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*[data-theme="gray"]{--bg:var(--black-20);--bg-medium:var(--black-50);--bg-medium-weak:var(--black-50);--bg-hover:var(--black-100);--bg-strong:var(--black-100);--border:var(--black-100);--border-weak:var(--black-100);--border-strong:var(--black-200);--border-strong-hover:var(--black-500);--text:var(--black-1000);--text-medium:var(--black-800);--text-weak:var(--black-600);--link-text:var(--black-1000);--link-text-hover:var(--black-600);--link-text-active:var(--black-1000);--icon:var(--black-1000);--icon-medium:var(--black-800);--icon-weak:var(--black-600);--icon-hover:var(--black-800);--icon-medium-hover:var(--black-600);--icon-disabled:var(--black-600);--btn-primary-background:var(--black-1000);--btn-primary-background-hover:var(--black-600);--btn-primary-background-selected:var(--black-1000);--btn-primary-background-disabled:var(--black-100);--btn-primary-text:var(--white);--btn-primary-text-disabled:var(--black-500);--btn-primary-icon:var(--black-100);--btn-primary-icon-disabled:var(--black-300);--btn-primary-outline:var(--black-20);--btn-primary-outline-hover:var(--black-20);--btn-secondary-background:var(--black-20);--btn-secondary-background-hover:var(--black-50);--btn-secondary-background-selected:var(--black-20);--btn-secondary-background-disabled:var(--black-20);--btn-secondary-text:var(--black-1000);--btn-secondary-text-disabled:var(--black-500);--btn-secondary-icon:var(--black-1000);--btn-secondary-icon-disabled:var(--black-1000);--btn-secondary-outline:var(--black-600);--btn-secondary-outline-hover:var(--black-600);--btn-tertiary-link-text:var(--black-1000);--btn-tertiary-link-text-hover:var(--black-600);--btn-tertiary-background:var(--black-1000);--btn-tertiary-background-hover:var(--black-600);--btn-tertiary-icon:var(--white);--chip-bg:var(--black-50);--chip-bg-hover:var(--black-100);--chip-bg-selected:var(--coral-0);--chip-text:var(--black-1000);--chip-text-selected:var(--coral-1000);--tag-bg:var(--black-100);--tag-text:var(--black-500);--accent-dark-coral:var(--coral-1000);--accent-dark-blue:var(--blue-1000);--accent-dark-green:var(--green-1000);--accent-dark-purple:var(--purple-1000);--accent-light-coral:var(--coral-0);--accent-light-blue:var(--blue-0);--accent-light-green:var(--green-0);--accent-light-purple:var(--purple-0);--accent-bright-coral:var(--glow-coral);--error:var(--red);--warning:var(--amber);--success:var(--green);--glow:var(--glow-gray);--logo-text:var(--coral-1000);--logo-circles:var(--accent-bright-coral);--btn-google-background:var(--google-sign-up-blue);--btn-google-background-hover:var(--google-sign-up-blue-light);}html 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*[data-theme="dark-coral"]{--bg:var(--coral-1000);--bg-medium:var(--coral-950);--bg-medium-weak:var(--coral-950);--bg-hover:var(--coral-900);--bg-strong:var(--coral-800);--border:var(--coral-900);--border-weak:var(--coral-900);--border-strong:var(--coral-800);--border-strong-hover:var(--coral-500);--text:var(--coral-0);--text-medium:var(--coral-200);--text-weak:var(--coral-400);--link-text:var(--white);--link-text-hover:var(--coral-300);--link-text-active:var(--white);--icon:var(--coral-200);--icon-medium:var(--coral-200);--icon-weak:var(--coral-400);--icon-hover:var(--coral-200);--icon-medium-hover:var(--coral-400);--icon-disabled:var(--coral-400);--btn-primary-background:var(--coral-0);--btn-primary-background-hover:var(--coral-300);--btn-primary-background-selected:var(--coral-0);--btn-primary-background-disabled:var(--coral-950);--btn-primary-text:var(--coral-1000);--btn-primary-text-disabled:var(--coral-900);--btn-primary-icon:var(--coral-1000);--btn-primary-icon-disabled:var(--coral-700);--btn-primary-outline:var(--coral-1000);--btn-primary-outline-hover:var(--coral-1000);--btn-secondary-background:var(--coral-1000);--btn-secondary-background-hover:var(--coral-900);--btn-secondary-background-selected:var(--coral-1000);--btn-secondary-background-disabled:var(--coral-1000);--btn-secondary-text:var(--coral-0);--btn-secondary-text-disabled:var(--coral-500);--btn-secondary-icon:var(--coral-0);--btn-secondary-icon-disabled:var(--coral-0);--btn-secondary-outline:var(--coral-400);--btn-secondary-outline-hover:var(--coral-400);--btn-tertiary-link-text:var(--coral-0);--btn-tertiary-link-text-hover:var(--coral-300);--btn-tertiary-background:var(--coral-0);--btn-tertiary-background-hover:var(--coral-300);--btn-tertiary-icon:var(--coral-1000);--chip-bg:var(--coral-950);--chip-bg-hover:var(--coral-900);--chip-bg-selected:var(--coral-800);--chip-text:var(--coral-0);--chip-text-selected:var(--coral-0);--tag-bg:var(--coral-900);--tag-text:var(--coral-0);--accent-dark-coral:var(--coral-1000);--accent-dark-blue:var(--coral-1000);--accent-dark-green:var(--coral-1000);--accent-dark-purple:var(--coral-1000);--accent-light-coral:var(--coral-0);--accent-light-blue:var(--coral-0);--accent-light-green:var(--coral-0);--accent-light-purple:var(--coral-0);--accent-bright-coral:var(--glow-coral);--error:var(--red);--warning:var(--amber);--success:var(--green);--glow:var(--glow-coral);--logo-text:var(--coral-0);--logo-circles:var(--accent-bright-coral);--btn-google-background:var(--coral-0);--btn-google-background-hover:var(--coral-300);}html 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1H9.5C9.8 1 10 1.2 10 1.5V2.5C10 2.8 9.8 3 9.5 3H6.5C6.2 3 6 2.8 6 2.5V1.5C6 1.2 6.2 1 6.5 1ZM14 13C14 14.1 13.1 15 12 15H4C2.9 15 2 14.1 2 13V4C2 2.9 2.9 2 4 2H5V2.5C5 3.35 5.65 4 6.5 4H9.5C10.35 4 11 3.35 11 2.5V2H12C13.1 2 14 2.9 14 4V13Z"></path></svg><span>Project management</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/features/goals-reporting"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="goal-icon-title-id" aria-hidden="true" fill="var(--lightmode-icon)" style="fill:var(--lightmode-icon)"><title id="goal-icon-title-id">goal icon</title><path d="M14.8417 13.2322L11.7917 8.53223C12.5417 7.68223 12.9917 6.53223 12.9917 5.28223C12.9917 2.53223 10.7417 0.282227 7.99167 0.282227C5.24167 0.332227 2.99167 2.58223 2.99167 5.33223C2.99167 6.58223 3.44167 7.68223 4.19167 8.58223L1.14167 13.2822C0.741673 13.8822 0.691673 14.6822 1.04167 15.3322C1.39167 15.9822 2.04167 16.3822 2.79167 16.3822H13.1917C13.9417 16.3822 14.5917 15.9822 14.9417 15.3322C15.2917 14.6322 15.2917 13.8822 14.8417 13.2322ZM3.99167 5.33223C3.99167 3.13223 5.79167 1.33223 7.99167 1.33223C10.1917 1.33223 11.9917 3.13223 11.9917 5.33223C11.9917 6.23223 11.6917 7.03223 11.2417 7.68223L9.69167 5.28223C9.34167 4.73223 8.69167 4.38223 8.04167 4.38223C7.34167 4.38223 6.74167 4.73223 6.39167 5.28223L4.84167 7.68223C4.29167 7.03223 3.99167 6.23223 3.99167 5.33223ZM10.5417 8.43223C9.84167 8.98223 8.94167 9.33223 7.99167 9.33223C7.04167 9.33223 6.14167 8.98223 5.44167 8.43223L7.14167 5.83223C7.34167 5.53223 7.64167 5.38223 7.99167 5.38223C8.34167 5.38223 8.64167 5.53223 8.84167 5.83223L10.5417 8.43223ZM14.0917 14.8322C13.8917 15.1822 13.5917 15.3322 13.1917 15.3322H2.79167C2.44167 15.3322 2.09167 15.1322 1.89167 14.8322C1.69167 14.4822 1.74167 14.1322 1.94167 13.8322L4.89167 9.33223C5.74167 9.98223 6.79167 10.3822 7.99167 10.3822C9.14167 10.3822 10.2417 9.98223 11.0917 9.33223L14.0417 13.8322C14.2417 14.0822 14.2417 14.4822 14.0917 14.8322Z"></path></svg><span>Goals and reporting</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/product/ai"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="asana-intelligence-icon-title-id" aria-hidden="true" fill="var(--lightmode-icon)" style="fill:var(--lightmode-icon)"><title id="asana-intelligence-icon-title-id">asana-intelligence icon</title><path d="M11.082 0.0429688H12.668V0.496094C12.668 1.00684 12.8709 1.49667 13.232 1.85783C13.5932 2.21898 14.083 2.42187 14.5937 2.42187H15.0469V4.00781H14.5937C14.083 4.00781 13.5932 4.21071 13.232 4.57186C12.8709 4.93301 12.668 5.42284 12.668 5.93359V6.38672H11.082V5.93359C11.082 5.42284 10.8791 4.93301 10.518 4.57186C10.1568 4.21071 9.667 4.00781 9.15625 4.00781H8.70312V2.42187H9.15625C9.667 2.42187 10.1568 2.21898 10.518 1.85783C10.8791 1.49667 11.082 1.00684 11.082 0.496094V0.0429688ZM11.875 1.28908C11.7429 1.74202 11.4984 2.15902 11.1588 2.49864C10.8192 2.83826 10.4022 3.08272 9.94923 3.21485C10.4022 3.34697 10.8192 3.59142 11.1588 3.93104C11.4984 4.27067 11.7429 4.68767 11.875 5.14061C12.0071 4.68767 12.2516 4.27067 12.5912 3.93104C12.9308 3.59142 13.3478 3.34697 13.8008 3.21485C13.3478 3.08272 12.9308 2.83826 12.5912 2.49864C12.2516 2.15902 12.0071 1.74202 11.875 1.28908ZM3.71875 2.76172H5.53125V3.21484C5.53125 4.1524 5.79037 4.81557 6.21982 5.24502C6.64927 5.67447 7.31244 5.93359 8.25 5.93359H8.70312V7.74609H8.25C7.31244 7.74609 6.64927 8.00522 6.21982 8.43466C5.79037 8.86411 5.53125 9.52729 5.53125 10.4648V10.918H3.71875V10.4648C3.71875 9.52996 3.45478 8.86624 3.02161 8.43561C2.58798 8.00452 1.92354 7.74609 1 7.74609H0.546875V5.93359H1C1.93756 5.93359 2.60073 5.67447 3.03018 5.24502C3.45963 4.81557 3.71875 4.1524 3.71875 3.21484V2.76172ZM4.60674 3.66797C4.53202 4.57003 4.22691 5.32992 3.67099 5.88584C3.11507 6.44176 2.35518 6.74686 1.45312 6.82158V6.85849C2.34592 6.93393 3.10362 7.23926 3.66054 7.79291C4.2189 8.34801 4.53014 9.10769 4.60639 10.0117H4.64326C4.71798 9.10966 5.02309 8.34977 5.57901 7.79385C6.13493 7.23793 6.89482 6.93282 7.79687 6.85811V6.82158C6.89482 6.74686 6.13493 6.44176 5.57901 5.88584C5.02309 5.32992 4.71798 4.57003 4.64326 3.66797H4.60674ZM9.26953 9.10547H10.8555V9.55859C10.8555 10.0693 11.0584 10.5592 11.4195 10.9203C11.7807 11.2815 12.2705 11.4844 12.7812 11.4844H13.2344V13.0703H12.7812C12.2705 13.0703 11.7807 13.2732 11.4195 13.6344C11.0584 13.9955 10.8555 14.4853 10.8555 14.9961V15.4492H9.26953V14.9961C9.26953 14.4853 9.06664 13.9955 8.70548 13.6344C8.34433 13.2732 7.8545 13.0703 7.34375 13.0703H6.89062V11.4844H7.34375C7.8545 11.4844 8.34433 11.2815 8.70548 10.9203C9.06664 10.5592 9.26953 10.0693 9.26953 9.55859V9.10547ZM10.0625 10.3516C9.93038 10.8045 9.68592 11.2215 9.3463 11.5611C9.00668 11.9008 8.58968 12.1452 8.13673 12.2773C8.58968 12.4095 9.00668 12.6539 9.3463 12.9935C9.68592 13.3332 9.93038 13.7502 10.0625 14.2031C10.1946 13.7502 10.4391 13.3332 10.7787 12.9935C11.1183 12.6539 11.5353 12.4095 11.9883 12.2773C11.5353 12.1452 11.1183 11.9008 10.7787 11.5611C10.4391 11.2215 10.1946 10.8045 10.0625 10.3516Z"></path></svg><span>Asana AI</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/features/workflow-automation"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="workflow-icon-title-id" aria-hidden="true" fill="var(--lightmode-icon)" style="fill:var(--lightmode-icon)"><title id="workflow-icon-title-id">workflow icon</title><path d="M11.625 5.87256H13.625C14.45 5.87256 15.125 5.19756 15.125 4.37256V2.37256C15.125 1.54756 14.45 0.872559 13.625 0.872559H11.625C10.8 0.872559 10.125 1.54756 10.125 2.37256V2.87256H6.325C6.09 1.59256 4.97 0.622559 3.625 0.622559C2.11 0.622559 0.875 1.85756 0.875 3.37256C0.875 4.71756 1.845 5.83756 3.125 6.07256V9.87256H2.625C1.8 9.87256 1.125 10.5476 1.125 11.3726V13.3726C1.125 14.1976 1.8 14.8726 2.625 14.8726H4.625C5.45 14.8726 6.125 14.1976 6.125 13.3726V12.8726H13.425L11.77 14.5276C11.575 14.7226 11.575 15.0376 11.77 15.2326C11.87 15.3326 11.995 15.3776 12.125 15.3776C12.255 15.3776 12.38 15.3276 12.48 15.2326L14.98 12.7326C15.08 12.6326 15.125 12.5026 15.125 12.3776C15.125 12.3776 15.125 12.3776 15.125 12.3726C15.125 12.2226 15.055 12.0926 14.955 12.0026L12.47 9.51756C12.275 9.32256 11.96 9.32256 11.765 9.51756C11.57 9.71256 11.57 10.0276 11.765 10.2226L13.41 11.8726H6.125V11.3726C6.125 10.5476 5.45 9.87256 4.625 9.87256H4.125V6.07256C5.24 5.86756 6.12 4.98756 6.325 3.87256H10.125V4.37256C10.125 5.19756 10.8 5.87256 11.625 5.87256ZM11.125 2.37256C11.125 2.09756 11.35 1.87256 11.625 1.87256H13.625C13.9 1.87256 14.125 2.09756 14.125 2.37256V4.37256C14.125 4.64756 13.9 4.87256 13.625 4.87256H11.625C11.35 4.87256 11.125 4.64756 11.125 4.37256V2.37256ZM4.625 10.8726C4.9 10.8726 5.125 11.0976 5.125 11.3726V13.3726C5.125 13.6476 4.9 13.8726 4.625 13.8726H2.625C2.35 13.8726 2.125 13.6476 2.125 13.3726V11.3726C2.125 11.0976 2.35 10.8726 2.625 10.8726H4.625ZM3.625 5.12256C2.66 5.12256 1.875 4.33756 1.875 3.37256C1.875 2.40756 2.66 1.62256 3.625 1.62256C4.59 1.62256 5.375 2.40756 5.375 3.37256C5.375 4.33756 4.59 5.12256 3.625 5.12256Z"></path></svg><span>Workflows and automation</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/features/resource-management"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="portfolio-icon-title-id" aria-hidden="true" fill="var(--lightmode-icon)" style="fill:var(--lightmode-icon)"><title id="portfolio-icon-title-id">portfolio icon</title><path fill-rule="evenodd" d="M14.5 4c.85 0 1.5.65 1.5 1.5v7c0 1.4-1.1 2.5-2.5 2.5h-11C1.1 15 0 13.9 0 12.5v-10C0 1.65.65 1 1.5 1h4.6c.2 0 .35.1.45.25L7.6 3.2c.25.5.75.8 1.3.8h5.6Zm.5 1.5v7c0 .85-.65 1.5-1.5 1.5h-11c-.85 0-1.5-.65-1.5-1.5V5h13.5c.3 0 .5.2.5.5ZM6.9 4c-.1-.1-.15-.2-.2-.3L5.8 2H1.5c-.3 0-.5.2-.5.5V4h5.9Z" clip-rule="evenodd"></path></svg><span>Resource management</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/features/admin-security/"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="my-task-icon-title-id" aria-hidden="true" fill="var(--lightmode-icon)" style="fill:var(--lightmode-icon)"><title id="my-task-icon-title-id">my-task icon</title><path d="M7.975 8.5c2.2 0 4-1.8 4-4s-1.8-4-4-4-4 1.8-4 4 1.8 4 4 4Zm0-7c1.65 0 3 1.35 3 3s-1.35 3-3 3-3-1.35-3-3 1.35-3 3-3Zm6.5 10.9c-.3 0-.5.2-.5.5V15c0 .3.2.5.5.5s.5-.2.5-.5v-2.1c0-.3-.2-.5-.5-.5Zm-2.4-2.4c0-.3-.2-.5-.5-.5h-7.2c-1.9 0-3.4 1.5-3.4 3.4V15c0 .3.2.5.5.5s.5-.2.5-.5v-2.1c0-1.3 1.1-2.4 2.4-2.4h7.2c.3 0 .5-.2.5-.5Zm2.8-.4c-.2-.2-.5-.2-.7 0l-4.05 4.05-1.35-1.35c-.2-.2-.5-.2-.7 0-.2.2-.2.5 0 .7l1.7 1.7c.1.1.2.15.35.15.15 0 .25-.05.35-.15l4.4-4.4c.2-.2.2-.5 0-.7Z"></path></svg><span>Admin and security</span></div></a></li></ul></div><div class="_nav_hamburger-section__16fMk _nav_hamburger-section--featured__GDm6R"><h3 class="_nav_hamburger-section__name__wyHBS">ALL PLANS</h3><ul class="_nav_hamburger-section__items__jOZly"><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/pricing"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="list-icon-title-id" aria-hidden="true" fill="#646F79" style="fill:#646F79"><title id="list-icon-title-id">list icon</title><path d="M13 1.5H3C1.35 1.5 0 2.85 0 4.5V11.5C0 13.15 1.35 14.5 3 14.5H13C14.65 14.5 16 13.15 16 11.5V4.5C16 2.85 14.65 1.5 13 1.5ZM15 11.5C15 12.6 14.1 13.5 13 13.5H3C1.9 13.5 1 12.6 1 11.5V4.5C1 3.4 1.9 2.5 3 2.5H13C14.1 2.5 15 3.4 15 4.5V11.5ZM13 5C13 5.3 12.8 5.5 12.5 5.5H6.5C6.2 5.5 6 5.3 6 5C6 4.7 6.2 4.5 6.5 4.5H12.5C12.8 4.5 13 4.7 13 5ZM6 8C6 7.7 6.2 7.5 6.5 7.5H9.5C9.8 7.5 10 7.7 10 8C10 8.3 9.8 8.5 9.5 8.5H6.5C6.2 8.5 6 8.3 6 8ZM12 11C12 11.3 11.8 11.5 11.5 11.5H6.5C6.2 11.5 6 11.3 6 11C6 10.7 6.2 10.5 6.5 10.5H11.5C11.8 10.5 12 10.7 12 11ZM4.6 5C4.6 5.35 4.35 5.6 4 5.6C3.65 5.6 3.4 5.35 3.4 5C3.4 4.65 3.65 4.4 4 4.4C4.35 4.4 4.6 4.65 4.6 5ZM4.6 8C4.6 8.35 4.35 8.6 4 8.6C3.65 8.6 3.4 8.35 3.4 8C3.4 7.65 3.65 7.4 4 7.4C4.35 7.4 4.6 7.65 4.6 8ZM4.6 11C4.6 11.35 4.35 11.6 4 11.6C3.65 11.6 3.4 11.35 3.4 11C3.4 10.65 3.65 10.4 4 10.4C4.35 10.4 4.6 10.65 4.6 11Z"></path></svg><span>Personal</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/plan/starter"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="premium-icon-title-id" aria-hidden="true" fill="rgb(147, 140, 225)" style="fill:rgb(147, 140, 225)"><title id="premium-icon-title-id">premium icon</title><path d="M13.5 6.48755C13.5 3.43755 11.05 0.987549 8 0.987549C4.95 0.987549 2.5 3.43755 2.5 6.48755C2.5 7.93755 3.05 9.28755 4 10.2375V16.4875C4 16.6875 4.1 16.8375 4.25 16.9375C4.4 17.0375 4.6 17.0375 4.75 16.9375L8 15.0875L11.25 16.9375C11.35 16.9875 11.4 16.9875 11.5 16.9875C11.6 16.9875 11.65 16.9875 11.75 16.9375C11.9 16.8375 12 16.6875 12 16.4875V10.2375C12.95 9.28755 13.5 7.93755 13.5 6.48755ZM8 1.98755C10.5 1.98755 12.5 3.98755 12.5 6.48755C12.5 8.98755 10.5 10.9875 8 10.9875C5.5 10.9875 3.5 8.98755 3.5 6.48755C3.5 3.98755 5.5 1.98755 8 1.98755ZM8.25 14.0375C8.1 13.9375 7.9 13.9375 7.75 14.0375L5 15.6375V11.0875C5.85 11.6375 6.9 11.9875 8 11.9875C9.1 11.9875 10.15 11.6375 11 11.0875V15.6375L8.25 14.0375Z"></path></svg><span>Starter</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/plan/advanced"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="briefcase-icon-title-id" aria-hidden="true" fill="rgb(93, 162, 131)" style="fill:rgb(93, 162, 131)"><title id="briefcase-icon-title-id">briefcase icon</title><path d="M4 13.5V5.5H5V13.5H11V5.5H12V13.5H13C13.5523 13.5 14 13.0523 14 12.5V6.5C14 5.94772 13.5523 5.5 13 5.5H11H5H3C2.44772 5.5 2 5.94772 2 6.5V12.5C2 13.0523 2.44772 13.5 3 13.5H4ZM5 4.5V3.5C5 2.39543 5.89543 1.5 7 1.5H9C10.1046 1.5 11 2.39543 11 3.5V4.5H13C14.1046 4.5 15 5.39543 15 6.5V12.5C15 13.6046 14.1046 14.5 13 14.5H3C1.89543 14.5 1 13.6046 1 12.5V6.5C1 5.39543 1.89543 4.5 3 4.5H5ZM6 4.5H10V3.5C10 2.94772 9.55229 2.5 9 2.5H7C6.44772 2.5 6 2.94772 6 3.5V4.5Z"></path></svg><span>Advanced</span></div></a></li></ul></div></nav></div><div class="_nav_mobile-drawer__dropdown-wrapper__Zy6XQ" style="height:0px"><button class="_nav_mobile-drawer__dropdown__Mxq0T">Solutions<svg width="10" height="10" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="chevron-down-icon-title-id" aria-hidden="false" fill="#B9BCC0" style="fill:#B9BCC0"><title id="chevron-down-icon-title-id">chevron-down icon</title><path d="M8.00011 10.9801C7.85011 10.9801 7.65011 10.9301 7.55011 10.8301L2.05011 6.33009C1.75011 6.08009 1.70011 5.58009 1.95011 5.28009C2.20011 4.98009 2.70011 4.93009 3.00011 5.18009L8.00011 9.28009L13.0001 5.18009C13.3001 4.93009 13.8001 4.98009 14.0501 5.28009C14.3001 5.58009 14.2501 6.08009 13.9501 6.33009L8.45011 10.8301C8.35011 10.9301 8.15011 10.9801 8.00011 10.9801Z"></path></svg></button><nav class="_nav_mobile-drawer__section-items__z2iCe" inert=""><div class="_nav_hamburger-section__16fMk"><h3 class="_nav_hamburger-section__name__wyHBS">Company Type</h3><ul class="_nav_hamburger-section__items__jOZly"><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/enterprise"><div class="_nav_card-link__name__ADncl"><span>Enterprise</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/small-business"><div class="_nav_card-link__name__ADncl"><span>Small business</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/industry/nonprofit"><div class="_nav_card-link__name__ADncl"><span>Nonprofit</span></div></a></li></ul></div><div class="_nav_hamburger-section__16fMk"><h3 class="_nav_hamburger-section__name__wyHBS">Teams</h3><ul class="_nav_hamburger-section__items__jOZly"><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/teams/operations"><div class="_nav_card-link__name__ADncl"><span>Operations</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/teams/marketing"><div