Developing a Go-to-Market Plan (GTM)

1. Define a Target Market

  • Identify the customer profile — Attributes and persona of target customers.

2. Make it Easy for the Customer

  • Initial Outreach — A message to announce your offering.
  • A Simple One-Pager — A short, concise flyer to educate target customers on your offering (e.g., How to Write a One-Pager).
  • A Customer Kick-Off Meeting — A 30-min meeting with early customers to re-convey your offering’s value (e.g., use your initial outreach + one-pager as talking points).
  • 1-on-1 Time — Office hours to answer customer questions and create positive anticipation (e.g., have a few sign-ups ahead of the Kick-Off Meeting to create momentum).
  • Ongoing Feedback and Training — Constant requests for feedback from customers, which leaves them feeling valued for their insights and well-versed on your offering. This feedback loop will also make for a better product experience (e.g., gather feedback in email, surveys, customer service hotlines, or however you can obtain it).
  • Research — Regular research on how the customer can better use your offering, or better reach their own end-consumer (e.g., if SwiftNibble shares research with restaurant customers that their end-consumers are more likely to order from restaurants using compostable packaging, which could improve the restaurant’s revenue).

3. Create Messaging to the Customer

  • Value Proposition — The central problem your offering will address for customers, and how you provide a solution — this is an explanation of your offering’s benefits, which helps close sales with target customers (e.g., speed, cost-cutting, increased sales, better margins, ease, durability, customer satisfaction, access, reduced attrition, etc.). Be sure to regularly revise your sales materials and other content with the most up-to-date messaging.
  • Case Studies, Customer Quotes, or Positive Metrics — Detailed examples of things your company did well with existing customers, which can be used to entice target customers. Ensure that your examples convey measurable results (e.g., case studies).

4. Expand

  • Referrals — Ask your strongest existing customers for introductions to new customers. If your existing customers bring warm leads, they will often close sales faster than most other leads (e.g., SwiftNibble asking their best restaurant customers to invite a neighboring restaurant to use the offering).
  • Sales Education — Train your salespeople thoroughly to yield the highest conversion rates ; this includes both short-term and long-term sales teams (e.g., train on how to qualify leads, research leads, demo your offering, etc.)
  • Customer Base Leverage — Keep existing customers engaged as VIPs while you scale; as existing customers are less expensive to acquire than new customers. Use tactics such as cross-selling and upselling within your offering to tap into your current customer base (e.g., a clothing distributor encouraging department store customers to purchase belts in addition to jeans).



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Kaego Ogbechie Rust

Kaego Ogbechie Rust


CEO at KHOR Consulting, helping companies build business plans, pitch decks, and streamline their operations. Email: