1. What is a Go-to-Market Strategy &
How to Create One?
Tom Evans
CompellingPM
@compellingpm
Copyright 2013. The Lûcrum Group, Inc.
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2. 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.
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3. GTM Strategy Helps You Succeed
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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.
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4. 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?
Source: http://en.wikipedia.org/wiki/Go_to_market
Copyright 2013. The Lûcrum Group, Inc.
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5. The Wrong Way to GTM
Ready – Fire
Define Channels
Build Product
Define Price
Define
Promotions
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6. Slightly Better Way to GTM
Ready – Aim - Fire
Define Channels
Build Product
Define Target
Markets &
Positioning
Define Price
Define
Promotions
Copyright 2013. The Lûcrum Group, Inc.
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7. The Best Way to GTM
Aim - Ready - Fire
Define Product
Define Target
Markets &
Market
Problems to
Solve
Define Channels
Define
Positioning
Define Price
Define
Promotions
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8. When to Define GTM
Source: AIPMM & 280 Group
Copyright 2013. The Lûcrum Group, Inc.
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9. Building Your GTM Strategy
Copyright 2013. The Lûcrum Group, Inc.
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10. 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
Copyright 2013. The Lûcrum Group, Inc.
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11. 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.
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12. Target Markets
• Select most attractive market segments
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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.
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13. Strategy Drives Marketing Mix
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Unique for each target market
Starts with positioning
Create competitive advantages
Marketing objectives and strategy changes
through product lifecycle
Copyright 2013. The Lûcrum Group, Inc.
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14. 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.
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15. 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.
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16. Product
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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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17. Whole Product
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Benefits
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Features
Quality
Packaging
Brand
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Style
Color
Fashion
Core
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Standards
Installation
Integration
Services
Warranties
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Finance
Additional
Software &
Hardware
Customer Care
Delivery
Actual
Product
Augmented
Source: AIPMM & 280 Group
Copyright 2013. The Lûcrum Group, Inc.
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18. Price
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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?
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19. 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?
Copyright 2013. The Lûcrum Group, Inc.
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20. 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!
Copyright 2013. The Lûcrum Group, Inc.
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21. 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.
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22. 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
June 21 Webinar
http://www.aipmm.com/aipmm_webinars/2013/05/how-to-develop-a-deepunderstanding-of-your-target-markets---the-starting-point-for-great-product-ma.php
Copyright 2013. The Lûcrum Group, Inc.
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23. GTM Process
Source: http://www.strategyhub.net/2011/01/framework-of-week-45-strategic.html
Copyright 2013. The Lûcrum Group, Inc.
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24. GTM Summary
Copyright 2013. The Lûcrum Group, Inc.
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25. Thank You!
Tom Evans
CompellingPM
tevans@compellingpm.com
@compellingpm
www.compellingpm.com
Copyright 2013. The Lûcrum Group, Inc.
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