How to think about your new business go to market strategy?
In my accelerators mentoring sessions, I try to bring all the knowledge I have built in the last 10 years into a 30min presentation, aiming to inspire entrepreneurs and startups founders and give them hints and tips on how to think and develop their go to market strategy as an essential part of successfully launching and growing their business idea.
These slides are by no mean a go-to-market strategy template but rather an elaboration on the different aspects of what constructs the process of building the sales and marketing activities of a new business.
The slides touch the following topics:
Things that you can control for your idea to be successful
Re-thinking your new business KPIs
Analysing the market objectively
Identifying target customers
Defining the "Minimum Viable Sales Process"
Widening the marketing activities
Tracking and optimisation
Slides David Shoenberger recently used in his discussion w/ mentees of The Product Mentor.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
Developing your go to market strategy by Kris Konrath, Convergent Digital Ignition
Learn about developing your go to market strategy. We’ll take a look at the five key components to developing a go to market strategy including your target market, marketing channels, messaging, pricing & packaging and customer acquisition cost. By Kris Konrath, Marketing Director at Convergent
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
Slides David Shoenberger recently used in his discussion w/ mentees of The Product Mentor.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
Developing your go to market strategy by Kris Konrath, Convergent Digital Ignition
Learn about developing your go to market strategy. We’ll take a look at the five key components to developing a go to market strategy including your target market, marketing channels, messaging, pricing & packaging and customer acquisition cost. By Kris Konrath, Marketing Director at Convergent
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
We give you a framework for creating a B2B Sales Playbook - section by section, with key info about questions to consider when writing your own Sales Playbook.
Find out more about how to create your own Sales Playbook at: https://contemsa.com/sales-playbook/
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
In this presentation you will find information about importance of Key Performance Indicators (KPI's) for subscription-based (SaaS) Internet startups.
The full list of metrics mentioned in the presentation, exact formulas, and examles you can find at http://datmachine.co/saas_metrics.
If you have any questions, don't be shy to drop me a line on my email: efremov(at)datmachine.co.
Sales strategy example when deciding how to achieve sales growth. Real sales planning and sales strategies are founded on “Business Purpose”. Regardless of what sales strategy example you select, consider the fact that history has shown us that the No.1 sales and business killers are lack of market.
Looking to scale something up? Depending on how you're going after your market/ acquiring users, you may need to build a sales organization that's optimized for a top-down or bottom-up sales process (or perhaps both).
Watch the video overview at http://a16z.com/2015/03/06/go-to-market-bootcamp/ and then check out this slide deck, which shares some concrete tips and tools for accelerating time to market -- from the go-to-market experts at a16z, led by 'sales savant' Mark Cranney.
Because selling to enterprises is a lot like getting a bill passed through Congress: it can get stuck. And getting stuck -- or going down the wrong path -- can mean death to startups in a competitive market. Here's how to avoid that.
Easily define & implement your Marketing Strategy & Plan in 11 simple steps. This Marketing Strategy & Plan Template is an international Bestseller created after more than 300 hours of work by ex-Havas, McKinsey & Deloitte Consultants, specialized in Marketing & Strategy. Don’t reinvent the wheel and increase your productivity.
Our Sales Enablement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop a sales enablement plan that increases your win-rate, deal-size and % reps attaining quota.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
Zero to 100 - Part 2: Building a Repeatable, Scalable Growth ProcessDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
The presentation covers elements of a GTM plan, what makes it disruptive and how does one measure it. The presentation was used at the NASSCOM Product Conclave in Cochin held on 14 Dec 2016 by Sunder Madakshira.
This presentation is from my talk at the 2017 SaaStr Annual Conference in San Francisco. It offers an overview of a simple model to understand a SaaS business and the key levers a CEO can pull to get the most impact. The presentation covers:
Optimizing the SaaS Funnel:
- Get inside your customer’s head
- Break down the funnel into microsteps
- Identify bottlenecks
- Use funnel math to make improvements
12 key levers within the funnel:
1) Product/Market fit
2) Top of the funnel flow
3) Conversion rate
4) CAC (customer acquisition cost)
5) Number of sales people
6) PPR (productivity per rep)
7) Getting enough leads
8) Pricing
9) Customer retention rate
10) Dollar retention rate
11) Months to recover CAC
12) Recruiting, onboarding & management
There are seven key stages in a startup’s evolution from $0m to $50m in revenue. Understanding where you are in that evolution, and how to act at each stage is critical for success, as what is appropriate at one stage is not appropriate at another stage. David will lay out the roadmap, and detail the keys to success at each stage. The talk is aimed at technical/product founders plus their sales, marketing & product executives who are responsible for the go-to-market strategy for their company.
