Every company has a go-to-market strategy - or at least thinks it does.
Too often, “GTM strategy” is used to describe a revenue target, sales plan, collection of marketing campaigns, or list of initiatives. But a real go-to-market strategy requires clear choices about which markets to pursue, which customers to prioritize, what problems to solve, how to create value, and how the business will compete and grow.
Join Matthew Volm, CEO and Founder of RevOps Co-op and Eventful, and Steve Busby, Founder and Operating Partner at RevOps Associates, for a practical breakdown of what a GTM strategy actually is - and what it takes to build one.
Matt and Steve will explore the essential components of an effective GTM strategy, including market selection, ideal customer profiles, customer needs, value propositions, routes to market, competitive differentiation, and the revenue model that connects it all. They’ll also unpack common ways GTM strategies fall apart before execution even begins.
This session will focus on making the right strategic choices. A follow-up session will dive into how to operationalize those choices across teams, processes, data, technology, and performance management.
You’ll walk away knowing how to:
→ Distinguish a true GTM strategy from a sales or marketing plan
→ Identify the essential components of a cohesive GTM strategy
→ Define where your company will play and how it intends to win
→ Connect customer, market, product, and revenue decisions
→ Recognize gaps and conflicting assumptions in your current strategy
→ Create a stronger foundation for GTM planning and execution
PS - these topics are covered in greater detail in the Revenue Operations Certification Foundation and Professional courses.