Sales and Marketing Effectiveness Framework
Brand
Architecture
Marketing and
Sales Process
Value
Go-to-Market
Framework
Framework
1

Go-to-Market Framework
OUTCOMES
User process definition

Efficient, repeatable
Differentiated, horizontal value prop

prospecting,
Product Repeatable sales scenarios
 defensible value
Marketecture Usage scenarios, and audience-level proposition

value maps
What to pitch and to whom

Greater velocity
Buying audience segmentation

through the sales
Audience-level sales tactics

cycle
Selling into funded initiatives

Value
Enablers (Sales Tools)

Engagement Repeatable, value-
Pain Sheets, SPIN Sheets, Playbooks

Model driven sales
Value calculators

engagements
Value assessment methodologies & tools

Highly qualified leads,
Targeted high conversion rates
Performance benchmarking

sales and marketing
Account Issues-driven communication

alignment
Marketing Self value qualification

2

Value Framework
OUTCOMES
Basis for customer
Key value drivers

conversation
Value Menu
Before and After Scenarios

Key threats and opportunities
 Understanding of
Needs and Priority
Develop the need

Elevate the urgency

Enablers

Value Cards
Vision and Guidance
Product and service offerings

Product and Service
Metrics
 Proof and Confidence
Proof points

Clearly defensible

Defensible Why your company?
Unique, comparative & holistic

Differentiators
differentiation
3

Brand Architecture
OUTCOMES
Reflecting, projection of a

A systematic means of relating
Brand
brands and
Brand Signals Logo, typeface, color, sign

sub-brands to ensure that your
age, sounds, tagline, symb
audiences understand…
ol, name
• The breadth and depth of
your offerings
The promise and delivery
 • How these offerings connect
of an experience that is… with their respective needs
Relevant… compelling

Brand Definition
Benefits of an effective Brand
Credible… believable

Architecture…
Unique… defensible

• Organizes the offerings for
constituencies
• Extends & transfers brand
Vision: To Be

equity
Essence: To Feel

• Generates economic
Mission: To Do
 efficiencies
Brand Profile
• Simplifies complexity
Positioning: To Say

Values, Personality

Relevant today; flexible for tomorrow
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