Growth Lab’s Post

For most companies, 2-3 Go-to-Market Motions work best. Go-to-Market motion is a predictable and scalable way to get customers to your product. In my book, Go-to-Market Strategist, I defined 7 Go-to-Market Motions: 𝐈𝐧𝐛𝐨𝐮𝐧𝐝 - you create content to generate leads 𝐎𝐮𝐭𝐛𝐨𝐮𝐧𝐝 - cold outreach to a higher volume of targets via email, social media, or phone 𝐏𝐚𝐢𝐝 𝐝𝐢𝐠𝐢𝐭𝐚𝐥 - media buying to capture the target audience’s attention 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 - engaging with or creating content for community members 𝐏𝐚𝐫𝐭𝐧𝐞𝐫𝐬 - collaborating with other companies for mutual marketing or sales benefit 𝐀𝐜𝐜𝐨𝐮𝐧𝐭-𝐛𝐚𝐬𝐞𝐝 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 - targeting high-value accounts with personalized campaigns 𝐏𝐫𝐨𝐝𝐮𝐜𝐭-𝐥𝐞𝐝 𝐠𝐫𝐨𝐰𝐭𝐡 (𝐏𝐋𝐆) - developing solutions for self-onboarding and early value realization (aka - the product would “sell itself”)  The magic happens when you use multiple GTM Motions and create synergies between them. My colleague Aakash Gupta and I analyzed some well-known technology companies.  They all had a primary GTM motion and added more motions as they grew. I usually like to start by dominating one free or inexpensive GTM motion and expand it with one paid and another "free" GTM Motions. For my business, GTM motions are:  🎯 𝐈𝐧𝐛𝐨𝐮𝐧𝐝 - a combination of LinkedIn, Substack, and content collaborations with other leaders  🤝 𝐏𝐚𝐫𝐭𝐧𝐞𝐫𝐬𝐡𝐢𝐩𝐬 - I have regional partners to open new markets - Spain and MENA because they have complementary expertise and in-depth market knowledge. 🔎 Under testing: 𝐎𝐮𝐭𝐛𝐨𝐮𝐧𝐝/𝐏𝐚𝐢𝐝 𝐝𝐢𝐠𝐢𝐭𝐚𝐥: I have been running outbound campaigns and investing in Meta ads for digital products.  What GTM Motions do you swear by in your business? Let’s exchange best practices in the comments.