3 Biggest misconceptions about GTM
Go-To-Market - what it is and what it definitely isn’t
You’ve just stumbled upon the term Go-To-Market (GTM) and, let me guess - you’re wondering if this is just another corporate buzzword designed to sound fancy while meaning absolutely nothing. Good news! GTM is actually pretty straightforward (and super important if you actually want to sell your product).
Think of GTM as your ultimate game plan for getting your product into the hands of the right people, in the right way, at the right time. But here’s the thing - GTM often gets confused with a bunch of other business concepts that, while related, don’t quite cover the full picture.
Let’s clear up the confusion, shall we?
First off, GTM is NOT just marketing
One of the biggest mix-ups people make is thinking GTM = Marketing Strategy. Sure, marketing is a big part of GTM, but it’s not the whole thing.
A marketing strategy is about building awareness and attracting potential customers. A GTM strategy, on the other hand, figures out how you’ll actually sell and grow sustainably.
Example - Home Construction
Imagine you’re building a house.
Marketing is like picking out the paint colors, furniture, and decor - it makes everything look polished and inviting.
GTM is the blueprint, foundation, and construction process - it ensures the house is actually livable, has plumbing that works, and won’t collapse when someone walks through the door.
If you only focus on marketing, you’re essentially decorating an empty shell - pretty on the outside, but missing the critical structure to support long-term success.
A GTM strategy ensures that your product is built to last, not just to look good for a short-term launch.
GTM is also NOT just a sales strategy
Some people think GTM is just about selling - like all you need is a great salesperson and boom, you’re golden.
Nope.
Sales is a part of GTM, but without a strong strategy behind it, it’s like trying to sell a house without showing people the floor plan.
Example: The Mysterious Home Listing
Imagine putting a house on the market, but the listing has no pictures, no details, and just says "Great House – Buy Now!"
A sales strategy is important, but without a proper GTM plan, buyers won’t know why they should care.
GTM includes positioning, messaging, pricing, and customer targeting - so people know what they’re getting before they walk in the door.
So yes, sales is crucial, but without a strong GTM strategy, you’re just hoping people buy without knowing why they should.
And no, GTM is NOT just a product launch plan
Another misconception? Thinking that GTM is just about launching - like throwing a big grand opening party and calling it a day.
Sure, product launches are exciting (balloons, discounts, maybe even a ribbon-cutting if you’re feeling extra fancy). But GTM is about more than just Day 1 hype - it’s about how you keep selling long after the launch glow fades.
Example: The Netflix Original Launch
Netflix doesn’t just drop a new show and hope people watch. Their GTM strategy includes:
Targeted promotion (Trailers, social media teasers, influencer partnerships).
Strong positioning ("The show everyone will be talking about" creates urgency and FOMO).
Multi-channel distribution (They push it to trending lists, homepages, and even email reminders).
Retention strategy (They suggest “shows like this” to keep viewers engaged).
That’s why, when a big Netflix series drops, people binge it immediately - and keep coming back for more.
Without a GTM strategy, your product might have a flashy debut, but what happens next? GTM ensures your audience keeps engaging, buying, and recommending your product long after launch day.
So, what is GTM really?
GTM is the master blueprint that brings everything together. It’s about:
✔️ Finding the right people – Who actually needs (and will pay for) what you’re selling?
✔️ Reaching them effectively – What channels will get you in front of them?
✔️ Positioning yourself smartly – Why should they pick you over the competition?
✔️ Building long-term relationships – How do you create a brand people trust and love?
Why GTM matters?
A strong GTM strategy isn’t just about marketing, sales, or product launches - it’s about:
Making sure the right people hear about your product.
Ensuring your pricing and distribution make sense.
Building an emotional connection so customers keep coming back.
So, next time someone asks, “Do you have a GTM strategy?”, you won’t just nod - you’ll know exactly what that means (and why it’s essential).
Need help building yours? Let’s chat - because launching without a GTM strategy is like building a house with no blueprint.
