How to find the GTM Motion that works for your business
- siddhanganak
- 2 days ago
- 5 min read
Decoded Wingify's GTM Strategy as example
In today’s hyper-competitive landscape, achieving sustainable growth isn’t just about running marketing campaigns or learning how to navigate through AI tools. It requires a well-crafted Go-To-Market (GTM) strategy that aligns with your growth marketing efforts.
To truly grasp your market is an ongoing effort. At every growth stage, you must revisit your target market and adapt your go-to-market strategies for sustainable growth.
A Go-To-Market (GTM) strategy is the structured plan to deliver a product or service to the right customers through the right channels, with the right value proposition.
A common misconception is that you need a GTM strategy only once, when you launch your product or business for the first time. Truth is, it’s an ongoing process and GTM happens several times in a lifecycle of a business. It’s needed at 0 to 1 (launch), 1 to 10 (pmf) and 10 to 100 (scale) stages. You also need it every time you enter a new market, launch a new product or brand extension or pivot your business. So you can expect atleast 3 and several other GTM needs depending on market dynamics and your business decisions.
What does GTM really entail?
A GTM motion can be set by answering these 3 questions:
Who am I creating the product/service for? (ICP)
Why will they buy our product/service? (Differentiation and Use-Case)
How are they going to hear about us and buy? (Channel for product and communication distribution)
And the answers are correlated.
8 Steps to a killer GTM Strategy:
Knowing your ICPÂ - Who are you really building for
At every growth stage, you must revisit your target market and adapt your go-to-market (GTM) strategies for sustainable growth.
Value Proposition - What’s the use case or occasion of consumption
It is important to clearly define the specific use case or the context in which your product or service provides value.
Positioning - Why choose you vs others
Positioning entails product and marketing to work together
Define how you want your offering to be perceived and used in the market.
Clearly communicate why customers should choose you over competitors.
Strategic Narrative - Brand/Product messaging for communicating unique story
Craft a compelling brand and product message that communicates your unique story and resonates with your target audience.
Channel Strategy - Messaging and product distribution
Determine the most effective channels for messaging and product/service distribution.
How are they going to hear about us and buy? (Channel for product and communication distribution)
Marketing funnel - To lead buyers from awareness to purchase
Develop a plan to guide potential buyers through their journey from awareness to purchase.
As your SaaS/AI startup crosses the 20-30 crore revenue milestone, your marketing approach naturally becomes more complex.
At this stage, a Full-Funnel Marketing Partner for SaaS Scale-Up can give you the edge you need for sustained growth.
Pricing - Willingness to pay
Establish a pricing strategy that reflects the value you provide and aligns with your target customer's willingness to pay.
Leverage - MOAT or competitive advantage
Identify and leverage your unique advantage, whether it's a "moat" or other factors that differentiate you from the competition
At Definer Brands, we partner with visionary founders and core teams of emerging businesses to co-create their leverage or competitive edge for sustainable growth.
Once you have created your GTM strategy, how do you really activate it? That is often called as the GTM Motion. Its like an orchestrated approach to benefit from various channels to distribute your product and messaging. I could think of 8 essential GTM Motions which can be used by both B2B and B2C. I have listed them below along with the example companies which have used them globally or in India.
Based on your ICP, market dynamics, business strengths and marketing budgets available, choose a combination of GTM motions that work for you.
It is best to choose 2 to 3 channels to start your GTM motion.
Wingify’s GTM Motion
The best companies that we should learn from are the ones which are bootstrapped. Everyone knows about Wingify now. A SaaS startup, Wingify got acquired by Singapore-headquartered private equity firm Everstone for $200 million (INR 1,600 crore)
We heard an early interview of Paras Chopra, founder of Wingify about his product and GTM strategy.
MARKET ENTRY STRATEGY
He used the Beach Head Strategy to enter the market with his product VWO. In his interview with Mixergy, he says how he set out to enable marketeers with analytics platform. He quickly realised there are way too many elements that he is trying to solve for and decided to build a platform for easy A/B testing of landing pages; challenging Google’s product in the same space which was free.
Which brings us to his next strategy mix, product led growth.
PRODUCT LED GROWTH (PLG)
Paras knew that his competition was Google which was offering A/B test tool for free but was difficult to use. On the other end of the spectrum were enterprise solutions which were extremely expensive for SMEs. He set out to launch VWO which was easy to onboard and affordable.
His USP: ease of usage at an affordable price.
SMEs don’t just value affordability, anything that’s hard to use becomes energy draining hence low in priority to adopt. Wingify soon also attracted enterprises like Microsoft. All of this while not spending anything on paid ads.
INBOUND MARKETING
PLG, however wasn’t the only GTM Motion for Wingify; they also used the power of content i.e. inbound marketing. And VWO’s content was based on their own case-studies.
CASE-STUDIES
In the B2B market, case studies are the biggest weapon for conversion. At Wingify, feedback collection and case study creation was almost on automation. Every CS interaction always followed a survey and Paras was personally writing a lot of case studies in initial days. Instead of doing mundane knowledge share (like I am doing here); he used his own case studies to drive knowledge share and in the process gained trust and improved conversions for VWO.
As the business grew Wingify used several other motions like outbound, etc but it was the combination of three motions that unlocked growth in initial days.
Now to the most important part, how do you find your GTM Motion?
The main reason for doing this exercise is to figure out sustainable ways of growing your customer base. Which means your GTM motions will help you acquire customers and the motions you choose will be a result of
Resources available
Will keep your acquisitions costs low
Will be scalable
Its not easy to nail the correct motions at the start, so you have to clearly map out a process and timeline for this. Refer the image below where we have highlighted the cyclical process for starting your first GTM cycle and how to continously improve your loop’s output.
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