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how to build a gtm strategy that At TechCrunch Disrupt 2025, industry experts shared insights on developing a go-to-market (GTM) strategy that not only supports a product but also scales alongside it.

how to build a gtm strategy that

Understanding the Importance of a Robust GTM Strategy

A well-structured go-to-market strategy is crucial for any startup aiming to achieve sustainable growth. It serves as a blueprint for how a company will sell its products or services to customers. According to Max Altschuler, a seasoned entrepreneur and GTM strategist, the primary goal of a GTM strategy is to ensure that the product reaches its target audience effectively while maximizing revenue potential. This strategy encompasses various elements, including market research, competitive analysis, pricing, and distribution channels.

Altschuler emphasized that a successful GTM strategy should not be static; it must evolve as the company grows and as market dynamics change. Founders often underestimate the importance of a flexible GTM strategy, which can adapt to new challenges and opportunities. A rigid approach can lead to missed opportunities and stagnation, particularly in fast-paced industries.

Key Components of a Successful GTM Strategy

During the session at TechCrunch Disrupt, the panelists outlined several key components that are essential for building an effective GTM strategy. These components include:

Market Research: Understanding the target market is foundational. This involves identifying customer needs, preferences, and behaviors. Altschuler noted that founders should invest time in gathering data and insights that inform their GTM approach.
Value Proposition: A clear value proposition differentiates a product from its competitors. Alison Wagonfeld, another expert on the panel, highlighted the importance of articulating what makes a product unique and why customers should choose it over alternatives.
Pricing Strategy: Pricing can significantly impact a product’s market acceptance. The panel discussed various pricing models, including subscription-based, tiered, and freemium options. Marc Manara pointed out that the chosen pricing strategy should align with the overall business model and target audience.
Distribution Channels: Selecting the right channels to reach customers is critical. This could involve direct sales, partnerships, or online platforms. The panelists stressed the need for founders to evaluate which channels are most effective for their specific market.
Sales and Marketing Alignment: A successful GTM strategy requires close collaboration between sales and marketing teams. Altschuler noted that misalignment can lead to wasted resources and missed opportunities. Establishing clear communication and shared goals is essential for success.

Real-World Examples of Effective GTM Strategies

To illustrate the principles discussed, the panelists shared real-world examples of companies that have successfully implemented effective GTM strategies. These case studies provided valuable insights into how different approaches can yield varying results.

Case Study: Slack

One notable example is Slack, the collaboration platform that transformed workplace communication. The founders initially focused on a narrow target market, which allowed them to refine their product based on user feedback. By prioritizing user experience and leveraging word-of-mouth marketing, Slack was able to achieve rapid growth. The company’s freemium model enabled users to try the product before committing to a paid plan, significantly lowering the barrier to entry.

Case Study: Zoom

Another example is Zoom, the video conferencing platform that gained immense popularity during the COVID-19 pandemic. Zoom’s GTM strategy involved targeting both individual users and enterprises. By offering a user-friendly interface and reliable performance, Zoom quickly became the go-to solution for remote communication. The company’s ability to scale its infrastructure to accommodate a surge in users was a testament to its robust GTM strategy.

Challenges in Developing a GTM Strategy

While the benefits of a well-crafted GTM strategy are clear, the process of developing one is not without its challenges. The panelists discussed several common obstacles that founders may encounter:

Market Saturation: In many industries, competition is fierce. Founders must find ways to differentiate their offerings in a crowded marketplace. This requires continuous innovation and a deep understanding of customer needs.
Resource Constraints: Startups often operate with limited resources, making it challenging to execute a comprehensive GTM strategy. The panelists advised founders to prioritize their efforts and focus on high-impact activities that drive results.
Changing Market Dynamics: Markets are constantly evolving, and what works today may not be effective tomorrow. Founders must remain agile and be willing to pivot their strategies in response to new information or shifts in consumer behavior.

Measuring the Success of Your GTM Strategy

Once a GTM strategy is in place, measuring its effectiveness is crucial for ongoing success. The panelists emphasized the importance of establishing key performance indicators (KPIs) that align with the company’s goals. These KPIs could include metrics such as customer acquisition cost, lifetime value, and conversion rates.

Wagonfeld noted that tracking these metrics allows founders to assess the performance of their GTM strategy and make data-driven decisions. Regularly reviewing and analyzing these metrics can help identify areas for improvement and inform future strategic adjustments.

Stakeholder Reactions and Insights

The insights shared by the panelists resonated with many attendees at TechCrunch Disrupt 2025. Founders expressed appreciation for the practical advice and real-world examples provided. Many noted that the session helped clarify the complexities of developing a GTM strategy and offered actionable steps they could implement in their own businesses.

Feedback from the audience highlighted the importance of collaboration and adaptability in the GTM process. Several founders shared their experiences of pivoting their strategies in response to market feedback, underscoring the need for flexibility in an ever-changing landscape.

Conclusion: The Path Forward

As startups navigate the complexities of launching and scaling their products, a robust go-to-market strategy remains a critical component of their success. The insights shared by Max Altschuler, Alison Wagonfeld, and Marc Manara at TechCrunch Disrupt 2025 serve as a valuable guide for founders looking to build a GTM engine that not only supports their product but also scales with it.

By focusing on key components such as market research, value proposition, pricing strategy, distribution channels, and sales and marketing alignment, founders can create a comprehensive GTM strategy that drives results. Additionally, being aware of common challenges and measuring success through relevant KPIs will enable startups to adapt and thrive in competitive markets.

Ultimately, the journey of developing a GTM strategy is ongoing. As market dynamics shift and customer needs evolve, founders must remain vigilant and ready to adjust their strategies to ensure continued growth and success.

Source: Original report