class="_nav_card-link__name__ADncl"><span>Marketing</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/teams/it"><div class="_nav_card-link__name__ADncl"><span>IT</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/teams/leaders"><div class="_nav_card-link__name__ADncl"><span>Leaders</span></div></a></li></ul></div><div class="_nav_hamburger-section__16fMk"><h3 class="_nav_hamburger-section__name__wyHBS">Industries</h3><ul class="_nav_hamburger-section__items__jOZly"><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/industry/healthcare"><div class="_nav_card-link__name__ADncl"><span>Healthcare</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/industry/retail"><div class="_nav_card-link__name__ADncl"><span>Retail</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/industry/financial-services"><div class="_nav_card-link__name__ADncl"><span>Financial Services</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" href="/industry/education"><div class="_nav_card-link__name__ADncl"><span>Education</span></div></a></li><li class="_nav_hamburger-section__item__qWD2x"><a class="_nav_card-link__U1lGF" 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href="/pricing">Pricing</a></ul><div class="_nav_mobile-drawer-buttons__QzO_E"><a class="_nav_button-cta___INC7 _nav_hide-on-mobile__OVrVQ hide-on-logged-in" title="Get started" href="/create-account">Get started</a><a class="_nav_button-cta___INC7 _nav_hide-on-non-mobile__1Ruyc hide-on-logged-in" title="Get started" href="/create-account">Get started</a><a class="_nav_button-cta___INC7 _nav_button-cta--type-secondary__wr1qf hide-on-logged-in" title="Log In" href="https://app.asana.com/">Log In</a><a class="_nav_button-cta___INC7 hide-on-logged-out" title="Launch Asana" href="https://app.asana.com/">Launch Asana</a></div></div><div class="_nav_dropdown-footer__4avDy"><ul class="_nav_dropdown-footer__buttons__F4Vxf"><a class="_nav_dropdown-footer__button__v9vx5" href="/sales" tabindex="-1">Contact sales</a><div class="_nav_dropdown-footer__separator__kQ4ao"></div><a class="_nav_dropdown-footer__button__v9vx5" href="/go/demo" tabindex="-1">View demo</a><div 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class="_nav_card-link__name__ADncl"><span>All features</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/whats-new"><div class="_nav_card-link__name__ADncl"><span>Latest feature release</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/apps"><div class="_nav_card-link__name__ADncl"><span>App integrations</span></div></a></li></ul></div></div><div class="_nav_desktop-drawer-section__9FiqV _nav_desktop-drawer-section--span-two-columns__jod4j"><span class="_nav_desktop-drawer-section__name__5MOqu">CAPABILITIES</span><div class="_nav_desktop-drawer-section__items-area__v_s35 _nav_desktop-drawer-section__items-area--two-columns-grid__exA5V"><ul><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/features/project-management"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="project-icon-title-id" aria-hidden="true" fill="var(--lightmode-icon)" style="fill:var(--lightmode-icon)"><title id="project-icon-title-id">project icon</title><path d="M5 6.75C5.4 6.75 5.75 7.1 5.75 7.5C5.75 7.9 5.4 8.25 5 8.25C4.6 8.25 4.25 7.9 4.25 7.5C4.25 7.1 4.6 6.75 5 6.75ZM11.5 7H7.5C7.2 7 7 7.2 7 7.5C7 7.8 7.2 8 7.5 8H11.5C11.8 8 12 7.8 12 7.5C12 7.2 11.8 7 11.5 7ZM11.5 10H7.5C7.2 10 7 10.2 7 10.5C7 10.8 7.2 11 7.5 11H11.5C11.8 11 12 10.8 12 10.5C12 10.2 11.8 10 11.5 10ZM5 9.75C5.4 9.75 5.75 10.1 5.75 10.5C5.75 10.9 5.4 11.25 5 11.25C4.6 11.25 4.25 10.9 4.25 10.5C4.25 10.1 4.6 9.75 5 9.75ZM12 1H10.9C10.7 0.4 10.15 0 9.5 0H6.5C5.85 0 5.3 0.4 5.1 1H4C2.35 1 1 2.35 1 4V13C1 14.65 2.35 16 4 16H12C13.65 16 15 14.65 15 13V4C15 2.35 13.65 1 12 1ZM6.5 1H9.5C9.8 1 10 1.2 10 1.5V2.5C10 2.8 9.8 3 9.5 3H6.5C6.2 3 6 2.8 6 2.5V1.5C6 1.2 6.2 1 6.5 1ZM14 13C14 14.1 13.1 15 12 15H4C2.9 15 2 14.1 2 13V4C2 2.9 2.9 2 4 2H5V2.5C5 3.35 5.65 4 6.5 4H9.5C10.35 4 11 3.35 11 2.5V2H12C13.1 2 14 2.9 14 4V13Z"></path></svg><span>Project management</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/features/goals-reporting"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="goal-icon-title-id" aria-hidden="true" fill="var(--lightmode-icon)" style="fill:var(--lightmode-icon)"><title id="goal-icon-title-id">goal icon</title><path d="M14.8417 13.2322L11.7917 8.53223C12.5417 7.68223 12.9917 6.53223 12.9917 5.28223C12.9917 2.53223 10.7417 0.282227 7.99167 0.282227C5.24167 0.332227 2.99167 2.58223 2.99167 5.33223C2.99167 6.58223 3.44167 7.68223 4.19167 8.58223L1.14167 13.2822C0.741673 13.8822 0.691673 14.6822 1.04167 15.3322C1.39167 15.9822 2.04167 16.3822 2.79167 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14.0822 14.2417 14.4822 14.0917 14.8322Z"></path></svg><span>Goals and reporting</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/product/ai"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="asana-intelligence-icon-title-id" aria-hidden="true" fill="var(--lightmode-icon)" style="fill:var(--lightmode-icon)"><title id="asana-intelligence-icon-title-id">asana-intelligence icon</title><path d="M11.082 0.0429688H12.668V0.496094C12.668 1.00684 12.8709 1.49667 13.232 1.85783C13.5932 2.21898 14.083 2.42187 14.5937 2.42187H15.0469V4.00781H14.5937C14.083 4.00781 13.5932 4.21071 13.232 4.57186C12.8709 4.93301 12.668 5.42284 12.668 5.93359V6.38672H11.082V5.93359C11.082 5.42284 10.8791 4.93301 10.518 4.57186C10.1568 4.21071 9.667 4.00781 9.15625 4.00781H8.70312V2.42187H9.15625C9.667 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4.57003 4.22691 5.32992 3.67099 5.88584C3.11507 6.44176 2.35518 6.74686 1.45312 6.82158V6.85849C2.34592 6.93393 3.10362 7.23926 3.66054 7.79291C4.2189 8.34801 4.53014 9.10769 4.60639 10.0117H4.64326C4.71798 9.10966 5.02309 8.34977 5.57901 7.79385C6.13493 7.23793 6.89482 6.93282 7.79687 6.85811V6.82158C6.89482 6.74686 6.13493 6.44176 5.57901 5.88584C5.02309 5.32992 4.71798 4.57003 4.64326 3.66797H4.60674ZM9.26953 9.10547H10.8555V9.55859C10.8555 10.0693 11.0584 10.5592 11.4195 10.9203C11.7807 11.2815 12.2705 11.4844 12.7812 11.4844H13.2344V13.0703H12.7812C12.2705 13.0703 11.7807 13.2732 11.4195 13.6344C11.0584 13.9955 10.8555 14.4853 10.8555 14.9961V15.4492H9.26953V14.9961C9.26953 14.4853 9.06664 13.9955 8.70548 13.6344C8.34433 13.2732 7.8545 13.0703 7.34375 13.0703H6.89062V11.4844H7.34375C7.8545 11.4844 8.34433 11.2815 8.70548 10.9203C9.06664 10.5592 9.26953 10.0693 9.26953 9.55859V9.10547ZM10.0625 10.3516C9.93038 10.8045 9.68592 11.2215 9.3463 11.5611C9.00668 11.9008 8.58968 12.1452 8.13673 12.2773C8.58968 12.4095 9.00668 12.6539 9.3463 12.9935C9.68592 13.3332 9.93038 13.7502 10.0625 14.2031C10.1946 13.7502 10.4391 13.3332 10.7787 12.9935C11.1183 12.6539 11.5353 12.4095 11.9883 12.2773C11.5353 12.1452 11.1183 11.9008 10.7787 11.5611C10.4391 11.2215 10.1946 10.8045 10.0625 10.3516Z"></path></svg><span>Asana AI</span></div></a></li></ul><ul><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/features/workflow-automation"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="workflow-icon-title-id" aria-hidden="true" fill="var(--lightmode-icon)" style="fill:var(--lightmode-icon)"><title id="workflow-icon-title-id">workflow icon</title><path d="M11.625 5.87256H13.625C14.45 5.87256 15.125 5.19756 15.125 4.37256V2.37256C15.125 1.54756 14.45 0.872559 13.625 0.872559H11.625C10.8 0.872559 10.125 1.54756 10.125 2.37256V2.87256H6.325C6.09 1.59256 4.97 0.622559 3.625 0.622559C2.11 0.622559 0.875 1.85756 0.875 3.37256C0.875 4.71756 1.845 5.83756 3.125 6.07256V9.87256H2.625C1.8 9.87256 1.125 10.5476 1.125 11.3726V13.3726C1.125 14.1976 1.8 14.8726 2.625 14.8726H4.625C5.45 14.8726 6.125 14.1976 6.125 13.3726V12.8726H13.425L11.77 14.5276C11.575 14.7226 11.575 15.0376 11.77 15.2326C11.87 15.3326 11.995 15.3776 12.125 15.3776C12.255 15.3776 12.38 15.3276 12.48 15.2326L14.98 12.7326C15.08 12.6326 15.125 12.5026 15.125 12.3776C15.125 12.3776 15.125 12.3776 15.125 12.3726C15.125 12.2226 15.055 12.0926 14.955 12.0026L12.47 9.51756C12.275 9.32256 11.96 9.32256 11.765 9.51756C11.57 9.71256 11.57 10.0276 11.765 10.2226L13.41 11.8726H6.125V11.3726C6.125 10.5476 5.45 9.87256 4.625 9.87256H4.125V6.07256C5.24 5.86756 6.12 4.98756 6.325 3.87256H10.125V4.37256C10.125 5.19756 10.8 5.87256 11.625 5.87256ZM11.125 2.37256C11.125 2.09756 11.35 1.87256 11.625 1.87256H13.625C13.9 1.87256 14.125 2.09756 14.125 2.37256V4.37256C14.125 4.64756 13.9 4.87256 13.625 4.87256H11.625C11.35 4.87256 11.125 4.64756 11.125 4.37256V2.37256ZM4.625 10.8726C4.9 10.8726 5.125 11.0976 5.125 11.3726V13.3726C5.125 13.6476 4.9 13.8726 4.625 13.8726H2.625C2.35 13.8726 2.125 13.6476 2.125 13.3726V11.3726C2.125 11.0976 2.35 10.8726 2.625 10.8726H4.625ZM3.625 5.12256C2.66 5.12256 1.875 4.33756 1.875 3.37256C1.875 2.40756 2.66 1.62256 3.625 1.62256C4.59 1.62256 5.375 2.40756 5.375 3.37256C5.375 4.33756 4.59 5.12256 3.625 5.12256Z"></path></svg><span>Workflows and automation</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/features/resource-management"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="portfolio-icon-title-id" aria-hidden="true" fill="var(--lightmode-icon)" style="fill:var(--lightmode-icon)"><title id="portfolio-icon-title-id">portfolio icon</title><path fill-rule="evenodd" d="M14.5 4c.85 0 1.5.65 1.5 1.5v7c0 1.4-1.1 2.5-2.5 2.5h-11C1.1 15 0 13.9 0 12.5v-10C0 1.65.65 1 1.5 1h4.6c.2 0 .35.1.45.25L7.6 3.2c.25.5.75.8 1.3.8h5.6Zm.5 1.5v7c0 .85-.65 1.5-1.5 1.5h-11c-.85 0-1.5-.65-1.5-1.5V5h13.5c.3 0 .5.2.5.5ZM6.9 4c-.1-.1-.15-.2-.2-.3L5.8 2H1.5c-.3 0-.5.2-.5.5V4h5.9Z" clip-rule="evenodd"></path></svg><span>Resource management</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/features/admin-security/"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="my-task-icon-title-id" aria-hidden="true" fill="var(--lightmode-icon)" style="fill:var(--lightmode-icon)"><title id="my-task-icon-title-id">my-task icon</title><path d="M7.975 8.5c2.2 0 4-1.8 4-4s-1.8-4-4-4-4 1.8-4 4 1.8 4 4 4Zm0-7c1.65 0 3 1.35 3 3s-1.35 3-3 3-3-1.35-3-3 1.35-3 3-3Zm6.5 10.9c-.3 0-.5.2-.5.5V15c0 .3.2.5.5.5s.5-.2.5-.5v-2.1c0-.3-.2-.5-.5-.5Zm-2.4-2.4c0-.3-.2-.5-.5-.5h-7.2c-1.9 0-3.4 1.5-3.4 3.4V15c0 .3.2.5.5.5s.5-.2.5-.5v-2.1c0-1.3 1.1-2.4 2.4-2.4h7.2c.3 0 .5-.2.5-.5Zm2.8-.4c-.2-.2-.5-.2-.7 0l-4.05 4.05-1.35-1.35c-.2-.2-.5-.2-.7 0-.2.2-.2.5 0 .7l1.7 1.7c.1.1.2.15.35.15.15 0 .25-.05.35-.15l4.4-4.4c.2-.2.2-.5 0-.7Z"></path></svg><span>Admin and security</span></div></a></li></ul></div></div></div><div class="_nav_dropdown-body__right-container__mnSYq"><div class="_nav_desktop-drawer-section__9FiqV"><span class="_nav_desktop-drawer-section__name__5MOqu">ALL PLANS</span><div class="_nav_desktop-drawer-section__items-area__v_s35"><ul><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/pricing"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="list-icon-title-id" aria-hidden="true" fill="#646F79" style="fill:#646F79"><title id="list-icon-title-id">list icon</title><path d="M13 1.5H3C1.35 1.5 0 2.85 0 4.5V11.5C0 13.15 1.35 14.5 3 14.5H13C14.65 14.5 16 13.15 16 11.5V4.5C16 2.85 14.65 1.5 13 1.5ZM15 11.5C15 12.6 14.1 13.5 13 13.5H3C1.9 13.5 1 12.6 1 11.5V4.5C1 3.4 1.9 2.5 3 2.5H13C14.1 2.5 15 3.4 15 4.5V11.5ZM13 5C13 5.3 12.8 5.5 12.5 5.5H6.5C6.2 5.5 6 5.3 6 5C6 4.7 6.2 4.5 6.5 4.5H12.5C12.8 4.5 13 4.7 13 5ZM6 8C6 7.7 6.2 7.5 6.5 7.5H9.5C9.8 7.5 10 7.7 10 8C10 8.3 9.8 8.5 9.5 8.5H6.5C6.2 8.5 6 8.3 6 8ZM12 11C12 11.3 11.8 11.5 11.5 11.5H6.5C6.2 11.5 6 11.3 6 11C6 10.7 6.2 10.5 6.5 10.5H11.5C11.8 10.5 12 10.7 12 11ZM4.6 5C4.6 5.35 4.35 5.6 4 5.6C3.65 5.6 3.4 5.35 3.4 5C3.4 4.65 3.65 4.4 4 4.4C4.35 4.4 4.6 4.65 4.6 5ZM4.6 8C4.6 8.35 4.35 8.6 4 8.6C3.65 8.6 3.4 8.35 3.4 8C3.4 7.65 3.65 7.4 4 7.4C4.35 7.4 4.6 7.65 4.6 8ZM4.6 11C4.6 11.35 4.35 11.6 4 11.6C3.65 11.6 3.4 11.35 3.4 11C3.4 10.65 3.65 10.4 4 10.4C4.35 10.4 4.6 10.65 4.6 11Z"></path></svg><span>Personal</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/plan/starter"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="premium-icon-title-id" aria-hidden="true" fill="rgb(147, 140, 225)" style="fill:rgb(147, 140, 225)"><title id="premium-icon-title-id">premium icon</title><path d="M13.5 6.48755C13.5 3.43755 11.05 0.987549 8 0.987549C4.95 0.987549 2.5 3.43755 2.5 6.48755C2.5 7.93755 3.05 9.28755 4 10.2375V16.4875C4 16.6875 4.1 16.8375 4.25 16.9375C4.4 17.0375 4.6 17.0375 4.75 16.9375L8 15.0875L11.25 16.9375C11.35 16.9875 11.4 16.9875 11.5 16.9875C11.6 16.9875 11.65 16.9875 11.75 16.9375C11.9 16.8375 12 16.6875 12 16.4875V10.2375C12.95 9.28755 13.5 7.93755 13.5 6.48755ZM8 1.98755C10.5 1.98755 12.5 3.98755 12.5 6.48755C12.5 8.98755 10.5 10.9875 8 10.9875C5.5 10.9875 3.5 8.98755 3.5 6.48755C3.5 3.98755 5.5 1.98755 8 1.98755ZM8.25 14.0375C8.1 13.9375 7.9 13.9375 7.75 14.0375L5 15.6375V11.0875C5.85 11.6375 6.9 11.9875 8 11.9875C9.1 11.9875 10.15 11.6375 11 11.0875V15.6375L8.25 14.0375Z"></path></svg><span>Starter</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/plan/advanced"><div class="_nav_card-link__name__ADncl _nav_card-link__name--pad-left__jtZAF"><svg width="18" height="18" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="briefcase-icon-title-id" aria-hidden="true" fill="rgb(93, 162, 131)" style="fill:rgb(93, 162, 131)"><title id="briefcase-icon-title-id">briefcase icon</title><path d="M4 13.5V5.5H5V13.5H11V5.5H12V13.5H13C13.5523 13.5 14 13.0523 14 12.5V6.5C14 5.94772 13.5523 5.5 13 5.5H11H5H3C2.44772 5.5 2 5.94772 2 6.5V12.5C2 13.0523 2.44772 13.5 3 13.5H4ZM5 4.5V3.5C5 2.39543 5.89543 1.5 7 1.5H9C10.1046 1.5 11 2.39543 11 3.5V4.5H13C14.1046 4.5 15 5.39543 15 6.5V12.5C15 13.6046 14.1046 14.5 13 14.5H3C1.89543 14.5 1 13.6046 1 12.5V6.5C1 5.39543 1.89543 4.5 3 4.5H5ZM6 4.5H10V3.5C10 2.94772 9.55229 2.5 9 2.5H7C6.44772 2.5 6 2.94772 6 3.5V4.5Z"></path></svg><span>Advanced</span></div></a></li></ul></div></div></div></div><div id="dropdown-body-solutions" class="_nav_dropdown-body__0TBLP"><div class="_nav_dropdown-body__left-container__wJ3jx"><div class="_nav_desktop-drawer-section__9FiqV"><span class="_nav_desktop-drawer-section__name__5MOqu">Company Type</span><div class="_nav_desktop-drawer-section__items-area__v_s35"><ul><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/enterprise"><div class="_nav_card-link__name__ADncl"><span>Enterprise</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/small-business"><div class="_nav_card-link__name__ADncl"><span>Small business</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/industry/nonprofit"><div class="_nav_card-link__name__ADncl"><span>Nonprofit</span></div></a></li></ul></div></div><div class="_nav_desktop-drawer-section__9FiqV"><span class="_nav_desktop-drawer-section__name__5MOqu">Teams</span><div class="_nav_desktop-drawer-section__items-area__v_s35"><ul><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/teams/operations"><div class="_nav_card-link__name__ADncl"><span>Operations</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/teams/marketing"><div class="_nav_card-link__name__ADncl"><span>Marketing</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/teams/it"><div class="_nav_card-link__name__ADncl"><span>IT</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/teams/leaders"><div class="_nav_card-link__name__ADncl"><span>Leaders</span></div></a></li></ul></div></div><div class="_nav_desktop-drawer-section__9FiqV"><span class="_nav_desktop-drawer-section__name__5MOqu">Industries</span><div class="_nav_desktop-drawer-section__items-area__v_s35"><ul><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/industry/healthcare"><div class="_nav_card-link__name__ADncl"><span>Healthcare</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/industry/retail"><div class="_nav_card-link__name__ADncl"><span>Retail</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/industry/financial-services"><div class="_nav_card-link__name__ADncl"><span>Financial Services</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/industry/education"><div class="_nav_card-link__name__ADncl"><span>Education</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/industry/manufacturing"><div class="_nav_card-link__name__ADncl"><span>Manufacturing</span></div></a></li></ul></div></div></div><div class="_nav_dropdown-body__right-container__mnSYq"><div class="_nav_desktop-drawer-section__9FiqV"><span class="_nav_desktop-drawer-section__name__5MOqu">Use Cases</span><div class="_nav_desktop-drawer-section__items-area__v_s35"><ul><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/uses/goal-management"><div class="_nav_card-link__name__ADncl"><span>Goal management</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/uses/organizational-planning"><div class="_nav_card-link__name__ADncl"><span>Organizational planning</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/uses/project-intake"><div class="_nav_card-link__name__ADncl"><span>Project intake</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/uses/resource-planning"><div class="_nav_card-link__name__ADncl"><span>Resource planning</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/uses/product-launch"><div class="_nav_card-link__name__ADncl"><span>Product launches</span></div></a></li><li class="_nav_desktop-drawer-section__item__7HUrW"><a class="_nav_card-link__U1lGF" href="/uses"><div class="_nav_card-link__name__ADncl _nav_card-link__name--is-bold___Uloi"><span>View all use cases</span><svg width="14" height="14" viewBox="0 0 16 16" xmlns="http://www.w3.org/2000/svg" role="graphics-symbol" aria-labelledby="arrow-right-icon-title-id" aria-hidden="true" fill="var(--lightmode-icon)" style="fill:var(--lightmode-icon)"><title id="arrow-right-icon-title-id">arrow-right icon</title><path fill="currentColor" d="M1.9877 7.23745H12.1877L8.4877 3.53745C8.1877 3.23745 8.1877 2.78745 8.4877 2.48745C8.7877 2.18745 9.2377 2.18745 9.5377 2.48745L14.5377 7.48745C14.8377 7.78745 14.8377 8.23745 14.5377 8.53745L9.5377 13.5375C9.3877 13.6875 9.1877 13.7375 8.9877 13.7375C8.7877 13.7375 8.5877 13.6875 8.4377 13.5375C8.13769 13.2375 8.13769 12.7875 8.4377 12.4875L12.1377 8.78745H1.9877C1.5877 8.78745 1.2377 8.43745 1.2377 8.03745C1.2377 7.63745 1.5877 7.23745 1.9877 7.23745Z"></path></svg></div></a></li></ul></div></div></div></div><div id="dropdown-body-resources" class="_nav_dropdown-body__0TBLP"><div class="_nav_dropdown-body__left-container__wJ3jx"><div class="_nav_desktop-drawer-section__9FiqV"><span 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.e1nzrvca0:not(:first-of-type){margin-top:16px;}.css-i2qdm0 .e1iv4o8r0{margin:0 auto;padding:0;margin-bottom:24px;}.css-i2qdm0 .e1iv4o8r0:not(:first-of-type){margin-top:16px;}.css-i2qdm0 table th>p,.css-i2qdm0 table td>p{padding-bottom:0;}.css-i2qdm0 .e87a4mj2{padding:0;margin:16px auto;}</style><div class="e1x5e4oa0 css-i2qdm0 e10vhuws5"><style data-emotion="css 14vz9u5">.css-14vz9u5{margin:0 0 16px 0;padding:16px;border:solid 1px #CBD4DB;border-radius:3px;}.css-14vz9u5 p{margin-bottom:0;}</style><div class="css-14vz9u5 ela6qok3"><style data-emotion="css 1mrzl2f-heading-5">.css-1mrzl2f-heading-5{font-family:"TWK Lausanne","Helvetica Neue","Helvetica",sans-serif;font-size:18px;font-weight:500;line-height:140%;letter-spacing:0;margin-bottom:8px;}@media (min-width: 768px){.css-1mrzl2f-heading-5{font-size:24px;line-height:120%;}}</style><h3 class="css-1mrzl2f-heading-5 ela6qok1">Summary</h3><style data-emotion="css af9lzq">.css-af9lzq{display:grid;grid-gap:16px 32px;}</style><div class="css-af9lzq ela6qok2"><p>A go-to-market (GTM) strategy is a step-by-step plan for launching a new product or expanding into a new market. It helps you launch your product to the right audience, with the right messaging, at the right time. Learn how to craft a go-to-market strategy in nine steps and set your next product launch up for success.