This primarily outlines the primary goals of the company from the future perspective. Go-to-market (GTM) strategy or Go-to-market plan refers to a plan, set of actions or road map that a company formulates with the aim of optimizing marketing and sales resources to establish the value of a new (or re-branded) product or service for consumers and achievecompetitive advantage, using methods such as advertising, distribution, pricing, direct sales and social media engagement.