Building a GTM Strategy That Works

From Zero to Launch – Building a GTM Strategy That Works

Launching a product is a milestone—getting it adopted is the mission.

At The Multitude, we work with founders and marketers who have something great in the pipeline—but no clear roadmap to market. A solid go-to-market (GTM) strategy turns assumptions into action, aligning your product, audience, and messaging for measurable results. Here’s how to build one that actually works.

Step 1: Define the Real Job to Be Done

Most GTM strategies fail because they start with “what we want to say” instead of “what they want solved.”

Ask:
- What outcome is your user trying to achieve?
- What gets in their way?
- How does your product uniquely remove that friction?

Source: Clayton Christensen’s “Competing Against Luck” on Jobs-to-be-Done theory

Step 2: Segment Ruthlessly, Prioritize Strategically

You can’t target everyone. But you can prioritize your best-fit users—those who:
- Have the problem today
- Are looking for a solution now
- Can afford to act

Use ICP filters like industry, team size, role, urgency, and behavior signals.

Step 3: Clarify Your Core Value and Messaging

A strong message is:
- Simple: Avoid jargon, say what it does
- Specific: Focus on one key benefit
- Sticky: Use emotional resonance or visual metaphors

Framework: “We help [X] achieve [Y] without [Z].”

Step 4: Map the Buyer Journey and Friction Points

Plot out:
1. Awareness → 2. Interest → 3. Consideration → 4. Decision
Then ask:
- Where do they stall?
- Where can AI or automation nudge them forward?

Tip: Tools like Funnelytics can help visualize bottlenecks.

Step 5: Select Tactics by Stage and Scale

Match actions to stage:

• Awareness – Reach the right ICP – Targeted LinkedIn ads, partner co-marketing

• Interest – Show relevance – SEO-rich blogs, email mini-series

• Consideration – Build trust – Webinars, customer proof, 1:1 demos

• Decision – Drive action – Limited-time offers, onboarding guides

Start small—nail one channel, then expand.

Step 6: Define Success and Set Feedback Loops

Track KPIs aligned to your goals:

• Leads generated by ICP tier

• Conversion rate from demo to customer

• CAC vs. LTV

Use tools like HubSpot, Flowlu, or Notion dashboards to monitor progress weekly.

Final Word

A great GTM strategy isn’t a deck—it’s a system. One that flexes with feedback, scales with confidence, and focuses on solving real problems fast. Want help building yours? Let’s talk.