What is a Go-to-Market Plan?

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So, you just spent the last few years workshopping a new product.

Or maybe you’re a new business that’s ready to take the world by storm with your unreal, value-driven service.

You conducted all of the market research you could. 

You made sure the branding was on point. 

And you’ve come up with a catchy name that’ll be easy to remember. 

So… now what? 

For many people, this is where innovation comes to a screeching halt. 

For many small business owners, their first action in presenting their new product or service to the world is to share it on their social media accounts.

Maybe you create a clever Facebook post for your friends and a professional LinkedIn update for your followers.

Perhaps you send out a series of clever tweets or craft a beautiful Instagram image that represents your new product or service. 

Although that’s certainly a way to bring your new business into the world, don’t be surprised if you’re met with:

Crickets chirpping

Why? 

You likely didn’t create a Go-To-Market (GTM) Plan. 

Posting about your new product, service, or business is great, but it doesn’t matter if you aren’t reaching out to the right people and tapping into the emotion of their wants and needs. 

A Go-To-Market Plan helps you capture exactly that and allows you to present your new offering at the right place, right time, and for the right people. 

If you aren’t sure what a GTM Plan is, don’t worry. 

You’re not alone. 

Thousands of business owners are completely unaware of this critical marketing step, and it’s often why some businesses see massive momentum right from the get-go, while it takes a while for others. 

Which one do you want to be? 

What Is a Go-To-Market Plan?

There isn’t anything too complex about understanding what a Go-to-Market (GTM) Plan is. 

It’s all in the name:

A plan that helps you properly introduce your product, service, or business to your market. 

However, a GTM plan is anything but simple. 

In fact, some of the largest brands and agencies in the world spend months creating a comprehensive GTM plan for new products or services.

For our team at Noel & Co., we spent more than four months helping one client craft a clever GTM plan and repositioning strategy. We spent countless hours conducting interviews with their key stakeholders and doing research to create a tailored plan that works for them. 

A GTM plan can be broken down into four, high-level sections: 

  1. Research
  2. Plan 
  3. Execute 
  4. Measure

Within each stage are a number of tasks that must be completed in order for you to properly execute a GTM Plan. 

If you’re intimidated by this process, know that it’s ok. 

Creating a quality GTM Plan, as we mentioned, is an extensive process. 

We certainly understand it can be overwhelming. 

That’s why we’re here to help, and we want to make sure you’re equipped with the tools and knowledge to successfully launch a GTM Plan of your own. 

What Now?

What can you do right now to set yourself up for success and ensure your GTM Plan starts with strong momentum? 

Reflect on your product, business, or service. 

Beyond just a gap in the market (although that’s important to recognize), ask yourself how your offering helps people.

Put yourself in your customer or client’s shoes and think about the various challenges they might go through.

What emotions do they feel through this challenge?

Frustration? Anger? Disappointment? Stress? Anxiety? 

From there, think about how your offering is part of that list of current solutions out there…and how it’s different from all the rest. 

Of all the similar products, services, or businesses out there, what makes yours stand out? 

By tapping into the emotion of your offering and practicing empathy, you’ll be able to begin your GTM Plan with a clear picture of how exactly you want to present your product. 


At Noel & Co., we’re always trying to connect with thoughtful professionals and mission-driven leaders who aim to change the world. 

If you’d love to hear more from us, sign-up for our newsletter!

Every month, you’ll hear from CEO and Founder, Christina Marie Noel, where she’ll give you a quick update on the business, a marketing tip (similar to this) that you can implement right now, and some of her favorite reads from the last month. 

Oh, and you’ll be given a heads up whenever a new blog post is out! So you’ll never have to worry about missing any of our content. 

We hope you can join us, and stay tuned to our blog! We’ll be releasing some juicy GTM strategies that can help your business scale and thrive in 2021 and beyond.