Developing a Go-To Market Strategy

Developing an innovative go-to-market strategy
An Innovation Catalyst™ Seminar
Prepared and Presented by
Marcus Tarrant
Managing Director
Mission HQ Pty. Ltd. ATF the Innovate Trust

Contact Details
Marcus Tarrant
Managing Director
Mission HQ Pty. Ltd. ATF the Innovate Trust
Marcus.tarrant@missionhq.com.au
+61 3 9005 9710
www.missionhq.com.au
© Mission HQ Pty. Ltd. All Rights Reserved
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Copyright ©2010 Mission HQ.
The content, format, structure and communication technique utilised in this document are the intellectual property of Mission HQ Pty. Ltd.
This document is strictly classified as “Commercial in Confidence” and intended only for recipients expressly authorised by Mission HQ. Any modification or distribution under altered expression, by any means, in its entirety or in parts, to any person without written approval from Mission HQ is expressly prohibited.
Natural Persons or bodies corporate may not copy, retransmit, distribute, publish or otherwise transfer any copyrighted material to third parties or contractors without the express permission of Mission HQ.
This document is intended to reflect MISSION HQ’s high-level overview of the a Go-To-Market Strategy. It does not constitute formal professional advice or a recommendation to potential licensors, tax advisors, inventors or other third parties as to a course of action in respect of the processes addressed, and should not be relied on as such. All care is taken in the preparation of this document but MISSION HQ bears no responsibility as to the contents of this document and disclaims any liability with respect to its use or misuse.
Intellectual Property & Disclaimer

Seminar Agenda
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Quote
There are three kinds of companies, those that make new things happen, those that watch new things happen, and those that wonder what happened
Anonymous
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About Mission HQ Pty. Ltd.
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Some recent past clients of Mission HQ and the team:

Why does a Go-To-Market Strategy Matter?
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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 issues
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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.
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So What is a Go-To-Market Strategy?
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So what is a Go-To-Market Strategy?
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New Thing
Customers

What’s so hard about that?
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Joint Ventures
Collaborators
Distributors
Product Partners
Technology Partners
Channel Partners
New Thing
Customers
Affiliates
Website
Mobile

how do we get from here...
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Joint Ventures
Collaborators
Distributors
Product Partners
Technology Partners
Channel Partners
New Thing
Customers
Affiliates
Website
Mobile

To here...
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Technology Partners
Channel Partners
New Thing
Customers
Affiliates
Website

Without this
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Or this,...
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we need a map...
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some context...
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Develop Vision and Strategy
Operational Processes
Define business concept and long term vision
Develop business strategy
Develop long term vision
Develop & Manage Products & Services
Manage product and service portfolio
Develop products and services
Market & Sell Products & Services
Understand markets & customers
Go To Market Strategy
Develop sales strategy
Develop & manage marketing plans
Develop & manage sales plans
Deliver products & services
Plan for and acquire necessary resources
Procure materials and services
Produce/Manufacture/Deliver product
Deliver service to customer
Manage logistics and warehousing
Manage Customer Service
Develop customer care/customer service strategy
Plan and manage customer service operations
Measure and evaluate customer service operations
Develop & Manage Human Capital
Manage Information Tech.
Manage Financial Resources
Program & Portfolio management
Manage knowledge & improvement
Manage External relationships
Support Processes
Manage OH&S
Develop & manage HR
Manage information
Perform planning & mgmt acct.
Maintain project/ program methodology
Determine environment
Build Stakeholder relationsipos
Create & manage organisational performance metrics
Recruit, source & select employees
IT Customer relationships
Perform revenue accounting
Develop OH&S Programme
Manage Portfolio
Manage gov.& ind. relationships
Benchmark performance & manage change
Develop & Counsel
Continuity and Risk
Perform general acct. & reporting
Train & educate employees
Manage board relations
Manage Programmes
Reward & retain employees
Develop IT solutions
Manage fixed assets & proejcts
Monitor OH&S Programme
Develop enterprise wide knowledge management
Manage legal & ethical issues
Re-deploy and retire employees
Deploy IT solutions
Process Payroll
Ensure compliance
Manage Projects & resource allocation
Manage Innovation
Manage Public Relations program
Manage Employee info.
Support IT services.
Process payables & expenses.
Manage remediation

a start and end point...
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Process Scope:
A go to market strategy structures and defines the activities and participants (‘channels’) that connect a product or service to customers.
Develop Go To Market Strategy
Inputs:
An opportunity we would like to progress through to customer engagement
Outputs:
Identified market channel(s) and the cost of utilising those channels

...and a process.
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Refining your go-to market strategy.

But, after searching
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We concluded
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That none existed
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So we built one
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And tested it
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It works!
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Developing Your Go-To Market Strategy
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The Map
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The Process
Details of the Go-To-Market Strategy development process have been removed from this presentation.
For further information contact Mission HQ at www.missionhq.com.au
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How can we help?
Providing training for your team on the Go-to-market process
Running go-to market workshops to assist in specifying your strategy
Supporting execution of your go-to market strategy through a structured approach.
Mission HQ undertakes consulting activities for government and business to assist in realising value from innovation.
Thank You for your attendance.
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Developing a Go-To Market Strategy

by Marcus Tarrant on May 24, 2010

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Developing a Go-To Market Strategy — Presentation Transcript