What it means
Go-to-market (GTM) is the plan and the machinery a company uses to reach buyers and turn them into revenue. It covers who you sell to, what you offer them and which channels reach them. It also covers how sales, marketing and customer teams hand work to each other.
A GTM strategy is the plan. The GTM system is what runs it every day: the data, the outreach, the CRM and the reporting. Plenty of B2B teams have the strategy written down. Far fewer have a system that runs it without someone rebuilding lists and reports by hand each week.
How we use it
We use GTM to mean the whole revenue system, end to end. The jobs stay the same at every stage of a company: data, verification, signals, enrichment, reasoning, sending, CRM and reporting.
The client owns the result, including the GTM brain that holds their ICP, offer and proof. The people who build and run it are GTM engineers, and the GTM tech stack is the set of tools each job runs on.