• Save
Webcast: What is a Go To-Market Strategy - How to Create One
Upcoming SlideShare
Loading in...5
×
 

Webcast: What is a Go To-Market Strategy - How to Create One

on

  • 8,183 views

We often hear other PMs and executives say the word Go-to-Market Strategy and everyone nods their heads as if they know exactly what the other person really meant. But the reality is that within any ...

We often hear other PMs and executives say the word Go-to-Market Strategy and everyone nods their heads as if they know exactly what the other person really meant. But the reality is that within any given organization, there are as many ideas of what Go-to-Market Strategy means as there are senior level executives. And when Product Marketing is asked to develop a Go-to-Market Strategy, they are unlikely going to satisfy the expectations of all stakeholders because each one has a different expectation. In this webinar, we'll help you to create a common understanding of a Go-to-Market Strategy and what Product Marketing needs to do to effectively create one.

Key Takeaways from participating in this webinar:
- Develop a common definition for a Go-to-Market Strategy that can be shared with your organization
- Learn the seven elements that go into a complete Go-to-Market Strategy
- Understand the steps to creating your Go-to-Market Strategy

About the Speaker
Tom Evans is Principal at CompellingPM and is an internationally recognized authority in product management, global marketing, business partnerships and entrepreneurship. In his extensive experience, he has helped start-ups through Fortune 500 companies create and launch winning products and has led business development efforts in the US and global markets.

Tom has a BSEE from The United States Air Force Academy, an MSEE from The University of Dayton, and graduated with honors with an MBA from The University of Texas at Austin. Tom has achieved the designations of Certified Product Manager and Certified Product Marketing Manager from the Association of International Product Marketing and Management (AIPMM).

Upcoming Events
For more information regarding this topic or certification courses near you, contact Hector Del Castillo at http://linkd.in/hdelcastillo.

About AIPMM
The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals.

It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.

AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.

Visit http://www.aipmm.com.

Upcoming Webinars: http://aipmm.com/aipmm_webinars/
Subscribe: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification
Articles: http://www.aipmm.com/html/newsletter/article.ph

Statistics

Views

Total Views
8,183
Views on SlideShare
8,105
Embed Views
78

Actions

Likes
15
Downloads
0
Comments
0

2 Embeds 78

http://www.aipmm.com 77
http://feeds.feedburner.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Webcast: What is a Go To-Market Strategy - How to Create One Webcast: What is a Go To-Market Strategy - How to Create One Presentation Transcript

