Go-to-market
A plan describing how a company will launch a product or enter a market: distribution channels, target segments, key messages, pricing, sales force and timeline. It translates strategy into coordinated operational actions.
In practice
A failed go-to-market is more often the result of poor targeting than a poor product. The beachhead market rule: choose a segment of 500-2,000 targets where you can become dominant within 12 months, then expand from that position of strength. HubSpot started with marketing agencies before addressing SMEs directly — a narrow entry point, then a logical expansion.