Go-To-Network vs Go-To-Market: Understanding the Difference and Why Your ICP Matters

 

An ICP, or Ideal Customer Profile, is a noun.

It defines the type of company or individual that would benefit most from your product or service — and in turn, bring the highest value to your business.

Similar terms people often use: target customer, buyer persona, perfect customer, ideal client.

In this article, we'll explain the key differences between go-to-market and go-to-network strategies, why qualification is as important as intention when identifying your ICP, and how to correctly align your targeting strategies.

What Is a Go-To-Market Strategy?

A Go-To-Market (GTM) strategy is a structured action plan for how a company brings its products or services to the market.
It focuses on market research, positioning, pricing, distribution, and promotions.

It answers questions like:

• Who are we selling to?
  
  

• What problem are we solving?
  
  

• Through which channels will we reach our audience?
  
  

Core components:

• Defined ICP
  
  

• Sales and marketing strategy
  
  

• Distribution model
  
  

• Pricing approach
  
  

• Customer acquisition channels
  
  

What Is a Go-To-Network Strategy?

A Go-To-Network (GTN) strategy is relationship-driven.
Instead of broad-market reach, it focuses on leveraging existing contacts, partnerships, and referrals to access the right prospects faster.

It answers questions like:

• Who already has influence over my ideal customers?
  
  

• How can I build a network that accelerates access to them?
  
  

• What partnerships or introductions can shorten the sales cycle?
  
  

Core components:

• Strategic alliances
  
  

• Referral programs
  
  

• Channel partnerships
  
  

• Personal and professional networking
  
  

Qualification vs. Intention: Why Both Matter

Many businesses make the mistake of thinking intention is enough.

It’s not.

Example:
If you are selling visa services, someone might desperately want a visa.
But if they don’t qualify — if they lack the necessary documentation, eligibility, or financial standing — they are not your ICP, no matter how motivated they are.

Similarly:
If you sell a CRM tool, technically anyone could use it.
However, if your CRM is specifically designed for construction companies, your ICP is not "any business needing CRM" — it's construction firms actively looking for tools built for their industry’s needs.

Qualification filters matter just as much as intent.

How Minor Differences Impact ICP

Two prospects can seem identical on paper — but only one fits.
Small but critical differences influence qualification.

Example:

• Two CFOs, both from companies of similar size.
  
  

• One CFO is focused on aggressive expansion and needs financial forecasting tools.
  
  

• The other CFO is risk-averse, prioritizing cost-cutting measures and resisting change.
  
  

If you're selling a predictive financial analytics solution, the first CFO is your ICP. The second is not — even though they "seem" similar.

How to Approach Generic vs. Niche Markets

If your product is broad (e.g., general CRM, HR software, email marketing tools):

• Research which industries actively seek your type of solution.
  
  

• Identify where adoption rates are higher.
  
  

• Target companies where your offering solves a visible, pressing problem.
  
  

• Use behavior-based signals (case studies, job postings, industry trends) to guide targeting.
  
  

If your product is niche-specific (e.g., CRM for construction companies, compliance tools for healthcare):

• Your ICP must be narrowly defined.
  
  

• Focus on key decision makers (e.g., Head of Operations, Compliance Officer).
  
  

• Prioritize direct outreach and relationship building over mass marketing.
  
  

• Spend time qualifying prospects carefully — you need quality, not quantity.
  
  

Practical Questions to Identify Your ICP:

• Does the prospect meet critical eligibility or qualification criteria?
  
  

• Do they have the budget, authority, and urgency to buy?
  
  

• Are they operating in a market or industry you specialize in?
  
  

• Is the timing right for them to purchase your solution?
  

Grow your network on Linkedin

1. Post regularly with valuable content to maintain visibility without overwhelming your audience.
   
   

2. Engage meaningfully with others' posts by leaving thoughtful comments, not just generic ones.
   
   

3. Search for decision-makers using targeted keywords like CEO, founder, or head of business development to connect with the right people.

To grow your network on LinkedIn effectively, focus on consistent, high-quality activity without overwhelming your audience. Post regularly to maintain visibility, but avoid posting excessively or sharing content that lacks value. Engage thoughtfully with others' posts — leave comments that add genuine insight rather than commenting simply for the sake of activity. Remember, the goal isn't to boost someone else's visibility; it’s to position yourself as someone worth noticing. Every interaction should be intentional, aimed at building meaningful connections and earning attention from the right people in your industry.

When trying to reach a decision maker, search for terms like founder, co-founder, CEO, COO, CMO, CFO, CTO, managing director, president, vice president, executive director, director of sales, director of marketing, head of business development, growth hacker, product manager, innovation manager, strategy manager, business owner, partner, principal, or lead roles such as sales lead or marketing lead.

Conclusion

Whether you're building a Go-To-Market plan or relying on a Go-To-Network approach, one fact remains:
Your success depends on defining, finding, and qualifying the right ICP.

Understanding both intention and qualification is essential.
Not everyone who shows interest will be a good fit — and not every good fit will immediately show interest.
It’s your job to recognize both.

At Hyer Buzz, we help businesses align their marketing and sales efforts with their ideal customers. Reach out to us today to get started.