Read the full post at https://www.fourquadrant.com/8-go-market-plan-fundamentals-four-quadrant/ The quality of a go to market plan determines whether a company will be successful. In short, there are basically eight fundamentals that need to be mastered to develop a go to market plan that will be successful in the market place. Then, focus attention upon go to market resources to execute the plan flawlessly. The eight fundamentals of a comprehensive go to market plan include: Definition of the total available market Identification of specific companies comprising the market Documentation of products and services to be offered An estimation of potential revenue Estimated penetration rates for each market segment A coverage model An integrated approach to customer acquisition Tracking and managing 8 Go to Market Plan Fundamentals – Four Quadrant The quality of a go to market plan determines whether a company will be successful. In short, there are basically eight fundamentals that need to be mastered to develop a go to market plan that will be successful in the market place. Then, focus attention upon go to market resources to execute the plan flawlessly. The eight fundamentals of a comprehensive go to market plan include: Definition of the total available market * Identification of specific companies comprising the market * Documentation of products and services to be offered * An estimation of potential revenue * Estimated penetration rates for each market segment * A coverage model * An integrated approach to customer acquisition * Tracking and managing Read the full post at https://www.fourquadrant.com/8-go-market-plan-fundamentals-four-quadrant/ Go to market resources available at www.fourquadrant.com

1. B2B Go to Market Plan
Go to market resources @ fourquadrant.com
B2B Go to Market Plan

2. Go to Market
Plan:
Total Available
Market
§ The total available market (TAM)
calculation is a key part of the go
to market plan.
§ Industry and revenue are typical
attributes that will be further
stratified to identify the served-
market (those companies that can
be reached through the
distribution model) and the target
market (those with the highest
propensity to purchase).
Go to Market Plan - Fundamental #1
Go to market resources available @ fourquadrant.com

3. Go to Market
Plan:
Specific
Companies
§ The specific companies need to
be identified and relevant
information about those
companies (revenue, employees,
net income, location, etc.)
collected.
§ This is so that integrated sales
and marketing programs can be
developed and executed to
acquire these companies as
customers.
Go to Market Plan - Fundamental #2
Go to market resources available @ fourquadrant.com

4. Go to Market
Plan:
Potential
Revenue
§ This calculation should leverage
the insights developed earlier by
stratifying the companies in the
target market by revenue and
identifying the offering (and price
point) estimated to best resonate
with this audience.
§ The result is the revenue amount
that should be available to all
vendors offering similar or
substitute offerings in this space.
Go to Market Plan - Fundamental #3
Go to market resources available @ fourquadrant.com

5. Go to Market
Plan:
Penetration
Rates
§ Estimates for the adoption or
penetration rates into the
identified target market segments
(industry, revenue, etc.) need to
be realistically set.
§ Assumptions also must be made
for companies that will have no
interest, no budget, have
purchased a competitor’s solution
or are building their own solution
internally.
Go to Market Plan - Fundamental #4
Go to market resources available @ fourquadrant.com

6. Go to Market
Plan:
Coverage Model
§ The coverage model will either
expedite or stifle the
implementation of the go to
market plan.
§ Instead of placing direct sales
reps evenly across a geography,
they should be placed in a
geography based on a ratio of
prospects and customers to a
direct sales rep.
Go to Market Plan - Fundamental #5
Go to market resources available @ fourquadrant.com

7. B2B Go to Market Plan
Go to market resources @ fourquadrant.com
B2B Go to Market Plan