Glossary
Go-to-market (GTM)
The plan for how a product reaches buyers and turns them into revenue.
Who you sell to, how they find out you exist, who does the selling, what it costs to do it, and how you know it worked. A product with no route to a buyer is a project, not a business.
Most early companies have a go-to-market motion whether or not they have written one down. Writing it down is what makes it repeatable by somebody other than the founder, which is what an investor is really buying.
Related terms
- ICP (ideal customer profile) — The specific kind of buyer your product fits best, described precisely.
- CAC (customer acquisition cost) — What it costs you, all in, to win one paying customer.
- Product-market fit — The point where the market pulls the product out of you.
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The GTM Score is published in full, check by check, so you can see exactly what each figure is worth before you go looking for it.
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