1.
Go-to-Market Strategy
This SlideShare presentation includes 10 of the 30 slides
available in the Go-to-Market Planning Template.
Download the complete template at:
www.vpmarketingondemand.com/templates

2.
Outline
1 Got-to-Market Overview
2 Issues, Need and Value
3 Market Opportunity, Beach Head and Roadmap
4 Who do You Sell to and Targets
5 SWOT, Competitive Landscape
Demand Creation and Management, Social and Website
6
7 Messaging
8 Service and Support
Partners
9
10 Next Steps

3.
Go To Market Strategy
Marketing Strategy involves WHO the firm will go after and WHAT it will offer them. Go-To-
Market strategy is a component of the overall marketing strategy and is concerned with HOW
the firm will make it happen.
Markets
What to sell Where to sell
Marketing
Strategy
How to sell

4.
GTM - Business Issues for Decision Maker
Education & Salaries
Training
Automation
Productivity Expenses
Variable
Expenses
Business
Problem
Revenue Profits
Taxes
Sales
Customer
Satisfaction
Customer- Guarantee /
Support Warranty

5.
Go to Market Strategy - Market Maturity
Possible
Introduction Growth Maturity Saturation
Development
Revenue
Renewed Growth
Audience Innovators Early Adopter Early Majority Late Majority Laggard
Market Small Expanding High Peaked Contracting
Price Very High High High Medium Low
Sales Low Expanding High Flattening Moderate
Competition Low Increasing Moderate High Moderate
Business Focus Awareness Growth Market Share Customer Retention Transition

6.
Go to Market Strategy - Sales Process
Sales Technical Criteria (Non-selling) Business Criteria (Selling)
Mode
Recommender Influencer Decision Maker Approver
Functions Features Advantages Benefits
(manual) (components) (the edge) (results)
Prospects
Focus Intro knowledge Map our ideas to their
Uncovering the Value of
relevant to the personal and
unknown partnership
subject at hand professional interests
Exploring Initiating Sponsoring Leveraging
 Prequalifying  Data gathering  Right person  Vendor of choice
 Research  Documenting  Right agenda  Hard results
Sales
Activity  Profiling  Requirements  Right time  Soft results
 Learning the  Learn Bridges  Dimension  Impact (repp)
organization  Value (process)

7.
Go to Market Strategy - Distribution Model
Channel Strategy Company Industries Target Deal Size Sales Offering
Size Cycle
Direct CTO, COO, CIO
Own the sweet spot Primary VP of: Op’s,
of our market by market: Financial New Customers:
Infrastructure,
developing companies Services, Product A
Capacity Product:
relationships with that have Government,
Planning, etc. $70K
customers and $500M to $5B Healthcare, Typically
prospects via the in revenue and Insurance, Retail, Director of: DC 6 to 9 Existing
sales and service have an Technology, Op’s; months Customers:
Infrastructure, Service:
directors. These enterprise Defense, Product B
Technology; etc. $88K
will be large data center Communications Upgrade or
enterprise software between 5,000’ M-Level:DC Product A
solutions. and 50,000’ Manager, Mgr of
IT, etc
Telesales Leverage the
installed base to
Installed base
drive product Maintenance
and the
upgrades, promote Installed base Typically Renewals
primary
educational classes Installed base <=$20K 1 to 3
market when Education
and develop months
purchases are
qualified leads for Deals <= $20K
<=$20K
the Sales Directors
over the phone
Business
Leverage the Financial
Partners business partners to Primary Services,
C-level Typically Resell Product A
provide territorial market: Government,
V-level software Typically
coverage across companies Healthcare,
component 3 to 9
North America that have less Insurance, Retail, D-level Resell Product C
is about $15 months
where we do not than $500M in Technology,
M-level to $20K
have a Sales revenue Defense,
Director. Communications

8.
Go to Market Strategy - SWOT Analysis
Strengths Weaknesses
 What do you do particularly well?  What do you not feel as comfortable doing?
 What do you do that is unique in the  What needed resources, staff,
Internal “marketplace?” or skills do you lack?
Factors  What do your customers/clients/patrons ask
for you to do over and over again?
 What do you have the right tools/resources
to accomplish?
Opportunities Threats
 Are there new situations coming down the  Who is your competition and what do they
road that you can take advantage of (new offer that you can’t do as well or at all?
External programs being offered, new faculty joining
 Are there “environmental” changes or
the department, new tools available to you)?
situations that could cause problems for you
Factors  Are there gaps in the “market” and your programs?
that you can fill?
 What other roadblocks are being thrown in
 Are there partnerships that might be fruitful? your path?

9.
Go to Market - Areas of Implementation
2. Implementation Area 1. Implementation Area 3. Implementation Area
The Vendor
Procure- Sales/
F&E Production
ment Distribution
Supplier Logistics Customer
Documentation
Organization
Human Resources/ Development
Processes don’t begin and end in the company, they end with suppliers and customers

10.
Go to Market Strategy - Partnering
Provide significant value.
Value for Partner
Understand the industry
network and the value chain to
build relationships. Partner Partner
Network Partnering Selection
& Profiles Criteria How does the relationship
help achieve goals?
Create a checklist to assess
the value of a partnership.
Partner
Process
Management
Manage the process for mutual
success.

11.
Go to Market Strategy – The Partner Process
Define identify Market Screen Sell Plan & Agree
 Develop a
mutual
 Identify areas for  Identify potential  Create interest  Apply partner agreement on
 Develop a
partnering partner profiles among the selection criteria technology,
win/win value
 Define partner by using partner potetnial for value of sales,
propostion
capabilities selection criteria partners partner marketing,
implementation
and support
A living process driven by a strategic agreement that is regulated by formalized daily
operations

12.
Go-to-Market Next Steps
This SlideShare presentation includes 10 of the 30 slides
available in the Go-to-Market Planning Template
To view all 30 slides, and other go-to-market planning templates
for demand management, websites, social media, investor / board
presentations, demand creation and messaging and positioning,
please visit
www.vpmarketingondemand.com/templates