What is your approach to connect with its customers and how does your business deliver your unique value? How do you go from the start with a potential customer to the fulfilment of customer expectation? To find the answer of these vital questions, you should defines your go-to-market strategy. Designing a go-to-market strategy framework is all about having a clear vision, getting your team on board, and revising as you go. Your go-to-market strategy brings together all of the key elements that drive your business: sales, marketing, distribution, pricing, brand development, competitive analysis and consumer insights. It provides an action plan that clarifies how to reach your target customers and better compete in your marketplace. Key Objectives of Your GTM Strategy Your GTM strategy should have several strategic objectives including to: • Create awareness of your offering • Convert your initial customers • Maximize your market share by encroaching on your competitors, entering new markets, and increasing customer engagement • Defend your present market share against competitors • Reinforce your brand position • Reduce cost and maximize profitability Benefits of a ‘Go to Market’ strategy A go-to-market (GTM) strategy has numerous benefits. It helps your business: • Reduce time to market • Reduce costs associated with failed product launches • Increase ability to adapt to change • Manage innovation challenges • Ensure effective customer experience • Ensure regulatory compliance • Ensure a successful product launch • Avoid the wrong path • Establish path for growth • Clarifies plan and direction for all Here I am sharing a simple Go-To-Market Plan during Pandemic.

1. -Omkar Chandwadkar
(+91) 8087373223

2. Contents
• Define Goals
• Checklist
• Market Segmentation
• Product Segmentation
• Marketing Activity Plan
• Marketing Action List
• Promotion Plan
• Marketing Growth Measurement
Go-To-Market Plan by Omkar Chandwadkar (+91) 8087373223

3. DEFINE GOAL
• Short Term Goal
• New Customers
• New market segment
• New product Opportunity
• Long Term Goal
• Revenue Targets
• Units Sold Target
Go-To-Market Plan by Omkar Chandwadkar (+91) 8087373223

4. CHECKLIST
• Define the target market
• Understand your buyer personas
• Create a value proposition
• Identify key competitors
• Choose a pricing strategy
• Determine purchasing methods
• Marketing and sales strategy
Go-To-Market Plan by Omkar Chandwadkar (+91) 8087373223

5. DEFINE THE TARGET MARKET
• Describe the organizations you plan to sell
• Define industry, location, size, status and performance
• It is either existing customers or a new market.
Go-To-Market Plan by Omkar Chandwadkar (+91) 8087373223

6. UNDERSTAND YOUR BUYER PERSONAS
• What roles do they have?
• What does their day-to-day look like?
• What challenges do they face?
• How does your offer help them solve their challenges?
• How does your offer help them to achieve their goals?
Go-To-Market Plan by Omkar Chandwadkar (+91) 8087373223

7. CREATE A VALUE PROPOSITION
• What will be delivered?
• Experienced and acquired by a prospect customer
• Convey why they should choose you over a competitor
Go-To-Market Plan by Omkar Chandwadkar (+91) 8087373223

8. IDENTIFY KEY COMPETITORS
• Assess the strengths and weaknesses of competitors
• Understand their marketing & sales strategy
• Let you know the competitors latest development and achievement
• Understand the competitors market share
• Competitor product pricing , quality and feature
Go-To-Market Plan by Omkar Chandwadkar (+91) 8087373223

9. CHOOSE A PRICING STRATEGY
• Pricing model should be built around the product value
• Offer competitive prices
• Discounting and special offer should be available
Go-To-Market Plan by Omkar Chandwadkar (+91) 8087373223

10. DETERMINE PURCHASING METHODS
• Consider the ways someone could purchase the product
• How should convert the competitors customer
• Make the ready for a trial or demo
• Make available of free version of the product
• Provide a consultation or assessment
Go-To-Market Plan by Omkar Chandwadkar (+91) 8087373223

11. MARKETING AND SALES STRATEGY
• Determine the ways of plan
• Define strategy for target market and new offer
• Targeting existing customers or new markets
Go-To-Market Plan by Omkar Chandwadkar (+91) 8087373223

12. MARKET SEGMENTATION
Segmentation
Manufacturing
OEM
Assembly Line
Third Party
Manufacturing
Services
Maintenance &
Repair
Renovation
After Sales
Market
Seller
Distributor
Dealer, Reseller
Merchant
Exporter

13. PRODUCT SEGMENTATION
Start :
Consolidated / Expand
Question Mark :
Invest / Improve or
Divest
Cast Cow :
Harvest
Dog : Divest
BusinessGrowthRate
Relative Market Share
HighLow
Low
High

14. Marketing Activity Plan
• Social Media Strategy
• Audience Persona
• Content Marketing Strategy
• Email Marketing
• Publishing a newsletter
• Public relations
• Consultancy
Continue…
Go-To-Market Plan by Omkar Chandwadkar (+91) 8087373223

15. Marketing Activity Plan
• Registration at multiple portals
• Create and use testimonials
• Measure customer satisfaction
• Loyalty Program
• Other publicity efforts
Go-To-Market Plan by Omkar Chandwadkar (+91) 8087373223

16. Marketing Action List
• Determine the budget for the campaign
• Clarify the objective for the campaign
• Determine the type of direct mail to send
• Hire a designer or firm to create collateral
• Write copy for the direct mail piece
• Clarify the call to action
• Create a draft of the direct mail piece
Go-To-Market Plan by Omkar Chandwadkar (+91) 8087373223

17. PROMOTION PLAN
• Creating blog
• Internet marketing
• Webinars
• Online Campaign
• Making videos content
• Advertising
• Word-of-mouth
• White papers
Go-To-Market Plan by Omkar Chandwadkar (+91) 8087373223

18. MARKETING GROWTH MEASUREMENT
• Number new customer added
• Number of customer engaged
• Number of new market developed
• Number of new product opportunities
• Revenue from new customers
• Revenue growth in old customer
Go-To-Market Plan by Omkar Chandwadkar (+91) 8087373223

19. Thank You
Omkar Chandwadkar
(+91) 8087373223