Webcast: What is a Go To-Market Strategy - How to Create One

1. © AIPMM 2013 www.aipmm.com AIPMM Webinar Series www.aipmm.com

2. © AIPMM 2013 www.aipmm.com

3. © AIPMM 2013 www.aipmm.com AIPMM: @AIPMM Tom Evans: @CompellingPM Paula Gray: @paulagray Tweet!

4. © AIPMM 2013 www.aipmm.com Participate and Win! • One Amazon $50 gift card • One hour free product management assessment or consulting session for the first 10 people that request it

5. © AIPMM 2013 www.aipmm.com Today’s Speaker Moderator: Paula Gray, AIPMM Anthropologist Presenter: Tom Evans, CPM, CPMM Compelling PM tevans@compellingpm.com @CompellingPM www.compellingpm.com

6. © AIPMM 2013 www.aipmm.com FEATURED PRESENTATION

8. 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 advantage. – How do you create value? – How do you deliver the value? – How do you capture the value? Copyright 2013. The Lûcrum Group, Inc. 9

9. 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 Copyright 2013. The Lûcrum Group, Inc. 10

10. What’s Included in the GTM Strategy • WHOM will we actively target within the market? • WHAT will be our product portfolio for target customers? • HOW MUCH will we charge for our products for different customers? • HOW will we promote our products to target customers? • WHERE will we promote and sell our products to target customers? Copyright 2013. The Lûcrum Group, Inc. 11 Source: http://en.wikipedia.org/wiki/Go_to_market

13. The Best Way to GTM Copyright 2013. The Lûcrum Group, Inc. 14 Define Product Define Target Markets & Market Problems to Solve Define Channels Define Price Define Promotions Define Positioning Aim - Ready - Fire

16. Needs, Wants, Demands • Need - is state of felt deprivation of some basic satisfaction. • 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 17Copyright 2013. The Lûcrum Group, Inc.

17. Our Levers of Influence • We don’t create “Needs”. • We influence “Wants” & “Demands” with our Go-to-Market Strategy – Positioning – Product – Price – Place – Promotion Copyright 2013. The Lûcrum Group, Inc. 18

18. Target Markets • 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 Copyright 2013. The Lûcrum Group, Inc. 19

19. Strategy Drives Marketing Mix • Unique for each target market • Starts with positioning • Create competitive advantages • Marketing objectives and strategy changes through product lifecycle 20Copyright 2013. The Lûcrum Group, Inc.

20. 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 its competitors. Copyright 2013. The Lûcrum Group, Inc. 21

21. 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 Copyright 2013. The Lûcrum Group, Inc. 22

22. Product • 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? 23Copyright 2013. The Lûcrum Group, Inc.

23. Whole Product Copyright 2013. The Lûcrum Group, Inc. 24 Core • Benefits • Features • Quality • Packaging • Brand • Style • Color • Fashion • Standards • Installation • Integration • Services • Warranties • Finance • Additional Software & Hardware • Customer Care • Delivery Actual Product Augmented Source: AIPMM & 280 Group

24. Price • 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 pricing model? • What are price points for product line? 25Copyright 2013. The Lûcrum Group, Inc.

25. Place • Where do buyers want to purchase your product? • What is the right distribution model? • How do you develop the right distribution channels? • What types of support and services are required? • Can you create a competitive advantage? 26Copyright 2013. The Lûcrum Group, Inc.

26. Promotion • 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! 27Copyright 2013. The Lûcrum Group, Inc.

27. Key Drivers for GTM • Customers – Intimate Understanding of Target Markets • Company – Mission, Strategy, Strengths, Weaknesses • Competitors – Strategy, Strengths, Weaknesses Copyright 2013. The Lûcrum Group, Inc. 28

28. Understanding of Target Markets • Who they are – Personas • Why they buy – Problems they want to solve • How they buy – What is their buying process – Where do they look Copyright 2013. The Lûcrum Group, Inc. 29 June 21 Webinar http://www.aipmm.com/aipmm_webinars/2013/05/how-to-develop-a-deep- understanding-of-your-target-markets---the-starting-point-for-great-product-ma.php

32. Upcoming Training • 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 Copyright 2013. The Lûcrum Group, Inc. 33

33. Free 1 Hour PM/PMM Consult • First ten to submit information on form • http://compellingpm.com/freeonehour/ • Please include background on topic or issue • Must include company info (no Gmail) Copyright 2013. The Lûcrum Group, Inc. 34

35. © AIPMM 2013 www.aipmm.com Q & A Moderator: Paula Gray, AIPMM Anthropologist Presenter: Tom Evans, CPM, CPMM Compelling PM tevans@compellingpm.com @CompellingPM www.compellingpm.com

36. © AIPMM 2013 www.aipmm.com Our Next Webinars Transform Your Career With An AIPMM Certification Tuesday, Sep 3rd, 1 pm ET Release of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®) Friday, Sep 20, 1 pm ET

37. © AIPMM 2013 www.aipmm.com Upcoming Course Certified Product Marketing Manager® 9th & 10th September 2013 Grand Millennium Kuala Lumpur 160, Jalan Bukit Bintang 55100 Kuala Lumpur, Malaysia marcus evans professional training Tel: 603 2117 4888 Fax: 603 2145 7732 www.marcusevans.com

38. © AIPMM 2013 www.aipmm.com Upcoming Courses Course & Location Dates Days Time ACPM® Certification Prep Course & Exam McLean, VA Sep 16, 2013 M 8:30 am – 5 pm CPM® Certification Prep Course & Exam McLean, VA Sep 17-18, 2013 T, W 8:30 am – 5 pm CPMM® Certification Prep Course & Exam McLean, VA Sep 19-20, 2013 Th, F 8:30 am – 5 pm Contact Melissa Holtzer, melissa@280group.com, for more information. Additional certification prep courses are available in Austin, San Jose, and London.

39. © AIPMM 2013 www.aipmm.com Upcoming Courses Course & Location Dates Time CIL® Certification Prep Course & Exam Athens, Greece Oct 10-11, 2013 9 am – 6 pm CPM® Certification Prep Course & Exam Athens, Greece Singapore Oct 8-9, 2013 21-23 Oct, 2013 9 am – 6 pm 8 am – 5 pm CPMM® Certification Prep Course & Exam Athens, Greece Singapore Oct 14-15, 2013 28-30Oct, 2013 9 am – 6 pm 8 am – 5 pm Follow the links provided to get more information regarding these courses.

40. © AIPMM 2013 www.aipmm.com For More Information About • AIPMM membership benefits • Certification courses near you • How to prepare to take a certification exam Hector Del Castillo, CPM, CPMM Senior Product Innovation Consultant hmdelcastillo@aipmm.com linkd.in/hdelcastillo

41. © AIPMM 2013 www.aipmm.com Please Join Us Again! AIPMM Webinar Series: Transform Your Career With An AIPMM Certification Tuesday, Sep 3rd, 1 pm ET http://aipmm.com/aipmm_webinars/ Global Product Management Talk: http://www.blogtalkradio.com/prodmgmttalk Stay Informed! Newsletter: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/

Webcast: What is a Go To-Market Strategy - How to Create One

You are reading a preview.

Check these out next

Webcast: What is a Go To-Market Strategy - How to Create One

More Related Content

More from AIPMM Administration (20)

Recently uploaded (20)