Launching a new tech product is exhilarating. You’ve built something innovative, solved a real problem, and now it’s time to introduce it to the world. But here’s the challenge: a great product alone isn’t enough. Without a strong Go-To-Market (GTM) strategy, even the best solutions can struggle to gain traction.

This is the topic of my Wisdom From Wizards episode with Yevgeniya Gagarkina. One of the biggest pitfalls in a product launch? Focusing too much on acquisition and not enough on activation. This is where many founders go wrong, pouring resources into attracting users only to watch them churn before they experience real value.

In this blog, we’ll break down how to craft a winning GTM strategy that turns signups into engaged users — and ultimately, loyal customers.

Why Acquisition Isn’t Enough

Many founders celebrate every new user who signs up. But if those users never reach activation — the moment they experience real value — then acquisition efforts are wasted. It’s like pouring water into a leaky bucket.

Activation is the bridge between interest and commitment. It’s when a user moves beyond curiosity and starts integrating your product into their workflow or daily routine. Without activation, users will abandon ship before they ever see the true potential of your product.

Common Activation Challenges

• Users don’t understand the product’s value quickly enough.
• The onboarding process is too complex or confusing.
• There’s a gap between marketing promises and actual product experience.
• Internal teams (Product, Marketing, Sales, and Customer Success) aren’t aligned.

If any of these sound familiar, your GTM strategy needs an adjustment.

Building an Effective GTM Strategy

A strong GTM strategy goes beyond just launching — it’s about sustaining momentum and driving long-term adoption. Here’s how to ensure your new product doesn’t just get attention, but keeps it.

1. Align Acquisition and Activation

Your marketing and sales teams should work in sync with product and customer success to ensure every new user has a clear path to value.

• Set the right expectations before users sign up — your messaging should align with what they’ll experience.
• Personalize onboarding experiences based on user segments.
• Identify the fastest way to get users to their first “aha moment.”

2. Perfect Your Messaging and Positioning

Your GTM success hinges on how well you communicate your product’s value. Does your messaging make it immediately clear why your product is a game-changer?

• Test different positioning angles before launch.
• Make your value proposition ultra-clear — avoid jargon and complexity.
• Ensure your website, ads, and sales collateral speak directly to customer pain points.

3. Create a Seamless Onboarding Experience

Your onboarding flow should be designed to drive early wins for users.

• Use guided walkthroughs, tooltips, or videos to shorten the learning curve.
• Automate personalized emails and in-app nudges to guide users.
• Track activation metrics — monitor where users drop off and optimize accordingly.

4. Foster Cross-Functional Alignment

Your GTM strategy isn’t just a marketing effort — it requires collaboration across teams.

• Product & Engineering: Build features that enhance activation.
• Marketing: Craft messaging that attracts and retains users.
• Sales: Educate prospects on the value of activation, not just signups.
• Customer Success: Guide users toward meaningful engagement milestones.

5. Iterate Based on Data

No GTM strategy is perfect from day one. Successful launches require rapid iteration.

• Track key GTM metrics: conversion rates, activation rates, retention.
• Gather user feedback early and often.
• A/B test messaging, onboarding flows, and pricing models.

Key Questions to Ask Before Launching

Before you push your product live, take a step back and ask:

✅ What’s the one thing users need to do to realize our product’s value?
✅ Are we tracking activation as closely as acquisition?
✅ Have we aligned our teams to drive adoption, not just signups?

If you can’t confidently answer these, it’s time to refine your GTM approach.

Final Thoughts: Make Your Launch Count

A great Go-To-Market strategy isn’t just about getting attention — it’s about keeping it. Prioritizing activation ensures that your users don’t just sign up but stick around, engage, and become advocates for your product.

If you’re a tech founder navigating the complexities of a product launch, remember: activation is the key to long-term success.

For more expert insights on Go-To-Market strategies, check out my Amazon bestseller Product Marketing Wisdom. And let’s make your launch a lasting success.