What is a go-to-market (GTM) strategy and why does it matter for B2B?
A go-to-market strategy is the plan for how a company brings its product or service to customers. For B2B companies, a strong GTM strategy aligns your messaging, targeting, sales process, and marketing channels around specific buyer personas and their jobs-to-be-done. Without it, you're spending money on tactics that don't connect to revenue. A well-built GTM strategy ensures every marketing dollar contributes to pipeline, not just impressions.
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Go-to-Market Strategy (GTM)
A comprehensive plan for how a company delivers its product or service to customers, encompassing pricing, distribution, positioning, and sales strategy.
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GlossaryDemand Generation
Marketing activities focused on creating awareness and interest in a product or service before buyers enter an active purchasing cycle.
FAQHow is demand generation different from lead generation?
Lead generation focuses on capturing existing demand: getting people who already know they need something to raise their hand. Demand generation creates demand
FAQHow can B2B CMOs hit growth targets when the budget keeps shrinking?
The instinct when budgets get cut is to do the same things, just less of them. That's the wrong move. Budget pressure is actually a forcing function for strateg
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