Go to market

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[edit] Definition

In Marketing Management, Go-to-market strategy encompasses the channels that a company uses to connect with its customers/business and the organizational processes it develops (such as high tech product development) to guide customer interactions from initial contact through fulfilment.

A firm Go-to-market is the delivery mechanism for their unique value proposition. That value proposition is based on the choices the business has made to focus on and invest in markets and solutions that they believe will respond positively to the increased attention. Marketing Strategy involves WHO the firm will go after and WHAT it will offer them. Go-to-market Strategy is a component of the overall Marketing Strategy and is concerned with HOW the firm will make it happen.

[edit] References

M Bhor, in MarketingProfs.com July 2006

Janet Schijns, in Vertical Resellers January 2008