Go-to-Market Business Plan Template
 

Go-to-Market Business Plan Template

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A planning tool for B2B marketers.

A planning tool for B2B marketers.

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Go-to-Market Business Plan Template Go-to-Market Business Plan Template Presentation Transcript

  • Copyright (C) 2013-2014 Consortium House LTD GO-TO-MARKET BUSINESS PLAN A Template for Integrated Marketing Planning Joseph Schwartz 914-414-9935 | joe@jschwartzny.com www.linkedin.com/in/josephschwartz 1
  • Copyright (C) 2013-2014 Consortium House LTD 2 §  §  Buyer Landscape §  Solution Overview §  Financial Objectives §  Initiatives §  Segmentation Alignment §  Solution Roadmap §  Business Goals §  Business Challenges §  Business KPIs §  2 The Market §  Business Plan LOB Organization Key dependencies, issues, and risks
  • Copyright (C) 2013-2014 Consortium House LTD 3 Organization x x x x x x x x x x x
  • Copyright (C) 2013-2014 Consortium House LTD 4 The Market Overview §  X Size Growth Rate Buyer Problems §  X §  X §  X § X Buyer Interests §  X Position Key Competitors §  X Technology Changes §  X Buying Patterns § X
  • Copyright (C) 2013-2014 Consortium House LTD 5 Example Buyer Landscape OPERATIONS SVP - Operations Director of Digital Services Digital Operations Manager Digital Creative Services Manager Lead Online Trafficker VP Product Activation & Project Management Business Automation Manager Regional Business Automation Mangers Online Creative Services Manager LOCAL SALES Project Management Office (PMO) Product Activation Team President, Media NAT’L SALES SVP Enterprise Sales VP, Small Market Sales VP, Mid-Market Sales VP, Large Market Sales General Managers General Managers General Managers Local Sales Managers Account Executives 5 Sales Assistants Local Sales Managers Sales Assistants Account Executives Local Sales Managers Account Executives 2/1/14 Proprietary and Confidential. Sales Assistants VP – Digital Products, Response Media & Business Development Media Project Manager Sr. Director – Sales & Business Development Online Program Manager Online Product Manager National Sales Planner
  • Copyright (C) 2013-2014 Consortium House LTD 6 Solution Overview Summary X Key Customer Initiative(s) Supporting Value Paths §  X §  X Value to the Customer §  X §  X Top 3 Competitive Differentiators X X C X X U X X C Why We Win Why We Lose §  X §  X
  • Copyright (C) 2013-2014 Consortium House LTD 7 Financial Objectives Upside Risk § X § X MG = 15% 800 MG = 5% MG = 3% MG = NA ↑26% YoY G ↑7% YoY G ↑9% YoY G ↑18% YoY G MG = NA MG = NA ↑54% YoY G ↑215% YoY G 700 600 500 400 300 200 100 129 121 172 155 43 34 0 Software MG = Market Growth YoY Gr = Year over Year Growth Services FY13 FY14 Total
  • Copyright (C) 2013-2014 Consortium House LTD 8 Initiatives Key Initiative Tactics Owner §  X §  X §  X §  X §  X •  §  X §  X §  X §  X §  X §  X X Timing (by qtr)
  • Copyright (C) 2013-2014 Consortium House LTD 9 Segmentation Alignment Strategic Enterprise Emerging § X § X § X 100% 90% 95% 90% 80% 70% 60% 50% 50% 50% 40% 30% 20% 10% 10% 5% 0% Strategic Enterprise % Direct % Indirect Emerging
  • Copyright (C) 2013-2014 Consortium House LTD 10 Solution Roadmap Q1 Q2 Q3 Q4 X X X X
  • Copyright (C) 2013-2014 Consortium House LTD 11 Business Goals Discover Explore Buy Install/Realize Value Goal Goal Goal Goal
  • Copyright (C) 2013-2014 Consortium House LTD 12 Business Challenges Impact to Customer Buying Cycle* X X Discover Explore Buy Realize Value 30% 35% 25% 10% 55% 20% 10% 15% 10% Challenge 50% 40% 0% 50% 30% 20% 0% 60% 30% 10% 0% 60% 40% 00% 0% X X X X *each challenge should add to 100%
  • Copyright (C) 2013-2014 Consortium House LTD 13 Business KPIs Financial ˜ License Bookings Customer ˜ # of New Customers Processes/Solution ˜ Pipeline Growth Employees/Learning ˜ Attrition of 1 & 2 Rated Target $0 Target 30% Target X Target X Actual X Actual X Actual X Actual X Initiatives §  X Initiatives §  X ˜ Maintenance Bookings Initiatives §  X ˜ Renewal Rate Target X Target Actual X Actual Initiatives §  X ˜ Prof Svcs Bookings Target X Actual X Target X Actual X Initiatives §  X ˜ Target X X Initiatives §  X ˜ Customer Sat Initiatives §  X ˜ Win Rate Actual Initiatives §  X X Initiatives §  X ˜ Brand Recognition Target X Actual X Initiatives §  Acquisitions
  • Copyright (C) 2013-2014 Consortium House LTD Key Dependencies, Issues, and Risks Dependencies Risks § X § X Issues § X 14
  • Copyright (C) 2013-2014 Consortium House LTD 15 •  Go-to-Market •  Key  Buyer  Messages   Summary •  SCIPAB   •  Compe66ve  Messages   •  Milestone/Launch  Calendar   •  15 Customer  Success  KPIs   Planned  Content  Development  
  • Copyright (C) 2013-2014 Consortium House LTD 16 Customer Success KPIs X X X X
  • Copyright (C) 2013-2014 Consortium House LTD 17 Key Buyer Messages Discover Buy Explore Install/Realize Value What is the Buyer Thinking? X X X x What is the Buyer Looking For? ü  x ü  X ü  X ü  X What we talk about at the C/VP Level •  X •  X •  X •  X •  X •  X What we talk about at the Management Level •  X •  X What we talk about at the Practitioner Level •  X •  X •  X •  X
  • Copyright (C) 2013-2014 Consortium House LTD SCIPAB Situation § X Complication § X Implication § X 18
  • Copyright (C) 2013-2014 Consortium House LTD 19 Competitive Messaging Competitor Key Advantages Messaging and Strategy Disadvantages Overall •  X •  X •  X Competitor •  X •  X Competitor •  X •  X Competitor •  X •  X Competitor •  X •  X
  • Copyright (C) 2013-2014 Consortium House LTD 20 Milestone/Launch Calendar Q1 Q2 Q3 X   X   X       Q4 X  
  • Copyright (C) 2013-2014 Consortium House LTD Planner Content Development Content Type Description Month Available x x x x x x x x x x x x 21