Go-to-market or go-to-market strategy or market enablement is the plan of an organization, utilizing their inside and outside resources (e.g. sales force and distributors), to deliver their unique value proposition to customers and achieve competitive advantage.

A good GTM strategy generally identifies a target audience, includes a marketing plan, and outlines a sales strategy. While each product and market will be different, a GTM strategy should identify a market problem and position the product as a solution. A go-to-market (GTM) strategy is a plan that details how an organization can engage with customers to convince them to buy their product or service and to gain a competitive advantage. It includes advertising, promotions, public relations, digital marketing, direct sales, and events. A marketing plan documents the goals, objectives, research, costs, strategies, and action needed to drive business for the overall company.