Go-to-Market (GTM) Prompts

GTM prompts straddle between Strategy and Craft & Execution subject areas. Particularly at Google, where Craft & Execution is relatively new, you need to be ready for GTM questions in any interview the recrutier tells you is marked as either category.

With that as the preface, you might find these two articles helpful:

• What is a Go-to-Market Strategy? GTM101

  This article covers the concept well, but these are the highlights I found most relevant to PM interviews.

  • Common situations for this question:

    • A new product in an existing market

    • An existing product in a new market

    • A new product in a new market

  • Things to Consider

    • Business Goals

    • Target Audiences

    • Market Research

    • Competitor Analysis

    • Determine Channels

  • Best Practices

    • Get stakeholder participation

    • Launch with an MVP

    • Prioritize communication and training

    • Test and experiment

    • Measure and analyze

    • Encourage continuous improvement

• How to Create a Winning Go-To-Market Strategy

  • This article covers a lot of the same concepts but adds a little more on different types of GTM Strategies. Note: Most of these strategies apply to B2B not B2C products. Most B2C products have a deeper focus on marketing in the right channels were you find consumers.

    • Product-Led Marketing

    • Sales Enablement

    • Inbound Marketing

    • Demand Generation

    • Account-Based Marketing