Methodological principles of forming a marketing GTM strategy for an IT product in the digital economy

Purpose. To develop and substantiate the theoretical and methodological foundations and practical approaches for forming a Go-to-market (GTM) strategy for launching an IT product in the context of the digital economy. The research is aimed at identifying the key stages of GTM strategy implementation based on the analysis of existing methodological approaches, using a practical case study of a marketing GTM strategy for an innovative IT product. Methodology. The method of formal analysis was used to determine the key stages of digital transformation and the factors that contributed to the development of marketing GTM strategies. The methodological basis of the research is grounded in a set of general philosophical and specialized methods, principles, and approaches, including: the system approach – for substantiating the evolution of digital transformation and the development of marketing GTM strategies; analysis and synthesis – for identifying trends in the formation of marketing GTM strategies and their differences from traditional marketing approaches; methods of theoretical generalization – for the development and determination of the stages of marketing GTM strategy evolution; terminological analysis – for clarifying key terms that reveal the essence of the stages of creating and implementing marketing GTM strategies under digital transformation conditions. Findings. The article analyses the main stages of GTM strategy evolution, from models focused on mass advertising to personalized approaches utilizing AI, big data, and digital technologies. It demonstrates how digital transformation has changed classical marketing strategies, increasing the level of personalization and the effectiveness of consumer engagement. The importance of integrating digital technologies into GTM strategies, the necessity of process automation, and data analysis are emphasized. The conceptual differences between GTM strategies and traditional marketing approaches are identified and substantiated, with the key distinction being the ability to evaluate effectiveness at each stage of implementation, ensuring a high level of adaptability. A methodological approach for forming a marketing GTM strategy is proposed, along with its practical implementation for the IT product “CodeMentorSphere”, taking into account the specifics of the digital economy and modern digital marketing tools. Originality. It consists in improving and substantiating the methodological principles for the formation of a GTM marketing strategy in terms of determining the specific features of a GTM marketing strategy as a flexible, adaptive and experimental tool for bringing innovative IT products to the market. This approach involves assessing the effectiveness of each stage of implementing a GTM strategy in digital promotion channels, which fundamentally distinguishes it from the formation of traditional marketing strategies. Practical value. The practical significance lies in the development of an applied approach to GTM strategy formation for an IT product, considering the specifics of the digital economy and digital tools.