Many founders have a strong instinct for who their customers are, but scaling a software business requires more structure and focus. A strong Go-to-Market (GTM) strategy helps attract new customers, expand existing relationships, and support a growing team. 

When defining your GTM strategy, you should start with two essentials: a clearly defined Ideal Customer Profile (ICP) and a sharp, distinctive Value Proposition. These will help you stay focused on the most important questions:

• Who your target buyers are.
• What challenges they face.
• How your product delivers value. 

Top-performing software companies align their messaging, marketing, and sales around their customers’ needs, which is why they approach GTM as a long-term strategy designed to drive consistent growth. 

Dive in and explore the second chapter of our Founders’ Guide to learn more.