Mon Jan 30

Go-to-Market for Technical Founders

Things I wish I knew before I started my go-to-market journey.

Written by: Jonathan Haas

Are you a technical founder who is looking to establish a go-to-market motion? If so, check out these ten tips, based upon my personal learnings through establishing our go-to-market motion at ThreatKey

Define your target market

Before you can establish a go-to-market motion, you need to first define your target market. Who are your ideal customers? What needs do they have that your product or service can address? Once you have a good understanding of your target market, you can start to develop a go-to-market strategy that will resonate with them.

Do your research

Once you know who your target market is, it’s time to do some research. Learn as much as you can about your target market’s needs, pain points, and buying habits. The more you know about them, the better equipped you’ll be to develop a go-to-market strategy that resonates with them.

Develop a unique selling proposition

What makes your product or service unique? What sets it apart from the competition? Once you’ve identified your unique selling proposition, you can use it to develop a go-to-market strategy that will help you stand out from the crowd.

Create a marketing plan

Now it’s time to start putting together your go-to-market strategy. What tactics will you use to reach your target market? How will you position your product or service? What messaging will you use? Answering these questions will help you develop a comprehensive marketing plan.

Execute your plan

Once you have a solid marketing plan in place, it’s time to start executing it. Get started with the tactics that you feel will be most effective and then track your progress. Adjust your plan as needed based on what’s working and what’s not.

Measure your results

As you execute your go-to-market strategy, it’s important to measure your results. Keep track of your sales, website traffic, and other key metrics. This will help you determine whether or not your strategy is effective and where you need to make changes.

Make adjustments

As you measure your results, you may find that certain aspects of your strategy are not working as well as you had hoped. If this is the case, don’t be afraid to make adjustments. Try new tactics or tweak your existing ones. The important thing is to constantly be trying to improve your results.

Be patient

Building a successful go-to-market strategy takes time. Don’t expect to see results overnight. It takes time to reach your target market, build awareness, and generate interest. Be patient and keep working at it.


There will be bumps along the way. You may face setbacks and challenges. But if you persevere, you will eventually achieve success.

Have faith in yourself

Finally, remember that you have what it takes to succeed. If you believe in yourself and your product or service, you will eventually find success.

If you follow these ten tips, you’ll be well on your way to establishing a successful go-to-market strategy. Just remember to be patient, stay focused, and have faith in yourself and your product or service.