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Go to Market 101

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vinodharith
vinodharith

This is a presentation on go-to-market fundamentals that I did for Nasscom member companies in India.

Business
1 of 50
You have a product? Great! Where’s the market? Vinod Harith Founder and Director CMO Axis Marketing Outsourcing www.cmoaxis.com
Introductions ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is go-to-market? ,[object Object],[object Object],[object Object]
What we will cover ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What we will NOT cover
What really is a market? ,[object Object]
Market research? Remember, next time you have a gut feel, it could just be your ulcer!
What will MR do? ,[object Object],[object Object],[object Object]
Essentials of market research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
You always don’t need an MR agency ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Fundamental concepts: Segmentation-Targeting-Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Definition ,[object Object],[object Object]
Segmenting Business Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Segmenting International Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Requirements for Effective Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sample Segmentation Niche Buyer Lifestyle Buyer Value buyer Segment Endeavor, Pajero Innova Scorpio, Safari SUVs, MUVs BMW, Benz, Toyota Verna, Esteem Sedans Getz Santro, Alto Small Cars
Target Marketing ,[object Object],[object Object]
Target Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Target Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Company Company Company
Choosing a Target Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Differentiators
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Competitive Advantage
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Value Proposition
Choosing the channel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales vs Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The SIVA Framework
The existing space, occupied by firms is called the red ocean – because the competition makes it “bloody” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Blue Ocean Strategy
Core and Extended Product ,[object Object],[object Object],Core product: MP3 Player Extended product: Lifestyle product, style icon, in-with-the-times
Working the ecosystem ,[object Object],[object Object],Advocates Alliance Marketing, Awards and Rankings, Industry associations Social Channels Advisory Boards, Customer council and forums, Employee branding, Blogs, Facebook Marketing Channels Demand generation, industry events Promotions, Brand programs Direct marketing Thought Leadership White papers, Points of view, Speaking opps, research, academic partnerships Expert Channels Financial and industry Analysts, Media & Deal advisors
Sample Ecosystem - Helpdesk IDC Yankee Ovum Forrester Gartner Silicon techtarget Forrester HDI Annual conference TechTarget ITIM blog EMA Gartner symposium CIO Gartner Datamonitor PacRim Services and support professionals association Network world It Toolbox Butler Group Frost and sullivan customer contact HDI, Americas and Europe Computer world Techrepublic AMR Research IT EXPO ITIM Association Informationweek Datamation Aberdeen Group ITIM conference           Forums/ Associations Media/ Journalists Blogs Analysts Target Events
Sample Themes - Helpdesk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why thought leadership? ,[object Object]
Why thought leadership? ,[object Object],[object Object]
Why thought leadership? ,[object Object]
Why thought leadership? ,[object Object]
What thought leadership marketing delivers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Thought Leadership Ecosystem ,[object Object],[object Object],[object Object],Thought Leadership Creation Build in-depth research and compelling content around the identified topics Thought Leadership Partnerships Identify the right fit partners for joint research and papers with academia and partners Thought Leadership Dissemination Distribution of papers, PPTs, webinars and podcasts though paid and unpaid channels Thought Leadership Repurposing Convert the content into webinars, Podcasts, speaking opps, etc Niche Identification and Positioning Identify the unique space you should occupy in the Thought Leadership space
When Should You Start Marketing? Pre-launch PR, test marketing Launch, building partnerships/ channels, free trials, offers New features, product upgrades/ versions, brand and awareness building (events, tradeshows), co-marketing Customer loyalty, referral marketing, PR, communities/ user groups, initiate corporate branding Move from product to company branding, price wars, mover customers to new product lines
[object Object],[object Object],[object Object],[object Object],[object Object],Jack Trout and Al Ries’ ‘Immutable Laws’
[object Object],[object Object],[object Object],[object Object],[object Object],Jack Trout and Al Ries’ ‘Immutable Laws’
[object Object],[object Object],[object Object],[object Object],Jack Trout and Al Ries’ ‘Immutable Laws’
[object Object],[object Object],[object Object],[object Object],[object Object],Jack Trout and Al Ries’ ‘Immutable Laws’
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Zero-cost Tools
[object Object],[object Object],[object Object],[object Object],Go-to-Market is still evolving
[object Object],[object Object],Go-to-Market is still evolving
Ideal Go-to-Market Framework
Go-to-market checklist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Case study
[email_address] http://cmoaxis.blogspot.com Thank You

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Go to Market 101

  • 1. You have a product? Great! Where’s the market? Vinod Harith Founder and Director CMO Axis Marketing Outsourcing www.cmoaxis.com
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  • 7. Market research? Remember, next time you have a gut feel, it could just be your ulcer!
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  • 16. Sample Segmentation Niche Buyer Lifestyle Buyer Value buyer Segment Endeavor, Pajero Innova Scorpio, Safari SUVs, MUVs BMW, Benz, Toyota Verna, Esteem Sedans Getz Santro, Alto Small Cars
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  • 31. Sample Ecosystem - Helpdesk IDC Yankee Ovum Forrester Gartner Silicon techtarget Forrester HDI Annual conference TechTarget ITIM blog EMA Gartner symposium CIO Gartner Datamonitor PacRim Services and support professionals association Network world It Toolbox Butler Group Frost and sullivan customer contact HDI, Americas and Europe Computer world Techrepublic AMR Research IT EXPO ITIM Association Informationweek Datamation Aberdeen Group ITIM conference           Forums/ Associations Media/ Journalists Blogs Analysts Target Events
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  • 39. When Should You Start Marketing? Pre-launch PR, test marketing Launch, building partnerships/ channels, free trials, offers New features, product upgrades/ versions, brand and awareness building (events, tradeshows), co-marketing Customer loyalty, referral marketing, PR, communities/ user groups, initiate corporate branding Move from product to company branding, price wars, mover customers to new product lines
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