GTM Doesn’t End at Launch—It Begins at Every Feature

There’s a weird myth in product land: that Go-To-Market is a one-time event. You build, you prep, you launch, and then boom—on to the next thing.

Let me offer a counterpoint: Go-To-Market is a muscle, not a moment.

Every feature you ship should have its own GTM plan. Why? Because users don’t read release notes. They don’t magically stumble across that amazing update you shipped last Friday at 2 AM.

Research from Pendo shows that 80% of features in the average SaaS product are rarely or never used. Let that sink in. Most teams are shipping product into the void.

GTM isn’t just a marketing play. It’s adoption strategy. It’s onboarding design. It’s internal enablement. It’s creating a moment around a feature that says, "This matters. Here’s why."

And the best part? Done right, it feeds the loop. Each feature GTM effort becomes a data point, a learning moment. That’s how you build products that stick.