Go-to-Market Strategy in Latin America: From Plan to Execution

Go-to-market in Latin America takes more than a sales plan. It requires deep customer insight, a clear map of complex channels, and a differentiated value proposition. This step-by-step guide shows how to turn launches and expansions into sustainable growth

Go-to-market consulting

Launching or expanding in Latin America is one of the most exciting growth opportunities for companies today. Yet too often, organizations underestimate how complex—and unique— developing a go-to-market strategy in this region really is. Regulations, customer expectations, channel power dynamics, and even cultural differences vary not just from country to country, but from city to city.

That’s where a structured go-to-market (GTM) process makes the difference between a promising idea that fizzles and a launch that drives real growth.

At Midas Consulting, we define go-to-market as the set of actions, choices, and alignments that allow a company to introduce products or services effectively into a market. It’s more than a sales plan; it’s about understanding your customers deeply, aligning your distribution channels, and clarifying your value proposition so your market entry or expansion succeeds.

Why Have a Process for Go-to-Market?

Too often, GTM strategies are improvised or rely on playbooks designed for very different contexts. A disciplined process brings clarity and focus. From our 25+ years working across Latin America, three benefits stand out:

  • Clarity on your customer. A structured GTM process helps you create detailed personas based on real-world data, so you know exactly who you’re targeting, what matters to them, and how to reach them
  • Alignment across channels. Many companies underestimate the complexity of Latin America’s distribution networks. Mapping channel power, capacities, and costs prevents surprises and ensures your approach is sustainable
  • A differentiated value proposition. Without a clear articulation of what makes your offer unique, sales teams default to discounts. A robust GTM process ensures your differentiators are visible and compelling, boosting sales without eroding margins

As one of our clients put it:

“Midas helped us improve our go-to-market approach in an extremely effective way. We grew our sales 30%. Kudos!”Business Unit Director

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The Challenges of Go-to-Market in Latin America

Latin America offers massive opportunity, but it also presents unique obstacles. The three we see most often are:

  • Fragmented markets. What works in Mexico City may not resonate in Monterrey. A product loved in São Paulo might struggle in Recife. Regional gaps are a major reason launches underperform
  • Channel complexity. Power often lies with distributors or retailers, not manufacturers. Negotiating favorable terms requires a clear understanding of channel dynamics and margins
  • Aggressive competition. Many local players move faster, discount deeper, and adapt more easily to market shifts. Without a strong value proposition, foreign entrants often find themselves stuck competing on price

A CEO from a technology company we worked with summed it up:

“We doubled our sales after defining our value proposition because customers now understand our differentiators.”

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A Step-by-Step Guide to a Strong GTM Strategy

Based on our consulting process, here’s how companies can approach GTM systematically:

Establish your ideal customer

  • Build detailed personas with data from your team and the market
  • Validate them with real-world interviews
  • Map the customer journey to identify key decision points

Diagnose the distribution channel

  • Assess channel capacity, costs, and functions
  • Understand who has power in the chain—and why
  • Benchmark competitors’ channel strategies to identify gaps

Develop a compelling value proposition

  • Compare your differentiators against customer needs and competitors’ offerings
  • Eliminate features with no value
  • Highlight overlooked attributes that can become your edge

Optimize your channel approach

  • Align strategy with your chosen distributors or partners
  • Adjust product, service, or messaging as needed
  • Co-create plans with your local teams for faster adoption

As one client shared after a product launch supported by this process:

“Thanks to the workshop, we identified and added key attributes to the product, which significantly boosted sales.”Business Unit Director

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Strengths and Weaknesses of this Go-to-Market Approach

No process is perfect. Understanding the trade-offs helps you maximize impact.

Strengths

  • Customer-centric. Grounded in real customer insights, not assumptions
  • Actionable. Produces clear, practical steps rather than vague recommendations
  • Proven. Tested across more than 200 projects in Latin America

Weaknesses

  • Time investment. Proper GTM design requires upfront effort—skipping steps risks costly mistakes
  • Change management. Teams may resist adopting new positioning or channel strategies
  • Dynamic markets. Latin America evolves quickly; GTM strategies must be regularly revisited
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A Practical Case

One of our clients, a multinational in the industrial equipment sector, faced stagnating sales despite strong technical capabilities. Competitors were gaining ground with more flexible service models

Through our GTM process, we discovered that what customers valued most wasn’t the equipment itself, but the availability of tailored solutions and responsive service. By repositioning around these differentiators and aligning the distributor strategy, the company rapidly improved its win rate in complex B2B deals

Within three years, they had become the second-largest player in their market

Conclusion: Why the Go-to-Market Process Matters

In Latin America, growth doesn’t come from visibility alone. It comes from being preferred—and that requires a go-to-market process designed for the region’s complexity

A structured GTM strategy ensures that you:

  • Understand your customers better than anyone else
  • Build sustainable, profitable channel partnerships
  • Sell on value, not just price

Or, as one of our clients in FMCG put it:

“Now that we sell based on value, we offer far fewer discounts.”Salesperson

If your company is planning to launch, expand, or reposition in Latin America, the question is not whether you need a GTM strategy—but whether yours is robust enough for this market

At Midas Consulting, we’ve spent over 25 years helping companies answer that question. The result? Measurable growth, stronger positioning, and lasting competitive advantage

Are you ready to strengthen your go-to-market approach in Latin America?

Knowing the benefits and process of an effective go-to-market strategy is one thing, but doing it successfully is another. Don’t worry, we’re here to help every step of the way!

After conducting hundreds of go-to-market strategy projects, we’ve perfected our approach. We’re passionate about helping companies like yours perfecting their go-to-market strategy!

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Go-to-market consulting for fast moving consumer goods companies
Go-to-market consulting for pharmaceutical companies
Go-to-market consulting for B2B industrial companies
Go-to-market consulting for consumer goods, FMCG companies
Go-to-market consulting for packaging companies
Go-to-market consulting for B2B industrial companies

Benefits that You Can Expect:

Define Your Best Customers

Strengthen Sales Channels

Elevate Messaging & Positioning

Zero in on the segments with the greatest potential so resources are directed where they create the biggest impact

Choose and fine-tune the most effective routes to market to maximize returns and speed up expansion

Build persuasive, differentiated messages that connect with your audience and showcase your distinct value

Schedule a quick call

Share basic information about your goals, and we’ll craft a custom go-to-market consulting proposal for you

Receive your go-to-market strategy

Preliminary findings to ensure we’re aligned with your needs

Final recommendations that you can implement immediately

Drive growth and outpace your competitors

With our insights and recommendations, you’ll have what you need to thrive in your market

Ready to transform your go-to-market strategy and achieve sustainable growth?

Let’s work together to make it happen!