A go-to-market plan explains how an organisation will introduce and establish a product, service or change with its intended audience. It covers positioning, channels, pricing, communications and adoption activities.
How to use this tool
Define audience and outcomes
Define the target audience and desired outcomes.
Establish the value proposition
Establish the value proposition and positioning.
Plan channels and timing
Plan channels, communications, responsibilities and timing.
Measure and adapt
Agree measures, monitor results and adapt the plan.
References & further reading
Kotler, P. and Keller, K. L. (2016). Marketing Management, 15th ed. Pearson. ISBN 9780133856460.