McKinsey & Company’s Go-to-Market Strategy as a Startup

Each micro-startup gets to leverage the technical infrastructure, distribution engine, and existing customer base of a large company. But the GM model requires complex coordination of resources across the company – new product leaders need to push the marketing team to highlight their capabilities, train the sales team on selling their product, and... See more

During the “commit” stage, the effort will quickly become significantly more complex and begin involving multiple teams. However it is still useful to have one person who is ultimately accountable for the success of the initiative and holds all of the moving pieces in their head. This is often a senior marketing or product person.