Validating Your B2B Business Idea - For Entrepreneurs & FoundersAdam Moalla
My experience and take on validating a new b2b idea.
Summary:
Understand what would make an idea successful.
Understand yourself and capabilities.
Pick the right team to help you execute.
Think about your business KPIs.
Understand your competitors performance on these KPIs.
Prepare the right set of questions that you would need input on.
Talk to your potential customers in person and ask them questions that are related to your KPIs.
Modify & repeat.
Start growing sales with tools and partnerships.
Keep pushing.
Have questions or need advice on your startup? Get in touch with me to plan a call or meeting if you are in Berlin!
2023 is here…how is your brand going to evolve?
This is what you should be asking yourself:
Have we audited our brand?
Do we have a brand strategy?
Is our brand strategy part of our organisational fabric / DNA?
Do we know what our brand’s biggest challenges are and how to solve them?
Do we have clarity on our stakeholders, integrating ESG or DEI into our brand strategy and optimising our overall customer experience?
How are we using data, what can we automate and how do humanise our brand and communications?
Does our branding team, marketing team, board and management have the right skills and knowledge?
We give you a framework for creating a B2B Sales Playbook - section by section, with key info about questions to consider when writing your own Sales Playbook.
Find out more about how to create your own Sales Playbook at: https://contemsa.com/sales-playbook/
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
In this presentation you will find information about importance of Key Performance Indicators (KPI's) for subscription-based (SaaS) Internet startups.
The full list of metrics mentioned in the presentation, exact formulas, and examles you can find at http://datmachine.co/saas_metrics.
If you have any questions, don't be shy to drop me a line on my email: efremov(at)datmachine.co.
Sales strategy example when deciding how to achieve sales growth. Real sales planning and sales strategies are founded on “Business Purpose”. Regardless of what sales strategy example you select, consider the fact that history has shown us that the No.1 sales and business killers are lack of market.
Looking to scale something up? Depending on how you're going after your market/ acquiring users, you may need to build a sales organization that's optimized for a top-down or bottom-up sales process (or perhaps both).
Watch the video overview at http://a16z.com/2015/03/06/go-to-market-bootcamp/ and then check out this slide deck, which shares some concrete tips and tools for accelerating time to market -- from the go-to-market experts at a16z, led by 'sales savant' Mark Cranney.
Because selling to enterprises is a lot like getting a bill passed through Congress: it can get stuck. And getting stuck -- or going down the wrong path -- can mean death to startups in a competitive market. Here's how to avoid that.
Easily define & implement your Marketing Strategy & Plan in 11 simple steps. This Marketing Strategy & Plan Template is an international Bestseller created after more than 300 hours of work by ex-Havas, McKinsey & Deloitte Consultants, specialized in Marketing & Strategy. Don’t reinvent the wheel and increase your productivity.
Our Sales Enablement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop a sales enablement plan that increases your win-rate, deal-size and % reps attaining quota.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
Zero to 100 - Part 2: Building a Repeatable, Scalable Growth ProcessDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
The presentation covers elements of a GTM plan, what makes it disruptive and how does one measure it. The presentation was used at the NASSCOM Product Conclave in Cochin held on 14 Dec 2016 by Sunder Madakshira.
This presentation is from my talk at the 2017 SaaStr Annual Conference in San Francisco. It offers an overview of a simple model to understand a SaaS business and the key levers a CEO can pull to get the most impact. The presentation covers:
Optimizing the SaaS Funnel:
- Get inside your customer’s head
- Break down the funnel into microsteps
- Identify bottlenecks
- Use funnel math to make improvements
12 key levers within the funnel:
1) Product/Market fit
2) Top of the funnel flow
3) Conversion rate
4) CAC (customer acquisition cost)
5) Number of sales people
6) PPR (productivity per rep)
7) Getting enough leads
8) Pricing
9) Customer retention rate
10) Dollar retention rate
11) Months to recover CAC
12) Recruiting, onboarding & management
There are seven key stages in a startup’s evolution from $0m to $50m in revenue. Understanding where you are in that evolution, and how to act at each stage is critical for success, as what is appropriate at one stage is not appropriate at another stage. David will lay out the roadmap, and detail the keys to success at each stage. The talk is aimed at technical/product founders plus their sales, marketing & product executives who are responsible for the go-to-market strategy for their company.
