Go-to-Market Managers

Go-to-market managers organize go-to-market teams and ensure that they are focused, supported, and meet project deadlines. Go-to-market managers perform a variety of tasks to create a go-to-market strategy for a product or service. Here are some of their major responsibilities.

Market research: GTM managers conduct extensive market research via surveys and focus groups, through discussions with current and potential customers, and by analyzing market data and trends to better understand customer needs and preferences and the target market. They also study competitor strategies and potential new distribution channels. This information is used to create pricing, marketing, and branding strategies, as well as a buyer persona (i.e., a description of the typical buyer and what they expect from the product or service).

Product positioning and strategy: The manager devises a unique selling proposition that details how the product or service will help customers and why it is better than products or services that are sold by competitors.

Distribution channels: GTM managers conduct research to identify the best ways (e.g., online platforms, brick-and-mortar stores, partnerships, distributorships, combination of two or more methods) to target and reach customers.

Marketing, promotion, and sales: The manager works closely with members of the sales, marketing, public relations, and other departments to create a detailed marketing and overall go-to-market plan. They also provide the sales department with the training and resources that are necessary for them to understand the product or service, its target audience, and the most-effective strategies for reaching that audience.

Customer engagement: The GTM manager develops strategies to maintain the loyalty of existing customers, while also identifying ways to attract new customers.

Performance metrics and monitoring: Before the launch of a new product or service, the manager establishes key performance indicators (e.g., online product engagement, sales revenue, market share for product, customer lifetime value) that help them assess the success of their GTM strategy. After a product or service is launched, the manager monitors these indicators and adjusts marketing, sales, and other aspects of the strategy to address weak or underperforming areas.