{"id":26928,"date":"2022-11-29T10:30:47","date_gmt":"2022-11-29T10:30:47","guid":{"rendered":"https:\/\/www.klozers.com\/?p=26928"},"modified":"2026-09-15T10:09:18","modified_gmt":"2026-09-15T09:09:18","slug":"go-to-market-strategy","status":"publish","type":"post","link":"https:\/\/www.klozers.com\/hi\/go-to-market-strategy\/","title":{"rendered":"8 Steps to Crafting an Effective Go to Market Strategy"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"26928\" class=\"elementor elementor-26928\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4f516fd e-con-full e-flex e-con e-parent\" data-id=\"4f516fd\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-377ace5 e-flex e-con-boxed e-con e-child\" data-id=\"377ace5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-cd02dff e-con-full e-flex e-con e-child\" data-id=\"cd02dff\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ca6ab93 elementor-view-framed elementor-shape-circle elementor-widget elementor-widget-icon\" data-id=\"ca6ab93\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"1.75\" stroke-linecap=\"round\" stroke-linejoin=\"round\" aria-hidden=\"true\"><circle cx=\"12\" cy=\"12\" r=\"8\"><\/circle><circle cx=\"12\" cy=\"12\" r=\"4\"><\/circle><circle cx=\"12\" cy=\"12\" r=\"0.7\"><\/circle><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f56b0d6 elementor-widget elementor-widget-heading\" data-id=\"f56b0d6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Pipeline and route to market<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-755e0e6 elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"755e0e6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Go-to-Market Strategy<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b588a5b elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"b588a5b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Product-market fit first. Scale second. A go-to-market strategy should decide which customers to pursue, why they should buy, how you will reach them and how demand becomes revenue, but only after there is enough evidence that the market wants what you sell.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-73b5a5e e-con-full e-flex e-con e-child\" data-id=\"73b5a5e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ca7170b elementor-widget elementor-widget-text-editor\" data-id=\"ca7170b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>By\u00a0<strong>Iain Swanston<\/strong>, Founder, Klozers<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b9e42c elementor-widget elementor-widget-post-info\" data-id=\"4b9e42c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-d0f8143 elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-custom\">\n\t\t\t\t\t\t\t\t\t\tUpdated 15 \u0938\u093f\u0924\u092e\u094d\u092c\u0930 2026\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d6d701d elementor-widget elementor-widget-shortcode\" data-id=\"d6d701d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><span class=\"span-reading-time rt-reading-time\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\"> 5<\/span> <span class=\"rt-label rt-postfix\">minute read<\/span><\/span><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-afc657e e-con-full e-flex e-con e-parent\" data-id=\"afc657e\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-9e72c3f e-con-full e-flex e-con e-child\" data-id=\"9e72c3f\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-f49544d e-con-full e-flex e-con e-child\" data-id=\"f49544d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-54bd11e elementor-widget elementor-widget-image\" data-id=\"54bd11e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"900\" src=\"https:\/\/www.klozers.com\/wp-content\/uploads\/2022\/11\/gtm-connected-commercial-decisions-2.png\" class=\"attachment-full size-full wp-image-58151\" alt=\"Product-market fit first, showing discovery go-to-market work before scaling go-to-market execution\" srcset=\"https:\/\/www.klozers.com\/wp-content\/uploads\/2022\/11\/gtm-connected-commercial-decisions-2.png 1200w, https:\/\/www.klozers.com\/wp-content\/uploads\/2022\/11\/gtm-connected-commercial-decisions-2-300x225.png 300w, https:\/\/www.klozers.com\/wp-content\/uploads\/2022\/11\/gtm-connected-commercial-decisions-2-1024x768.png 1024w, https:\/\/www.klozers.com\/wp-content\/uploads\/2022\/11\/gtm-connected-commercial-decisions-2-768x576.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Before product-market fit, the priority is learning which customers genuinely buy and continue to value the product. After fit is established, the priority can shift towards repeatable execution.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1311f3f e-con-full in-short e-flex e-con e-parent\" data-id=\"1311f3f\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-22cc4ea e-con-full e-flex e-con e-child\" data-id=\"22cc4ea\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-11213f0 e-con-full e-flex e-con e-child\" data-id=\"11213f0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7a2b87c elementor-widget elementor-widget-heading\" data-id=\"7a2b87c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">What is a go-to-market strategy?<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e979e42 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"e979e42\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>A go-to-market strategy defines which customers you will pursue, why they should buy, how you will reach them and how demand becomes revenue. It should not compensate for weak product-market fit. Before scaling sales and marketing, establish that a defined group of customers genuinely buys, uses and continues to value what you sell.