Validating Your B2B Business Idea - For Entrepreneurs & FoundersAdam Moalla
My experience and take on validating a new b2b idea.
Summary:
Understand what would make an idea successful.
Understand yourself and capabilities.
Pick the right team to help you execute.
Think about your business KPIs.
Understand your competitors performance on these KPIs.
Prepare the right set of questions that you would need input on.
Talk to your potential customers in person and ask them questions that are related to your KPIs.
Modify & repeat.
Start growing sales with tools and partnerships.
Keep pushing.
Have questions or need advice on your startup? Get in touch with me to plan a call or meeting if you are in Berlin!
2023 is here…how is your brand going to evolve?
This is what you should be asking yourself:
Have we audited our brand?
Do we have a brand strategy?
Is our brand strategy part of our organisational fabric / DNA?
Do we know what our brand’s biggest challenges are and how to solve them?
Do we have clarity on our stakeholders, integrating ESG or DEI into our brand strategy and optimising our overall customer experience?
How are we using data, what can we automate and how do humanise our brand and communications?
Does our branding team, marketing team, board and management have the right skills and knowledge?
ProductCamp DC 2014: Tales From The Product FrontlinesShardul Mehta
Shardul and Pradheep have, like many of you been at the forefront of getting products to market and markets to product. In this session they will share tales of success and almost successes and draw the audience into sharing their own product stories and anecdotes. So how about we get together to share stories on topics such as making evangelists out of early customers, how to say "no" when you really mean "no," what do you do when all you have is an idea and what does it take to get recognized and promoted as a product person.
Successful Marketing Starts With A StrategySpryIdeas
Of course, as any savvy marketer knows, in today’s world, nurturing or drip marketing can be a powerful tool to grow your business, which involves sending or “dripping” messages to customers or prospects over time. In other words, marketing ain’t what it used to be. In fact, some experts say marketing is evolving faster than universities can develop new courses to teach the next generation of marketers – they are essentially learning on the job. (http://bit.ly/2ghsK8H)
Angie Kilbourne, ASA's manager of Web Operations, examines how the independent automotive repair and service shop can compete against the likes of automakers, chains and discount stores with some timely tips and cost-effective strategies.
What You're Going to Learn
- How These 4 Leaks Force You To Work Longer And Harder in order to grow your income… improve just one of these and the impact could be life changing.
- How to SHUT DOWN the revolving door of Income Stagnation… you know, where new sales come into your magazine while at the same time existing sponsors exit.
- How to transform your magazine business by fixing the 4 “DON’Ts”...
#1 LEADS Don’t Book
#2 PROSPECTS Don’t Show
#3 PROSPECTS Don’t Buy
#4 CLIENTS Don’t Stay
- How to identify which leak to fix first so you get the biggest bang for your income.
- Get actionable strategies you can use right away to improve your bookings, sales and retention.
Best Crypto Marketing Ideas to Lead Your Project to SuccessIntelisync
In this comprehensive slideshow presentation, we delve into the intricacies of crypto marketing, offering invaluable insights and strategies to propel your project to success in the dynamic cryptocurrency landscape. From understanding market trends to building a robust brand identity, engaging with influencers, and analyzing performance metrics, we cover all aspects essential for effective marketing in the crypto space.
Also Intelisync, our cutting-edge service designed to streamline and optimize your marketing efforts, leveraging data-driven insights and innovative strategies to drive growth and visibility for your project.
With a data-driven approach, transparent communication, and a commitment to excellence, InteliSync is your trusted partner for driving meaningful impact in the fast-paced world of Web3. Contact us today to learn more and embark on a journey to crypto marketing mastery!
Ready to elevate your Web3 project to new heights? Contact InteliSync now and unleash the full potential of your crypto venture!
