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MiTAC Digital Technology Corporation Confidential
Go-To Market Strategy Framework
Product Team
Product Marketing
Corporate Marketing Sales Customer Success
EPICS
Product
Statement
User
Research
SPECs
Comparison
Product
Roadmap
Digital
Marketin
g Plan
Field
Marketin
g Plan
Content
Plan
Risk
Mgt
Plan
Product Briefing
Datasheets/
Battle Card
Product
Training
Trial
Program
QA &
Troubleshoo
t
Competito
r Analysis
Product
Training
Video
Tutorials
Lead
Qualificatio
n Matrix
Product Briefing Product Briefing
Pricing
Feedback Feedback Feedback
Feedback
MiTAC Digital Technology Corporation Confidential
Product Statement
A clear Product Statement is the key artifact for product marketing manager to come up
with a thorough Go-To-Market Strategy. Normally I will ensure below questions (not
limited to) addressed in the product statement:
• Please describe the product in a few sentences or one paragraph
• Why are we doing this? How are we solving the problems? What are we delivering?
• What will be the use cases?
• What are the business and financial objectives?
• Is it a standalone product?
• Is there expected any cannibalization or complement effect with other products?
• Are there any risk factors will delay the product launch or result in product failures?
MiTAC Digital Technology Corporation Confidential
Sales Enablement Framework
2
Sales
Enablement
Sales
Toolbox
Lead
Qualification
Matrix
Smarketing
Meeting
Targeted
Content
Effective Sales Enablement consists of
four key elements :
- Comprehensive Sales Toolbox to bring
Sales team on-board quickly.
- Pre-screening Lead Qualification
Matrix to accelerate the sales velocity
by nurturing MQL and SQL efficiently.
- Regularly, dedicated Smarketing
(Sales & Marketing) Meeting to
facilitate customer feedback and
optimize Sales process.
- Provide Targeted content and sales
materials based on the stage of the
sales funnel, verticals, deal size,
geography, language and solution use
cases and other variables to engage the
customers.
MiTAC Digital Technology Corporation Confidential
Sales Toolbox
3
Sales Toolbox is a package of base-line sales materials and tools to be provided to
Inside Sales Team, Outside Sales Team and Resellers/Channel Partners before the
product launch.
Datasheets
Competitor Specs
Comparison
Standard Pricing and
Promotion Guidelines
Product Briefing
Content Hub : An
internal
sales/marketing
content creative portal
or a share folder
Product Demo Account
Product Q&A List
Battle Card
Product Training
MiTAC Digital Technology Corporation Confidential
Lead Qualification Matrix
4
Lead Qualification Matrix is a tool to
identify and categorize the leads into Good
Fit (fall into ICPs), Poor Fit (Non-ICPs) and
Hand Raisers (Eager to buy), Sales-Ready
(Interested in demo or further discussion),
Unready (Lack of budget or awareness, Or
tight into another contract) by various lead
generation tools (SEM, “Request a Demo”
button, Whitepaper downloads, direct
conversations…etc)
The leads fell into “SALES” slot will move
to “SQL” stage of the sales funnel, while
leads fell into “MARKETING” will move to
“MQL” stage.
*https://blog.kiwicreative.net/developing-a-lead-
qualification-matrix-for-your-tech-company

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Go-To-Market Strategy & Sales Enablement Framework

  • 1. MiTAC Digital Technology Corporation Confidential Go-To Market Strategy Framework Product Team Product Marketing Corporate Marketing Sales Customer Success EPICS Product Statement User Research SPECs Comparison Product Roadmap Digital Marketin g Plan Field Marketin g Plan Content Plan Risk Mgt Plan Product Briefing Datasheets/ Battle Card Product Training Trial Program QA & Troubleshoo t Competito r Analysis Product Training Video Tutorials Lead Qualificatio n Matrix Product Briefing Product Briefing Pricing Feedback Feedback Feedback Feedback
  • 2. MiTAC Digital Technology Corporation Confidential Product Statement A clear Product Statement is the key artifact for product marketing manager to come up with a thorough Go-To-Market Strategy. Normally I will ensure below questions (not limited to) addressed in the product statement: • Please describe the product in a few sentences or one paragraph • Why are we doing this? How are we solving the problems? What are we delivering? • What will be the use cases? • What are the business and financial objectives? • Is it a standalone product? • Is there expected any cannibalization or complement effect with other products? • Are there any risk factors will delay the product launch or result in product failures?
  • 3. MiTAC Digital Technology Corporation Confidential Sales Enablement Framework 2 Sales Enablement Sales Toolbox Lead Qualification Matrix Smarketing Meeting Targeted Content Effective Sales Enablement consists of four key elements : - Comprehensive Sales Toolbox to bring Sales team on-board quickly. - Pre-screening Lead Qualification Matrix to accelerate the sales velocity by nurturing MQL and SQL efficiently. - Regularly, dedicated Smarketing (Sales & Marketing) Meeting to facilitate customer feedback and optimize Sales process. - Provide Targeted content and sales materials based on the stage of the sales funnel, verticals, deal size, geography, language and solution use cases and other variables to engage the customers.
  • 4. MiTAC Digital Technology Corporation Confidential Sales Toolbox 3 Sales Toolbox is a package of base-line sales materials and tools to be provided to Inside Sales Team, Outside Sales Team and Resellers/Channel Partners before the product launch. Datasheets Competitor Specs Comparison Standard Pricing and Promotion Guidelines Product Briefing Content Hub : An internal sales/marketing content creative portal or a share folder Product Demo Account Product Q&A List Battle Card Product Training
  • 5. MiTAC Digital Technology Corporation Confidential Lead Qualification Matrix 4 Lead Qualification Matrix is a tool to identify and categorize the leads into Good Fit (fall into ICPs), Poor Fit (Non-ICPs) and Hand Raisers (Eager to buy), Sales-Ready (Interested in demo or further discussion), Unready (Lack of budget or awareness, Or tight into another contract) by various lead generation tools (SEM, “Request a Demo” button, Whitepaper downloads, direct conversations…etc) The leads fell into “SALES” slot will move to “SQL” stage of the sales funnel, while leads fell into “MARKETING” will move to “MQL” stage. *https://blog.kiwicreative.net/developing-a-lead- qualification-matrix-for-your-tech-company

