An introduction to the New Market GTM go-to-market framework

The New Market GTM framework is a tried-and-tested methodology based on 20 years of experience being in the frontlines, selling and marketing tech across all global markets. Drawing from firsthand insights into cross-functional challenges and opportunities, it offers a practical, actionable approach to aligning teams and driving sustainable business growth.

But first, let's remind ourselves...

What is a Go-To-Market Framework?

A Go-To-Market (GTM) framework is a structured approach that businesses use to bring their products or services to the market effectively. It combines strategic planning with tactical execution to ensure success.

Why having a go-to-market strategy is important

Why is a GTM strategy crucial? Simply put, it ensures alignment across teams and focuses resources on efforts that drive growth. A well-crafted GTM strategy can differentiate your business from competitors, establish a foothold in the market, and foster long-term customer relationships.

What makes the New Market GTM Framework different from other GTM Frameworks?

• The emphasis on incorporating a GTM strategy much earlier in the process. Treating go-to-market as a last-minute consideration near the product launch can lead to unnecessary waste of time and resources.

  
  

• This GTM framework does not only look at sales and marketing channels. Equal importance should be given to identifying and solving gaps in the existing product and processes. Key considerations include product readiness and scalability, operations (ability to serve, logistics, uptime), legal, regulatory, risk and compliance processes, among others. Whoever is creating the GTM strategy should not work in silo with the rest of the organisation, in fact it is imperative they act like a conductor, bringing teams across the business together to ensure the success of the new venture.

  
  

• Preference for an iterative, multi-threaded launch approach versus a linear one. Many companies get stuck in the “one more feature” trap and spend too much time and money perfecting the product only to lose commercial momentum. A true knowledge of your customer pain points and a solid GTM strategy can give you the space to build, launch, learn, repeat, allowing you to bring in revenue incrementally while making product improvements from actual user feedback. 

The Core Pillars of the New Market GTM Framework

The New Market GTM Framework can be divided into three main parts, answering four crucial questions:

1. GTM Strategy (WHY & WHO) 

   1. Define the market and the customer

   2. Understand the competitive landscape

   3. Highlight internal and external factors that may affect the success of the venture

   4. Do an internal, cross-department audit for product and process readiness

2. Value Proposition and Pricing (WHAT)

   1. Articulate unique value proposition and defensibility (value moats)

   2. Create positioning and messaging, including creative messaging

   3. Adapt a value-based pricing strategy

3. Channel Strategy (HOW)

   1. Introduction of new channels or restructuring existing channels based on GTM Strategy. (Not everything is applicable and should not be rolled out all at once, unless it makes sense.)

   2. Establish KPIs and metrics as well as the processes and systems for tracking

   3. Implement roadmap for strategy execution

In the next article, we cover the basics of creating a GTM strategy.