What is a B2B go-to-market strategy?

A B2B go-to-market strategy connects market positioning, channel mix, sales processes, and measurement into one system that generates predictable pipeline. This means aligning who you target, what you promise, where you show up (partners vs. outbound), how sales runs it, and how you measure it. Most teams ship a GTM plan but don't build a GTM operating system that survives contact with a real sales team. For example, marketing targets IT buyers while sales pitches finance, causing SQL-to-opportunity drop and stage 2 stalls. Run The Starr Conspiracy's GTM Diagnostic to pinpoint the break in your system and build a measurement plan that tracks pipeline coverage, win rate, and cycle length.