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Developing Your Go to Market Strategy - For Startup Founders & Entrepreneurs
1. Adam Moalla
Founder & Managing Director
adam@moalla-ventures.com
Go-To-Market Strategy
For First-time Entrepreneurs and Startup Founders
2. ABOUT ME
Today
ü Founder & MD at Moalla Ventures
ü Simply Tasks
ü Lableb NLP Solutions
ü Teambay
ü HMP.Zone
ü Startups Mentoring
ü Startups Investment
Previously
ü Head of International Product at Bonial Group
ü Founder & CEO of teambay GmbH
Adam Moalla
Founder & Managing Director
adam@moalla-ventures.com
10. Adam Ahmad Moalla - @amdmala
Managing Director - Teambay UG
StartThe
Search
ClearVission
&
M
ission
Define
Needed
Responsibilities
(untilprofitorExit)
StartW
orking
FIRST
(Sign
an
NDA
&
IP
O
NLY)
Think
aboutshares
Practice
saying
No!
Design
the
agreem
ent
(before
reaching
outto
a
law
yer)
w
hatare
you
GREAT
at?
IDEA COMPANY
Legal,set,Go!
1 2 3 4 5 6 7 8 9
The difference between YOU and your BIGGEST competitor is a team.
The Founder Institute Berlin
18 September, 2014
How To
Build A
Founding
Team
adam@moalla-ventures.com
(Not our topic today)
15. ü Signups / Demos
ü Length of Sales Cycle
ü New paying customers
ü MRR Development
ü MRR Growth Rate
ü ARPU Development
ü Paying Customers Growth
ü Churn rate overtime
ü CLTV, CAC, & CAC Recovery
ü Number of people with this problem
ü Viability of a fitting solution
ü USP
ü Number of problems your product
could solve
ü Users rating of your solution
ü For your solution:
ü Engagement rate
ü Value per user
Problem/Solution KPIs
Think about your idea as a BUSINESS and list all
the KPIs you could think of!!
Business Model KPIs
adam@moalla-ventures.com
17. MARKET ANALYSIS
Define Your
Market
Identify Key
Players
Identify
Competition
Identify
Direct
Competition
How big? What
characteristics?
Who is
dominating?
What’s their
story?
How do they
address the
market?
Where/how can
you be different?
adam@moalla-ventures.com
19. MARKET ANALYSIS
Market Size Research
Sample tools: Statista, Facebook Audience, Google Trends
adam@moalla-ventures.com
20. Reflect how would competition perform on your
KPIs
ü Signups / Demos
ü Length of Sales Cycle
ü New paying customers
ü MRR Development
ü MRR Growth Rate
ü ARPU Development
ü Paying Customers Growth
ü Churn rate overtime
ü CLTV, CAC, & CAC Recovery
ü Number of people with this problem
ü Viability of a fitting the solution
ü USP
ü Number of problems your product
could solve
ü Users rating of your solution
ü For your solution:
ü Engagement rate
ü Price per user
Problem/Solution KPIs Business Model KPIs
MARKET ANALYSIS
adam@moalla-ventures.com
21. Average Competitor Company Is:
281,800
Installs On Android
2,8
Languages
42,9
Employees
4434
Visits/m
Search Organic Traffic
233
Visits/m
Search Paid Traffic
14235
Social Followers
(Top10: 528000) (Top10: 3,8)
(Top10: 35411)
5,68 y
Average Age
(Top10: 60) (Top10: 5,5)
(Top10: 10696) (Top10: 419)
1518
Back Links
(Top10: 2208)
Direct Competition Analysis Example
105
Competitors – Top 10
173
159
150
135
134
132
130
115
115
112
Also in :
87
54
37
105
adam@moalla-ventures.com
(Tell Background Story)
This is pretty advanced. But just to give you an idea how far can you go.
This can be done especially for new markets where public data is not available.
MARKET ANALYSIS
22. You Want To Strip Your Competitors To A Level
Where You Are Capable To Decide How Do You
Want To Be DIFFERENT
Sometimes, this means hours and hours of
analyzing the market…
adam@moalla-ventures.com
MARKET ANALYSIS
25. TARGET CUSTOMERS
Think about a
segment
group
Who of this
segmentation
might buy
your service?
How many
people are in
this segment?
