What's the best way to analyze your target market to ensure your GTM strategy is sound? Do you just ask your customers?

Define the different levels of TAM first.
1. TAM - everyone you could potentially sell to
2. Best fit TAM - people who resemble your existing customer base and those who you can service based on your current capabilities
3. RTAM - Right now TAM - those who have a very specific deeper need due to macro/micro influences. 
4. Micro TAM - Those who you are uniquely positioned to support. Smaller pot but much bigger value because you may be operating in a market of 1.

Once these are defined, you can use a variety of data sources - 1st and 3rd party to underpin your GTM. 

Scan the customer and the market / indústria ecosystem, blind / mystery / deceptive surveys, to achieve more organic data 

- Segmentation: Break down your market into smaller groups based on specific criteria like demographics or behaviour.

- Customer Feedback: Collect direct feedback through surveys or interviews to understand customer needs and preferences.

- Competitor Analysis: Study your competitors’ strengths and weaknesses to identify opportunities and threats.

- Trend Monitoring: Stay updated with industry trends to anticipate shifts in consumer behaviour.

- Data Analysis: Use your business data to identify patterns and insights about your target market.

- Social Listening: Monitor social media and forums to gauge public sentiment and spot emerging trends.

- Pilot Testing: Test your product/service in a controlled environment to refine your GTM strategy based on real market feedback.

I start with customers and work my way out. 

What do customers think? How can I apply that to prospects.

Test it - evaluate it - repeat. 

Prospect interviews and validation conversations, along with industry research help to paint the picture. A proof of concept test can provide invaluable feedback for problem solution fit and product market fit.