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a0b4627 e-con-full e-flex e-con e-parent\" data-id=\"a0b4627\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-8a583a0 e-con-full e-flex e-con e-child\" data-id=\"8a583a0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-a2474b0 e-con-full e-flex e-con e-child\" data-id=\"a2474b0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ef231d5 elementor-widget elementor-widget-heading\" data-id=\"ef231d5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Pipeline and route to market hub<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0e4f67e elementor-widget elementor-widget-heading\" data-id=\"0e4f67e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Use this hub to move from market choice to revenue execution<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e24fc97 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"e24fc97\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Start here for the overall go-to-market decision. Then use the three specialist guides below for the part of the commercial system you need to work on in more depth.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f469e54 e-con-full e-flex e-con e-child\" data-id=\"f469e54\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<a class=\"elementor-element elementor-element-25ef603 e-transform e-flex e-con-boxed e-con e-child\" data-id=\"25ef603\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;_transform_translateY_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:-2,&quot;sizes&quot;:[]},&quot;background_background&quot;:&quot;classic&quot;,&quot;_transform_translateX_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" href=\"\/channel-planning-in-sales-management\/\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c6c0e4c elementor-view-framed elementor-shape-circle elementor-widget elementor-widget-icon\" data-id=\"c6c0e4c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"1.75\" stroke-linecap=\"round\" stroke-linejoin=\"round\" aria-hidden=\"true\"><circle cx=\"12\" cy=\"12\" r=\"8\"><\/circle><circle cx=\"12\" cy=\"12\" r=\"4\"><\/circle><circle cx=\"12\" cy=\"12\" r=\"0.7\"><\/circle><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8bfcc11 elementor-widget elementor-widget-heading\" data-id=\"8bfcc11\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Route to market<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c221178 elementor-widget elementor-widget-heading\" data-id=\"c221178\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Channel planning and route to market<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65f2b20 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"65f2b20\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Choose how you will reach the customer: direct sales, partners, distributors or a combination.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<a class=\"elementor-element elementor-element-1a596b3 e-transform e-con-full e-flex e-con e-child\" data-id=\"1a596b3\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;_transform_translateY_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:-2,&quot;sizes&quot;:[]},&quot;background_background&quot;:&quot;classic&quot;,&quot;_transform_translateX_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" href=\"\/sales-pipeline\/\">\n\t\t\t\t<div class=\"elementor-element elementor-element-02f8fd7 elementor-view-framed elementor-shape-circle elementor-widget elementor-widget-icon\" data-id=\"02f8fd7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"1.75\" stroke-linecap=\"round\" stroke-linejoin=\"round\" aria-hidden=\"true\"><path d=\"M12 3l7 2.5V11c0 4-3 6.8-7 8.5C8 17.8 5 15 5 11V5.5Z\"><\/path><path d=\"M9 11.5l2 2 4-4\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f0e0cd elementor-widget elementor-widget-heading\" data-id=\"9f0e0cd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Pipeline<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-84ff7b6 elementor-widget elementor-widget-heading\" data-id=\"84ff7b6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Sales pipeline<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7cd546d elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"7cd546d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Turn demand into a clear opportunity flow with ownership, qualification and progression.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<a class=\"elementor-element elementor-element-8adbea3 e-transform e-con-full e-flex e-con e-child\" data-id=\"8adbea3\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;_transform_translateY_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:-2,&quot;sizes&quot;:[]},&quot;background_background&quot;:&quot;classic&quot;,&quot;_transform_translateX_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" href=\"\/gold-selling-standards\/\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4956005 elementor-view-framed elementor-shape-circle elementor-widget elementor-widget-icon\" data-id=\"4956005\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"1.75\" stroke-linecap=\"round\" stroke-linejoin=\"round\" aria-hidden=\"true\"><path d=\"M4 20h16\"><\/path><path d=\"M6 16.5l8.5-8.5 3 3L9 19.5H6z\"><\/path><path d=\"M12.5 9.5l3 3\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c184bf1 elementor-widget elementor-widget-heading\" data-id=\"c184bf1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Execution<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f8cac1a elementor-widget elementor-widget-heading\" data-id=\"f8cac1a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Gold Selling Standards<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c80381d elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"c80381d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Make the chosen strategy observable through the standards managers inspect and reinforce.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9cbc738 e-con-full e-flex e-con e-parent\" data-id=\"9cbc738\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-40ea00b e-con-full e-flex e-con e-child\" data-id=\"40ea00b\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-e1b80f6 e-con-full e-flex e-con e-child\" data-id=\"e1b80f6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0481919 elementor-widget elementor-widget-heading\" data-id=\"0481919\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Should you build a go-to-market strategy before product-market fit?