This document outlines a seven-step process for creating an effective go-to-market plan. It details the key questions that should be addressed at each step and the deliverables that result from completing each step. The seven steps include defining the product or service, target markets, value proposition, marketing and sales channels, sales process, required organizational structure, and supporting business processes. Following the seven steps will result in a comprehensive go-to-market plan that can be actionably implemented.

1. GO TO MARKET
PLANNING
How to take a new
product or service to
market – effectively and
profitably.

2. INTRODUCTION
• This slide set is an outline for you to create a Go-to-
Market plan for your product or service
• Not every point will apply to every situation, but
think before you skip over a point
• There’s no need to over-engineer your plan. Just
make sure you’ve got good answers and an
actionable plan

3. GO-TO-MARKET PLANNING
• Seven steps to creating a Go-to-Market plan:
 What are we selling to who?
 When will this be profitable?
 What is the value proposition?
 How will customers hear about this?
 How will this be sold?
 What needs to happen?
 What business infrastructure is required?
• Structure: Each step includes:
 The questions you should be addressing
 The deliverables that should result when the step is complete

4. • Questions
• What is the product or service?
• What are the target markets?
• Who are potential buyers of this
product or service?
• Why would somebody buy this
product or service?
• How could a customer be developed
to increase profitability?
• Deliverables
• Elevator pitch and headline benefits
• Ideal customer criteria

5. • Topics
• How will this product or service be
priced?
• What commercial models should be
offered?
• ROI scenarios by product or service
• Time to revenue scenarios
• Typical project timeframe by solution
• Go-to-market costs – e.g. website,
marketing promotion, sales costs
• Outcomes
• Revenue forecast
• Marketing budget
• Profitability forecast

6. • Topics
• What customer critical business issue
does this address?
• Is anything else needed to get to a
100% fit to the critical business
issue?
• What buying motives and value will
different customer roles perceive?
• What ROI could a customer expect?
• What related pull through products
or services could a customer buy?
• What proof of success can be
offered?
• Outcomes
• Generic customer value proposition
• Add-on product or service offers
• Proof of value creation

7. • Topics
• Where do potential customers look
for information?
• What communication channels can
be used?
• What messages will potential
customers respond to?
• How is a sales lead defined?
• What metrics apply to a conversion
funnel?
• How are potential customers
nurtured to become prospects?
• Outcomes
• Marketing communications plan
• Customer relationship plan

8. • Topics
• What sales channels are appropriate?
• What terms of business apply to
sales channels?
• What integration opportunities exist
between products or services?
• What is the length of sales cycle by
product or service?
• What can be sold in what period?
• Outcomes
• Sales channel plan
• Sales activation plan
• Sales forecast

9. • Topics
• Who is going to be responsible for
business managing the plan?
• What skills and experience sets are
required?
• What organisational structure will be
required for executing the plan?
• Outcomes
• Organisation chart
• Training plan
• Job descriptions

10. • Topics
• What internal functions will be
touched by this product or service?
• Are any additional business
processes required to support the
sales and implementation of this
product or service?
• Outcomes
• Internal communication plan
• Business process descriptions

11. • Your completed Go-to-Market Plan
should comprise:
• Elevator pitch and headline benefits
• Ideal customer criteria
• Revenue forecast
• Marketing budget
• Profitability forecast
• Generic customer value proposition
• Add-on product or service offers
• Proof of value creation
• Marketing communications plan
• Customer relationship plan
• Sales channel plan
• Sales activation plan
• Sales forecast
• Organisation chart
• Training plan
• Job descriptions
• Internal communication plan
• Business process descriptions

12. WHY WORK WITH ME?
• I can do this for you
• Help you create a robust, actionable
plan
• Fresh, independent, pragmatic view
of what needs to happen
• Experience to complete the process
rapidly
• Capability and flexibility to create
your Go-to-Market Plan as a project
• Clearly defined objectives, metrics
and deliverables

13. MIKE MCCORMAC
About Contact
• Mike McCormac founded Sales • Connect on LinkedIn
Success and More to help • Follow on Twitter
companies selling and marketing
high value services achieve more • Email
• He has an MBA and his • Phone:
background includes over 15  +357 99 860725 (Mobile)
years success selling and  +44 (0) 20 8133 7635 (UK)
marketing IT services and
outsourcing as a sales executive,
sales manager and sales director
• Mike works mainly in the UK and
Cyprus