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Go-to-Market Strategy for Startups in Mid-Market and Enterprise Tech

If you’re part of a startup in mid-market or enterprise technology, you likely need more leads, sales opportunities, customers, and revenue.

However, before you can achieve any of that at scale, you’ll need a coherent go-to-market strategy (GTM).

In this article, we’ll look at some of the essential considerations for creating and tweaking your GTM for selling to mid-market and enterprise clients.

  • What's the ideal client profile (ICP)? (Your ICP has a huge impact on form fields/contact properties, lists, and workflow automation.)

  • Who are your most important buyer personas? (Your buyer persona will drive all of your lead segmentation and personalization)?

  • What's the buyer's journey that each persona progresses through? (Their buyer’s journey will drive even more granular segmentation and personalization of messaging to leads.)

  • When and how should the marketing to sales handoff occur?

  • What are the deal stages that your sales team uses to track how a lead becomes an opportunity and an opportunity becomes a customer?


Early on, most tech startups depend heavily on the founders’ personal networks for referrals. However, once you realize what topics your company wants to be known for, create and start executing on a content strategy that helps your company get found by the right people, in the right places, at the right time, and in the right context -- to be seen as the go-to experts in your space.

When you’re first getting started with your go-to-market strategy, also count on challenges to attract the right audience, working around the realities of a severely limited or non-existent marketing budget, and a steep learning curve.

Best advice: 

  • Be self-aware

  • Be willing to learn about skill sets and disciplines

  • Play the long game

What’s been the most effective part of your go-to-market strategy for your startup in mid-market or enterprise tech? Let me know in the comments.

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