Time-to-Market & Go-to-Market – The Process as the Strategic Link
In a world where the market never stands still, Time to Market (TTM) and Go to Market (GTM) are crucial disciplines for companies seeking both speed and precision.
Bringing products to market quickly (TTM) is a competitive advantage, but without a solid GTM strategy, speed can be wasted if the product fails to reach the right segment with the right positioning.
The essential link between these two disciplines is process – the structured approach that ensures both speed and relevance.
TTM: Fast to Market – But How?
TTM is about minimizing the time from idea/innovation to launch. An effective and flexible process is key to ensuring quick decision-making, eliminating unnecessary bottlenecks, and creating smooth workflows.
Different models can help define milestones and progress, but without a strategic execution focus, there is a risk of bringing a product to market that does not achieve the desired reception.
GTM: Right to Market – But How?
GTM ensures that the product reaches the market with the right positioning, the right message, and a scalable sales and distribution strategy.
Here too different models can support this work, but without a strong process, GTM risks becoming an isolated activity that does not effectively support a fast TTM.
Process: The Link Between Speed and Precision
To create a connection between TTM and GTM, a holistic process is required—one that integrates development, marketing, and sales. A strong process ensures:
– Strategic clarity: A shared understanding of the market, goals, and differentiation from the start
– Cross-functional collaboration: Close dialogue between development, sales, and marketing from the beginning
– Goal-driven execution: KPIs and metrics that support the process and commercial objectives
Companies that master the connection between TTM and GTM through a well-structured process gain a clear competitive advantage. They don’t just go to market fast – they go to market right.
Is your process designed to link TTM and GTM effectively? If not, it might be time for a strategic review.
