7 Types of Go-To-Market: Creating the GTM Strategy for Your Business

Go-To-Market Motions: The podcast explores seven go-to-market motions for businesses, including inbound, outbound, product-led growth (PLG), channel-led, event-led, community-led, and ecosystem-led. Guest Introduction: Sangram Vajre, three-time author and founder of Terminus, and Chip House, CMO of Insightly, discuss the importance of choosing the right go-to-market strategy. Multiple Strategies: The speakers emphasize that successful companies often employ two or three go-to-market motions simultaneously. They discourage the idea of a one-size-fits-all strategy and stress the need for experimentation. Choosing the Right Strategy: The conversation delves into the idea that companies should choose go-to-market motions based on their strengths, target audience, and the nature of their products. They highlight the importance of aligning the strategy with buyer personas. Detailed Analysis of Go-To-Market Motions: The discussion includes an in-depth analysis of specific go-to-market motions, such as product-led growth (PLG), where automation and monitoring play a crucial role, and channel-led, where companies leverage resellers, agencies, and partners as revenue channels. The importance of ecosystem-led strategies is emphasized, with examples like Apple's successful use of App Exchanges and API-driven co-marketing. Community-Led Approach: The speakers introduce a shift from "category-led" to "community-led," emphasizing the role of community in successfully establishing a category. They cite examples of companies like Salesforce, HubSpot, Gainsight, and Terminus that have effectively created categories through community building. Final Takeaway: The episode concludes with the idea that being intentional in selecting the right go-to-market motion is more critical than trying to be brilliant in adopting every available strategy. The importance of feedback, experimentation, and aligning the chosen strategy with the strengths and goals of the company is stressed for success in the dynamic business landscape.