Blueprints and backends: GTM strategies that scale

In a saturated market, ICT startups must build scalable GTM strategies powered by empathy, data, partnerships, and sharp value propositions.

- MANOJ SWARUP

In today's fast-paced technology landscape, emerging ICT startups face a distinct challenge—finding a niche in an increasingly crowded and constantly evolving market. A strong go-to-market (GTM) strategy is essential, not just as a launch roadmap, but as a survival toolkit. This is how up-and-coming ICT companies can craft GTM strategies that are scalable, relevant, and resilient.

Any effective GTM strategy must begin with a clear value proposition. The startups must explain why their solution matters and how it addresses a specific problem more effectively than competing alternatives. In 2025, B2B and B2C buyers are overwhelmed with options. The value proposition must be clear, appealing, and people-centric to stand out.

For example, if a startup offers an Al-powered cybersecurity solution, the focus should not only be on technical features but also on how it eases stress, prevents costly breaches, and reduces manual workload. Relevant data should be used to support such claims, presenting the solution as a response to a specific business challenge.

KNOW THE AUDIENCE WELL

The effectiveness of a GTM strategy hinges on how well a startup understands its target market. A common pitfall is casting the net too wide. Instead, it is essential to focus on a specific segment, such as small businesses facing challenges with cloud migration or enterprise CTOs seeking scalable DevOps solutions.