The Four Competencies Leaders Need to Navigate Conflict

Research conducted by the Morton Deutsch International Center for Cooperation and Conflict Resolution at Columbia University helped to create a set of principles that will help leaders navigate some vexing situations.

Marketing 101: GTM strategy

A GTM strategy is a Go-To-Market strategy. It's a plan for how a company will bring a product or service to customers and achieve adoption and revenue.

Think of it as the roadmap that answers: Who are we selling to, what are we offering, how will we reach them, and why will they buy from us instead of someone else?

Example

Imagine you're launching a new AI note-taking app.

• Target customer: College students and professionals.
• Problem: Taking and organizing notes is time-consuming.
• Value proposition: AI automatically summarizes lectures and meetings.
• Pricing: Free plan + $10/month premium.
• Marketing: TikTok videos, YouTube creators, SEO, and campus ambassadors.
• Sales: Self-service through the website and app stores.
• Success metrics: 50,000 signups in 3 months, 10% paid conversion, customer acquisition cost under $20.

Why companies care about GTM

A good GTM strategy helps answer:

• Which customers should we target first?
• Which marketing channels should we invest in?
• How should the sales team approach prospects?
• How should the product be positioned against competitors?
• How can we grow efficiently?

Without a GTM strategy, companies often spend money on marketing and sales without a clear plan, leading to poor adoption.