A great product with no GTM is a secret. GTM strategy decides who you're for, why you're different, how you reach them, and how you convert.
Before channels, nail positioning: for whom, against what alternative, and what unique value. Weak positioning makes every channel underperform.
You can't launch to everyone. Pick the segment with the sharpest pain and the shortest path to value, win it, then expand.
A launch isn't a day — it's enablement, messaging, and feedback loops running before, during, and after. Track activation, not just sign-ups.
I ran GTM for new marketplace categories by aligning the pitch to each buyer segment and enabling the field team first — because a launch only works if the people selling it are ready.
GTM is a product decision, not a marketing afterthought. Positioning is the highest-leverage lever you have.
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