Go-to-market (GTM) is the final step in the innovation process. It is the time of making money.
This step must start when the other steps are concluded and must follow the defined business plan (step 8). Most of the information necessary for planning the go-to-market is included in the business plan.
It is imperative to note that even in this last step, during it step 8 must be continually monitored and updated and sometimes step 3 must also be updated with new features, according to the market feedback.