What is a go-to-market (GTM) strategy?

A go-to-market strategy is a plan for how a company will introduce its product to a new market and acquire customers there. It outlines which customer segments you’ll target, what value proposition and messaging you’ll use, and which channels you'll leverage (sales, marketing, partnerships) to reach those customers. In short, it’s the roadmap for how you will win customers and achieve a competitive foothold in a new market.