// GTM
GTM
Go-To-Market, the full system of how a company acquires, sells to, and expands customers.
In depth
GTM covers ICP, pricing & packaging, sales motion, marketing engine, channel strategy, CS motion and the org design that supports them. GTM fit is the second product-market fit, many companies find PMF and still fail to find GTM fit.
Related terms
PLG
Product-Led Growth, a GTM motion where the product itself is the primary acquisition and expansion driver.
ICP
Ideal Customer Profile, the tightly-defined firmographic + behavioural profile of the accounts you win, keep and expand.
RevOps
Revenue Operations, the function unifying sales, marketing and CS ops around one pipeline and system of record.