Crafting a go-to-market strategy in enterprise product management

Ketaki Vaidya
Mind The Product(2024)


The article summarizes the unique challenges and strategies required for a successful GTM (Go to market) strategy in enterprise world. We cover how enterprise PM function is unique from regular PM, and why enterprise PMs must look at distribution as an inherent product process. We also share a framework for thinking about various components of GTM strategy. Key aspects include customer segmentation, account acquisition strategies, product packaging, positionining and marketing; and technical enablement and content distribution.

Research Areas