Why Every Growth Strategy Starts with GTM
- María Rodríguez
- Jul 1
- 2 min read
🎯 Your Go-to-Market Strategy in 3 Minutes
Go-to-market strategy sounds like one of those complicated business words, but it's actually pretty simple.
In this edition, we're breaking down what a go-to-market strategy really is, clearing up a few common misconceptions, and explore how Zoom grew by making it incredibly easy for people to experience the product.
B2B Go-to-Market 101
A GTM strategy is the overall plan for how a business brings a product or service to customers.
It's about connecting the dots between what you're selling, who you're selling to, and how you'll reach them.
A common misconception is that GTM is just marketing or just sales. In reality, it brings several things together, including:
📍 ICP: Who your ideal customers are.
📍 The problem you're solving for them
📍 Your messaging and positioning
📍 The channels you use, such as email, content, events, or partnerships
📍 How marketing + sales + customer success work together
Every business has a different approach.
Some rely on outbound sales. Others grow through content, referrals, communities, product-led growth, or a mix of strategies.
If you'd like to start somewhere with your GTM strategy, grab a piece of paper and answer these three questions:
✍️ Who has the problem we're solving, and how are they solving it today?
✍️ Why should someone choose us instead of the alternatives?
✍️ Where can we consistently reach the people we want to work with?
IRL Example
When Zoom launched, it entered a market already dominated by tools like Skype and Webex.
Instead of trying to outspend competitors on ads, Zoom took an enterprise-first approach (focusing on businesses before consumers) and leaned into product-led growth (letting the product itself bring in new users).
It offered a free plan, made meetings incredibly easy to join, and turned every invite link into an opportunity for someone new to experience the product. As happy users invited coworkers and clients, word of mouth became one of Zoom's biggest growth drivers.
🌐 Digital & Social Snapshot
Projected to hit $23.4B in the US this year (a 48% jump), the platform is collapsing traditional funnels by making livestream video the primary checkout point.
Google Analytics updated to automatically group incoming traffic from recognized platforms like ChatGPT, Gemini, and Claude under a new "AI Assistant" channel.
CMOs from Coach, American Eagle, Comcast, and others say YouTube, Pinterest, creators, and AI are among their biggest priorities for 2026.
Sources: eMarketer, Business Insider
📘 Recommendation of the Week
Contrarian and Right: how to be contrarian in B2B marketing
A great read on why brand building is one of the smartest long-term growth investments. It challenges the idea that acquisition alone drives ROI and explains why strong, consistent brands outperform hyper-targeted, short-term marketing.
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