Most founders I talk to think a Go-To-Market strategy is just… marketing. Maybe sales…at a pinch.
But if you’ve ever tried to grow past your first product, your first customer type, or your first geography, then you already know that what got you here won’t get you there.
So let’s set the record straight.
There’s not one way to take a product to market.
There are six.
And chances are, you’re only running one or two of them (at most)…or dabbling in a little of everything, and calling it a “go to market strategy.” (harsh, but true)
The 6 GTM Motions (and why you need to know)
Let’s break down the six GTM motions identified by legends of go-to-market and all things research, GTM Partners, and why understanding them could save you months of wasted effort and misfires, and get you on track for growth (not at all costs).
1. Inbound-Led
You know this one. Content, SEO, webinars, whitepapers, gated checklists that few ever really read. Your marketing team captures demand and tosses over the fence to sales (if you’re lucky).
WORKS WHEN: People are already looking for what you sell, marketing know how to nurture and provide real value and sales are aligned and on the same messaging point.
STRUGGLES WHEN: You’re creating a new category or selling into cold markets, budget is low and so is awareness of your brand (or the problem you’re solving for).
2. Outbound-Led
The cold email grind. SDRs, call lists, account-based ads, and some very tired sales reps. This one’s about targeted (hopefully) outreach. You don’t wait for the buyer to come to you.
WORKS WHEN: You have a clear ICP, the team have a targeted list and the ACV is high.
STRUGGLES WHEN: Your sales team is undertrained, your pitch is weak or the contact list approach is “spray and pray”.
3. Product-Led
Ah, the freemium dream. Users sign up, poke around, and boom, magic happens. Or… they churn. PLG is great when your product is genuinely easy to adopt and shows value fast. And if it’s too difficult to adopt, then BOOM…we fall back into outbound-led…and so the cycle begins again.
WORKS WHEN: Your product sells itself
STRUGGLES: Users sign up and do nothing, or they sign up and the onboarding isn’t thought out, or they sign up and it’s just too damn hard!
4. Partner-Led
Channel. Ecosystem. Affiliates. Resellers. Fancy words for “someone else sells your stuff.” But done well, this motion opens doors to buyers you’d never reach on your own and scale suddenly becomes achievable. Considered the “new” PLG!
WORKS WHEN: Your partners already have your target customer’s trust, and your brands are aligned or complementary.
STRUGGLES WHEN: You treat partners like afterthoughts, don’t enable them properly, and offer little transparency to them around results and updates.
5. Event-Led
Roadshows, summits, conferences, drinks-with-a-slide-deck. Events are still one of the most powerful ways to build real-world connections and move deals forward. And no, webinars don’t count unless they’re actually good, with real-life follow through.
WORKS WHEN: You need to build trust fast, and you think beyond the event (ie, then what)
STRUGGLES WHEN: It’s just a logo wall, lukewarm catering and mingling with no real value attached.
6. Community-Led
You’re not just building a product, you’re building a movement! Community-led growth happens when users, fans, and experts become part of your orbit and start pulling others in with them (thank you Hubspot).
WORKS WHEN: You’ve got thought leadership and a strong POV (but you need to stay on message and be consistent). Also helpful to ensure your audience are similar across your geo’s/verticals (ie, they share the same pain).
STRUGGLES WHEN: It’s just a Slack group and a vibe, with inconsistent interaction from the mothership.
The 6 GTM Motions thanks to GTM Partners
Hang on a minute…do I need all six?
Nope. But you probably need more than one.
As your business grows, think new buyers, new markets, new products…you’ll hit a point where your existing motion doesn’t scale. What works for selling to SMBs in Australia might flop when you target mid-market in the US.
So here’s the kicker: each motion is its own beast.
So once you know your go to market strategy and understand the motion you need. Each one must have::
- Its own playbook
- Its own people
- Its own budget
- Its own rhythm
Trying to stretch your existing team to “just do both” usually ends in half-baked execution and a whole lot of finger-pointing (trust me…I’ve experienced being both the half-baked executer AND the finger pointer).
So What Now?
- Audit your current motion(s). Be honest. How do you actually grow right now (with the customers that make you money, and love you)?
- Identify if your next revenue push requires a new buyer, new market, or new channel. That’s usually your sign you’ll need a new GTM motion.
- Build accordingly. Different motions need different skills. You can’t hire a product-led marketer and expect them to run outbound ABM. Well, you can… just don’t.
TL;DR
If growth feels harder than it should…
If your team is stretched across “everything GTM”…
If your sales team is blaming marketing and vice versa…
It’s time to figure out what motion you’re really running, what needs to change and where you need to focus (focus focus focus).
Because Go-To-Market strategy isn’t just a department plan. It’s the system that grows your business.
And if you’re stuck?
That’s what I do at MarketCraft GTM. <3
Take the FREE GTM Assessment and see where you’re at!