</p></div></div><p>When the Swedish company Oatly expanded into the US, oat milk wasn’t top of mind for American consumers. But the brand had a trick up their sleeve—instead of investing in ads, they went straight to the coffee shops. Oatly teamed up with artisanal spots where customers tended to seek out dairy alternatives, and won patrons over with their product’s creamy and latte-friendly consistency. After its launch in the US, the company’s revenue <style data-emotion="css qzfvjq-link-2-inline-regular">.css-qzfvjq-link-2-inline-regular{background-color:transparent;cursor:pointer;font-weight:inherit;-webkit-text-decoration:none;text-decoration:none;position:relative;color:inherit;-webkit-text-decoration:underline;text-decoration:underline;font-family:"TWK Lausanne","Helvetica Neue","Helvetica",sans-serif;font-size:14px;font-weight:500;line-height:150%;letter-spacing:0;font-size:inherit!important;font-weight:inherit!important;line-height:inherit!important;font-family:inherit;color:inherit;text-underline-offset:4px;text-decoration-thickness:1px!important;}.css-qzfvjq-link-2-inline-regular:hover{color:var(--lightmode-link-hover);-webkit-text-decoration:none;text-decoration:none;}.css-qzfvjq-link-2-inline-regular:hover path{fill:var(--lightmode-link-hover);}.css-qzfvjq-link-2-inline-regular svg{height:10px;padding-left:4px;}.css-qzfvjq-link-2-inline-regular:hover{border:none;color:var(--lightmode-link-hover);-webkit-text-decoration:underline;text-decoration:underline;}@media (min-width: 768px){.css-qzfvjq-link-2-inline-regular{font-size:16px;}}.css-qzfvjq-link-2-inline-regular>u{text-decoration-thickness:1px!important;}.css-qzfvjq-link-2-inline-regular:hover,.css-qzfvjq-link-2-inline-regular:hover u{color:var(--lightmode-link-text-weak-hover);}.css-qzfvjq-link-2-inline-regular:active,.css-qzfvjq-link-2-inline-regular:active u{color:inherit;}</style><style data-emotion="css ph5of6-link-2-inline-regular">.css-ph5of6-link-2-inline-regular{background-color:transparent;cursor:pointer;font-weight:inherit;-webkit-text-decoration:none;text-decoration:none;position:relative;color:inherit;-webkit-text-decoration:underline;text-decoration:underline;font-family:"TWK Lausanne","Helvetica Neue","Helvetica",sans-serif;font-size:14px;font-weight:500;line-height:150%;letter-spacing:0;font-size:inherit!important;font-weight:inherit!important;line-height:inherit!important;font-family:inherit;color:inherit;text-underline-offset:4px;text-decoration-thickness:1px!important;}.css-ph5of6-link-2-inline-regular:hover{color:var(--lightmode-link-hover);-webkit-text-decoration:none;text-decoration:none;}.css-ph5of6-link-2-inline-regular:hover path{fill:var(--lightmode-link-hover);}.css-ph5of6-link-2-inline-regular svg{height:10px;padding-left:4px;}.css-ph5of6-link-2-inline-regular:hover{border:none;color:var(--lightmode-link-hover);-webkit-text-decoration:underline;text-decoration:underline;}@media (min-width: 768px){.css-ph5of6-link-2-inline-regular{font-size:16px;}}.css-ph5of6-link-2-inline-regular>u{text-decoration-thickness:1px!important;}.css-ph5of6-link-2-inline-regular:hover,.css-ph5of6-link-2-inline-regular:hover u{color:var(--lightmode-link-text-weak-hover);}.css-ph5of6-link-2-inline-regular:active,.css-ph5of6-link-2-inline-regular:active u{color:inherit;}</style><a href="https://elemental.medium.com/how-oat-milk-conquered-america-728d49fd8f92" class="e10vhuws4 css-ph5of6-link-2-inline-regular">grew ten-fold</a> between 2017 and 2018, bringing a new oat-milk craze along with it. </p><p>Oatly went straight to their <a href="https://asana.com/resources/target-audience" class="e10vhuws4 css-ph5of6-link-2-inline-regular">target audience</a> at the exact moment customers were smelling the espresso and ready to buy. And you can bet this innovative go-to-market strategy was the key to their success.</p><style data-emotion="css 1uku8wr">.css-1uku8wr{grid-column:1/-1;border-radius:8px;background-color:var(--lightmode-accent-gray-light);}.css-1uku8wr h5,.css-1uku8wr .e1iv4o8r4{color:var(--lightmode-text-strong);}</style><div class="css-1uku8wr e1iv4o8r0"><style data-emotion="css 1y4tr9t">.css-1y4tr9t{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-flex-flow:column-reverse nowrap;-webkit-flex-flow:column-reverse nowrap;-ms-flex-flow:column-reverse nowrap;flex-flow:column-reverse nowrap;padding:16px;}@media (min-width: 1120px){.css-1y4tr9t{padding:0;-webkit-box-flex-flow:row nowrap;-webkit-flex-flow:row nowrap;-ms-flex-flow:row nowrap;flex-flow:row nowrap;-webkit-box-pack:justify;-webkit-justify-content:space-between;justify-content:space-between;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}}</style><div class="css-1y4tr9t e1iv4o8r5"><style data-emotion="css mdakmq">.css-mdakmq{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-flex-flow:column nowrap;-webkit-flex-flow:column nowrap;-ms-flex-flow:column nowrap;flex-flow:column nowrap;-webkit-flex:1;-ms-flex:1;flex:1;}.css-mdakmq div:first-of-type{-webkit-flex:1;-ms-flex:1;flex:1;}.css-mdakmq h5{margin-bottom:8px;}.css-mdakmq .e1iv4o8r4{margin-bottom:24px!important;}@media (min-width: 1120px){.css-mdakmq{padding:24px;-webkit-box-flex-flow:row nowrap;-webkit-flex-flow:row nowrap;-ms-flex-flow:row nowrap;flex-flow:row nowrap;width:100%;-webkit-box-pack:justify;-webkit-justify-content:space-between;justify-content:space-between;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}.css-mdakmq .e1iv4o8r4{margin-bottom:0!important;}}</style><div class="css-mdakmq e1iv4o8r1"><div><h5>Launch high impact campaigns, faster</h5><style data-emotion="css nh1jjy-p2">.css-nh1jjy-p2{font-family:"TWK Lausanne","Helvetica Neue","Helvetica",sans-serif;font-size:14px;font-weight:300;line-height:150%;letter-spacing:0.02em;}@media (min-width: 768px){.css-nh1jjy-p2{font-size:16px;}}</style><p class="css-nh1jjy-p2 e1iv4o8r4">Get insights from marketing experts at Calendly and Asana on how to launch winning campaigns, coordinate across teams and execute faster to deliver on results, leverage AI to boost productivity, and more. </p></div><style data-emotion="css 3jpi69">.css-3jpi69 .e1cevdd10{padding-top:0;}</style><div class="css-3jpi69 e1iv4o8r2"><style data-emotion="css 1xo5z3p-link-2">.css-1xo5z3p-link-2{height:auto;display:inline-block;font-family:"TWK Lausanne","Helvetica Neue","Helvetica",sans-serif;font-size:14px;font-weight:500;line-height:150%;letter-spacing:0;padding:11px 24px;border:1px solid var(--lightmode-button-primary);background-color:var(--lightmode-button-primary);color:var(--lightmode-button-text-primary);border-radius:3px;text-align:center;height:auto;cursor:pointer;-webkit-transition:all 0.3s;transition:all 0.3s;}@media (min-width: 768px){.css-1xo5z3p-link-2{font-size:16px;}}.css-1xo5z3p-link-2:hover,.css-1xo5z3p-link-2:active{border:1px solid var(--lightmode-button-primary-hover);background-color:var(--lightmode-button-primary-hover);color:var(--lightmode-button-text-primary-hover);}.css-1xo5z3p-link-2:focus{outline:var(--lightmode-a11y-focus-primary) 2px solid;outline-offset:2px;}</style><a data-gtm-tracking="gtm-tracking--high-impact-campaigns-webinar" href="https://resources.asana.com/launch-high-impact-campaigns-faster.html?utm_source=article-banner&utm_medium=web&utm_campaign=marketing_campaigns" tabindex="0" class="css-1xo5z3p-link-2 e1koaidd7">Watch the webinar</a></div></div></div></div><h2 id="what-is-a-go-to-market-strategy">What is a go-to-market strategy? </h2><p>A go-to-market (GTM) strategy is a step-by-step plan for launching a new product or expanding an existing product into a new market. It sets your initiative up for success by answering the following questions: </p><ul><li><p><b>What</b> product are you selling, and what unique problem does it solve?</p></li><li><p><b>Who</b> is your ideal customer, and what pain points do they experience? </p></li><li><p><b>Where</b> will you sell your product? What markets do you want to pursue, and what does the demand and competition look like in those markets?</p></li><li><p><b>How</b> will you reach your target customers and create demand? </p></li></ul><p>Launching a product is a big investment. And no matter how cutting-edge it is, a successful product launch is dictated by the strength of your marketing campaign and sales strategy. Creating a GTM strategy helps you ensure you’re taking everything into account and avoid costly mistakes—like launching your product to the wrong audience or in a market that’s already saturated with similar offerings.</p><h2 id="when-do-you-need-a-go-to-market-gtm-strategy">When do you need a go-to-market (GTM) strategy? </h2><p>Whenever you bring a product or service to market, you need a go-to-market strategy. This includes: </p><ul><li><p><b>Launching a new product in an existing market</b>—for example, an established clothing brand launching a line of beauty products. </p></li><li><p><b>Bringing an existing product to a new market</b>—for example, a local grocery chain expanding into a different state. </p></li><li><p><b>Testing a new product in a new market</b>—for example, a tech startup launching their first app. </p></li></ul><p>Even established companies need a go-to-market strategy when pioneering a new product or expanding into a new market. That’s because competition and market forces can quickly change. Even if you’ve had success with a similar product launch in the past, that same strategy might not work as well now. </p><style data-emotion="css 12u5ihq">.css-12u5ihq{margin:0 0 16px 0;}</style><style data-emotion="css h65oso-link-3">.css-h65oso-link-3{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;-webkit-box-pack:start;-ms-flex-pack:start;-webkit-justify-content:flex-start;justify-content:flex-start;color:var(--lightmode-link-text);-webkit-transition:all 0.3s;transition:all 0.3s;position:relative;font-family:"TWK Lausanne","Helvetica Neue","Helvetica",sans-serif;font-size:12px;font-weight:500;line-height:150%;letter-spacing:0;padding:0;margin:0 0 16px 0;}@media (min-width: 768px){.css-h65oso-link-3{font-size:13px;}}.css-h65oso-link-3:hover{border-bottom:0;color:var(--lightmode-link-hover);}.css-h65oso-link-3:hover path{fill:var(--lightmode-link-hover);}.css-h65oso-link-3:hover div{border-color:var(--lightmode-link-hover);}.css-h65oso-link-3:hover div:before{border-left-color:var(--lightmode-link-hover);}.css-h65oso-link-3:active{border-bottom:0;background-color:var(--lightmode-bg-active);color:var(--lightmode-link-text);}.css-h65oso-link-3:active path{fill:var(--lightmode-link-text);}.css-h65oso-link-3:active div{border-color:var(--lightmode-link-text);}.css-h65oso-link-3:active div:before{border-left-color:var(--lightmode-link-text);}</style><a class="et8z7v0 css-h65oso-link-3 e1koaidd0" href="/resources/strategy-implementation">What is strategy implementation + 6 key steps to success<style data-emotion="css 1k6cidy">.css-1k6cidy{width:11px;height:11px;margin-left:8px;}.css-1k6cidy path{fill:currentColor;}</style><svg class="css-1k6cidy e1koaidd3" xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 12 12"><path d="M6.26154.536743l-.85527.820367 3.84 3.97963H.676086v1.32655H9.24627l-3.84 3.97961.85527.8204 5.06186-5.28874v-.34909L6.26154.536743z"></path></svg></a><h3 id="go-to-market-strategy-vs-a-marketing-plan">Go-to-market strategy vs. a marketing plan</h3><p>A go-to-market strategy is specifically for launching a product or expanding to a new market. On the other hand, a <a href="https://asana.com/resources/marketing-plan" class="e10vhuws4 css-ph5of6-link-2-inline-regular">marketing plan</a> details how you’ll execute your overall marketing strategy. Instead of being launch specific, a marketing plan is a long-term approach to help you achieve your marketing objectives—like an annual roadmap or an overarching <a href="https://asana.com/resources/digital-marketing-strategy" class="e10vhuws4 css-ph5of6-link-2-inline-regular">digital marketing strategy</a>. Your GTM strategy draws from your long-term marketing plan, but it’s tailored to a specific launch. </p><p><b>Marketing plan example:</b> Sephora’s marketing plan leverages its <a href="https://www.forbes.com/sites/pamdanziger/2020/01/23/how-to-make-a-great-retail-loyalty-program-even-better-sephora-has-the-answer/" class="e10vhuws4 css-ph5of6-link-2-inline-regular">loyalty program</a>, which offers discounts and gifts to customers who spend a certain amount. This plan isn’t specific to a product launch; rather, it’s a long-term approach to building customer loyalty over time. </p><p><b>Go-to-market plan example:</b> Microsoft executed a go-to-market strategy when launching its<a href="https://blogs.windows.com/devices/2014/05/20/announcing-surface-pro-3/" class="e10vhuws4 css-ph5of6-link-2-inline-regular"> third-generation Surface tablet</a>. Their strategy was specific to the tablet’s launch and addressed a particular market problem—that existing tablets didn’t have the functionality of a full-fledged computer.</p><a class="et8z7v0 css-h65oso-link-3 e1koaidd0" href="/resources/strategy-vs-tactics">Read: Strategy vs. tactics: What's the difference?<svg class="css-1k6cidy e1koaidd3" xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 12 12"><path d="M6.26154.536743l-.85527.820367 3.84 3.97963H.676086v1.32655H9.24627l-3.84 3.97961.85527.8204 5.06186-5.28874v-.34909L6.26154.536743z"></path></svg></a><h3 id="organize-your-go-to-market-strategy-with-a-project-management-platform">Organize your go-to-market strategy with a project management platform</h3><p>Every GTM strategy involves lots of moving pieces, whether you’re launching a new product or exploring new markets. The right <a href="https://asana.com/teams/marketing" class="e10vhuws4 css-ph5of6-link-2-inline-regular">project management tool</a> can help you visualize your entire plan in one place, including the status, owners, and dependencies of each task. And as team members collaborate and execute your go-to-market strategy, you can see those updates in real-time.</p><style data-emotion="css i9q9ou">.css-i9q9ou{position:relative;width:100%;height:0px;}</style><div class="css-i9q9ou e1mo941f4"><span style="box-sizing:border-box;display:block;overflow:hidden;width:initial;height:initial;background:none;opacity:1;border:0;margin:0;padding:0;position:relative"><span style="box-sizing:border-box;display:block;width:initial;height:initial;background:none;opacity:1;border:0;margin:0;padding:0;padding-top:61%"></span><img alt="[Old Product UI] Product marketing launch project in Asana, spreadsheet-style view with project deliverables (Lists)" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="responsive" 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auto;width:-webkit-fit-content;width:-moz-fit-content;width:fit-content;min-height:48px;height:auto;white-space:pre-wrap;line-height:32px;padding-top:8px;padding-bottom:8px;}.css-89xr04-p1-primary-regular:hover ,.css-89xr04-p1-primary-regular:focus {color:var(--lightmode-button-text-primary-hover);background:var(--lightmode-button-primary-hover);border:1px solid var(--lightmode-button-primary-hover);}@media (min-width: 768px){.css-89xr04-p1-primary-regular{font-size:20px;}}</style><style data-emotion="css 1j1ilq0-p1-primary-regular">.css-1j1ilq0-p1-primary-regular{border-radius:3px;font-weight:500;cursor:pointer;letter-spacing:0.5px;text-align:center;-webkit-text-decoration:none;text-decoration:none;-webkit-transition:background-color 150ms,color 150ms ease-in-out;transition:background-color 150ms,color 150ms ease-in-out;white-space:nowrap;display:block;color:white;background:#0D0E10;border:1px solid transparent;font-family:"TWK Lausanne","Helvetica Neue","Helvetica",sans-serif;font-size:15px;font-weight:300;line-height:150%;letter-spacing:0.02em;height:48px;padding:0 24px;color:white;margin:0 auto 16px auto;width:-webkit-fit-content;width:-moz-fit-content;width:fit-content;min-height:48px;height:auto;white-space:pre-wrap;line-height:32px;padding-top:8px;padding-bottom:8px;}.css-1j1ilq0-p1-primary-regular:hover ,.css-1j1ilq0-p1-primary-regular:focus {color:var(--lightmode-button-text-primary-hover);background:var(--lightmode-button-primary-hover);border:1px solid var(--lightmode-button-primary-hover);}@media (min-width: 768px){.css-1j1ilq0-p1-primary-regular{font-size:20px;}}</style><a href="/templates/gtm-strategy" class="et8z7v0 css-1j1ilq0-p1-primary-regular" title="Create a GTM strategy template">Create a GTM strategy template</a><h2 id="how-to-build-a-go-to-market-strategy-in-9-steps">How to build a go-to-market strategy in 9 steps</h2><p>So you’ve created an exciting new product or want to expand into a new market. You know you need a go-to-market strategy to make sure your initiative succeeds—but what exactly does that look like? </p><h3 id="step-1-identify-the-problem">Step 1: Identify the problem</h3><p>Every great product launch solves a specific problem. For example, Blackberry phones let business people answer emails on the go, Uber circumvents the cumbersome process of hailing or calling for a taxi, and Dawn detergent cuts through grease and makes washing dishes easier. Each of those products have a unique <a href="https://asana.com/asana.com/resources/value-proposition-template" class="e10vhuws4 css-ph5of6-link-2-inline-regular">value proposition</a>—a way they add value for customers by addressing their pain points. And most importantly, when those products launched, there was significant demand for solutions.