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The go‐to‐market strategy is an essential aspect of every product. This describes how our product makes it into the hands of users and customers. It applies to every type of product—from consumer to enterprise—but it's usually most involved when selling to businesses. Your product may get sold through a direct sales force, or an indirect channel such as resellers, or directly to your customers.

The sales process starts with marketing, which itself has many different strategies and techniques. Ultimately, there's always some type of funnel starting with people becoming aware you exist, and hopefully proceeding through to the point where they are an active user and customer.

The new PM needs to understand the entire funnel from awareness to trials to onboarding. It's especially important to understand the capabilities and limitations of the sales channel. Your colleagues in product marketing are normally your go‐to resource for learning about your go‐to‐market strategy.