The term GTM first appeared in the 90s but it's gained much more favor of late. In part because GTM campaigns deliver very clear messaging in the form of value propositions to the end user, and net-new value for the enterprise. Microsoft, Stripe, Canva, and Notion - among many others - are increasingly using a GTM campaign strategy to launch new products. Apple has used them to highlight new features with the "Shot on iPhone" campaign. The C-suite further appreciates our ability to close the "marketing proof gap," and for good reason.
