Go to market planning

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An outline of what needs to be in a succssful Go-to-Market Plan

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Go to market planning

  1. 1. GO TO MARKETPLANNINGHow to take a newproduct or service tomarket – effectively andprofitably.
  2. 2. INTRODUCTION• This slide set is an outline for you to create a Go-to- Market plan for your product or service• Not every point will apply to every situation, but think before you skip over a point• There’s no need to over-engineer your plan. Just make sure you’ve got good answers and an actionable plan
  3. 3. GO-TO-MARKET PLANNING• Seven steps to creating a Go-to-Market plan:  What are we selling to who?  When will this be profitable?  What is the value proposition?  How will customers hear about this?  How will this be sold?  What needs to happen?  What business infrastructure is required?• Structure: Each step includes:  The questions you should be addressing  The deliverables that should result when the step is complete
  4. 4. • Questions • What is the product or service? • What are the target markets? • Who are potential buyers of this product or service? • Why would somebody buy this product or service? • How could a customer be developed to increase profitability?• Deliverables • Elevator pitch and headline benefits • Ideal customer criteria
  5. 5. • Topics • How will this product or service be priced? • What commercial models should be offered? • ROI scenarios by product or service • Time to revenue scenarios • Typical project timeframe by solution • Go-to-market costs – e.g. website, marketing promotion, sales costs• Outcomes • Revenue forecast • Marketing budget • Profitability forecast
  6. 6. • Topics • What customer critical business issue does this address? • Is anything else needed to get to a 100% fit to the critical business issue? • What buying motives and value will different customer roles perceive? • What ROI could a customer expect? • What related pull through products or services could a customer buy? • What proof of success can be offered?• Outcomes • Generic customer value proposition • Add-on product or service offers • Proof of value creation
  7. 7. • Topics • Where do potential customers look for information? • What communication channels can be used? • What messages will potential customers respond to? • How is a sales lead defined? • What metrics apply to a conversion funnel? • How are potential customers nurtured to become prospects?• Outcomes • Marketing communications plan • Customer relationship plan
  8. 8. • Topics • What sales channels are appropriate? • What terms of business apply to sales channels? • What integration opportunities exist between products or services? • What is the length of sales cycle by product or service? • What can be sold in what period?• Outcomes • Sales channel plan • Sales activation plan • Sales forecast
  9. 9. • Topics • Who is going to be responsible for business managing the plan? • What skills and experience sets are required? • What organisational structure will be required for executing the plan?• Outcomes • Organisation chart • Training plan • Job descriptions
  10. 10. • Topics • What internal functions will be touched by this product or service? • Are any additional business processes required to support the sales and implementation of this product or service?• Outcomes • Internal communication plan • Business process descriptions
  11. 11. • Your completed Go-to-Market Plan should comprise: • Elevator pitch and headline benefits • Ideal customer criteria • Revenue forecast • Marketing budget • Profitability forecast • Generic customer value proposition • Add-on product or service offers • Proof of value creation • Marketing communications plan • Customer relationship plan • Sales channel plan • Sales activation plan • Sales forecast • Organisation chart • Training plan • Job descriptions • Internal communication plan • Business process descriptions
  12. 12. WHY WORK WITH ME? • I can do this for you • Help you create a robust, actionable plan • Fresh, independent, pragmatic view of what needs to happen • Experience to complete the process rapidly • Capability and flexibility to create your Go-to-Market Plan as a project • Clearly defined objectives, metrics and deliverables
  13. 13. MIKE MCCORMACAbout Contact• Mike McCormac founded Sales • Connect on LinkedIn Success and More to help • Follow on Twitter companies selling and marketing high value services achieve more • Email• He has an MBA and his • Phone: background includes over 15  +357 99 860725 (Mobile) years success selling and  +44 (0) 20 8133 7635 (UK) marketing IT services and outsourcing as a sales executive, sales manager and sales director• Mike works mainly in the UK and Cyprus

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