  • © AIPMM 2013 www.aipmm.com AIPMM Webinar Series www.aipmm.com
  • © AIPMM 2013 www.aipmm.com
  • © AIPMM 2013 www.aipmm.com AIPMM: @AIPMM Tom Evans: @CompellingPM Paula Gray: @paulagray Tweet!
  • © AIPMM 2013 www.aipmm.com Participate and Win! • One Amazon $50 gift card • One hour free product management assessment or consulting session for the first 10 people that request it
  • © AIPMM 2013 www.aipmm.com Today’s Speaker Moderator: Paula Gray, AIPMM Anthropologist Presenter: Tom Evans, CPM, CPMM Compelling PM tevans@compellingpm.com @CompellingPM www.compellingpm.com
  • © AIPMM 2013 www.aipmm.com FEATURED PRESENTATION
  • What is a Go-to-Market Strategy & How to Create One? Tom Evans CompellingPM @compellingpm Copyright 2013. The Lûcrum Group, Inc. 8
  • What is a Go-to-Market Strategy • A Go-To-Market strategy is how a company delivers their unique value proposition to their target market and creates a competitive advantage. – How do you create value? – How do you deliver the value? – How do you capture the value? Copyright 2013. The Lûcrum Group, Inc. 9
  • GTM Strategy Helps You Succeed • Improves time-to-market • Reduces risks of failure and brand damage • Enhances customer experience • Avoid the wrong path • Establishes path for growth • Clarifies plan and direction for all Copyright 2013. The Lûcrum Group, Inc. 10
  • What’s Included in the GTM Strategy • WHOM will we actively target within the market? • WHAT will be our product portfolio for target customers? • HOW MUCH will we charge for our products for different customers? • HOW will we promote our products to target customers? • WHERE will we promote and sell our products to target customers? Copyright 2013. The Lûcrum Group, Inc. 11 Source: http://en.wikipedia.org/wiki/Go_to_market
  • The Wrong Way to GTM Copyright 2013. The Lûcrum Group, Inc. 12 Build Product Define Channels Define Price Define Promotions Ready – Fire
  • Slightly Better Way to GTM Copyright 2013. The Lûcrum Group, Inc. 13 Build Product Define Target Markets & Positioning Define Channels Define Price Define Promotions Ready – Aim - Fire
  • The Best Way to GTM Copyright 2013. The Lûcrum Group, Inc. 14 Define Product Define Target Markets & Market Problems to Solve Define Channels Define Price Define Promotions Define Positioning Aim - Ready - Fire
  • When to Define GTM Copyright 2013. The Lûcrum Group, Inc. 15 Source: AIPMM & 280 Group
  • Building Your GTM Strategy Copyright 2013. The Lûcrum Group, Inc. 16
  • Needs, Wants, Demands • Need - is state of felt deprivation of some basic satisfaction. • Wants – are desires for a specific satisfier of these deeper needs. • Demands – are wants for specific products that are backed up by an ability and willingness to buy them. Source: Kotler – Marketing Management 17Copyright 2013. The Lûcrum Group, Inc.
  • Our Levers of Influence • We don’t create “Needs”. • We influence “Wants” & “Demands” with our Go-to-Market Strategy – Positioning – Product – Price – Place – Promotion Copyright 2013. The Lûcrum Group, Inc. 18
  • Target Markets • Select most attractive market segments – Alignment with corporate strategy – Has biggest and most urgent pain – Gaps in the market – Core competencies best support – Ability to reach – Leverages strengths – Least competition – Largest market size • Roll-out plan – Order to enter each market segment Copyright 2013. The Lûcrum Group, Inc. 19
  • Strategy Drives Marketing Mix • Unique for each target market • Starts with positioning • Create competitive advantages • Marketing objectives and strategy changes through product lifecycle 20Copyright 2013. The Lûcrum Group, Inc.
  • Key Strategy Decisions • Positioning –designing the company’s offer so that it occupies a distinct and valued place in the target customer’s minds. (Kotler) • Competitive Advantage - developing a combination of attributes that allows a company to distinguish itself and outperform its competitors. Copyright 2013. The Lûcrum Group, Inc. 21
  • Key GTM Strategic Objectives • Create awareness, first customers • Maximize market share – Attack competitors – New markets/users – Increase usage • Defend market share – Against competitors – Defend a position • Harvest product for maximum profitability Copyright 2013. The Lûcrum Group, Inc. 22
  • Product • What needs does customer need to solve? • Which features best meet these needs? • How will customer use it? • What are important attributes? • How is it differentiated? • What is necessary for the whole product? • What should Product Line look like? 23Copyright 2013. The Lûcrum Group, Inc.
  • Whole Product Copyright 2013. The Lûcrum Group, Inc. 24 Core • Benefits • Features • Quality • Packaging • Brand • Style • Color • Fashion • Standards • Installation • Integration • Services • Warranties • Finance • Additional Software & Hardware • Customer Care • Delivery Actual Product Augmented Source: AIPMM & 280 Group