How easy it is
to get their
contact info
(CAC)
Compare
based on your
business
model to
decide on a
target
adam@moalla-ventures.com
26. MARKET SEGMENTATION
Compare based on metrics related to your
business model
Example Target Customers Analysis.
Segmentation for a premium corporate wellness brand.
adam@moalla-ventures.com
27. Think People NOT Industries!
adam@moalla-ventures.com
MARKET SEGMENTATION
28. Your Target Segment Will Define Your Sales
Materials, Story, Landing Pages… etc
Example:
adam@moalla-ventures.com
MARKET SEGMENTATION
A Billing Software That Works For Clinics But Also Law Firms
We Mastered Invoicing, To Save
Every Doctor That 15Minutes Extra
Every Day – Signup Today
We Mastered Invoicing, Quietly and
Professionally, like how it should
be.
Your Most Accurate And Private
Billing System. Signup Today.
Message For Clinics Message For Law Firms
30. MARKETING CHANNELS
Where do your
target
customers
hang-out?
What channels
are used by
your
competitors?
What are your
financial
projections?
Online and offline Outbound or
inbound?
What else can we
use that is not
spoiled by
competitors?
Which channels
can be used?
adam@moalla-ventures.com
35. A Sample Cold Emailing Results
I don’t recommend cold emailing. But It might be a fast way to kick-off your pipeline.
adam@moalla-ventures.com
MARKETING CHANNELS
36. New Trends: Influencers Marketing Costs –
Example Instagram
Source: Aspire adam@moalla-ventures.com
MARKETING CHANNELS
40. Talk IN PERSON to as many prospects as you
can!
MVSP
adam@moalla-ventures.com
41. Your Discovery Call IS NOT a Product Pitch!
HEAR and learn about the prospect
situation and pitch your value while aiming for
an appointment
MVSP
adam@moalla-ventures.com
42. Reflect on your business KPIs after each meeting!
ü Signups / Demos
ü Length of Sales Cycle
ü New paying customers
ü MRR Development
ü MRR Growth Rate
ü ARPU Development
ü Paying Customers Growth
ü Churn rate overtime
ü CLTV, CAC, & CAC Recovery
ü Number of people with this problem
ü Viability of a fitting solution
ü USP
ü Number of problems your product
could solve
ü Users rating of your solution
ü For your solution:
ü Engagement rate
ü Price per user
Are your assumptions still healthy in your opinion? What can be
adapted?
MVSP
adam@moalla-ventures.com
43. Develop a Sales Funnel with Initial Sales Metrics
MVSP
adam@moalla-ventures.com
47. MARKETING ACTIVITIES
OUTBOUNDINBOUND
Steady growth
Adjustable investment
Builds knowledge
Builds experience
Exponential growth
Long-term investment
Requires knowledge
Requires experience
We Go To MarketThe Market Come To Us
adam@moalla-ventures.com
48. MARKETING ACTIVITIES
Cold Emails
Cold Calling
Conferences
Letters & Brochures
Social Media Messages
Partnerships
Advertisement
…
SEM (content)
SMM
PR
Public Speaking
Referrals
Influencers Marketing
…
We Go To MarketThe Market Come To Us
adam@moalla-ventures.com
49. Define what to start & when
I like to start with outbound to build knowledge,
then slowly investing in inbound while learning
and optimizing.
MARKETING ACTIVITIES
adam@moalla-ventures.com
53. OPTIMISE AND REPEAT
My favorite tools to start with:
ü Google Analytics
ü Google Tag Manager
ü Hubspot
ü Facebook analytics !!!
adam@moalla-ventures.com
54. Visit my blog: amoalla.com for the detailed analysis adam@moalla-ventures.com
And there are waaaaaay more…
56. Mix Your Sales-Sequence Between
Channels
OPTIMISE AND REPEAT
adam@moalla-ventures.com
ü Day1 Linkedin request with message
ü Day3 Email
ü Day5 Phone call
ü Day7 Email2
ü Day9 Linkedin message 2 (or maybe a tweet!)
ü Day11 Email3…
…..
57. Don’t be afraid of testing alternative channels!
Where your competitors are NOT hanging-out, is
your best marketing channel.
It could be Snapchat or a letter via post!
OPTIMISE AND REPEAT
adam@moalla-ventures.com
