If there’s one thing I’ve seen a lot lately, it’s the overuse of terms like Go-to-Market (GTM), SaaS GTM, and GTM strategies. These words have become buzzwords slapped onto job titles, project names, and more. But, as someone who’s been in the trenches of both ABM (Account-Based Marketing) and GTM strategies, I can tell you that people often misunderstand what GTM really is.

So, let’s clear that up before diving into the tactics you’ll need for a successful B2B growth plan.

1.What's GTM?(Go-To-Market) definition

It is the overarching strategy that a company employs to bring his product to market. It encompasses, market identification, product positioning, distribution, pricing, marketing and sales tactics...

It’s way more than just a marketing plan. It’s about identifying the right market, positioning the product, setting pricing, planning distribution, and aligning sales and marketing tactics. People frequently mistake GTM for being a purely marketing initiative, but it’s actually a cross-functional strategy that involves marketing, sales, customer success, and even the CEO.

In short, it’s a team sport. A solid GTM program requires close collaboration and a sustained, coordinated effort across all departments. Too often, I’ve seen businesses treat GTM as a one-off project, but it’s much more holistic than that—it impacts the entire business and how the product reaches its audience.

2. GTM misconceptions

A lot of companies get their GTM strategy wrong by thinking it’s just a set of channels they need to activate to sell their product. That couldn’t be further from the truth. Yes, channels are important, but GTM encompasses far more than just "where" you sell; it’s about how you sell and, more importantly, who you’re selling to.

A proper GTM strategy includes:

• Market definition: You need to deeply understand your target market—demographics, pain points, and buying behaviors.
• Pricing strategy: Align your pricing with the perceived value and competitive landscape.
• Distribution: How will you get your product into your customers' hands?
• KPIs: What metrics will define success? I can’t stress enough how critical it is to track the right metrics to ensure you're making real progress.

3. How to select the best GTM strategy

So, how do you select the right GTM strategy for your SaaS business? From my experience, it boils down to understanding two key variables: how your buyers buy and the investment required to execute your strategy.

3.1 Analyze how your buyers buy 

You need to get into your buyer’s head. A simple tool I like to use is a two-axis matrix, similar to the impact-effort matrix often used in project management. This helps you visualize the complexity of the sales process versus the impact of each strategy.

To build a smart GTM plan, ask yourself:

• What’s the complexity of the buying process? Are you dealing with a long, drawn-out process that requires multiple stakeholders, or is it a quick, single-buyer decision?
• How long is the sales cycle? Understanding this helps you tailor your ABM tactics to fit the timeframe.
• How many people are involved in the purchase? If there are multiple decision-makers, then you’ll need an account-based approach that aligns with each of their needs.

When I consult for clients, I often see teams focusing only on the "big buyer," but ignoring the multiple smaller influencers that could make or break the deal. Trust me, that’s a big mistake. If you’re in SaaS, where the buying process is usually more complex, you need to map out every player involved and tailor your ABM campaign accordingly.

3.2 Consider the investment required to nail down that GTM 

Another critical point that often gets overlooked is the investment required to successfully execute a GTM strategy. Here are the questions I always ask when planning a GTM:

• How many resources do I need to get this done? This includes both financial investment and manpower.
• How long do I need to stick with this strategy? A half-baked GTM won’t yield the results you want.
• Do I need extra headcount or budget? If so, plan for that early. Hiring last minute is never a good idea.
• Do I need to upskill my current team or bring in external expertise? Sometimes, the success of your GTM hinges on having the right people with the right skills in place.

Without this deep dive into resources, even the best-laid plans can fall apart. Too often, I’ve seen companies underestimate how long they’ll need to stick to their GTM plan, only to abandon it when they don’t see immediate results.

4. Why GTM Is Holistic, Not Just Channel-Based

Let’s get one thing straight: GTM is not just a list of channels you’re going to activate. It’s a holistic approach that covers every aspect of how your product is introduced and sold to your audience. This includes market research, pricing, customer success, and post-sale follow-up.

Channels like social media, PPC ads, and email marketing are only pieces of the puzzle. Your GTM strategy should answer deeper questions like:

• Is our pricing competitive?
• Do we truly understand our market?
• How will we measure success?

Incorporating these elements ensures your strategy isn’t just reactive but proactive, setting you up for long-term growth rather than quick wins.

5. Final GTM strategy wrap-up

Here’s a decision flowchart to pinpoint the best GTM strategy based on the complexity of the buying process and how we break it down into the right channels and actions. We should only plan and execute these channels once we fully understand all the intricacies of our buyer’s journey. At the end of the day, it’s about creating a buyer-first experience, rather than a sales-driven, friction-filled process