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-68bda39 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"68bda39\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Not a scaling strategy. Before product-market fit, the commercial job is still discovery: finding which customers have a problem that matters, whether they will pay, whether they continue to value the product and whether similar customers buy for similar reasons.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b6dcb15 elementor-widget elementor-widget-heading\" data-id=\"b6dcb15\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">If product-market fit is weak, adding channels, salespeople and marketing spend can increase the cost of a problem that has not yet been solved.<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fb5170b elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"fb5170b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>A 2024\u00a0<a href=\"https:\/\/sms.onlinelibrary.wiley.com\/doi\/10.1002\/smj.3596\" target=\"_blank\" rel=\"nofollow noopener\">Strategic Management Journal study<\/a>\u00a0found that startups which scaled earlier were more likely to fail, with the authors warning that early scaling can curtail experimentation and commit resources before product-market fit is established.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8f995f1 e-flex e-con-boxed e-con e-parent\" data-id=\"8f995f1\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-51367cb elementor-widget elementor-widget-heading\" data-id=\"51367cb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How do you know whether you are ready to scale?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc92da4 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"bc92da4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>There is no universal numerical threshold that proves product-market fit. The evidence depends on the business model, customer and product. We therefore treat readiness as a set of commercial indicators rather than a single score.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-722ca1b e-grid e-con-full e-con e-child\" data-id=\"722ca1b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-f94c375 e-con-full e-flex e-con e-child\" data-id=\"f94c375\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a4550fe elementor-widget elementor-widget-heading\" data-id=\"a4550fe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">You are probably still proving fit if:<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b35477f elementor-widget elementor-widget-text-editor\" data-id=\"b35477f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul><li>The target customer changes from sale to sale.<\/li><li>Customers buy for very different reasons.<\/li><li>Retention, renewal or repeat purchase is weak or unknown.<\/li><li>The founder is required to win nearly every deal.<\/li><li>Each new sale requires substantial product changes.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3a43b9b e-con-full e-flex e-con e-child\" data-id=\"3a43b9b\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9b8cdae elementor-widget elementor-widget-heading\" data-id=\"9b8cdae\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">You are more likely ready to scale if:<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8639bfa elementor-widget elementor-widget-text-editor\" data-id=\"8639bfa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul><li>A recognisable customer group repeatedly buys.<\/li><li>Those customers solve a similar problem.<\/li><li>Customers continue to use, renew or repurchase.<\/li><li>The value can be described consistently.<\/li><li>The next problem is reaching more similar customers efficiently.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9fac333 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"9fac333\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>These are diagnostic indicators, not universal thresholds. Andreessen Horowitz makes a useful distinction between product-user fit and product-market fit: a small group of enthusiastic users can prove that the product works for those users without proving that there is a sufficiently broad market of similar customers.\u00a0<a href=\"https:\/\/a16z.com\/product-user-fit-comes-before-product-market-fit\/\" target=\"_blank\" rel=\"nofollow noopener\">Its enterprise PMF analysis<\/a>\u00a0warns against forcing broader adoption before that evidence exists.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-69cd93e e-flex e-con-boxed e-con e-parent\" data-id=\"69cd93e\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ac06a57 elementor-widget elementor-widget-heading\" data-id=\"ac06a57\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Does product-market fit transfer into a new market?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b3fa16b elementor-widget elementor-widget-text-editor\" data-id=\"b3fa16b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Not automatically. Strong fit with UK mid-market customers is evidence, not proof, that the same product, proposition and route will work in Germany, with enterprise buyers or through distributors.<\/p><p>For an established company, the question is not simply whether product-market fit exists, but whether there is enough evidence of fit in the market it plans to scale into.<\/p><p>Sequoia&#8217;s\u00a0<a href=\"https:\/\/sequoiacap.com\/article\/pmf-framework\" target=\"_blank\" rel=\"nofollow noopener\">Arc product-market fit framework<\/a>\u00a0starts with how the customer relates to the problem being solved. That supports the principle that market context matters.