</p><p>This concept is known as <a href="https://en.wikipedia.org/wiki/Product/market_fit" class="e10vhuws4 css-ph5of6-link-2-inline-regular">product-market fit</a>—the degree to which a product satisfies a strong market demand. Understanding product-market fit is essential to gaining a competitive advantage and making sure you’re launching the right product to the right customers. </p><h3 id="step-2-define-the-target-audience">Step 2: Define the target audience</h3><p>In order to have a successful GTM launch, you need to clearly understand your target audience. Start your market research by asking yourself the following questions: </p><ul><li><p>Who is experiencing the problem that your product solves? </p></li><li><p>What are the specific frustrations your product can alleviate? </p></li><li><p>How much is your audience willing to pay for a solution? </p></li></ul><p>The two most common ways to define your target market are with an ideal customer profile (ICP) and buyer personas. These methods work together to narrow down your customer base and specify the types of people within your audience. </p><h4>Ideal customer profile (ICP)</h4><p>This approach defines your perfect customer—in other words, someone who experiences the frustrations your product solves. They’re aware of the problem, already looking for a solution, and are able to buy your product. To create an ideal customer profile, consider the following characteristics: </p><ul><li><p><b>Industry or demographic:</b> If you’re selling to businesses, identify the specific industry you’re targeting—like financial, legal, or SaaS verticals. If you’re selling to individuals, define specific demographics your ideal customer falls within. For example, a child-care service may target families with kids between the ages of 1 and 5. </p></li><li><p><b>Geography</b>: Where do your ideal customers live? For example, a tour company that offers English-only experiences may target customers in the US and Europe. </p></li><li><p><b>Size:</b> This one is specific to B2B companies. Identify the size of the business you’re targeting—for example, you may market a new co-working space to funded startups with less than 20 employees. </p></li><li><p><b>Budget:</b> To shape your pricing strategy, consider how much your customers have to spend on your product. This will also influence the market’s perception of your product. For example, if your company sells luxury watches, you probably don’t want to go below a certain price point. Alternatively, a legal consulting firm may find it worthwhile to only target businesses that can spend at least $5,000 per month. </p></li><li><p><b>Decision-making factors</b>: What factors influence whether a customer decides to purchase your product? For example, do they rely on referrals from trusted friends or colleagues? Is there a primary decision-maker, like the CEO or sales manager of a company?</p></li><li><p><b>Pain points:</b> What specific frustrations does your ideal customer have? For example, a company selling a financial-planning app may target customers who lose time trying to track their budget with spreadsheets. </p></li><li><p><b>Customer needs:</b> Beyond pain points, understanding the needs of your customers is essential for an effective GTM strategy. For example, the technology company <a href="https://www.researchgate.net/publication/375551855_The_Successful_Marketing_Strategy_of_Apple" class="e10vhuws4 css-ph5of6-link-2-inline-regular">Apple</a> emphasizes customer experience by analyzing customer needs and designing products accordingly.</p></li><li><p><b>Preferred media:</b> How does your ideal customer absorb information? For example, do they use social media, read print magazines, or browse the web with ease? </p></li></ul><h4>Buyer personas</h4><p>Not all members of your target audience are the same—each person is a unique individual with their own problems, values, and goals. Creating buyer personas helps you differentiate between the different types of people within your target audience, so you can visualize who your customers are on a human level. </p><p>You should create multiple customer personas to fully understand your target audience. Here’s an example of one buyer persona for a tour company launching a new in-destination app:</p><p><b>Persona: Memory-maker</b></p><ul><li><p>Individuals between the ages of 25-35</p></li><li><p>Travels alone or with a partner</p></li><li><p>Willing to pay a higher price for premium experiences</p></li><li><p>Values booking flexibility</p></li><li><p>Wants to book high-demand experiences in advance but also chooses some activities after they’ve arrived at a destination</p></li><li><p>Can use technology and apps with ease</p></li></ul><p>Buyer personas may seem similar to an ideal customer profile, but they perform a different function. Personas help you visualize customer needs by breaking your ICP down into more specific segments—each representing a type of person with their own distinct problems, values, and goals. </p><h3 id="step-3-research-competition-and-demand">Step 3: Research competition and demand</h3><p>Now that you’ve identified your product’s value proposition and target audience, it’s time to do some market research. Before you invest in bringing your product to market, you want to make sure that there’s enough demand and not too much competition. To guide your marketing efforts, ask yourself the following questions: </p><ul><li><p>Who already offers a similar version of your product? </p></li><li><p>What audiences and geographic regions do your competitors target? </p></li><li><p>How does your product differ from the competition? What do you offer that others don’t? </p></li><li><p>Is there demand for the product, or is the market oversaturated? </p></li></ul><p>To design a comprehensive marketing campaign, you’ll need to conduct a<a href="https://asana.com/resources/competitive-analysis-example" class="e10vhuws4 css-ph5of6-link-2-inline-regular"> competitive analysis</a>. This method uses research to identify your direct and indirect competitors and uncover their strengths and weaknesses in relation to your own. </p><h3 id="step-4-decide-key-messaging">Step 4: Decide key messaging</h3><p>The next step is to determine the key messages you’ll convey to potential customers. The best approach is to tailor individual messaging for each of your buyer personas, so you can address their unique values and frustrations. </p><p>To map your messaging to each buyer persona, create a<a href="https://www.masterclass.com/articles/go-to-market-strategy-guide#what-is-the-purpose-of-a-gotomarket-strategy" class="e10vhuws4 css-ph5of6-link-2-inline-regular"> value matrix</a>. A value matrix breaks down each persona, their pain points, the value your product brings, and a key message that conveys how your product can solve their unique problem. </p><p>Let’s continue with the tour company example above. As a refresher, the company wants to launch a new in-destination app. One of their personas is a “memory-maker”—a customer who is willing to pay for premium experiences. Here’s what a value matrix might look like for this persona: </p><p><b>Pain points</b></p><ul><li><p>It’s hard to verify the quality of experiences when booking online.</p></li><li><p>If they book an expensive tour in advance, they can’t get their money back if plans change. </p></li></ul><p><b>Product value</b></p><ul><li><p>An app with customer pictures and reviews gives a feel for the quality of tours. </p></li><li><p>A flexible booking policy allows them to cancel if plans change. </p></li></ul><p><b>Key message</b></p><ul><li><p>Book quality experiences with peace of mind. </p></li></ul><p>To complete your value matrix, continue this process for each buyer persona. </p><h3 id="step-5-map-the-buyers-journey">Step 5: Map the buyer’s journey</h3><p>Now that you’ve identified your buyer personas and messaging, you can map the buyer’s journey—the path customers take from realizing their problem, considering your product as a solution, and deciding to purchase. Mapping your buyer’s journey is a key component of content marketing because it helps you surface the right type of content to potential customers at the right time. </p><p>Most often, the customer journey is visualized as a funnel broken into three sections: </p><ul><li><p><b>Top of funnel:</b> Customers know the problem they want to solve and research solutions. They may not be aware that your product exists yet. During this phase, you want to grab the customer's attention so they consider your product. </p></li><li><p><b>Middle of funnel:</b> Customers weigh your product against other available options. Your goal during this phase is to convince potential buyers that your product is the best option. </p></li><li><p><b>Bottom of funnel:</b> Customers decide whether to purchase your product. Your goal for this phase is to convince them to commit.</p></li></ul><a href="/templates/gtm-strategy" class="et8z7v0 css-1j1ilq0-p1-primary-regular" title="Create a GTM strategy template">Create a GTM strategy template</a><h3 id="step-6-pick-marketing-channels">Step 6: Pick marketing channels</h3><p>Marketing channels are the different types of content you use to create demand for your product and move potential customers down the marketing funnel. For example, social media, paid search ads, blogs, SEO content, and emails are different marketing channels. The marketing channels you choose depend on two things: your target audience and where your potential customers are along their buyer’s journey. </p><ul><li><p><b>Align marketing channels with your ideal audience.</b> You want to make sure the distribution channels you choose align with the way your target audience consumes content. For example, if your ideal customer uses YouTube but not Instagram or LinkedIn, you may want to focus on YouTube ads rather than paid social posts. </p></li><li><p><b>Determine whether your ideal customer prefers outbound tactics like direct mail or inbound strategies such as social media. </b>When deciding between inbound and outbound channels, consider whether you want to generate broad brand awareness or engage potential customers who have shown interest in what you have to offer. This approach ensures a more tailored and effective GTM strategy that aligns with the behavior and preferences of your target audience.</p></li><li><p><b>Use different distribution channels for different phases of the customer journey.</b> Depending on where customers are in the marketing funnel, different types of marketing content can help move them to the next phase. For example, search engine optimization (SEO) content can raise brand awareness among top-of-funnel customers. For those in the middle, case studies and webinars offer high-quality insights and build customer relationships. And at the bottom of the funnel, strategies like free trial options can help convince potential customers to commit.</p></li></ul><a class="et8z7v0 css-h65oso-link-3 e1koaidd0" href="/resources/marketing-vs-advertising-difference">Read: Marketing vs. advertising: What's the difference?<svg class="css-1k6cidy e1koaidd3" xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 12 12"><path d="M6.26154.536743l-.85527.820367 3.84 3.97963H.676086v1.32655H9.24627l-3.84 3.97961.85527.8204 5.06186-5.28874v-.34909L6.26154.536743z"></path></svg></a><h3 id="step-7-create-a-sales-plan">Step 7: Create a sales plan</h3><p>The goal of your GTM strategy is a successful product launch, so it’s essential to decide how you’ll sell to your target audience and turn prospective customers into buyers. That’s where your sales strategy comes in. </p><p>We’ve outlined the four most common sales strategies below. As needed, you can combine these strategies to fit your specific product and business model. </p><ul><li><p><b>Self-service model</b>: Customers purchase your product on their own. This is a common sales process for e-commerce, in which customers can find and buy products online. While this option doesn’t require a dedicated sales team, you need to invest in marketing to drive traffic to your website. </p></li><li><p><b>Inside sales model:</b> Your sales team nurtures prospective customers to convince them to purchase your product. This is a good option for products with a medium price point that are a bit more complex, like design software for teams. </p></li><li><p><b>Field sales model</b>: Salespeople focus on closing big enterprise deals. This option requires more sales investment and a longer sales cycle, but there’s a big payoff. For example, you might use a field sales model to sell <a href="https://asana.com/resources/retail-management" class="e10vhuws4 css-ph5of6-link-2-inline-regular">retail management software</a> to large companies. </p></li><li><p><b>Channel model</b>: An external partner sells your product for you. While this option gives you less say in how you market your product, it’s the cheapest option and can work well if you partner with a company that sells similar products. For example, if you’re selling a new type of cereal, you could partner with a grocery chain. </p></li></ul><h3 id="step-8-set-concrete-goals">Step 8: Set concrete goals</h3><p>Every great go-to-market strategy starts with clear objectives and benchmarks. Goals give you specific targets to aim for and a clear timeline, and benchmarks allow you to measure progress. Without clearly defined goals, it’s hard to tell if your GTM strategy is working. </p><p>Here are a few different goal-setting frameworks you can use to set measurable objectives. Depending on your business needs, you can combine these strategies or use them on their own. </p><ul><li><p><a href="https://asana.com/resources/smart-goals" class="e10vhuws4 css-ph5of6-link-2-inline-regular"><b>SMART goals</b></a><b>:</b> This acronym helps you set goals that are specific, measurable, achievable, realistic, and time-bound. For example, you could set the following SMART goal when launching a new app: “In six months, generate 1M total app downloads and 50K new user accounts.”</p></li><li><p><a href="https://asana.com/resources/key-performance-indicator-kpi" class="e10vhuws4 css-ph5of6-link-2-inline-regular"><b>Key performance indicators (KPIs)</b></a><b>:</b> KPIs are quantitative metrics that help you track progress toward business objectives. For example, you could track total purchases and ad clickthroughs when executing a go-to-market strategy for your new product. Keep in mind that you can use the SMART goal framework when crafting KPIs—for example, “Within three months, generate 100K total conversions and 1M ad click-throughs.”</p></li><li><p><a href="https://asana.com/resources/okr-meaning" class="e10vhuws4 css-ph5of6-link-2-inline-regular"><b>Objectives and key results (OKRs)</b></a><b>:</b> This strategy pairs the objectives you want to achieve with the key results you’ll use to measure progress. It follows this format: “I will [objective] as measured by [key result].” For example, “The marketing team will increase awareness of a new product, as measured by the following key results: Drive 1M web visitors to the product page, increase social media engagement by 50%, and generate 50K new customers through email signups.” </p></li></ul><h3 id="step-9-create-clear-processes">Step 9: Create clear processes</h3><p>Creating a great go-to-market strategy is one thing, and executing it is another. That’s why creating clear processes is essential when bringing a product to market—because regardless of how well-crafted your strategy is, it only succeeds when you communicate and execute your strategy with your team. For example, you should consider the following when crafting your GTM strategy: </p><ul><li><p><b>How you’ll share your strategy and collaborate with team members. </b>Don’t let your strategy gather dust in a drawer—instead, house the plans and projects that comprise your strategy in one easily accessible place. A robust <a href="https://asana.com/uses/work-management" class="e10vhuws4 css-ph5of6-link-2-inline-regular">work management tool</a> can help you accomplish this. <a href="https://asana.com/product" class="e10vhuws4 css-ph5of6-link-2-inline-regular">Asana</a> lets you coordinate plans, projects, and processes in one central location. That way, team members can work and collaborate in the same space where your GTM strategy lives.</p></li><li><p><b>How you’ll course-correct and track goals</b>. In order for goals to be effective, they need to be connected to your day-to-day work. That means instead of setting and forgetting goals for your GTM strategy, make a plan to regularly check in and track your progress—for example, at the end of each week or month. Share these updates with project stakeholders in a centralized project management tool. That way, everyone is on the same page.</p></li><li><p><b>How to optimize the customer experience process.</b> A smooth customer experience is critical to the success of your go-to-market strategy, which includes everything from onboarding to retention and customer service. Making your customers feel supported boosts loyalty and advocacy. Consider implementing structured onboarding programs, processes that nurture retention, and establishing helpful customer service. Tools that collect feedback and enable swift service adjustments can significantly improve these processes, making each customer's journey with your product a positive and memorable one.</p></li><li><p><b>How to effectively manage customer acquisition costs (CAC)</b>. Monitoring customer acquisition costs is key for long-term growth. Optimize your marketing and sales funnel to reduce CAC and maximize marketing ROI. Incorporate data-driven strategies to fine-tune targeting, leverage cost-effective channels, and improve conversion rates. Regularly reviewing these costs in relation to customer lifetime value (CLV) can provide insights into the long-term viability and profitability of your customer acquisition strategies. </p></li><li><p><b>How you can standardize processes with go-to-market strategy templates</b>. Every go-to-market strategy contains lots of components and moving pieces. But while it’s important to evaluate your strategy for each new product launch, that doesn’t mean you have to reinvent the wheel. To avoid duplicate work, create <a href="https://asana.com/resources/process-documentation" class="e10vhuws4 css-ph5of6-link-2-inline-regular">process documentation</a> and go-to-market strategy templates to standardize your go-to-market process. For example, you could create templates outlining the steps to determine your target audience, clarify your messaging, and so on—plus an overarching template to guide how you craft your entire GTM strategy. When <a href="https://asana.com/resources/work-management-tool-buyers-guide" class="e10vhuws4 css-ph5of6-link-2-inline-regular">choosing a project management tool</a> for your team, pick one that lets you create and share templates for processes your team uses on a regular basis.</p></li></ul><a href="/templates/gtm-strategy" class="et8z7v0 css-1j1ilq0-p1-primary-regular" title="Create a GTM strategy template">Create a GTM strategy template</a><h2 id="go-to-market-strategy-benefits">Go-to-market strategy benefits</h2><p>In addition to supporting a successful product launch, there are a number of ways in which your company may profit from developing a solid GTM strategy.