Marketing Strategy vs. Go-to-Market Strategy

As much as you’d like your team to start strongly, sometimes it’s best to settle down and make sure you have a solid game plan. When development of a product wraps up, you need to ensure that it will have the reach necessary to become a true success, and that requires a proper go-to-market strategy. A solid go-to-market strategy needs to touch on a couple factors, such as pricing and costs, distribution and logistics, and smart marketing.

Not every go-to-market strategy is the same, and certain situations call for a relevant strategy. The first scenario is what you would expect, which is when your company wants to launch a brand new product to an existing market. However, the second scenario requires that a strategy be considered when launching an existing product to a new market. Last, testing a product for growth in any market should also be preempted by a go-to-market strategy.

You need a go-to-market strategy to help gather the needed information for your product to succeed. This strategy will help provide your organization with the knowledge and tools needed to compete in the market effectively, as well as prevent many of the potential mistakes that a rushed launch might create. The wisdom of implementing a go-to-market strategy means identifying problems and using the product as the solution.

In fact, knowing what problem you want to solve is an extremely critical component of a go-to-market strategy. You need to identify who it is that experiences that problem, as they will be your target audience. How much money are they willing to spend on this product, and how will you distribute the product to this audience?

This strategy may end up evolving as you continue to build upon it. The messaging might need to be changed after some testing, and use those results to implement an optimized ad campaign. Building brand awareness will help generate demand for the product and discover methods you can roll out to shorten the sales cycle.

Setting specific targets will help motivate your team to reach those goals. With clear goals in mind, it will make it easier to continue building a clear model for your go-to-market strategy. Those goals then allow you to determine which tactics are best for achieving them, while also opening the door for establishing a feedback loop to help define the message.

What makes a strong go-to-market strategy is the ability to create a process as unique as the product. Learn what strategies have worked in the past and adapt them to cater to your new product’s release to ensure the greatest success. For more information rolling out a successful go-to-market strategy, call Cybergear today at (586) 531-7116. 

Because our mission is to help our clients improve, we treat your capital as if it were our own. By combining lean and factory physics concepts with digital manufacturing, Cybergear helps manufacturers remain adaptable in a constantly changing industry by increasing quality, efficiency, and ultimately—profits.