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-662aa434 e-con-full e-flex e-con e-parent\" data-id=\"662aa434\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-7f144a5b e-flex e-con-boxed e-con e-child\" data-id=\"7f144a5b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2346c88c elementor-widget elementor-widget-heading\" data-id=\"2346c88c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Go-to-market decisions<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4955d96c elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"4955d96c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Do not scale activity before the market has earned the investment.<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-12a5cdc9 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"12a5cdc9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>If demand is proven and the question is which markets, routes and priorities deserve more resource, we can help you work through the decision.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7d0857df elementor-widget elementor-widget-button\" data-id=\"7d0857df\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"\/book-a-call\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Book a free consultation<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9eeaa45 e-flex e-con-boxed e-con e-parent\" data-id=\"9eeaa45\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b505f02 elementor-widget elementor-widget-heading\" data-id=\"b505f02\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What should a go-to-market strategy decide after product-market fit?<\/h2>\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f630f7d e-con-full e-flex e-con e-child\" data-id=\"f630f7d\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-edd9a42 e-con-full e-flex e-con e-child\" data-id=\"edd9a42\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0143a02 elementor-widget elementor-widget-image\" data-id=\"0143a02\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/www.klozers.com\/wp-content\/uploads\/2022\/11\/gtm-connected-commercial-decisions-1-1024x768.png\" class=\"attachment-large size-large wp-image-58143\" alt=\"Seven connected go-to-market decisions from market and customer through route, pipeline, sales plan and execution\" srcset=\"https:\/\/www.klozers.com\/wp-content\/uploads\/2022\/11\/gtm-connected-commercial-decisions-1-1024x768.png 1024w, https:\/\/www.klozers.com\/wp-content\/uploads\/2022\/11\/gtm-connected-commercial-decisions-1-300x225.png 300w, https:\/\/www.klozers.com\/wp-content\/uploads\/2022\/11\/gtm-connected-commercial-decisions-1-768x576.png 768w, https:\/\/www.klozers.com\/wp-content\/uploads\/2022\/11\/gtm-connected-commercial-decisions-1.png 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">A route-to-market decision changes the proposition, hand-offs, pipeline and work required from the sales team. GTM should therefore be treated as a connected set of commercial choices.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c3710c0 elementor-widget elementor-widget-heading\" data-id=\"c3710c0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">1. Where will we compete?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65e265f elementor-widget elementor-widget-text-editor\" data-id=\"65e265f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Choose the markets, segments and territories where the evidence justifies effort.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-98b17c3 elementor-widget elementor-widget-heading\" data-id=\"98b17c3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2. Who repeatedly buys, and why?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aba383a elementor-widget elementor-widget-text-editor\" data-id=\"aba383a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Define the customer group and the problem they are solving. Capture the value in language customers recognise rather than relying on internal product claims.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-51c73d7 elementor-widget elementor-widget-heading\" data-id=\"51c73d7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">3. How will we reach them?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-414d57f elementor-widget elementor-widget-text-editor\" data-id=\"414d57f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Choose direct sales, partners, distributors, inbound, outbound or an appropriate combination. For a deeper treatment of this decision, see\u00a0<a href=\"\/channel-planning-in-sales-management\/\">channel planning and route to market<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0a0cc58 elementor-widget elementor-widget-heading\" data-id=\"0a0cc58\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">4. How does demand become pipeline?\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d0ec7f7 elementor-widget elementor-widget-text-editor\" data-id=\"d0ec7f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Define who owns enquiries, how opportunities are qualified and how they progress. The\u00a0<a href=\"\/sales-pipeline\/\">sales pipeline<\/a>\u00a0should reflect how customers buy rather than an arbitrary sequence of internal stages.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-380d08d elementor-widget elementor-widget-heading\" data-id=\"380d08d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">5. What can the team actually execute?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6ab11eb elementor-widget elementor-widget-text-editor\" data-id=\"6ab11eb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Translate the strategy into a sales plan that fits the current headcount. If leadership adds new channels and campaigns without deciding what stops, the plan is not operational.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-662887b elementor-widget elementor-widget-heading\" data-id=\"662887b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">6. How will execution be inspected?