In this episode of In-Ear Insights, Katie and Chris discuss the sudden re-emergence of people promoting go to market strategy (GTM) and what it means. Why is this suddenly a thing again, when GTM is as old as product marketing itself?

Go to market strategy is a subset of marketing strategy that is focused on how to bring a product or service to market. It is not a new concept, but it is resurfacing as a result of the Great Recession and the need for companies to find new ways to market their products and services.

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In this week’s In-Ear Insights, let’s talk about go to market strategy.

So one of the things that we’ve seen happening in the various sort of thought leaders and key opinion leaders, particularly on LinkedIn, is pivoting from talking about target marketing and niche marketing to Account Based Marketing.

And now for some reason, people are now talking about go to market strategy as the next big thing in marketing.

And this, I don’t know about you, Katie.

But this confuses me deeply, because go to market strategy, aka product launch strategy isn’t a new thing at all.

It’s It’s ancient, it’s probably, you know, the oldest part of marketing, like I have this thing, how do I sell it? You know, from the very first farmers, like, I have a barrel of apples, how do I sell this to today? And I think it’s, I want to get your opinion on why you think this might be the thing.

But just a very quickly level set for folks who might not be clear, you have a business plan, which is overall what your business is doing.

You have a marketing strategy, which is how marketing executes on the business plan.

And you have go to market strategy, which is taking something a product or service and thing and bringing it to market, hence, go to market.

So it is a subset of a subset of business strategy.

And I think that’s a useful distinction so that we don’t get, you know, all kinds of confused as you got something, and you got to bring it to market.

So Katie, what, what’s your opinion about why we’ve pivoted from Account Based Marketing to go to market strategy?

Well, I think, you know, anecdotally, I would say you can probably tie it to, you know, the great, you know, reboot, or the Gr