Go-to-Market Strategy vs. Marketing Strategy

Why it’s dangerous to confuse the two when growing a climate tech business

“Go-to-Market Strategy” and "Marketing Strategy" are often thrown about interchangeably, especially at the early stages of company growth. And while in early-stage companies, these two strategies might be one and the same — the primary goal of the marketing strategy will be to bring the company’s first product, solution or service to market – they typically work towards different distinct goals and require different decisions.

Photo courtesy of Karolina Grabowska from Pexels

Let’s start by defining each concept: 

• The marketing strategy focuses on how a company can deliver against its overall business goals over time. It’s long-term and company-driven.

• A go-to-market strategy – the clue is in the name – defines how to bring a new product or service to market. It’s short(er)-term and product/solution/service-driven.