Editor's Notes

  1. The main service challenges include missed streets, customer satisfaction and effective communication. First, missed street cause not only safety and operational cost issues, but also service related issues as well. When streets are missed, residents and businesses alike become furious, which results in customer complaints and service calls. When these critics go up the ladder, it’s the fleet manager’s neck on the line. With enough stress from other fleet related issues, this is the last thing you would want to deal with. Second, customers are more likely to make customer service complaints, tell others, and/or take to social media to express their frustrations rather than their satisfactions, and missed streets are not the only reason customers become frustrated. More frustrated customers equal more complaints, which requires more resources and labor to monitor and remedy issues. At the end of the day, you (or fleet managers) are responsible for minimizing and rectifying these types of situations. Third, communicating status updates (such as location, route completion, eta, obstacle issues, rerouting, and weather conditions) can be challenging when using a variety of communication tools (e.g. radios, walkie-talkies, maps, etc.) *Transition* Now that we’ve covered all of our challenges, we are going to show you how to increase safety for your fleet and the community, reduce operating costs, and improve overall service. But before we do, I’d like to take a moment and ask your feedback on what you believe your biggest challenge is in the snow removal industry.
  2. The main service challenges include missed streets, customer satisfaction and effective communication. First, missed street cause not only safety and operational cost issues, but also service related issues as well. When streets are missed, residents and businesses alike become furious, which results in customer complaints and service calls. When these critics go up the ladder, it’s the fleet manager’s neck on the line. With enough stress from other fleet related issues, this is the last thing you would want to deal with. Second, customers are more likely to make customer service complaints, tell others, and/or take to social media to express their frustrations rather than their satisfactions, and missed streets are not the only reason customers become frustrated. More frustrated customers equal more complaints, which requires more resources and labor to monitor and remedy issues. At the end of the day, you (or fleet managers) are responsible for minimizing and rectifying these types of situations. Third, communicating status updates (such as location, route completion, eta, obstacle issues, rerouting, and weather conditions) can be challenging when using a variety of communication tools (e.g. radios, walkie-talkies, maps, etc.) *Transition* Now that we’ve covered all of our challenges, we are going to show you how to increase safety for your fleet and the community, reduce operating costs, and improve overall service. But before we do, I’d like to take a moment and ask your feedback on what you believe your biggest challenge is in the snow removal industry.
  3. The main service challenges include missed streets, customer satisfaction and effective communication. First, missed street cause not only safety and operational cost issues, but also service related issues as well. When streets are missed, residents and businesses alike become furious, which results in customer complaints and service calls. When these critics go up the ladder, it’s the fleet manager’s neck on the line. With enough stress from other fleet related issues, this is the last thing you would want to deal with. Second, customers are more likely to make customer service complaints, tell others, and/or take to social media to express their frustrations rather than their satisfactions, and missed streets are not the only reason customers become frustrated. More frustrated customers equal more complaints, which requires more resources and labor to monitor and remedy issues. At the end of the day, you (or fleet managers) are responsible for minimizing and rectifying these types of situations. Third, communicating status updates (such as location, route completion, eta, obstacle issues, rerouting, and weather conditions) can be challenging when using a variety of communication tools (e.g. radios, walkie-talkies, maps, etc.) *Transition* Now that we’ve covered all of our challenges, we are going to show you how to increase safety for your fleet and the community, reduce operating costs, and improve overall service. But before we do, I’d like to take a moment and ask your feedback on what you believe your biggest challenge is in the snow removal industry.