll learn how to send your GTM strategy pro-actively so it doesn't get lost in a sea of spam.
  • You'll also gain access to understanding how your team engaged with your training through our excellent analytics tool.
  • You can ask for feedback from your team about how they found your go-to-market strategy so you can continually improve and update it when needed.

Try Coassemble for FREE today!

Turn training into a fun online course.

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Sign up for our free 7-day trial!

Our 7-day free trial is designed so you can have some time to go through Coassemble and see if it's the right fit for you. Play around with our course templates and lesson screen templates and discover the great functionality it holds to bring your content to life. You'll soon realize that we're about to turn you into the workplace hero once you've finished your go-to-market strategy with us!


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