Go to Market Strategy



Many of our clients come to us at CTRS so that we can use Market Intelligence to bridge the gap between business intelligence, market research and strategy to help our clients solve a problem or explore an opportunity. That’s our sweet spot. 

In the middle is where we work our magic. We help clients validate that the problem or opportunity is real, we help quantify it, we help understand who specifically has this problem or opportunity for targeting purposes and we often help identify the path that the target audience takes to the solution or opportunity. 

Normally, as we move a client through the journey from left to right (as illustrated) we work with them on solving a problem or exploring an opportunity. After this stage, there is a handoff of our market intelligence to another consultant or an internal team who will turn that into a strategy that will help them realize the potential of solving the problem or exploring the opportunity. Our market intelligence work is a critical component of a well executed Go To Market Strategy.

What goes into a go to market strategy?

The most common elements of a Go to Market Strategy are as follows:

Market Validation
  • Answering the question – is there a market?
  • This Market Validation, if not already created by CTRS or the client, will need to be created to ensure a thorough understanding of the target market.
  • The Market Validation also includes market sizing numbers and some intel on what customers are willing to pay.
Market Goals
  • Quantifying the desired outcomes of a GTM strategy so that the successful execution of the strategy can be evaluated.
Full description of the market offering
  • Layperson-friendly description of the product or service that is being sold.
  • Unique value proposition of this product or service.
  • (For startups) – description of minimum viable product.
Ideal customer and segmentation
  • A detailed description of the primary and secondary markets for the product or service.
  • Buyer personae.
  • Buyer journey map for primary and secondary markets.
  • Use cases associated with ideal customer.
Competitive Scan
  • Identify and prepare
Operations Plan (for new ventures and startups)
  • Pro forma financials
  • Operations and legal structuring advice
  • Business model canvas
Marketing and Sales Plan
  • A marketing guide that outlines how to reach the primary and secondary markets and with what messaging.
  • A sales strategy that will keep the sales pipeline consistently full of qualified leads.
  • Channel partner strategy.
  • Suggested metrics for all of the above.
  • Suggestions on types of tools (software) to use in order to operationalize the GTM strategy.
  • 12 month action plan.