Marketing vs. Go-To-Market

This is a good reminder of the difference between marketing vs. go-to-market strategies.

Marketing strategy is ongoing — while your go-to-market strategy is focused on how you will launch your next special event.
— Brian de Haaff
The purpose of a marketing strategy is to lay out the company’s approach for achieving and keeping its competitive advantage for years to come. So, it identifies who can get the most value from what the company has to offer (the target audience) as well as the value proposition. It also deeply considers how the company is unique in comparison to its competitors.

The purpose of a go-to-market strategy is to make sure that a product launch reaches the right audience, based on the buyer personas. It includes effective product positioning so those customers understand the value of the new offering.
— Brian de Haaff