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Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
Developing a Go-To Market Strategy
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Developing a Go-To Market Strategy

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This Go-To-Market Strategic framework was developed as a result of a $20k consulting assignment to develop a structured methodology for determining the best path to market for a new innovation. Watch …

This Go-To-Market Strategic framework was developed as a result of a $20k consulting assignment to develop a structured methodology for determining the best path to market for a new innovation. Watch the presentation to the end as there is now an embedded video overview of the methodology.

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  • 1. Find Your Path To MarketFull Metholology Available At :http://www.businessplanninghq.com/go-to-market.php
  • 2. So What is a Go-To-Market Strategy?2
  • 3. So what is a Go-To-Market Strategy? New Thing Customers 3
  • 4. What’s so hard about that? Joint Ventures Collaborators Distributors Channel Technology Product Customers New Thing Partners Partners Partners Mobile Website Affiliates4
  • 5. how do we get from here... Joint Ventures Collaborators Distributors Channel Technology Product Customers New Thing Partners Partners Partners Mobile Website Affiliates5
  • 6. To here... New Thing Channel Technology Customers Partners Partners Website Affiliates6
  • 7. Without this7
  • 8. Or this,...8
  • 9. we need a map... WHAT to sell Go-To- Market Strategy HOW to WHO to sell sell to9
  • 10. some context... Develop Vision and Define business concept and long term vision Develop business strategy Develop long term vision StrategyOperational Processes Develop & Manage Manage product and service portfolio Develop products and services Products & Services Market & Sell Products Understand markets & Develop go to market Develop sales strategy Develop & manage marketing Develop & manage sales & Services customers approach plans plans Deliver products & Plan for and acquire Procure materials and Produce/Manufacture/Delive Deliver service to customer Manage logistics and services necessary resources services r product warehousing Manage Customer Develop customer care/customer service Plan and manage customer service operations Measure and evaluate customer service Service strategy operations Develop & Manage Manage Information Manage Financial Program & Portfolio Manage knowledge & Manage External Human Capital Tech. Resources management Manage OH&S improvement relationshipsSupport Processes Perform planning & Develop & manage HR Manage information Determine environment Build Stakeholder Create & manage mgmt acct. Maintain project/ relationsipos organisational program methodology performance metrics Recruit, source & select IT Customer Perform revenue Develop OH&S employees relationships accounting Programme Manage gov.& ind. Manage Portfolio relationships Benchmark performance Perform general acct. & Train & educate & manage change Develop & Counsel Continuity and Risk reporting employees Manage board relations Reward & retain Manage fixed assets & Monitor OH&S Develop IT solutions Manage Programmes employees proejcts Programme Develop enterprise wide Manage legal & ethical knowledge management Re-deploy and retire issues Deploy IT solutions Process Payroll Ensure compliance employees Manage Projects & Process payables & resource allocation Manage Public Relations Manage Innovation Manage Employee info. Support IT services. Manage remediation program expenses.10
  • 11. a start and end point... Develop Vision and Define business concept and long term Develop business strategy Develop long term vision vision StrategyOperational Processes Develop & Manage Manage product and service portfolio Develop products and services Products & Services Market & Sell Products & Services Understand markets & customers Develop go to market strategy Develop sales strategy Develop & manage marketing plans Develop & manage sales plans Process Scope: Deliver products & Plan for and acquire Procure materials and Produce/Manufacture/ Deliver service to Manage logistics and necessary resources services Deliver product customer warehousing services Manage Customer Develop customer care/customer Plan and manage customer service Measure and evaluate customer Service Develop & Manage service strategy Manage Program & operations service operations Manage External Manage The go-to-market strategic framework structures and defines the activities and participants (‘channels’) that connect a Manage Human Information Financial Portfolio Manage OH&S knowledge & relationships Capital Tech. Resources management improvementSupport Processes Develop & manage Manage Perform planning Determine Create & manage Maintain project/ Build Stakeholder HR information & mgmt acct. environment organisational program relationsipos performance Recruit, source & IT Customer Perform revenue methodology Develop OH&S metrics select employees Develop & Counsel Reward & retain relationships Continuity and Risk Develop IT accounting Perform general acct. & reporting Manage fixed Manage Portfolio Programme Train & educate employees Monitor OH&S Manage gov.& ind. relationships Manage board Benchmark performance & manage change product or service to customers. Manage relations Develop enterprise employees solutions assets & proejcts Programmes Programme wide knowledge Manage legal & Re-deploy and management Deploy IT solutions Process Payroll Ensure compliance ethical issues retire employees Manage Projects & Manage Employee Process payables & Manage Manage Public Manage Innovation Support IT services. resource allocation info. expenses. remediation Relations program Inputs: Outputs: A defined opportunity approved to Develop go-to- Selected market channel(s) and progress to market engagement partners if required to put market approach product or service in the hands of customer11
  • 12. ...and a process. Go-To Market Strategy 1. 2. 3. 4. Define market Identify primary Review existing Create detailed value proposition target market market channels channel approach12
  • 13. But, after searching13
  • 14. We concluded14
  • 15. That none existed15
  • 16. So we built one16
  • 17. And tested it17
  • 18. It works!18
  • 19. Why does a Go-To-Market Strategy Matter?19
  • 20. The future of your organisation depends on it • Reduce time to market • Reduce cost associated with failed go-to- market attempts • Reduce reputation risk • Reduce risk of product success • Increase ability to adapt quickly • Ensure regulatory compliance • Enhance customer experience • Manage innovation adoption issues20
