GTM library
Go-to-Market Wiki
A practical guide to defining a market, earning initial traction, choosing a distribution motion, and building a repeatable path from demand to retained revenue.
Use this hub to connect market selection, positioning, channels, sales mechanics, and customer success into one coherent growth system.
A practical sequence
Start here
Follow these concepts in order for the shortest path from first principles to a usable operating decision.
- 01Available now
TAM, SAM, SOM
Size the full opportunity, the market your offer can serve, and the share you can plausibly win.
- 02Available now
Product-Market Fit
Recognize when a defined market pulls the product—and what evidence is stronger than enthusiasm.
- 03Available now
Positioning
Frame the product around the customer, alternative, differentiated value, and buying context.
- 04Available now
Distribution Channels
Choose direct, partner, product-led, marketplace, and ecosystem paths that fit the deal.
The full map
Explore by decision track
Track 01
Choose the market
Define the opportunity and establish why this product belongs in it.
TAM, SAM, SOM
Size the full opportunity, the market your offer can serve, and the share you can plausibly win.
Product-Market Fit
Recognize when a defined market pulls the product—and what evidence is stronger than enthusiasm.
Positioning
Frame the product around the customer, alternative, differentiated value, and buying context.
Track 02
Design the motion
Match distribution to how the customer discovers, evaluates, and buys.
Distribution Channels
Choose direct, partner, product-led, marketplace, and ecosystem paths that fit the deal.
Cloud Marketplaces
Use committed cloud spend, procurement shortcuts, and co-sell motions without surrendering control.
Product-Led Growth
Let product experience drive acquisition and expansion while preserving a sound revenue model.
Sales-Led vs. Product-Led
Compare motions by buyer complexity, contract value, time-to-value, and implementation burden.
Track 03
Make growth repeatable
Measure the revenue engine and build retention and expansion into the path.
Sales Funnel & Pipeline Metrics
Turn the revenue process into measurable stages, conversion rates, velocity, and coverage.
Land-and-Expand
Start with a credible wedge, prove value, and grow through teams, use cases, volume, or products.
Customer Success
Design adoption, outcomes, renewal, and expansion as part of the commercial system.
Built as a living reference
Every guide sits inside a decision path.
Published concepts stay linked from their track, while future additions enter the map with the context needed to use them well.
Open license
Reuse with attribution
This content is available for reuse. When referencing or republishing it, please credit Dr. Sarah Zou and link back to the original source.
Licensed under Creative Commons Attribution 4.0 International. You may share and adapt the material with appropriate credit.