A go-to-market strategy, or GTM strategy,[1] is the plan of an organization, utilizing their outside resources (e.g., sales force and distributors), to deliver their unique value proposition to customers ("go-to-market") and to achieve a competitive advantage.[2][3] The goal is to enhance the overall customer experience by not only offering a superior product and/or more competitive pricing, but also creating a clear framework and plan to penetrate a defined market and/or target audience.[1]