We often hear other PMs and executives say the word Go-to-Market Strategy and everyone nods their heads as if they know exactly what the other person really meant. But the reality is that within any given organization, there are as many ideas of what Go-to-Market Strategy means as there are senior level executives. And when Product Marketing is asked to develop a Go-to-Market Strategy, they are unlikely going to satisfy the expectations of all stakeholders because each one has a different expectation. In this webinar, we'll help you to create a common understanding of a Go-to-Market Strategy and what Product Marketing needs to do to effectively create one.
Key Takeaways from participating in this webinar:
- Develop a common definition for a Go-to-Market Strategy that can be shared with your organization
- Learn the seven elements that go into a complete Go-to-Market Strategy
- Understand the steps to creating your Go-to-Market Strategy
About the Speaker
Tom Evans is Principal at CompellingPM and is an internationally recognized authority in product management, global marketing, business partnerships and entrepreneurship. In his extensive experience, he has helped start-ups through Fortune 500 companies create and launch winning products and has led business development efforts in the US and global markets.
Tom has a BSEE from The United States Air Force Academy, an MSEE from The University of Dayton, and graduated with honors with an MBA from The University of Texas at Austin. Tom has achieved the designations of Certified Product Manager and Certified Product Marketing Manager from the Association of International Product Marketing and Management (AIPMM).
For more information regarding this topic or certification courses near you, contact Hector Del Castillo at http://linkd.in/hdelcastillo.
The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals.
It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.
AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.
What is a Go-to-Market Strategy &
How to Create One?
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What is a Go-to-Market Strategy
• A Go-To-Market strategy is how a company
delivers their unique value proposition to their
target market and creates a competitive
– How do you create value?
– How do you deliver the value?
– How do you capture the value?
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GTM Strategy Helps You Succeed
• Improves time-to-market
• Reduces risks of failure and brand damage
• Enhances customer experience
• Avoid the wrong path
• Establishes path for growth
• Clarifies plan and direction for all
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What’s Included in the GTM Strategy
• WHOM will we actively target within the market?
• WHAT will be our product portfolio for target
• HOW MUCH will we charge for our products for
• HOW will we promote our products to target
• WHERE will we promote and sell our products to
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The Wrong Way to GTM
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Ready – Fire
Slightly Better Way to GTM
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Ready – Aim - Fire
The Best Way to GTM
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Aim - Ready - Fire
When to Define GTM
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Source: AIPMM & 280 Group
Building Your GTM Strategy
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Needs, Wants, Demands
• Need - is state of felt deprivation of some
• Wants – are desires for a specific satisfier of
these deeper needs.
• Demands – are wants for specific products
that are backed up by an ability and
willingness to buy them.
Source: Kotler – Marketing Management
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Our Levers of Influence
• We don’t create “Needs”.
• We influence “Wants” & “Demands” with our
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• Select most attractive market segments
– Alignment with corporate strategy
– Has biggest and most urgent pain
– Gaps in the market
– Core competencies best support
– Ability to reach
– Leverages strengths
– Least competition
– Largest market size
• Roll-out plan
– Order to enter each market segment
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Strategy Drives Marketing Mix
• Unique for each target market
• Starts with positioning
• Create competitive advantages
• Marketing objectives and strategy changes
through product lifecycle
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Key Strategy Decisions
• Positioning –designing the company’s offer so
that it occupies a distinct and valued place in
the target customer’s minds. (Kotler)
• Competitive Advantage - developing a
combination of attributes that allows a
company to distinguish itself and outperform
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Key GTM Strategic Objectives
• Create awareness, first customers
• Maximize market share
– Attack competitors
– New markets/users
– Increase usage
• Defend market share
– Against competitors
– Defend a position
• Harvest product for maximum profitability
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• What needs does customer need to solve?
• Which features best meet these needs?
• How will customer use it?
• What are important attributes?
• How is it differentiated?
• What is necessary for the whole product?
• What should Product Line look like?
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• Customer Care
Source: AIPMM & 280 Group
• What is the pricing strategy?
• What is the value of product to customers?
• Are there existing price expectations?
• How do we price relative to competitors?
• Can you create competitive advantage with
• What are price points for product line?
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• Where do buyers want to purchase your
• What is the right distribution model?
• How do you develop the right distribution
• What types of support and services are
• Can you create a competitive advantage?
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• How do you reach the buyers & influencers of
your target market?
• What messages will motive them to
awareness, consideration, purchase?
• These decision drive marketing programs!
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Key Drivers for GTM
– Intimate Understanding of Target Markets
– Mission, Strategy, Strengths, Weaknesses
– Strategy, Strengths, Weaknesses
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Understanding of Target Markets
• Who they are
• Why they buy
– Problems they want to solve
• How they buy
– What is their buying process
– Where do they look
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June 21 Webinar
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My Next Webinar
How to Create Effective Sales & Marketing Tools
That Actually Get Used By Sales and Prospects!
Friday, Oct 4, 2013
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• Optimal Product Management & Product Marketing
– Sep 9 – 11 (Austin)
– Oct 14 – 16 (Dallas)
• AIPMM Certifications
– Nov 5 – 6 (CPM – Austin)
– Nov 7 – 8 (CPMM – Austin)
More dates/locations - www.280group.com
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Free 1 Hour PM/PMM Consult
• First ten to submit information on form
• Please include background on topic or issue
• Must include company info (no Gmail)
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