Go-to-market strategy
DefinitionGrowth
Go-to-market strategy
The plan for how a product reaches its buyers and earns adoption: the audience, positioning, pricing, channels, sales motion and launch sequencing, as one coherent argument. What separates a launch from a press release.
Evidence from the library
Brand building and sales activation need different mediaPrinciple"Brand and performance are just channels. As a marketer, your job is to find attention at the best value, and then you need to make that attention count. Finding the best value is the media buy; making that attention count is the creative."QuoteCreative graduation: prove a message on Meta, then YouTube, then commit the TV budgetPrincipleMost successful product launches are unintentionally Me Too - distinctive enough beats different.Principle45%Only about 45% of marketers can correctly define penetration.Stat
Source
Marketing Definitions
standard product marketing practice
More from this source
DefinitionCustomer acquisition cost (CAC)DefinitionCustomer lifetime value (LTV)DefinitionLTV:CAC ratioDefinitionROASDefinitionMER (marketing efficiency ratio)DefinitionConversion rateDefinitionClick-through rate (CTR)DefinitionCPMDefinitionHook rateDefinitionHold rateDefinitionChurn rateDefinitionCreative fatigue