Entry motion versus the whole system.
Go to market strategy vs marketing strategy is a scope question. GTM picks a segment, offer, and motion for a launch or a new segment. Marketing strategy covers brand, demand, retention, and the budget across those. The head-term GTM how-to stays on /guides/gtm-strategy.
Marketing strategy sets the year. GTM plans are the 90-day wedges inside it. If they name different ICPs, one of them is fiction.
| GTM | Marketing strategy |
|---|---|
| Horizon | 90 days to two quarters |
| Question | How do we win this segment now? |
| Owner | PMM + sales + product |
The canonical guide is /guides/gtm-strategy. Use the GTM plan template for the worksheet.