GTM: Go-to-Market

Div Manickam
Product Marketing Alliance
4 min readMay 2, 2023


What does GTM look like? Each team, company and product is unique, so GTM is unique, but that doesn’t take away the fact that GTM can make or break your company growth and product adoption.

When you have the product market fit and gaining momentum, tapping into GTM can be beneficial to explore new markets or venture into unknown target segments and audiences. This can be scary and exciting at the same time.

When you are thinking product launch, GTM can help guide who, when and where questions for the right audience at the right time. We can resonate with our persona needs and build empathy to speak their language.

If you are the PMM responsible for the product launch or partner with your product manager, this is step one to really pay attention to what you are launching, why now and for whom. It cannot be a one size fits all. Then it becomes difficult to measure success and be accountable for the results.

Start with OKRs — clear defined goals across product, sales and marketing can make sure we are all aligned and working towards the same goals.

Check out 3: Product and Solution Launch in Mastering the art and science of product marketing for the 3 steps to a great product launch.

Step 1: Planning the launch — PMM and PM score the launch and then it’s reviewed by the committee to sign…