Go-to-market term
Go-to-Market (GTM)
GTM strategy answers: who do we sell to, how do they find us, what do they buy, at what price, through what channels, and how do we keep them? For enterprise SaaS, GTM is a multi-team operation. For indie SaaS, GTM is one person making the same set of decisions on a smaller scale — which makes the discipline more important, not less.
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How to operationalize this
Write a one-page GTM doc: ICP, primary acquisition channel, pricing model, offer, success metric. Revisit quarterly. The doc forces clarity that ad-hoc execution masks.
Common misuse
Treating GTM as a corporate buzzword that indie SaaS does not need. Indie SaaS that fails most often fails at GTM coherence — different channels, different pricing, different messaging not tied together. The founder who treats GTM as a discipline outperforms the founder who treats it as language.
What “good” looks like for indie SaaS
One channel doing 70%+ of acquisition. One ICP. One pricing model. One success metric tracked weekly. Quarterly GTM review that adjusts based on data, not opinion.
Frequently asked
- Does indie SaaS need a GTM strategy?
- Yes. The label is fancy; the underlying discipline (who, where, what, why) is necessary. Without it, indie SaaS founders default to scattered channel experiments and never compound any of them.
More go-to-market terms
Apply the term to a live page
The free 90-second Launch Diagnostic labels which Brunson failure mode your page hits — many of these terms have direct connections to the diagnosis.