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Go-to-Market StrategyThis 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

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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

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Go To Market StrategyMarketing 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 HOWthe firm will make it happen. Markets What to sell Where to sell Marketing Strategy How to sell

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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

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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 ModerateBusiness Focus Awareness Growth Market Share Customer Retention Transition

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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 SalesActivity  Profiling  Requirements  Right time  Soft results  Learning the  Learn Bridges  Dimension  Impact (repp) organization  Value (process)

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Go to Market Strategy - Distribution Model Channel Strategy Company Industries Target Deal Size Sales Offering Size CycleDirect 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, etcTelesales 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 phoneBusiness Leverage the FinancialPartners 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

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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?

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Go to Market - Areas of Implementation2. 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

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Go to Market Strategy - Partnering Provide significant value. Value for PartnerUnderstand the industrynetwork and the value chain tobuild 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.

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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

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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 templatesfor demand management, websites, social media, investor / board presentations, demand creation and messaging and positioning, please visit www.vpmarketingondemand.com/templates