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-87f97d9 elementor-widget elementor-widget-text-editor\" data-id=\"87f97d9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Once the route is chosen, management needs observable standards for the activities and behaviours that matter. That is the role of\u00a0<a href=\"\/gold-selling-standards\/\">Gold Selling Standards<\/a>, not another layer of GTM terminology.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-02cc660 elementor-widget elementor-widget-heading\" data-id=\"02cc660\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Why do startups confuse first revenue with product-market fit?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-89d6be9 elementor-widget elementor-widget-text-editor\" data-id=\"89d6be9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>It is easier than ever to launch, accept payment and increase customer acquisition quickly. <a href=\"https:\/\/stripe.com\/blog\/stripe-atlas-startups-in-2025-year-in-review\" target=\"_blank\" rel=\"nofollow noopener\">Stripe reported<\/a> that 20% of companies incorporated through Atlas in 2025 took a first payment within 30 days, up from 8% in 2020. That is evidence of faster time to first revenue, not evidence of product-market fit.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c495bcb elementor-widget elementor-widget-text-editor\" data-id=\"c495bcb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>INFERRED: modern infrastructure can make it easier to scale activity before the commercial evidence is mature. Stripe does not make that conclusion; it reports the acceleration in time to first payment.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0bedee2 elementor-widget elementor-widget-text-editor\" data-id=\"0bedee2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>A few founder-led wins show that a product can be sold. They do not prove that a normal sales team can reproduce the result or that enough similar customers exist to justify a larger investment.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e085647 elementor-widget elementor-widget-heading\" data-id=\"e085647\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What is the practical GTM test for an established B2B company?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e7ad787 elementor-widget elementor-widget-text-editor\" data-id=\"e7ad787\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Start with the evidence that already exists: which customers buy and stay, which markets and channels produce revenue, why customers choose you and where the decision is made. Then decide whether the constraint is fit, route, capacity or execution.<\/p><p>A useful go-to-market strategy makes those choices explicit. It tells leadership where to focus, what not to fund and what the sales organisation will do next.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6273d33 e-con-full exclude-from-toc e-flex e-con e-parent\" data-id=\"6273d33\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-999519d e-con-full e-flex e-con e-child\" data-id=\"999519d\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-eff368f e-con-full e-flex e-con e-child\" data-id=\"eff368f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-47cdc97 elementor-widget elementor-widget-heading\" data-id=\"47cdc97\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Before you increase GTM spend<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-db1135c elementor-widget elementor-widget-heading\" data-id=\"db1135c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Run this evidence check.<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-efa14a3 elementor-widget elementor-widget-text-editor\" data-id=\"efa14a3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ol class=\"kz-monday\"><li>List the ten customers that best represent the market you want to scale.<\/li><li>Record why each bought, whether they still use or buy, and whether the same problem appears across the group.<\/li><li>Separate deals won mainly through founder relationships from deals a normal sales team could reproduce.<\/li><li>If the answers are inconsistent, treat the next phase as discovery. If they are repeatable, start making the scaling decisions.<\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-50881ab exclude-from-toc e-flex e-con-boxed e-con e-parent\" data-id=\"50881ab\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-824f3f1 elementor-widget__width-inherit elementor-widget elementor-widget-heading\" data-id=\"824f3f1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Go-to-market strategy FAQs<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d29bd80 elementor-widget elementor-widget-n-accordion\" data-id=\"d29bd80\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;default_state&quot;:&quot;expanded&quot;,&quot;max_items_expended&quot;:&quot;one&quot;,&quot;n_accordion_animation_duration&quot;:{&quot;unit&quot;:&quot;ms&quot;,&quot;size&quot;:400,&quot;sizes&quot;:[]}}\" data-widget_type=\"nested-accordion.default\">\n\t\t\t\t\t\t\t<div class=\"e-n-accordion\" aria-label=\"Accordion. Open links with Enter or Space, close with Escape, and navigate with Arrow Keys\">\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-2200\" class=\"e-n-accordion-item\" open>\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"1\" tabindex=\"0\" aria-expanded=\"true\" aria-controls=\"e-n-accordion-item-2200\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> What comes first, product-market fit or go-to-market strategy? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-2200\" class=\"elementor-element elementor-element-cbac328 e-con-full e-flex e-con e-child\" data-id=\"cbac328\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f7c31de elementor-widget elementor-widget-text-editor\" data-id=\"f7c31de\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Product-market fit comes before a scaling GTM strategy. Before fit, sales and marketing activity should primarily help the company learn which customers genuinely need, buy and continue to value the product.