</p><h3 id="faster-market-entry">Faster market entry</h3><p>A well-crafted go-to-market strategy streamlines your approach to entering new markets or launching products. By identifying the most effective distribution channels, target audience, and messaging from the get-go, businesses can significantly reduce the time it takes to go from concept to customers. Being first can often mean the difference between leading the market and playing catch-up.</p><a class="et8z7v0 css-h65oso-link-3 e1koaidd0" href="https://asana.com/resources/promotion-strategy">Read: In a sales slump? Try these 12 promotion strategies to create customer demand <svg class="css-1k6cidy e1koaidd3" xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 12 12"><path d="M6.26154.536743l-.85527.820367 3.84 3.97963H.676086v1.32655H9.24627l-3.84 3.97961.85527.8204 5.06186-5.28874v-.34909L6.26154.536743z"></path></svg></a><p><b>GTM strategy example:</b> Consider the launch of a groundbreaking health app that leverages AI to personalize workout plans. With a detailed go-to-market plan, the company identified fitness enthusiasts on social media as their primary audience and created affiliate partnerships with influencers for promotions. The strategy led to a rapid increase in user adoption within the first few months, showcasing how targeted efforts can result in faster market penetration.</p><h3 id="improved-customer-understanding">Improved customer understanding</h3><p>A go-to-market strategy requires in-depth market research into customer needs, preferences, and behaviors. This process not only ensures that the product or service meets market demand but also deepens the company's understanding of its customer base. This customer insight is invaluable for tailoring marketing efforts, developing future products, and improving customer satisfaction over time.</p><a class="et8z7v0 css-h65oso-link-3 e1koaidd0" href="https://asana.com/resources/target-audience">Read: How to find and engage your target audience<svg class="css-1k6cidy e1koaidd3" xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 12 12"><path d="M6.26154.536743l-.85527.820367 3.84 3.97963H.676086v1.32655H9.24627l-3.84 3.97961.85527.8204 5.06186-5.28874v-.34909L6.26154.536743z"></path></svg></a><p><b>GTM strategy example:</b> Imagine a company launching a new eco-friendly home cleaning product. Through their go-to-market strategy research, they discovered their target customers frequented eco-conscious blogs and forums. By engaging with these communities and addressing their specific concerns, the company was able to build a loyal customer base that felt heard and understood, which led to strong word-of-mouth endorsements.</p><h3 id="streamlined-resource-allocation">Streamlined resource allocation</h3><p>Crafting a go-to-market strategy forces businesses to think critically about how they allocate their resources, including time, money, and manpower. By focusing efforts on the most promising markets, channels, and customer segments, companies can achieve higher returns on investment and avoid wasteful spending.</p><a class="et8z7v0 css-h65oso-link-3 e1koaidd0" href="https://asana.com/resources/resource-allocation">Read: What is resource allocation? Learn how to allocate resources<svg class="css-1k6cidy e1koaidd3" xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 12 12"><path d="M6.26154.536743l-.85527.820367 3.84 3.97963H.676086v1.32655H9.24627l-3.84 3.97961.85527.8204 5.06186-5.28874v-.34909L6.26154.536743z"></path></svg></a><p><b>GTM strategy example:</b> A small software startup developed a project management tool tailored for remote teams. By concentrating their resources on online advertising targeting remote work platforms and collaboration forums, they were able to maximize their limited marketing budget, achieving a higher conversion rate than spreading their efforts across more generic channels.</p><h3 id="competitive-advantage">Competitive advantage</h3><p>A thorough go-to-market strategy equips businesses with the knowledge to differentiate themselves from the competition. By clearly articulating the unique value proposition and tailoring the marketing mix to highlight these differences, companies can carve out a distinct space in the market. This not only attracts more customers but also builds a strong brand identity.</p><a class="et8z7v0 css-h65oso-link-3 e1koaidd0" href="https://asana.com/resources/competitive-analysis-example">Read: How to create a competitive analysis (with examples)<svg class="css-1k6cidy e1koaidd3" xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 12 12"><path d="M6.26154.536743l-.85527.820367 3.84 3.97963H.676086v1.32655H9.24627l-3.84 3.97961.85527.8204 5.06186-5.28874v-.34909L6.26154.536743z"></path></svg></a><p><b>GTM strategy example:</b> Take the case of a new beverage company entering a crowded market. Their GTM plan concentrated on their drink's distinctive flavor combination and health advantages, which differentiators did not provide. By targeting health-conscious consumers through niche health and wellness events and partnerships, the company was able to establish a dedicated following, distinguishing itself from the competition and securing a loyal customer base.</p><h2 id="go-to-market-strategy-frameworks">Go-to-market strategy frameworks</h2><p>Let’s be real—launching a new product or breaking into a new market can feel like juggling flaming torches. That’s where frameworks come in. They’re your roadmap, helping you focus on the right target customers, craft messaging that resonates, and align your sales team and marketing efforts. A clear GTM strategy framework keeps you from wasting time and resources chasing the wrong audience or missing the mark on your value proposition.</p><p>For example, if you’re launching a SaaS product, a framework can show you how to guide potential customers from discovering your solution on social media to becoming loyal advocates. Let’s break down three popular frameworks to help you nail your go-to-market strategy.</p><h3 id="funnel">Funnel</h3><p>The funnel is the classic approach to customer acquisition and maps out how potential customers move through stages of awareness, consideration, and decision-making. It focuses on narrowing your audience from general interest to your ideal customer profile (ICP).</p><p>HubSpot is a go-to-market strategy example of the funnel approach. They use inbound content marketing to attract leads and guide them through a seamless sales funnel with well-timed messaging and support.</p><ul><li><p><b>How it works: </b>It makes the buyer's journey easier to understand and helps you coordinate your marketing and sales teams at every turn.</p></li><li><p><b>Pro tip:</b> Use metrics like conversion rates and customer acquisition cost (CAC) to monitor performance and refine your sales funnel.</p></li></ul><h3 id="flywheel">Flywheel</h3><p>The flywheel centers on building momentum by delivering an exceptional customer experience that drives loyalty and word-of-mouth referrals. It shifts the focus from one-time sales to long-term customer relationships. Amazon uses the flywheel to perfection. They focus on pleasing customers through reliable delivery, personalized recommendations, and top-tier support. This creates a cycle where satisfied customers drive growth by bringing in new customers.</p><ul><li><p><b>How it works:</b> It prioritizes retention, word-of-mouth referrals, and long-term customer loyalty.</p></li><li><p><b>Pro tip:</b> Optimize your flywheel by automating tasks with tools like SaaS solutions and investing in your customer relationships.</p></li></ul><h3 id="other-notable-gtm-strategy-frameworks">Other notable GTM strategy frameworks</h3><p>There are plenty of other effective go-to-market strategy frameworks that can fit your specific business model or new product:</p><ul><li><p><b>Product-led growth:</b> This strategy focuses on letting the product drive adoption and expansion by showing its value upfront. Slack embodies product-led growth. Their free-tier model allowed users to experience the product’s value, leading to organic, team-wide adoption and eventual paid upgrades.</p></li><li><p><b>Account-based marketing (ABM):</b> ABM is all about targeting high-value accounts with personalized approaches. LinkedIn excels at ABM. They target specific decision-makers at key companies with tailored messaging and solutions that address their unique needs.</p></li><li><p><b>Partnerships and alliances:</b> Strategic collaborations help expand your reach and create new opportunities. Spotify’s partnership with Uber is a go-to-market strategy example of creative collaboration. Riders could control music during trips, which increased brand awareness and deepened their engagement with customers.</p></li></ul><p>Each of these GTM strategy frameworks shows how a thoughtful approach can help businesses connect with their target audience and achieve their goals. Which one makes sense for your go-to-market strategy?</p><h2 id="how-to-choose-the-best-go-to-market-strategy">How to choose the best go-to-market strategy</h2><p>Your goals, product positioning, and target audience determine the right go-to-market strategy. To simplify your decision, here’s a quick guide to match common scenarios with the ideal approach.</p><p><b>1. Launching a new product to a broad audience?</b></p><p>Try a funnel strategy to generate awareness and move potential customers through a clear decision-making process. This works well when your audience needs education about your product’s value.</p><ul><li><p>Example: Canva uses free templates and tutorials to bring users into their funnel and convert them into paid customers with premium design features and tools.</p></li></ul><p><b>2. Targeting a new market or high-value customers?</b></p><p>Opt for account-based marketing (ABM) or strategic partnerships with established providers to build credibility and gain access to key accounts.</p><ul><li><p>Example: Snowflake, a data cloud company, excels with ABM by tailoring campaigns to specific enterprises to create personalized messaging for decision-makers.</p></li></ul><p><b>3. Need to drive organic growth?</b></p><p>Focus on product-led growth or a flywheel strategy to build momentum through exceptional customer experience and word-of-mouth referrals.</p><ul><li><p>Example: Customers can experiment with Asana's features through its free-tier model, which encourages team adoption and feature upgrades.</p></li></ul><p><b>4. Working with limited resources?</b></p><p>Lean into content marketing, social media, or SEO to reach your target audience affordably and build trust over time.</p><ul><li><p>Example: Buffer uses a blog and educational content about social media best practices to engage potential users and build a loyal following without a massive budget.</p></li></ul><h2 id="start-your-gtm-strategy-today">Start your GTM strategy today</h2><p>Bringing a product to market is a big investment. But you can set your next launch up for success with a solid framework to determine your audience and messaging, concrete goals, and clear processes to carry out your strategy. With these nine steps, crafting a great go-to-market strategy isn’t so daunting after all.</p><a href="/templates/gtm-strategy" class="et8z7v0 css-1j1ilq0-p1-primary-regular" title="Create a GTM strategy template">Create a GTM strategy template</a><h2 id="your-go-to-gtm-strategy-guide-faqs-answered">Your go-to GTM strategy guide: FAQs answered</h2><style data-emotion="css ufombz">.css-ufombz .eis99gl5{color:var(--lightmode-text-strong);}.css-ufombz .eis99gl4{border-color:var(--lightmode-border);background-color:var(--lightmode-bg);}.css-ufombz .eis99gl4:hover{background-color:var(--lightmode-bg-hover);}.css-ufombz .eis99gl1{color:var(--lightmode-text-strong);}.css-ufombz .eis99gl2{color:var(--lightmode-text-strong);}</style><div itemscope="" itemType="http://schema.org/FAQPage" class="css-ufombz eis99gl0"><style data-emotion="css 1va6vtl">.css-1va6vtl{position:relative;border-width:1px;border-top-style:solid;border-bottom-style:solid;-webkit-transition:all .6s;transition:all .6s;}</style><div class="faq css-1va6vtl eis99gl4" itemscope="" itemProp="mainEntity" itemType="https://schema.org/Question"><style data-emotion="css 7j0e7b-heading-5">.css-7j0e7b-heading-5{font-family:"TWK Lausanne","Helvetica Neue","Helvetica",sans-serif;font-size:18px;font-weight:500;line-height:140%;letter-spacing:0;margin:0;width:100%;position:relative;cursor:pointer;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-pack:justify;-webkit-justify-content:space-between;justify-content:space-between;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;padding:8px 16px;}@media (min-width: 768px){.css-7j0e7b-heading-5{font-size:24px;line-height:120%;}}@media (min-width: 768px){.css-7j0e7b-heading-5{padding:16px;}}@media (min-width: 1120px){.css-7j0e7b-heading-5{padding:24px 16px;}}.css-7j0e7b-heading-5[aria-expanded="false"]+.eis99gl3 a[href],.css-7j0e7b-heading-5[aria-expanded="false"]+.eis99gl3 input:not([disabled]),.css-7j0e7b-heading-5[aria-expanded="false"]+.eis99gl3 select:not([disabled]),.css-7j0e7b-heading-5[aria-expanded="false"]+.eis99gl3 textarea:not([disabled]),.css-7j0e7b-heading-5[aria-expanded="false"]+.eis99gl3 button:not([disabled]),.css-7j0e7b-heading-5[aria-expanded="false"]+.eis99gl3 [tabindex]:not([disabled]),.css-7j0e7b-heading-5[aria-expanded="false"]+.eis99gl3 [contenteditable="true"]:not([disabled]){visibility:hidden;-webkit-transition:all .6s;transition:all .6s;}</style><h5 itemProp="name" tabindex="0" aria-expanded="false" aria-controls="accordionItem0" aria-label="What are the key elements of a go-to-market plan? Accordion item" role="button" class="css-7j0e7b-heading-5 eis99gl1">What are the key elements of a go-to-market plan?<style data-emotion="css i4fobf">.css-i4fobf{-webkit-transition:-webkit-transform 200ms ease-in-out;transition:transform 200ms ease-in-out;-webkit-transform:rotateZ(0);-moz-transform:rotateZ(0);-ms-transform:rotateZ(0);transform:rotateZ(0);}</style><span class="css-i4fobf e3s2dq69"><svg width="11px" height="7px" viewBox="0 0 11 7" version="1.1" xmlns:xlink="http://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(0.000000, -419.000000)" stroke="var(--lightmode-icon)" stroke-width="1.5"><g transform="translate(-0.500000, 391.000000)"><g transform="translate(0.000000, 17.000000)"><polyline points="0.5 11.55 5.43814008 16.45 10.2999998 11.55"></polyline></g></g></g></g></svg></span></h5><style data-emotion="css eqai2q">.css-eqai2q{overflow:hidden;padding:0 16px;-webkit-transition:all 0.8s;transition:all 0.8s;}.css-eqai2q div:first-of-type{padding-bottom:8px;margin-top:0;}@media (min-width: 768px){.css-eqai2q div:first-of-type{padding-bottom:16px;}}@media (min-width: 1120px){.css-eqai2q div:first-of-type{padding-bottom:24px;}}</style><div itemscope="" itemProp="acceptedAnswer" itemType="https://schema.org/Answer" id="accordionItem0" aria-hidden="true" class="css-eqai2q eis99gl3"><style data-emotion="css 1ie1e9x-p2">.css-1ie1e9x-p2{font-family:"TWK Lausanne","Helvetica Neue","Helvetica",sans-serif;font-size:14px;font-weight:300;line-height:150%;letter-spacing:0.02em;}@media (min-width: 768px){.css-1ie1e9x-p2{font-size:16px;}}.css-1ie1e9x-p2 a{text-decoration-line:underline;color:var(--lightmode-link-text);}.css-1ie1e9x-p2 a:hover{border-bottom:none;color:var(--lightmode-link-hover);}</style><div itemProp="text" class="css-1ie1e9x-p2 eis99gl2"><p>The key elements of a go-to-market plan include identifying your target audience, defining your value proposition, conducting market research, establishing clear product positioning, developing a pricing strategy, selecting the right marketing channels, crafting a sales strategy, and setting key performance indicators (KPIs). These pieces come together to ensure your efforts are focused and effective in reaching your ideal customer profile.</p></div></div></div><style data-emotion="css ce9sxe">.css-ce9sxe{position:relative;border-width:1px;border-bottom-style:solid;-webkit-transition:all .6s;transition:all .6s;}</style><div class="faq css-ce9sxe eis99gl4" itemscope="" itemProp="mainEntity" itemType="https://schema.org/Question"><h5 itemProp="name" tabindex="0" aria-expanded="false" aria-controls="accordionItem1" aria-label="Can a GTM strategy be applied to both new and existing products? Accordion item" role="button" class="css-7j0e7b-heading-5 eis99gl1">Can a GTM strategy be applied to both new and existing products?<span class="css-i4fobf e3s2dq69"><svg width="11px" height="7px" viewBox="0 0 11 7" version="1.1" xmlns:xlink="http://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(0.000000, -419.000000)" stroke="var(--lightmode-icon)" stroke-width="1.5"><g transform="translate(-0.500000, 391.000000)"><g transform="translate(0.000000, 17.000000)"><polyline points="0.5 11.55 5.43814008 16.45 10.2999998 11.55"></polyline></g></g></g></g></svg></span></h5><div itemscope="" itemProp="acceptedAnswer" itemType="https://schema.org/Answer" id="accordionItem1" aria-hidden="true" class="css-eqai2q eis99gl3"><div itemProp="text" class="css-1ie1e9x-p2 eis99gl2"><p>Yes, a GTM strategy works for both new and existing products. For new products, it helps build awareness, educate potential customers, and establish product-market fit. For existing products, it can drive adoption in new markets, improve product positioning, or target different customer segments to expand your reach.</p></div></div></div><div class="faq css-ce9sxe eis99gl4" itemscope="" itemProp="mainEntity" itemType="https://schema.org/Question"><h5 itemProp="name" tabindex="0" aria-expanded="false" aria-controls="accordionItem2" aria-label="What is the best go-to-market strategy framework for SaaS companies? Accordion item" role="button" class="css-7j0e7b-heading-5 eis99gl1">What is the best go-to-market strategy framework for SaaS companies?<span class="css-i4fobf e3s2dq69"><svg width="11px" height="7px" viewBox="0 0 11 7" version="1.1" xmlns:xlink="http://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(0.000000, -419.000000)" stroke="var(--lightmode-icon)" stroke-width="1.5"><g transform="translate(-0.500000, 391.000000)"><g transform="translate(0.000000, 17.000000)"><polyline points="0.5 11.55 5.43814008 16.45 10.2999998 11.55"></polyline></g></g></g></g></svg></span></h5><div itemscope="" itemProp="acceptedAnswer" itemType="https://schema.org/Answer" id="accordionItem2" aria-hidden="true" class="css-eqai2q eis99gl3"><div itemProp="text" class="css-1ie1e9x-p2 eis99gl2"><p>For SaaS companies, the product-led growth (PLG) framework is often the best choice. It allows potential customers to experience the product’s value firsthand through free trials or freemium models, leading to organic growth and strong retention. Depending on the company’s goals, funnel or flywheel frameworks can also complement this approach.