​In this post I want to go over and organise a tonne of thoughts I have swirling around in my mind about the term Go-to-Market, what it actually means and what a great and a bad Go-to-Market looks like.

By playing the famous Ben Horowitz good/bad frame, I hope that anyone who is also confused in this term will find some true clarity in what this means and what it looks like when you’ve done it well.