  • 21. But why today more than ever? • Channels to market more complex than ever • Access to channels more competitive than ever • Path to market is now not always clear • Business demand for quick results means choosing the wrong path to market can mean premature death of a great product or service • More regulation and compliance • Many channels to market for innovative products have the potential to cause channel conflict with existing products.21
  • 22. Developing Your Go-To Market Strategy22
  • 23. The Map WHAT to sell Go-To- Market Strategy HOW to WHO to sell sell to23
  • 24. The Context Develop Vision and Define business concept and long term vision Develop business strategy Develop long term vision StrategyOperational Processes Develop & Manage Manage product and service portfolio Develop products and services Products & Services Market & Sell Products Understand markets & Develop go to market Develop sales strategy Develop & manage marketing Develop & manage sales & Services customers approach plans plans Deliver products & Plan for and acquire Procure materials and Produce/Manufacture/Delive Deliver service to customer Manage logistics and services necessary resources services r product warehousing Manage Customer Develop customer care/customer service Plan and manage customer service operations Measure and evaluate customer service Service strategy operations Develop & Manage Manage Information Manage Financial Program & Portfolio Manage knowledge & Manage External Human Capital Tech. Resources management Manage OH&S improvement relationshipsSupport Processes Perform planning & Develop & manage HR Manage information Determine environment Build Stakeholder Create & manage mgmt acct. Maintain project/ relationsipos organisational program methodology performance metrics Recruit, source & select IT Customer Perform revenue Develop OH&S employees relationships accounting Programme Manage gov.& ind. Manage Portfolio relationships Benchmark performance Perform general acct. & Train & educate & manage change Develop & Counsel Continuity and Risk reporting employees Manage board relations Reward & retain Manage fixed assets & Monitor OH&S Develop IT solutions Manage Programmes employees proejcts Programme Develop enterprise wide Manage legal & ethical knowledge management Re-deploy and retire issues Deploy IT solutions Process Payroll Ensure compliance employees Manage Projects & Process payables & resource allocation Manage Public Relations Manage Innovation Manage Employee info. Support IT services. Manage remediation program expenses.24
  • 25. The inputs and outputs Develop Vision and Define business concept and long term Develop business strategy Develop long term vision vision StrategyOperational Processes Develop & Manage Manage product and service portfolio Develop products and services Products & Services Market & Sell Products & Services Understand markets & customers Develop go to market strategy Develop sales strategy Develop & manage marketing plans Develop & manage sales plans Process Scope: Deliver products & Plan for and acquire Procure materials and Produce/Manufacture/ Deliver service to Manage logistics and necessary resources services Deliver product customer warehousing services Manage Customer Develop customer care/customer Plan and manage customer service Measure and evaluate customer Service Develop & Manage service strategy Manage Program & operations service operations Manage External Manage The go-to-market strategy structures and defines the activities and participants (‘channels’) that connect a product or service Manage Human Information Financial Portfolio Manage OH&S knowledge & relationships Capital Tech. Resources management improvementSupport Processes Develop & manage Manage Perform planning Determine Create & manage Maintain project/ Build Stakeholder HR information & mgmt acct. environment organisational program relationsipos performance Recruit, source & IT Customer Perform revenue methodology Develop OH&S metrics select employees Develop & Counsel Reward & retain relationships Continuity and Risk Develop IT accounting Perform general acct. & reporting Manage fixed Manage Portfolio Programme Train & educate employees Monitor OH&S Manage gov.& ind. relationships Manage board Benchmark performance & manage change to customers. Manage relations Develop enterprise employees solutions assets & proejcts Programmes Programme wide knowledge Manage legal & Re-deploy and management Deploy IT solutions Process Payroll Ensure compliance ethical issues retire employees Manage Projects & Manage Employee Process payables & Manage Manage Public Manage Innovation Support IT services. resource allocation info. expenses. remediation Relations program Inputs: Outputs: A defined opportunity approved to Develop go-to- Selected market channel(s) and progress to market engagement partners if required to put market approach product or service in the hands of customer25
  • 26. The Process Go-To Market Strategy 1. 2. 3. 4. Define market Identify primary Review existing Create detailed value proposition target market market channels channel approach26
  • 27. 1. Defining the Value Proposition 1. 2. 3. 4. Define market Identify primary Review existing Create detailed value proposition target market market channels channel approach27
  • 28. 1. Define Market Value Proposition 1. Define 1.2 Assess 1.3 Identify 1.4 Determine 1.5 Articulate 1.1 DefineMarket Value Features relative unique benefits of valueProposition features features features proposition Objective: Articulate the relative value of the bundle of Intellectual Assets (‘product or service’) in the context of the market. 28
  • 29. 1.1 Define Features 1. Define 1.2 Assess 1.3 Identify 1.4 Determine 1.5 Articulate 1.1 Define Market Value Features relative unique benefits of value Proposition features features features proposition Approach Define the features of the intellectual asset bundle. The features list should include novel features as well as standard features. Example In the case of the a phone service, a feature could be: call forwarding.Deliverable A list of features offered by the intellectual asset bundle. 29
  • 30. For Full Details See Here• This presentation has had the detailed methodology slides removed.• Full Details can be found at http://www.businessplanninghq.com/go-to- market.php 30

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