</p></div></div></div><div class="faq css-ce9sxe eis99gl4" itemscope="" itemProp="mainEntity" itemType="https://schema.org/Question"><h5 itemProp="name" tabindex="0" aria-expanded="false" aria-controls="accordionItem3" aria-label="How do you measure the success of a go-to-market strategy? Accordion item" role="button" class="css-7j0e7b-heading-5 eis99gl1">How do you measure the success of a go-to-market strategy?<span class="css-i4fobf e3s2dq69"><svg width="11px" height="7px" viewBox="0 0 11 7" version="1.1" xmlns:xlink="http://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(0.000000, -419.000000)" stroke="var(--lightmode-icon)" stroke-width="1.5"><g transform="translate(-0.500000, 391.000000)"><g transform="translate(0.000000, 17.000000)"><polyline points="0.5 11.55 5.43814008 16.45 10.2999998 11.55"></polyline></g></g></g></g></svg></span></h5><div itemscope="" itemProp="acceptedAnswer" itemType="https://schema.org/Answer" id="accordionItem3" aria-hidden="true" class="css-eqai2q eis99gl3"><div itemProp="text" class="css-1ie1e9x-p2 eis99gl2"><p>You measure the success of a go-to-market strategy by tracking KPIs such as conversion rates, customer acquisition cost (CAC), retention rates, revenue growth, and market penetration. These metrics give you a clear view of how well your strategy is performing and where you can make improvements.</p></div></div></div><div class="faq css-ce9sxe eis99gl4" itemscope="" itemProp="mainEntity" itemType="https://schema.org/Question"><h5 itemProp="name" tabindex="0" aria-expanded="false" aria-controls="accordionItem4" aria-label="What are some successful go-to-market strategy examples from leading companies? Accordion item" role="button" class="css-7j0e7b-heading-5 eis99gl1">What are some successful go-to-market strategy examples from leading companies?<span class="css-i4fobf e3s2dq69"><svg width="11px" height="7px" viewBox="0 0 11 7" version="1.1" xmlns:xlink="http://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(0.000000, -419.000000)" stroke="var(--lightmode-icon)" stroke-width="1.5"><g transform="translate(-0.500000, 391.000000)"><g transform="translate(0.000000, 17.000000)"><polyline points="0.5 11.55 5.43814008 16.45 10.2999998 11.55"></polyline></g></g></g></g></svg></span></h5><div itemscope="" itemProp="acceptedAnswer" itemType="https://schema.org/Answer" id="accordionItem4" aria-hidden="true" class="css-eqai2q eis99gl3"><div itemProp="text" class="css-1ie1e9x-p2 eis99gl2"><p>Slack’s product-led growth strategy is a great example, as it used a freemium model to drive widespread adoption before upselling premium features. Dropbox’s referral program rewarded users with extra storage for bringing in new customers, fueling viral growth. Tesla’s direct-to-consumer approach bypassed traditional dealerships to create a unique customer experience and build strong relationships with buyers. These examples show how well-chosen GTM strategies can achieve exceptional results.</p></div></div></div></div><p></p></div></div></section></section><style data-emotion="css 1nukvj5">.css-1nukvj5{background-color:var(--lightmode-bg-strong);padding-top:calc(96px * 0.5);padding-bottom:calc(96px * 0.5);}@media (min-width: 768px){.css-1nukvj5{padding-top:calc(128px * 0.5);padding-bottom:calc(128px * 0.5);}}@media (min-width: 1120px){.css-1nukvj5{padding-top:calc(160px * 0.5);padding-bottom:calc(160px * 0.5);}}.css-1nukvj5>*{-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}</style><section class="css-1nukvj5 enbnr6z0"><style data-emotion="css 1hiwj9b">.css-1hiwj9b{--x-margin:6.4%;margin:0 var(--x-margin);display:grid;grid-column-gap:8px;grid-template-columns:repeat(4, 1fr);grid-auto-flow:dense;}@media (min-width: 480px){.css-1hiwj9b{--x-margin:5%;}}@media (min-width: 768px){.css-1hiwj9b{--x-margin:6.25%;}}@media (min-width: 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Start your GTM strategy today!","qualified_enabled_notrans":true,"share_image":"https://assets.asana.biz/m/650ebfb7985a33dc/webimage-article-business-strategy-go-to-market-gtm-strategy-2x.jpg","pageTemplate":{"header":"How to create a go-to-market strategy (template \u0026 examples)","body":{"nodeType":"document","data":{},"content":[{"nodeType":"embedded-entry-block","data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"v26e80k8u0jb"}},"id":"lZVhq8IuMyQBFVaRnmwjk","type":"Entry","createdAt":"2021-11-23T13:07:11.263Z","updatedAt":"2024-12-18T09:11:16.601Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":62,"revision":25,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"callout"}},"locale":"en-US"},"fields":{"componentName":"callout","title":"Summary","body":"A go-to-market (GTM) strategy is a step-by-step plan for launching a new product or expanding into a new market. 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Creating a GTM strategy helps you ensure you’re taking everything into account and avoid costly mistakes—like launching your product to the wrong audience or in a market that’s already saturated with similar offerings.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"When do you need a go-to-market (GTM) strategy? ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Whenever you bring a product or service to market, you need a go-to-market strategy. This includes: ","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Launching a new product in an existing market","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"—for example, an established clothing brand launching a line of beauty products. 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","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"v26e80k8u0jb"}},"id":"6uMYNGTW5ajNCDkbzVMNr9","type":"Entry","createdAt":"2021-11-23T13:07:11.301Z","updatedAt":"2024-12-18T09:11:16.744Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":151,"revision":30,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"cta"}},"locale":"en-US"},"fields":{"internalTitle":"[Link] What is strategy implementation + 6 key steps to success - /resources/strategy-implementation","text":"What is strategy implementation + 6 key steps to success","link":"/resources/strategy-implementation","isButton":false,"isSecondary":true,"componentName":"cta","reactKey":"6uMYNGTW5ajNCDkbzVMNr9"}}},"content":[]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Go-to-market strategy vs. a marketing plan","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A go-to-market strategy is specifically for launching a product or expanding to a new market. 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","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Marketing plan example:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Sephora’s marketing plan leverages its ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.forbes.com/sites/pamdanziger/2020/01/23/how-to-make-a-great-retail-loyalty-program-even-better-sephora-has-the-answer/"},"content":[{"nodeType":"text","value":"loyalty program","marks":[],"data":{}}]},{"nodeType":"text","value":", which offers discounts and gifts to customers who spend a certain amount. This plan isn’t specific to a product launch; rather, it’s a long-term approach to building customer loyalty over time. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Go-to-market plan example:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Microsoft executed a go-to-market strategy when launching its","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://blogs.windows.com/devices/2014/05/20/announcing-surface-pro-3/"},"content":[{"nodeType":"text","value":" third-generation Surface tablet","marks":[],"data":{}}]},{"nodeType":"text","value":". Their strategy was specific to the tablet’s launch and addressed a particular market problem—that existing tablets didn’t have the functionality of a full-fledged computer.","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"v26e80k8u0jb"}},"id":"4cZRRv7Az1pQEFJ7QWjvev","type":"Entry","createdAt":"2021-11-23T13:07:11.320Z","updatedAt":"2024-12-18T09:11:16.763Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":116,"revision":49,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"cta"}},"locale":"en-US"},"fields":{"internalTitle":"[Link] Read: Strategy vs. tactics: What's the difference? - /resources/strategy-vs-tactics","text":"Read: Strategy vs. tactics: What's the difference?","link":"/resources/strategy-vs-tactics","isButton":false,"isSecondary":true,"componentName":"cta","reactKey":"4cZRRv7Az1pQEFJ7QWjvev"}}},"content":[]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Organize your go-to-market strategy with a project management platform","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Every GTM strategy involves lots of moving pieces, whether you’re launching a new product or exploring new markets. The right ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://asana.com/teams/marketing"},"content":[{"nodeType":"text","value":"project management tool","marks":[],"data":{}}]},{"nodeType":"text","value":" can help you visualize your entire plan in one place, including the status, owners, and dependencies of each task. And as team members collaborate and execute your go-to-market strategy, you can see those updates in real-time.","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"v26e80k8u0jb"}},"id":"2jB3NkJSPRldp5ZVz67YBs","type":"Entry","createdAt":"2021-05-20T22:36:09.501Z","updatedAt":"2024-12-18T09:11:16.633Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":181,"revision":35,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"image"}},"locale":"en-US"},"fields":{"src":"https://assets.asana.biz/transform/f8492eda-b918-4cf6-868a-556899ee6d63/inline-what-are-project-deliverables-4-2x","alt":"[Old Product UI] Product marketing launch project in Asana, spreadsheet-style view with project deliverables (Lists)","width":1800,"height":1098,"componentName":"image","reactKey":"2jB3NkJSPRldp5ZVz67YBs"}}},"content":[]},{"nodeType":"embedded-entry-block","data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"v26e80k8u0jb"}},"id":"6LfhI7eCOBZferDtIx9qbl","type":"Entry","createdAt":"2022-06-15T18:47:39.498Z","updatedAt":"2024-12-18T09:11:16.708Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":204,"revision":35,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"cta"}},"locale":"en-US"},"fields":{"internalTitle":"[Button] Create a GTM strategy template - /templates/gtm-strategy","text":"Create a GTM strategy template","link":"/templates/gtm-strategy","isButton":true,"isSecondary":false,"componentName":"cta","reactKey":"6LfhI7eCOBZferDtIx9qbl"}}},"content":[]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"How to build a go-to-market strategy in 9 steps","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"So you’ve created an exciting new product or want to expand into a new market. You know you need a go-to-market strategy to make sure your initiative succeeds—but what exactly does that look like? ","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Step 1: Identify the problem","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Every great product launch solves a specific problem. For example, Blackberry phones let business people answer emails on the go, Uber circumvents the cumbersome process of hailing or calling for a taxi, and Dawn detergent cuts through grease and makes washing dishes easier. Each of those products have a unique ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://asana.com/asana.com/resources/value-proposition-template"},"content":[{"nodeType":"text","value":"value proposition","marks":[],"data":{}}]},{"nodeType":"text","value":"—a way they add value for customers by addressing their pain points. And most importantly, when those products launched, there was significant demand for solutions.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"This concept is known as ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://en.wikipedia.org/wiki/Product/market_fit"},"content":[{"nodeType":"text","value":"product-market fit","marks":[],"data":{}}]},{"nodeType":"text","value":"—the degree to which a product satisfies a strong market demand. Understanding product-market fit is essential to gaining a competitive advantage and making sure you’re launching the right product to the right customers. ","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Step 2: Define the target audience","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In order to have a successful GTM launch, you need to clearly understand your target audience. Start your market research by asking yourself the following questions: ","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Who is experiencing the problem that your product solves? ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What are the specific frustrations your product can alleviate? ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"How much is your audience willing to pay for a solution? ","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The two most common ways to define your target market are with an ideal customer profile (ICP) and buyer personas. These methods work together to narrow down your customer base and specify the types of people within your audience. ","marks":[],"data":{}}]},{"nodeType":"heading-4","data":{},"content":[{"nodeType":"text","value":"Ideal customer profile (ICP)","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"This approach defines your perfect customer—in other words, someone who experiences the frustrations your product solves. They’re aware of the problem, already looking for a solution, and are able to buy your product. To create an ideal customer profile, consider the following characteristics: ","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Industry or demographic:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" If you’re selling to businesses, identify the specific industry you’re targeting—like financial, legal, or SaaS verticals. If you’re selling to individuals, define specific demographics your ideal customer falls within. For example, a child-care service may target families with kids between the ages of 1 and 5. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Geography","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":": Where do your ideal customers live? For example, a tour company that offers English-only experiences may target customers in the US and Europe. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Size:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" This one is specific to B2B companies. Identify the size of the business you’re targeting—for example, you may market a new co-working space to funded startups with less than 20 employees. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Budget:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" To shape your pricing strategy, consider how much your customers have to spend on your product. This will also influence the market’s perception of your product. For example, if your company sells luxury watches, you probably don’t want to go below a certain price point. Alternatively, a legal consulting firm may find it worthwhile to only target businesses that can spend at least $5,000 per month. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Decision-making factors","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":": What factors influence whether a customer decides to purchase your product? For example, do they rely on referrals from trusted friends or colleagues? Is there a primary decision-maker, like the CEO or sales manager of a company?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Pain points:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" What specific frustrations does your ideal customer have? For example, a company selling a financial-planning app may target customers who lose time trying to track their budget with spreadsheets. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Customer needs:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Beyond pain points, understanding the needs of your customers is essential for an effective GTM strategy. For example, the technology company ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.researchgate.net/publication/375551855_The_Successful_Marketing_Strategy_of_Apple"},"content":[{"nodeType":"text","value":"Apple","marks":[],"data":{}}]},{"nodeType":"text","value":" emphasizes customer experience by analyzing customer needs and designing products accordingly.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Preferred media:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" How does your ideal customer absorb information? For example, do they use social media, read print magazines, or browse the web with ease? ","marks":[],"data":{}}]}]}]},{"nodeType":"heading-4","data":{},"content":[{"nodeType":"text","value":"Buyer personas","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Not all members of your target audience are the same—each person is a unique individual with their own problems, values, and goals. Creating buyer personas helps you differentiate between the different types of people within your target audience, so you can visualize who your customers are on a human level. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"You should create multiple customer personas to fully understand your target audience. Here’s an example of one buyer persona for a tour company launching a new in-destination app:","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Persona: Memory-maker","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Individuals between the ages of 25-35","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Travels alone or with a partner","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Willing to pay a higher price for premium experiences","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Values booking flexibility","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Wants to book high-demand experiences in advance but also chooses some activities after they’ve arrived at a destination","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Can use technology and apps with ease","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Buyer personas may seem similar to an ideal customer profile, but they perform a different function. Personas help you visualize customer needs by breaking your ICP down into more specific segments—each representing a type of person with their own distinct problems, values, and goals. ","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Step 3: Research competition and demand","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Now that you’ve identified your product’s value proposition and target audience, it’s time to do some market research. Before you invest in bringing your product to market, you want to make sure that there’s enough demand and not too much competition. To guide your marketing efforts, ask yourself the following questions: ","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Who already offers a similar version of your product? ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What audiences and geographic regions do your competitors target? ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"How does your product differ from the competition? What do you offer that others don’t? ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Is there demand for the product, or is the market oversaturated? ","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"To design a comprehensive marketing campaign, you’ll need to conduct a","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://asana.com/resources/competitive-analysis-example"},"content":[{"nodeType":"text","value":" competitive analysis","marks":[],"data":{}}]},{"nodeType":"text","value":". This method uses research to identify your direct and indirect competitors and uncover their strengths and weaknesses in relation to your own. ","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Step 4: Decide key messaging","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The next step is to determine the key messages you’ll convey to potential customers. The best approach is to tailor individual messaging for each of your buyer personas, so you can address their unique values and frustrations. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"To map your messaging to each buyer persona, create a","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.masterclass.com/articles/go-to-market-strategy-guide#what-is-the-purpose-of-a-gotomarket-strategy"},"content":[{"nodeType":"text","value":" value matrix","marks":[],"data":{}}]},{"nodeType":"text","value":". A value matrix breaks down each persona, their pain points, the value your product brings, and a key message that conveys how your product can solve their unique problem. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Let’s continue with the tour company example above. As a refresher, the company wants to launch a new in-destination app. One of their personas is a “memory-maker”—a customer who is willing to pay for premium experiences. Here’s what a value matrix might look like for this persona: ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Pain points","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"It’s hard to verify the quality of experiences when booking online.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"If they book an expensive tour in advance, they can’t get their money back if plans change. ","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Product value","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"An app with customer pictures and reviews gives a feel for the quality of tours. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A flexible booking policy allows them to cancel if plans change. ","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Key message","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Book quality experiences with peace of mind. ","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"To complete your value matrix, continue this process for each buyer persona. ","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Step 5: Map the buyer’s journey","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Now that you’ve identified your buyer personas and messaging, you can map the buyer’s journey—the path customers take from realizing their problem, considering your product as a solution, and deciding to purchase. Mapping your buyer’s journey is a key component of content marketing because it helps you surface the right type of content to potential customers at the right time. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Most often, the customer journey is visualized as a funnel broken into three sections: ","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Top of funnel:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Customers know the problem they want to solve and research solutions. They may not be aware that your product exists yet. During this phase, you want to grab the customer's attention so they consider your product. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Middle of funnel:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Customers weigh your product against other available options. Your goal during this phase is to convince potential buyers that your product is the best option. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Bottom of funnel:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Customers decide whether to purchase your product. Your goal for this phase is to convince them to commit.","marks":[],"data":{}}]}]}]},{"nodeType":"embedded-entry-block","data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"v26e80k8u0jb"}},"id":"6LfhI7eCOBZferDtIx9qbl","type":"Entry","createdAt":"2022-06-15T18:47:39.498Z","updatedAt":"2024-12-18T09:11:16.708Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":204,"revision":35,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"cta"}},"locale":"en-US"},"fields":{"internalTitle":"[Button] Create a GTM strategy template - /templates/gtm-strategy","text":"Create a GTM strategy template","link":"/templates/gtm-strategy","isButton":true,"isSecondary":false,"componentName":"cta","reactKey":"6LfhI7eCOBZferDtIx9qbl"}}},"content":[]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Step 6: Pick marketing channels","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Marketing channels are the different types of content you use to create demand for your product and move potential customers down the marketing funnel. For example, social media, paid search ads, blogs, SEO content, and emails are different marketing channels. The marketing channels you choose depend on two things: your target audience and where your potential customers are along their buyer’s journey. ","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Align marketing channels with your ideal audience.","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" You want to make sure the distribution channels you choose align with the way your target audience consumes content. For example, if your ideal customer uses YouTube but not Instagram or LinkedIn, you may want to focus on YouTube ads rather than paid social posts. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Determine whether your ideal customer prefers outbound tactics like direct mail or inbound strategies such as social media. ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"When deciding between inbound and outbound channels, consider whether you want to generate broad brand awareness or engage potential customers who have shown interest in what you have to offer. This approach ensures a more tailored and effective GTM strategy that aligns with the behavior and preferences of your target audience.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Use different distribution channels for different phases of the customer journey.","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Depending on where customers are in the marketing funnel, different types of marketing content can help move them to the next phase. For example, search engine optimization (SEO) content can raise brand awareness among top-of-funnel customers. For those in the middle, case studies and webinars offer high-quality insights and build customer relationships. And at the bottom of the funnel, strategies like free trial options can help convince potential customers to commit.","marks":[],"data":{}}]}]}]},{"nodeType":"embedded-entry-block","data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"v26e80k8u0jb"}},"id":"6kD7J87rPr3HuheYqKYK9j","type":"Entry","createdAt":"2021-09-09T21:57:43.755Z","updatedAt":"2024-12-18T09:11:16.782Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":205,"revision":79,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"cta"}},"locale":"en-US"},"fields":{"internalTitle":"[Link] Read: Marketing vs. advertising: What's the difference? - /resources/marketing-vs-advertising-difference","text":"Read: Marketing vs. advertising: What's the difference?","link":"/resources/marketing-vs-advertising-difference","isButton":false,"isSecondary":true,"componentName":"cta","reactKey":"6kD7J87rPr3HuheYqKYK9j"}}},"content":[]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Step 7: Create a sales plan","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The goal of your GTM strategy is a successful product launch, so it’s essential to decide how you’ll sell to your target audience and turn prospective customers into buyers. That’s where your sales strategy comes in. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"We’ve outlined the four most common sales strategies below. As needed, you can combine these strategies to fit your specific product and business model. ","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Self-service model","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":": Customers purchase your product on their own. This is a common sales process for e-commerce, in which customers can find and buy products online. While this option doesn’t require a dedicated sales team, you need to invest in marketing to drive traffic to your website. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Inside sales model:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Your sales team nurtures prospective customers to convince them to purchase your product. This is a good option for products with a medium price point that are a bit more complex, like design software for teams. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Field sales model","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":": Salespeople focus on closing big enterprise deals. This option requires more sales investment and a longer sales cycle, but there’s a big payoff. For example, you might use a field sales model to sell ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://asana.com/resources/retail-management"},"content":[{"nodeType":"text","value":"retail management software","marks":[],"data":{}}]},{"nodeType":"text","value":" to large companies. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Channel model","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":": An external partner sells your product for you. While this option gives you less say in how you market your product, it’s the cheapest option and can work well if you partner with a company that sells similar products. For example, if you’re selling a new type of cereal, you could partner with a grocery chain. ","marks":[],"data":{}}]}]}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Step 8: Set concrete goals","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Every great go-to-market strategy starts with clear objectives and benchmarks. Goals give you specific targets to aim for and a clear timeline, and benchmarks allow you to measure progress. Without clearly defined goals, it’s hard to tell if your GTM strategy is working. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Here are a few different goal-setting frameworks you can use to set measurable objectives. Depending on your business needs, you can combine these strategies or use them on their own. ","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://asana.com/resources/smart-goals"},"content":[{"nodeType":"text","value":"SMART goals","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"text","value":":","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" This acronym helps you set goals that are specific, measurable, achievable, realistic, and time-bound. For example, you could set the following SMART goal when launching a new app: “In six months, generate 1M total app downloads and 50K new user accounts.”","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://asana.com/resources/key-performance-indicator-kpi"},"content":[{"nodeType":"text","value":"Key performance indicators (KPIs)","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"text","value":":","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" KPIs are quantitative metrics that help you track progress toward business objectives. For example, you could track total purchases and ad clickthroughs when executing a go-to-market strategy for your new product. Keep in mind that you can use the SMART goal framework when crafting KPIs—for example, “Within three months, generate 100K total conversions and 1M ad click-throughs.”","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://asana.com/resources/okr-meaning"},"content":[{"nodeType":"text","value":"Objectives and key results (OKRs)","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"text","value":":","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" This strategy pairs the objectives you want to achieve with the key results you’ll use to measure progress. It follows this format: “I will [objective] as measured by [key result].” For example, “The marketing team will increase awareness of a new product, as measured by the following key results: Drive 1M web visitors to the product page, increase social media engagement by 50%, and generate 50K new customers through email signups.” ","marks":[],"data":{}}]}]}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Step 9: Create clear processes","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Creating a great go-to-market strategy is one thing, and executing it is another. That’s why creating clear processes is essential when bringing a product to market—because regardless of how well-crafted your strategy is, it only succeeds when you communicate and execute your strategy with your team. For example, you should consider the following when crafting your GTM strategy: ","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"How you’ll share your strategy and collaborate with team members. ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Don’t let your strategy gather dust in a drawer—instead, house the plans and projects that comprise your strategy in one easily accessible place. A robust ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://asana.com/uses/work-management"},"content":[{"nodeType":"text","value":"work management tool","marks":[],"data":{}}]},{"nodeType":"text","value":" can help you accomplish this. ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://asana.com/product"},"content":[{"nodeType":"text","value":"Asana","marks":[],"data":{}}]},{"nodeType":"text","value":" lets you coordinate plans, projects, and processes in one central location. That way, team members can work and collaborate in the same space where your GTM strategy lives.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"How you’ll course-correct and track goals","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":". In order for goals to be effective, they need to be connected to your day-to-day work. That means instead of setting and forgetting goals for your GTM strategy, make a plan to regularly check in and track your progress—for example, at the end of each week or month. Share these updates with project stakeholders in a centralized project management tool. That way, everyone is on the same page.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"How to optimize the customer experience process.","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" A smooth customer experience is critical to the success of your go-to-market strategy, which includes everything from onboarding to retention and customer service. Making your customers feel supported boosts loyalty and advocacy. Consider implementing structured onboarding programs, processes that nurture retention, and establishing helpful customer service. Tools that collect feedback and enable swift service adjustments can significantly improve these processes, making each customer's journey with your product a positive and memorable one.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"How to effectively manage customer acquisition costs (CAC)","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":". Monitoring customer acquisition costs is key for long-term growth. Optimize your marketing and sales funnel to reduce CAC and maximize marketing ROI. Incorporate data-driven strategies to fine-tune targeting, leverage cost-effective channels, and improve conversion rates. Regularly reviewing these costs in relation to customer lifetime value (CLV) can provide insights into the long-term viability and profitability of your customer acquisition strategies. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"How you can standardize processes with go-to-market strategy templates","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":". Every go-to-market strategy contains lots of components and moving pieces. But while it’s important to evaluate your strategy for each new product launch, that doesn’t mean you have to reinvent the wheel. To avoid duplicate work, create ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://asana.com/resources/process-documentation"},"content":[{"nodeType":"text","value":"process documentation","marks":[],"data":{}}]},{"nodeType":"text","value":" and go-to-market strategy templates to standardize your go-to-market process. For example, you could create templates outlining the steps to determine your target audience, clarify your messaging, and so on—plus an overarching template to guide how you craft your entire GTM strategy. When ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://asana.com/resources/work-management-tool-buyers-guide"},"content":[{"nodeType":"text","value":"choosing a project management tool","marks":[],"data":{}}]},{"nodeType":"text","value":" for your team, pick one that lets you create and share templates for processes your team uses on a regular basis.","marks":[],"data":{}}]}]}]},{"nodeType":"embedded-entry-block","data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"v26e80k8u0jb"}},"id":"6LfhI7eCOBZferDtIx9qbl","type":"Entry","createdAt":"2022-06-15T18:47:39.498Z","updatedAt":"2024-12-18T09:11:16.708Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":204,"revision":35,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"cta"}},"locale":"en-US"},"fields":{"internalTitle":"[Button] Create a GTM strategy template - /templates/gtm-strategy","text":"Create a GTM strategy template","link":"/templates/gtm-strategy","isButton":true,"isSecondary":false,"componentName":"cta","reactKey":"6LfhI7eCOBZferDtIx9qbl"}}},"content":[]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Go-to-market strategy benefits","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In addition to supporting a successful product launch, there are a number of ways in which your company may profit from developing a solid GTM strategy.