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-2201\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"2\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-2201\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> Is first revenue proof of product-market fit? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-2201\" class=\"elementor-element elementor-element-ea7c675 e-con-full e-flex e-con e-child\" data-id=\"ea7c675\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2532b3f elementor-widget elementor-widget-text-editor\" data-id=\"2532b3f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>No. First revenue proves that at least one customer bought.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-2202\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"3\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-2202\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> What should a B2B go-to-market strategy contain? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-2202\" class=\"elementor-element elementor-element-414d965 e-con-full e-flex e-con e-child\" data-id=\"414d965\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-181d06f elementor-widget elementor-widget-text-editor\" data-id=\"181d06f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>It should make decisions about the target market, customer, value proposition, route to market, pipeline, sales plan, capacity and the standards used to inspect execution.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<script type=\"application\/ld+json\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"What comes first, product-market fit or go-to-market strategy?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Product-market fit comes before a scaling GTM strategy. Before fit, sales and marketing activity should primarily help the company learn which customers genuinely need, buy and continue to value the product.\"}},{\"@type\":\"Question\",\"name\":\"Is first revenue proof of product-market fit?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"No. First revenue proves that at least one customer bought.\"}},{\"@type\":\"Question\",\"name\":\"What should a B2B go-to-market strategy contain?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"It should make decisions about the target market, customer, value proposition, route to market, pipeline, sales plan, capacity and the standards used to inspect execution.\"}}]}<\/script>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b3d3a89 exclude-from-toc e-flex e-con-boxed e-con e-parent\" data-id=\"b3d3a89\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b67b3bf elementor-widget elementor-widget-heading\" data-id=\"b67b3bf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Explore the Pipeline and Route to Market hub<\/h2>\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3624708 e-con-full e-flex e-con e-child\" data-id=\"3624708\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<a class=\"elementor-element elementor-element-826123e e-transform e-flex e-con-boxed e-con e-child\" data-id=\"826123e\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;_transform_translateY_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:-2,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" href=\"\/sales-pipeline\/\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0143673 elementor-view-framed elementor-shape-circle elementor-widget elementor-widget-icon\" data-id=\"0143673\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"1.75\" stroke-linecap=\"round\" stroke-linejoin=\"round\" aria-hidden=\"true\"><circle cx=\"12\" cy=\"8\" r=\"3.4\"><\/circle><path d=\"M5.5 21a6.5 6.5 0 0 1 13 0\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9450dc8 elementor-widget elementor-widget-heading\" data-id=\"9450dc8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Pipeline<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b2b9041 elementor-widget elementor-widget-heading\" data-id=\"b2b9041\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Sales pipeline<\/div>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<a class=\"elementor-element elementor-element-575e84e e-con-full e-transform e-flex e-con e-child\" data-id=\"575e84e\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;_transform_translateY_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:-2,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" href=\"\/channel-planning-in-sales-management\/\">\n\t\t\t\t<div class=\"elementor-element elementor-element-98a2a19 elementor-view-framed elementor-shape-circle elementor-widget elementor-widget-icon\" data-id=\"98a2a19\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"1.75\" stroke-linecap=\"round\" stroke-linejoin=\"round\" aria-hidden=\"true\"><path d=\"M4 21h16\"><\/path><path d=\"M6 21V9l6-4 6 4v12\"><\/path><path d=\"M10 21v-4h4v4\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b94437f elementor-widget elementor-widget-heading\" data-id=\"b94437f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Route to market<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cdcd14b elementor-widget elementor-widget-heading\" data-id=\"cdcd14b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Channel planning and route to market<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<a class=\"elementor-element elementor-element-16beb1e e-con-full e-transform e-transform e-flex e-con e-child\" data-id=\"16beb1e\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;_transform_translateY_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:-2,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" href=\"\/gold-selling-standards\/\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e761a62 elementor-view-framed elementor-shape-circle elementor-widget