A go-to-market strategy checklist for B2B tech leaders should confirm five things before a single campaign launches: you know who’s actually in the buying committee, positioning is locked before channel selection, the channel mix is focused rather than scattered, the sales handoff is defined, and the metrics you’re tracking would actually change a decision.
Know Your Buying Committee
B2B tech deals rarely have one buyer. There’s usually a technical evaluator, a budget owner, and an end user with different priorities. A GTM strategy that only speaks to one of them — usually the technical buyer, because that’s who’s easiest to reach with content — leaves the other two unpersuaded and the deal stuck.
Nail Positioning Before Channels
Channel selection is a downstream decision. Positioning comes first because it determines which channels even make sense — a highly technical, long-sales-cycle product needs a different mix than a self-serve tool, and you can’t know which until positioning is settled.
Pick 2-3 Channels, Not Ten
The instinct to be everywhere at once dilutes budget and makes it impossible to tell what’s actually working. A focused GTM strategy picks the two or three channels most likely to reach the buying committee identified above, proves them out, and only expands once they’re producing predictably.
Define the Sales Handoff
Where does marketing’s job end and sales’s job begin? Without a clear definition — a specific lead score, a specific action, a specific stage — leads fall into the gap between the two teams and nobody’s accountable for what happens to them.
Set the Metrics That Matter
Pipeline generated, not leads generated. Sales-accepted rate, not just volume. The right marketing KPIs for a GTM strategy are the ones that would actually change what you do next — everything else is a vanity dashboard.
This article is part of our full guide to B2B marketing strategy.
If you’re building or auditing a GTM strategy and want a second set of eyes on where it’s likely to break, a strategy call is a fast way to pressure-test it.