Go-To-Market Strategy • Go To Market Plan

Develop Your Plan

Go To Market Strategy and Plan

The right Go to Market Plan is like a treasure map that guides your business to new markets that are like a treasure chest of new revenues. The Go-to-Market strategy should exemplify your competitive advantage and compel potential customers to buy your product or service.

The right Go To Market Strategy will align your products and services with the best-fit markets. It guides business development efforts to win over new markets and evangelize loyal customers.

An Astute Go-To-Market plan provides guidance on how to

  • Connect with the decision maker and their influencers
  • Address what they value most
  • Favorably position your products against competitors
  • Utilize the best channels to drive customer acquisition and generate new sales

Which ultimately results in improved margins, and increased revenues that accelerate profitable growth.

Client Challenges

  • Launching new products (Commercialization)
  • Driving growth for underperforming products
  • Entering new markets
  • Identifying the right sales channels
  • Improving margins

How We Help

  • Discover and evaluate opportunities for growth
  • Align products with best fit markets
  • Identify and implement highly effective sales channels
  • Reduce customer acquisition cost and accelerate sales cycle
  • Optimize value proposition specific to target audience

Go-To-Market Strategy is Key to Commercialization

Commercialization is the process of bringing new products or services to market. The Go To Market plan guides commercialization, it provides the strategies for Segmentation, Targeting, and Positioning.

Strategies that define the value proposition and make the product attractive to the customers that will appreciate and value it the most. In other words, it defines why, why this product is a better choice than any competitors’ products.

A Go-To-Market strategy should answer key questions:

  • What markets are a good fit with the product or service offered?
  • What does the profile of an ideal customer include?
  • How should the product or service offering differentiate its position against competitors?
  • Which channels should be used to get the product to market?

Convert Strategies Into Revenues

The Go-to-Market strategy plan lays the foundation for generating product demand and accelerated growth. It guides the transition of a strategy into revenue growth. Rely on us to devise innovative go-to-market strategies that

    • penetrate markets that are a good fit for the product or service
    • attract decision makers and purchase influencers
    • delivers a compelling message that satisfies their wants and needs

To make it clear that your offering is the right choice while reducing the impact of price on the purchasing decision.

Best fit markets

Target personas

Value Matrix

Pricing strategy

Competitor insight

Channel Strategy

Messaging and promotion

Sales tools

Market vs Product Driven Strategies

Which came first the market or the product? It doesn’t matter. Organic growth is achieved by seizing the opportunities created through the combination of markets and  product/service offerings. For every combination, there are risks, challenges, and rewards. We will develop independent strategies for each product offering and target market to make the most of each opportunity. We will never implement cookie-cutter and one-size-fits-all marketing strategies. Its just one of the ways we help your business Realize Full Potential.

Go to Market Product Market Strategy

Diversification Strategy

The most challenging way to grow, often providing a great opportunity for growth at a high level of risk. This strategy is best suited for innovative products or products offered as part of a successful product line or brand.

Product Development Strategy

Ideal for recognized brands in specific markets, or strong relationships with large accounts. The value and reputation of existing offerings provide a strong competitive edge.

Market Development Strategy

Potentially a shorter path to generating growth, by penetrating deeper into existing markets. This approach is quicker and usually less expensive than diversification and product development.

Market Penetration Strategy

The least risky growth strategy. It’s about doing more of what your business is already doing. Selling more of your products and services into existing markets. Customer loyalty and referrals are key drivers.


Increase product line sales by 1,000 (10X)

Our client had an innovative product that provided significant improvements and benefits in the right application. The sales team was leading with this product on sales calls and losing opportunities. We interviewed customers and lost opportunities to completely understand what drove their decisions. We then conducted testing, market research, and competitive analysis to develop a the right go to market strategy and created a comprehensive plan.

By identifying market segments that were a fit for the product line, training sales, and distributor channels, developing internal tools for sales, developing the right messaging, and sharing it through the best mediums, we were able to drive a total of 1000% growth (10X increase in sales).

STOMP™ - Our Exclusive Method

How we deliver superior Fractional CMO services

STOMP™ is our exclusive method for delivering Fractional CMO Services that achieve optimal results. It provides a scalable framework to develop and implement solutions that give our clients a strong competitive advantage. STOMP™ incorporates agile practices that drive continuous improvement to keep your business ahead of the curve.

Strategy - Fractional CMO

Strategic planning

Tactics - Fractional CMO

Tactical implementation


Operational leadership

Analytics - Fractional CMO

Measured performance


Progressive advancement

How we develop a Go-To-Market Plan

The development of a Go-to-Market Plan begins internally, with a thorough review of your current activities and offerings. Then we add the external layer,  market and competitor analysis. Developing a thorough understanding of complex marketplace dynamics. Now that we have a clear view of the big-picture, we can identify opportunities and develop strategies to capitalize on those opportunities.

We apply the STP framework (Segmentation, Targeting, Positioning) to optimize perceived value by tailoring the fit between markets and offerings. Our goal is to increase margins while generating revenue growth. It’s just one of the Astute Difference’s that helps our clients reach full potential.

Why a Go-To-Market Plan

The GTM plan should bring together product and service offerings with the right markets. Markets that are a perfect fit for the features and benefits of the product.  Buyers prefer things that are a great fit, literally and figuratively. The better the fit, the greater the value.

In other words, the more a  product appears to be made specifically for a buyer’s needs and wants, the greater its value. Which makes it easier to choose that product over competitors’ offerings, while reducing the impact of price.

CPG Go to Market plan

Fractional CMO services for strategic business development

What We Do

Our Fractional CMO services are developed on the premise that marketing, business development, and sales are one team whose ultimate objective is revenue generation for profitable growth. That team is led by the CMO in today's extremely dynamic, severely competitive, and information-overloaded business environment.



  • Competitive intelligence
  • Growth strategy
  • Product strategy
  • Marketing strategies
  • Segment, Target, Position
  • Channel strategy
  • Pricing strategy


  • Competitive advantage
  • Go To Market Plan
  • Digital transformation
  • Marketing Plan
  • Product Marketing
  • Lead generation and nurturing
  • Business development plan
  • Sales enablement tools


  • Plan implementation
  • Program development
  • Coaching and workshops
  • Special projects
  • Marketing department
  • Business development
  • Annual planning



Fractional CMO Services -  Strategic Marketing Expertise

Brand Strategy

Product Marketing

Marketing Strategy

Digital Strategy

Fractional CMO Services are available in:















Ft. Wayne

Grand Rapids





Jersey City


Los Angeles





New Orleans

New York








San Diego

St. Petersburg


Traverse City

Washington DC





Virtual CMO Services available throughout the entire United States and Canada

Strategic Business Development