elementor-widget-icon\" data-id=\"e761a62\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"1.75\" stroke-linecap=\"round\" stroke-linejoin=\"round\" aria-hidden=\"true\"><path d=\"M4 20V4\"><\/path><path d=\"M4 20h16\"><\/path><path d=\"M7 16l3-3 3 2 5-6\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e783ffe elementor-widget elementor-widget-heading\" data-id=\"e783ffe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Execution<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d75d4b elementor-widget elementor-widget-heading\" data-id=\"3d75d4b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Gold Selling Standards<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-56b6241 e-con-full exclude-from-toc e-flex e-con e-parent\" data-id=\"56b6241\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c4262aa elementor-widget__width-inherit elementor-widget elementor-widget-template\" data-id=\"c4262aa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data--id=\"0\" data-obj-id=\"0\" data-elementor-id=\"54696\" class=\"elementor elementor-54696 e--0\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-5aa85c8 e-con-full e-flex e-con e-parent\" data-id=\"5aa85c8\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-2d43266 e-con-full e-flex e-con e-child\" data-id=\"2d43266\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a3525eb elementor-view-framed elementor-shape-circle elementor-widget elementor-widget-icon\" data-id=\"a3525eb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"1.75\" stroke-linecap=\"round\" stroke-linejoin=\"round\" aria-hidden=\"true\"><circle cx=\"12\" cy=\"8\" r=\"3.4\"><\/circle><path d=\"M5.5 21a6.5 6.5 0 0 1 13 0\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5c2483a e-con-full e-flex e-con e-child\" data-id=\"5c2483a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9431d71 elementor-widget elementor-widget-heading\" data-id=\"9431d71\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Iain Swanston<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4ea284c elementor-widget elementor-widget-heading\" data-id=\"4ea284c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Founder, Klozers \u00b7 London, Dortmund, Austin, Melbourne<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-93f7c85 elementor-widget elementor-widget-text-editor\" data-id=\"93f7c85\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Iain has spent over 30 years in B2B sales, selling, training and leading teams both domestically and internationally. He serves as an Associate at Strathclyde University Business School, where he has delivered the sales content for the Masters in Entrepreneurship since 2015. Klozers builds sales programmes from what a client&#8217;s own top performers already do, and delivers them on the client&#8217;s live deals.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7dcb43ab e-con-full e-flex e-con e-parent\" data-id=\"7dcb43ab\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-2edec142 e-flex e-con-boxed e-con e-child\" data-id=\"2edec142\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-12aa4695 elementor-widget elementor-widget-heading\" data-id=\"12aa4695\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Go-to-market strategy<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1f19a5fe elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"1f19a5fe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Prove the demand before you scale the spend.<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-596a3b5a elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"596a3b5a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>If the evidence is there, the next job is deciding where to focus, how to reach the right customers and what the team will execute.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7fc047f1 elementor-widget elementor-widget-button\" data-id=\"7fc047f1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"\/book-a-call\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Book a free consultation<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Pipeline and route to market Go-to-Market Strategy Product-market fit first. Scale second. A go-to-market strategy should decide which customers to pursue, why they should buy, how you will reach them and how demand becomes revenue, but only after there is enough evidence that the market wants what you sell. By\u00a0Iain Swanston, Founder, Klozers Before product-market &#8230; <a title=\"8 Steps to Crafting an Effective Go to Market Strategy\" class=\"read-more\" href=\"https:\/\/www.klozers.com\/hi\/go-to-market-strategy\/\" aria-label=\"More on 8 Steps to Crafting an Effective Go to Market Strategy\">Read more<\/a><\/p>\n","protected":false},"author":2,"featured_media":26929,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[35],"tags":[],"class_list":["post-26928","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales-performance"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.klozers.com\/hi\/wp-json\/wp\/v2\/posts\/26928","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.klozers.com\/hi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.klozers.com\/hi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.klozers.com\/hi\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.klozers.com\/hi\/wp-json\/wp\/v2\/comments?post=26928"}],"version-history":[{"count":55,"href":"https:\/\/www.klozers.com\/hi\/wp-json\/wp\/v2\/posts\/26928\/revisions"}],"predecessor-version":[{"id":58162,"href":"https:\/\/www.klozers.com\/hi\/wp-json\/wp\/v2\/posts\/26928\/revisions\/58162"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.klozers.com\/hi\/wp-json\/wp\/v2\/media\/26929"}],"wp:attachment":[{"href":"https:\/\/www.klozers.com\/hi\/wp-json\/wp\/v2\/media?parent=26928"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.klozers.com\/hi\/wp-json\/wp\/v2\/categories?post=26928"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.klozers.com\/hi\/wp-json\/wp\/v2\/tags?post=26928"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}