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Go-to-market strategy

Published on January 28, 2026   10 min

A selection of talks on Technology & Operations

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0:00
My name is Professor Milé Terziovski. I'm a former engineer with a multinational organization and a PhD from the Melbourne Business School, University of Melbourne in Quality Management and Innovation. For the past seven years, I've been working at Swinburne University of Technology as a tenured professor of entrepreneurship and innovation, where I held the role of department chair of business technology and entrepreneurship for six years.
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The next topic is Topic 6, Go-To-Market strategy. Developing a Go-To-Market strategy is a critical step for successfully launching a technology product. This is the firm's overall approach to its target market, and its product strategy and pricing strategy. Channels of distribution, positioning, points of differentiation, and promotional strategy are in sync with one another and make sense. This topic will cover the following: Steps involved in developing a Go-To-Market strategy, positioning, pricing, distribution channels and promotional strategies will be covered, how to create a marketing plan, and the importance of building relationships with early adopters and influencers, and we'll provide a brief example of how Zoom adapted its Go-To-Market strategy during the COVID-19 pandemic to accommodate a surge in demand.
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The figure shows feasibility analysis for Go-To-Market strategy.
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Components of a Go-To-Market strategy. There are several components of a Go-To-Market strategy: Launching the strategy, positioning and brand development, competitive reaction, price promotional mix and distribution, sales process and tactics, product and market development and growth potential. We will look at a couple of these. First of all, positioning and mapping. Define a unique selling proposition. What makes your technology unique and why it matters to your target customers? Positioning should re-resonate with customer pain points, and highlight your solution's distinct advantages. Create a positioning statement that summarizes who your target customers are, what problem you solve, and how you deliver value uniquely. For example, Zoom adapted its Go-To-Market strategy during the COVID-19 pandemic to accommodate a surge in demand.

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