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GO TO MARKET
PLANNING


How to take a new
product or service to
market – effectively and
profitably.
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
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
• 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
• 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
• 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
• 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
• 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
• 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
• 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
• 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
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
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

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Go to market planning

  • 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