After decades of working in this space, here’s my definition:
Go-to-Market = “Aligning ALL your resources (internal AND external) to be able to take action — to get traction and drive impact.”
The problem I find is leaders with a new strategy (especially those in the C-suite, and product managers too) often UNDERESTIMATE what it takes for people to understand and trust and believe the big idea so they CAN take action!
And as a result, momentum stalls.
People get frustrated.
Commitments are missed.
A great go-to-market plan is NOT just:
*A snazzy new website or Instagram campaign that is inspiring and beautiful but doesn’t explain the problem you solve
*A press release that surprises your channels and customer service department that you have a new offering
*A detailed training plan that doesn’t explain the bigger “why”
*A disruptive “gamechanger” for your market that didn’t start with listening to your customers/supply chain/ecosystem.
Even the best strategy will FAIL if people are confused, skeptical or not aligned. So step back and evaluate all the different resources who will need to take action — even if they don’t work for you– and ensure you’ve anticipated what they need.
If you’ve got a BIG idea, and want to get traction faster — I suggest you think BIG about WHO as well.