  • Price • What is the pricing strategy? • What is the value of product to customers? • Are there existing price expectations? • How do we price relative to competitors? • Can you create competitive advantage with pricing model? • What are price points for product line? 25Copyright 2013. The Lûcrum Group, Inc.
  • Place • Where do buyers want to purchase your product? • What is the right distribution model? • How do you develop the right distribution channels? • What types of support and services are required? • Can you create a competitive advantage? 26Copyright 2013. The Lûcrum Group, Inc.
  • Promotion • How do you reach the buyers & influencers of your target market? • What messages will motive them to awareness, consideration, purchase? • These decision drive marketing programs! 27Copyright 2013. The Lûcrum Group, Inc.
  • Key Drivers for GTM • Customers – Intimate Understanding of Target Markets • Company – Mission, Strategy, Strengths, Weaknesses • Competitors – Strategy, Strengths, Weaknesses Copyright 2013. The Lûcrum Group, Inc. 28
  • Understanding of Target Markets • Who they are – Personas • Why they buy – Problems they want to solve • How they buy – What is their buying process – Where do they look Copyright 2013. The Lûcrum Group, Inc. 29 June 21 Webinar http://www.aipmm.com/aipmm_webinars/2013/05/how-to-develop-a-deep- understanding-of-your-target-markets---the-starting-point-for-great-product-ma.php
  • GTM Process Copyright 2013. The Lûcrum Group, Inc. 30 Source: http://www.strategyhub.net/2011/01/framework-of-week-45-strategic.html
  • GTM Summary Copyright 2013. The Lûcrum Group, Inc. 31
  • My Next Webinar How to Create Effective Sales & Marketing Tools That Actually Get Used By Sales and Prospects! Friday, Oct 4, 2013 http://bit.ly/192JLpd Copyright 2013. The Lûcrum Group, Inc. 32
  • Upcoming Training • Optimal Product Management & Product Marketing – Sep 9 – 11 (Austin) – Oct 14 – 16 (Dallas) • AIPMM Certifications – Nov 5 – 6 (CPM – Austin) – Nov 7 – 8 (CPMM – Austin) More dates/locations - www.280group.com Copyright 2013. The Lûcrum Group, Inc. 33
  • Free 1 Hour PM/PMM Consult • First ten to submit information on form • http://compellingpm.com/freeonehour/ • Please include background on topic or issue • Must include company info (no Gmail) Copyright 2013. The Lûcrum Group, Inc. 34
  • Thank You! Tom Evans CompellingPM tevans@compellingpm.com @compellingpm www.compellingpm.com Copyright 2013. The Lûcrum Group, Inc. 35
  • © AIPMM 2013 www.aipmm.com Q & A Moderator: Paula Gray, AIPMM Anthropologist Presenter: Tom Evans, CPM, CPMM Compelling PM tevans@compellingpm.com @CompellingPM www.compellingpm.com
  • © AIPMM 2013 www.aipmm.com Our Next Webinars Transform Your Career With An AIPMM Certification Tuesday, Sep 3rd, 1 pm ET Release of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®) Friday, Sep 20, 1 pm ET
  • © AIPMM 2013 www.aipmm.com Upcoming Course Certified Product Marketing Manager® 9th & 10th September 2013 Grand Millennium Kuala Lumpur 160, Jalan Bukit Bintang 55100 Kuala Lumpur, Malaysia marcus evans professional training Tel: 603 2117 4888 Fax: 603 2145 7732 www.marcusevans.com
  • © AIPMM 2013 www.aipmm.com Upcoming Courses Course & Location Dates Days Time ACPM® Certification Prep Course & Exam McLean, VA Sep 16, 2013 M 8:30 am – 5 pm CPM® Certification Prep Course & Exam McLean, VA Sep 17-18, 2013 T, W 8:30 am – 5 pm CPMM® Certification Prep Course & Exam McLean, VA Sep 19-20, 2013 Th, F 8:30 am – 5 pm Contact Melissa Holtzer, melissa@280group.com, for more information. Additional certification prep courses are available in Austin, San Jose, and London.
  • © AIPMM 2013 www.aipmm.com Upcoming Courses Course & Location Dates Time CIL® Certification Prep Course & Exam Athens, Greece Oct 10-11, 2013 9 am – 6 pm CPM® Certification Prep Course & Exam Athens, Greece Singapore Oct 8-9, 2013 21-23 Oct, 2013 9 am – 6 pm 8 am – 5 pm CPMM® Certification Prep Course & Exam Athens, Greece Singapore Oct 14-15, 2013 28-30Oct, 2013 9 am – 6 pm 8 am – 5 pm Follow the links provided to get more information regarding these courses.
  • © AIPMM 2013 www.aipmm.com For More Information About • AIPMM membership benefits • Certification courses near you • How to prepare to take a certification exam Hector Del Castillo, CPM, CPMM Senior Product Innovation Consultant hmdelcastillo@aipmm.com linkd.in/hdelcastillo
  • © AIPMM 2013 www.aipmm.com Please Join Us Again! AIPMM Webinar Series: Transform Your Career With An AIPMM Certification Tuesday, Sep 3rd, 1 pm ET http://aipmm.com/aipmm_webinars/ Global Product Management Talk: http://www.blogtalkradio.com/prodmgmttalk Stay Informed! Newsletter: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/