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Faster market entry","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A well-crafted go-to-market strategy streamlines your approach to entering new markets or launching products. By identifying the most effective distribution channels, target audience, and messaging from the get-go, businesses can significantly reduce the time it takes to go from concept to customers. Being first can often mean the difference between leading the market and playing catch-up.","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"v26e80k8u0jb"}},"id":"1KgG5yZbUVlBHQv6SHmGIN","type":"Entry","createdAt":"2024-04-01T08:05:30.816Z","updatedAt":"2024-12-18T09:11:16.911Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":6,"revision":3,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"cta"}},"locale":"en-US"},"fields":{"internalTitle":"[Resources] GTM strategy (cta)","text":"Read: In a sales slump? Try these 12 promotion strategies to create customer demand ","link":"https://asana.com/resources/promotion-strategy","isButton":false,"isSecondary":false,"componentName":"cta","reactKey":"1KgG5yZbUVlBHQv6SHmGIN"}}},"content":[]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"GTM strategy example:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Consider the launch of a groundbreaking health app that leverages AI to personalize workout plans. With a detailed go-to-market plan, the company identified fitness enthusiasts on social media as their primary audience and created affiliate partnerships with influencers for promotions. The strategy led to a rapid increase in user adoption within the first few months, showcasing how targeted efforts can result in faster market penetration.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Improved customer understanding","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A go-to-market strategy requires in-depth market research into customer needs, preferences, and behaviors. This process not only ensures that the product or service meets market demand but also deepens the company's understanding of its customer base. This customer insight is invaluable for tailoring marketing efforts, developing future products, and improving customer satisfaction over time.","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"v26e80k8u0jb"}},"id":"2nfDSlB5IQSCENefOoWxjX","type":"Entry","createdAt":"2024-04-01T08:05:30.915Z","updatedAt":"2024-12-18T09:11:17.107Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":6,"revision":3,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"cta"}},"locale":"en-US"},"fields":{"internalTitle":"[Resources] GTM strategy (cta)","text":"Read: How to find and engage your target audience","link":"https://asana.com/resources/target-audience","isButton":false,"isSecondary":false,"componentName":"cta","reactKey":"2nfDSlB5IQSCENefOoWxjX"}}},"content":[]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"GTM strategy example:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Imagine a company launching a new eco-friendly home cleaning product. Through their go-to-market strategy research, they discovered their target customers frequented eco-conscious blogs and forums. By engaging with these communities and addressing their specific concerns, the company was able to build a loyal customer base that felt heard and understood, which led to strong word-of-mouth endorsements.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Streamlined resource allocation","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Crafting a go-to-market strategy forces businesses to think critically about how they allocate their resources, including time, money, and manpower. By focusing efforts on the most promising markets, channels, and customer segments, companies can achieve higher returns on investment and avoid wasteful spending.","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"v26e80k8u0jb"}},"id":"7boaCIs2mfnEq90MDgLGkN","type":"Entry","createdAt":"2024-04-01T08:05:31.016Z","updatedAt":"2024-12-18T09:11:17.218Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":6,"revision":3,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"cta"}},"locale":"en-US"},"fields":{"internalTitle":"[Resources] GTM strategy (cta)","text":"Read: What is resource allocation? Learn how to allocate resources","link":"https://asana.com/resources/resource-allocation","isButton":false,"isSecondary":false,"componentName":"cta","reactKey":"7boaCIs2mfnEq90MDgLGkN"}}},"content":[]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"GTM strategy example:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" A small software startup developed a project management tool tailored for remote teams. By concentrating their resources on online advertising targeting remote work platforms and collaboration forums, they were able to maximize their limited marketing budget, achieving a higher conversion rate than spreading their efforts across more generic channels.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Competitive advantage","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A thorough go-to-market strategy equips businesses with the knowledge to differentiate themselves from the competition. By clearly articulating the unique value proposition and tailoring the marketing mix to highlight these differences, companies can carve out a distinct space in the market. This not only attracts more customers but also builds a strong brand identity.","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"v26e80k8u0jb"}},"id":"4Z3Si2iAq2E2DhecDEbNi1","type":"Entry","createdAt":"2024-04-01T08:05:31.122Z","updatedAt":"2024-12-18T09:11:17.314Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":7,"revision":3,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"cta"}},"locale":"en-US"},"fields":{"internalTitle":"[Resources] GTM strategy (cta)","text":"Read: How to create a competitive analysis (with examples)","link":"https://asana.com/resources/competitive-analysis-example","isButton":false,"isSecondary":false,"componentName":"cta","reactKey":"4Z3Si2iAq2E2DhecDEbNi1"}}},"content":[]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"GTM strategy example:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Take the case of a new beverage company entering a crowded market. Their GTM plan concentrated on their drink's distinctive flavor combination and health advantages, which differentiators did not provide. By targeting health-conscious consumers through niche health and wellness events and partnerships, the company was able to establish a dedicated following, distinguishing itself from the competition and securing a loyal customer base.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Go-to-market strategy frameworks","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Let’s be real—launching a new product or breaking into a new market can feel like juggling flaming torches. That’s where frameworks come in. They’re your roadmap, helping you focus on the right target customers, craft messaging that resonates, and align your sales team and marketing efforts. A clear GTM strategy framework keeps you from wasting time and resources chasing the wrong audience or missing the mark on your value proposition.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"For example, if you’re launching a SaaS product, a framework can show you how to guide potential customers from discovering your solution on social media to becoming loyal advocates. Let’s break down three popular frameworks to help you nail your go-to-market strategy.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Funnel","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The funnel is the classic approach to customer acquisition and maps out how potential customers move through stages of awareness, consideration, and decision-making. It focuses on narrowing your audience from general interest to your ideal customer profile (ICP).","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"HubSpot is a go-to-market strategy example of the funnel approach. They use inbound content marketing to attract leads and guide them through a seamless sales funnel with well-timed messaging and support.","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"How it works: ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"It makes the buyer's journey easier to understand and helps you coordinate your marketing and sales teams at every turn.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Pro tip:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Use metrics like conversion rates and customer acquisition cost (CAC) to monitor performance and refine your sales funnel.","marks":[],"data":{}}]}]}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Flywheel","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The flywheel centers on building momentum by delivering an exceptional customer experience that drives loyalty and word-of-mouth referrals. It shifts the focus from one-time sales to long-term customer relationships. Amazon uses the flywheel to perfection. They focus on pleasing customers through reliable delivery, personalized recommendations, and top-tier support. This creates a cycle where satisfied customers drive growth by bringing in new customers.","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"How it works:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" It prioritizes retention, word-of-mouth referrals, and long-term customer loyalty.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Pro tip:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Optimize your flywheel by automating tasks with tools like SaaS solutions and investing in your customer relationships.","marks":[],"data":{}}]}]}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Other notable GTM strategy frameworks","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"There are plenty of other effective go-to-market strategy frameworks that can fit your specific business model or new product:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Product-led growth:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" This strategy focuses on letting the product drive adoption and expansion by showing its value upfront. Slack embodies product-led growth. Their free-tier model allowed users to experience the product’s value, leading to organic, team-wide adoption and eventual paid upgrades.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Account-based marketing (ABM):","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" ABM is all about targeting high-value accounts with personalized approaches. LinkedIn excels at ABM. They target specific decision-makers at key companies with tailored messaging and solutions that address their unique needs.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Partnerships and alliances:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Strategic collaborations help expand your reach and create new opportunities. Spotify’s partnership with Uber is a go-to-market strategy example of creative collaboration. Riders could control music during trips, which increased brand awareness and deepened their engagement with customers.","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Each of these GTM strategy frameworks shows how a thoughtful approach can help businesses connect with their target audience and achieve their goals. Which one makes sense for your go-to-market strategy?","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"How to choose the best go-to-market strategy","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Your goals, product positioning, and target audience determine the right go-to-market strategy. To simplify your decision, here’s a quick guide to match common scenarios with the ideal approach.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"1. Launching a new product to a broad audience?","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Try a funnel strategy to generate awareness and move potential customers through a clear decision-making process. This works well when your audience needs education about your product’s value.","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Example: Canva uses free templates and tutorials to bring users into their funnel and convert them into paid customers with premium design features and tools.","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"2. Targeting a new market or high-value customers?","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Opt for account-based marketing (ABM) or strategic partnerships with established providers to build credibility and gain access to key accounts.","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Example: Snowflake, a data cloud company, excels with ABM by tailoring campaigns to specific enterprises to create personalized messaging for decision-makers.","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"3. Need to drive organic growth?","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Focus on product-led growth or a flywheel strategy to build momentum through exceptional customer experience and word-of-mouth referrals.","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Example: Customers can experiment with Asana's features through its free-tier model, which encourages team adoption and feature upgrades.","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"4. Working with limited resources?","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Lean into content marketing, social media, or SEO to reach your target audience affordably and build trust over time.","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Example: Buffer uses a blog and educational content about social media best practices to engage potential users and build a loyal following without a massive budget.","marks":[],"data":{}}]}]}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Start your GTM strategy today","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Bringing a product to market is a big investment. But you can set your next launch up for success with a solid framework to determine your audience and messaging, concrete goals, and clear processes to carry out your strategy. With these nine steps, crafting a great go-to-market strategy isn’t so daunting after all.","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"v26e80k8u0jb"}},"id":"6LfhI7eCOBZferDtIx9qbl","type":"Entry","createdAt":"2022-06-15T18:47:39.498Z","updatedAt":"2024-12-18T09:11:16.708Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":204,"revision":35,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"cta"}},"locale":"en-US"},"fields":{"internalTitle":"[Button] Create a GTM strategy template - /templates/gtm-strategy","text":"Create a GTM strategy template","link":"/templates/gtm-strategy","isButton":true,"isSecondary":false,"componentName":"cta","reactKey":"6LfhI7eCOBZferDtIx9qbl"}}},"content":[]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Your go-to GTM strategy guide: FAQs answered","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"v26e80k8u0jb"}},"id":"78RjFtfEKzUnd87ADwDrdO","type":"Entry","createdAt":"2024-12-18T09:11:17.331Z","updatedAt":"2024-12-18T09:11:17.331Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":9,"revision":1,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"accordion"}},"locale":"en-US"},"fields":{"componentName":"ctfAccordion","items":[{"title":"What are the key elements of a go-to-market plan?","body":"\u003cp\u003eThe key elements of a go-to-market plan include identifying your target audience, defining your value proposition, conducting market research, establishing clear product positioning, developing a pricing strategy, selecting the right marketing channels, crafting a sales strategy, and setting key performance indicators (KPIs). These pieces come together to ensure your efforts are focused and effective in reaching your ideal customer profile.\u003c/p\u003e"},{"title":"Can a GTM strategy be applied to both new and existing products?","body":"\u003cp\u003eYes, a GTM strategy works for both new and existing products. For new products, it helps build awareness, educate potential customers, and establish product-market fit. For existing products, it can drive adoption in new markets, improve product positioning, or target different customer segments to expand your reach.\u003c/p\u003e"},{"title":"What is the best go-to-market strategy framework for SaaS companies?","body":"\u003cp\u003eFor SaaS companies, the product-led growth (PLG) framework is often the best choice. It allows potential customers to experience the product’s value firsthand through free trials or freemium models, leading to organic growth and strong retention. Depending on the company’s goals, funnel or flywheel frameworks can also complement this approach.\u003c/p\u003e"},{"title":"How do you measure the success of a go-to-market strategy?","body":"\u003cp\u003eYou measure the success of a go-to-market strategy by tracking KPIs such as conversion rates, customer acquisition cost (CAC), retention rates, revenue growth, and market penetration. These metrics give you a clear view of how well your strategy is performing and where you can make improvements.\u003c/p\u003e"},{"title":"What are some successful go-to-market strategy examples from leading companies?","body":"\u003cp\u003eSlack’s product-led growth strategy is a great example, as it used a freemium model to drive widespread adoption before upselling premium features. Dropbox’s referral program rewarded users with extra storage for bringing in new customers, fueling viral growth. Tesla’s direct-to-consumer approach bypassed traditional dealerships to create a unique customer experience and build strong relationships with buyers. These examples show how well-chosen GTM strategies can achieve exceptional results.\u003c/p\u003e"}],"expandFirst":false,"reactKey":"78RjFtfEKzUnd87ADwDrdO"}}},"content":[]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}}]}]},"headings":{"what-is-a-go-to-market-strategy":"What is a go-to-market strategy? ","when-do-you-need-a-go-to-market-gtm-strategy":"When do you need a go-to-market (GTM) strategy? 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