PE – What is GTM Strategy (& Why it’s Important in PE)?

What is a “GTM Strategy” & why it’s a key driver in PE?

GTM is one of the terms that gets thrown around a lot but what does it actually mean from a PE context – here is a good definition of GTM Strategy: *

“GTM Strategy: a fundamental business strategy to drive revenue; not a simple campaign or tactic.”

The 2 key strategic points are:

1. a “fundamental business strategy”

2. to “drive revenue”

 

It’s a “business strategy” – for the entire commercial side of a portfolio company and focused on the typical #1 business objective, which is: growing the top-line revenue. It’s also a fundamental strategy covering the entire Commercial side & the Revenue Lifecycle:

• People & Org
• Growth Strategy
• Pipeline Creation
• New Customer Acquisition
• Growth via Expansion & Retention
• Customer Management, CX & CS
• Systematizing & Operationalizing
• Execution, Levers, Drivers & Metrics

 

Who is responsible:

• CEO & CRO (in alignment w/ the Board of Directors)

 

 

* GTM definition – source: Engagio

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