Is go-to-market a launch or an ongoing process?
An ongoing process. Margie Agin says go-to-market isn't a one-time product launch or just the sales team. It's an operational system that runs across the...
An ongoing process. Margie Agin says go-to-market isn't a one-time product launch or just the sales team. It's an operational system that runs across the whole company.
Quick Answer
- Go-to-market is not just a product launch, and it's not just sales.
- It's an ongoing operational system across sales, marketing, product, customer success, RevOps, and finance.
- Each group has a different slice, but all of them work together.
- Everyone should agree on the best-fit customer and the ICP.
Why Margie Agin defines go-to-market as a system
A lot of people use "go-to-market" loosely. Some hear it and picture a product launch, a one-time event. Others think it just means the sales team out in the field. Margie says both definitions are too small.
"It is an ongoing process, not just a one-time project, but an ongoing kind of operational system that involves all of those departments... Sales, marketing, product, customer success, even RevOps and finance." — Margie Agin
The key is that these groups work together. Each owns a different slice of the pie, but they share the same target. That starts with agreeing on who the best-fit customer is and what the ICP looks like.
When everyone in that group is on the same page about the customer, the whole company points in one direction. When they aren't, the slices pull apart and growth gets harder. Treating go-to-market as a one-time launch misses the part that actually drives results: the ongoing alignment.
Frequently Asked Questions
Is go-to-market the same as a product launch?
No. Margie Agin says a launch is just one moment. Go-to-market is an ongoing operational system that keeps running across the whole company, not a one-time event.
Which teams are part of go-to-market?
Sales, marketing, product, customer success, and even RevOps and finance. Each has a different slice of the work, but they operate as one system pointed at the same customer.
What do go-to-market teams need to agree on first?
The customer. Margie says everyone should be on the same page about the best-fit customer and the ICP, so the whole company is pointed in the same direction.
Watch the full interview
Margie Agin and Dane Frederiksen go deeper on go-to-market and video in the full interview.
Want the full conversation?
Watch the full interview with Margie Agin or jump straight to the YouTube video.