2026 go-to-market strategy examples and insights
2026 go-to-market strategy examples and insights
Highspot’s guide defines a go-to-market (GTM) strategy as a cross-functional plan that aligns marketing, sales, and enablement to launch and grow products efficiently. Effective GTM requires shared data, clear roles, and modern tech (AI-powered enablement). Benefits include faster launches, sharper positioning, better audience insight, competitive advantage, and smarter resource use. It contrasts GTM (pricing, channels, support, pipeline impact) with marketing strategy (awareness and demand). A 10-step blueprint covers market research, ICP/personas, messaging, pricing, promotion, channels, goals/processes, risk plans, team readiness, and a final pre-launch check. Sales enablement is central, unifying content, training, and coaching to improve win rates and predictable revenue.
