I'm a founder who also mentors other founders to build financially strong startup plans and have had my share of frustrations nailing down critical parts of startups' strategy, my own as well as those I mentor. The go-to-market strategy is probably one of the most misunderstood and wasted parts of any pitch that I have seen.
But the problem is that unless you're deeply embedded in the traditional Silicon Valley ecosystem, it's hard, almost impossible, to figure out the core elements of a rigorous, data-driven go-to-market strategy that you can manage as a solo founder AND ensure it meets the objective rigor test.
I found Maja Voje's Go To Market Strategist (GTMS) book after a great deal of fruitless searching and dissatisfaction with many of the other books in this category - many were good but incomplete, or complete but fairly superficial, worse, complete, deep and totally not practical for a solo founder without a lot of funding or a big team.
GTMS is probably the single best book I have come across in this genre. It starts from the basics and walks you through every critical aspect of your startup's GTM strategy. I did every single exercise laid out in the book and after a chapter or so, became quite familiar with the flow and logic of the book.
Maja lays it out in a few key modules - first explaining the what's, the why's and the how's of each building block. The references and bibliography in particular I found to be excellent. She also includes very practical step-by-step instructions for every part of your GTM strategy. There are also workarounds in case your well is running dry on some aspect of the GTM strategy - e.g. you don't have data, or your position isn't particularly unique for positioning.
It was intense, took me about a week of very hard work, but for the first time, I actually had a complete GTM strategy in a spreadsheet - something I've not been able to accomplish with any other book I have tested this way so far on this topic.
Because the logic is so step-by-step, it's very easy for you as a founder to revisit prior answers and steps and refine them as you learn more and iterate on key elements.
The biggest pluses of this book:
- Very action oriented, no fluff, no nonsense - only includes what you need to get the job done as quickly and effectively as you can
- Highly data-driven - I love this!
- Friendly, accessible explanation of even difficult concepts - doesn't scare the non marketing savvy founder away
There's a heavy tilt towards Saas and tech businesses but I didn't find that to detract from the value or the relevance of the framework, the content or the exercises.
In short, this book is absolutely packed with value and I think it easily achieves the author's self-declared "One Metric That Matters" - the number of insights per page. I used different colored highlights on my Kindle copy and this is probably the one book that is almost completely covered in highlights!
If you're an early stage solo founder especially one who's not easily able to access traditional startup resources available to the best tech startups in the valley, this is your ticket to developing a terrific and actionable GTM strategy with the means you have at hand right now - and then have it grow with you in detail, precision and sophistication.
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From the Publisher
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Understand your market better than everFind opportunities where you will most likely win. Do that little by little - using a Beachhead Strategy, winning one segment at a time. |
Become laser-focused on the customer you can winMost startups have up to 18 months runway. ECP framework will help you get off the ground, show reasonable traction, and chase ideal customers later. |
Test willingness to payThey might say they love it, but will they pay for it? You have to test product-market fit and business model simultaneously. |
Find the best channels for your GTMUnderstand the customer journey, customer preferences, and messaging for each stage. Pick up the low-hanging fruit before you are strong enough to climb trees. |
350 pages of actionable advice:
- 100+ industry experts interviewed
- 135 practical frameworks
- 17 workshop templates
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Reviews with images
Amazing resource for growth marketers!
This is an incredible book, and very well written! I’ve been in the marketing field for a long time and this is definitely one of the best books I’ve read on go to market strategy and finding a market fit.If you are into growth marketing, you need this book!
Top reviews from the United States
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Reviewed in the United States on January 10, 2024
Reviewed in the United States on January 18, 2024
If you are into growth marketing, you need this book!
Amazing resource for growth marketers!
Reviewed in the United States on January 18, 2024
This is an incredible book, and very well written! I’ve been in the marketing field for a long time and this is definitely one of the best books I’ve read on go to market strategy and finding a market fit.Reviewed in the United States on January 18, 2024
If you are into growth marketing, you need this book!
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Reviewed in the United States on January 8, 2024
I could say that it is one of the best pieces of content I have read on the subject.
Reviewed in the United States on January 8, 2024
Maja did an incredible job, creating a very clear guide with excellent cases that take into account what we need today as leaders in growth, marketing, technology, and product. In a world like the present one, where thousands of startups and business models die every second, this is a must-read to be able to create a comprehensive go-to-market strategy and start reaching the Product-Market Fit (PMF)
Reviewed in the United States on January 8, 2024
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Reviewed in the United States on January 8, 2024
Reviewed in the United States on November 18, 2023
Reviewed in the United States on January 18, 2024
Top reviews from other countries
Raitis
A hands-on guide based on sound foundations
Reviewed in Germany on April 21, 2024Yannick Khayati
This should be a mandatory read for every marketer or innovator.
Reviewed in the Netherlands on February 5, 2024
Yannick Khayati
Reviewed in the Netherlands on February 5, 2024
This field guide distils fifteen years of practical experience across different industries into highly practical resource – Go-To-Market Strategist. The unique trait of this book is its unwavering dedication to offering readers a solid no-cutting corners path to success in fierce business environment.
What I loved about Maja's book is its great organization and formatting. As a reader who frequently highlights key points and takeaways, I really appreciated the thought and effort she put into structuring the content. Maja has essentially done the heavy lifting for us, making it incredibly easy to navigate and digest, I finished it in an afternoon by the pool (and normally I don't read very fast).
But what truly sets "Go-To-Market Strategist" apart is its focus on delivering a comprehensive, step-by-step process that can be plugged into any business. This is not a book filled with vague theories or abstract concepts; it's a practical guide that empowers entrepreneurs and professionals alike with actionable strategies and tactics to drive growth and achieve product-market fit.
In conclusion, I REALLY recommend "Go-To-Market Strategist" to anyone seeking a reliable roadmap to success in the world of business. Her experience, dedication to detail, and commitment to providing a comprehensive framework make this book an invaluable resource for those looking to excel in their entrepreneurial endeavors. Whether you're just starting out or looking to refine your existing strategies, this book should be mandatory in any company or business school that is serious about growth.
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Parfait
Excellent bouquin avec des conseils immédiatement actionables.
Reviewed in France on February 2, 2024Daniel B.
A must-read for every founder
Reviewed in the United Kingdom on January 3, 2024Ruben Lozano
The Best Playbook for any Founder
Reviewed in Spain on December 26, 2023
Ruben Lozano
Reviewed in Spain on December 26, 2023
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