An overview of the theory and practice of go to market planning for breaktrough products and services. Based on "Crossing the Chasm" by Geoffrey Moore with added elements around Value Proposition.
This Slideshare presentations provides examples of Marketing Strategies as they are found in Go-to-Market Templates provided by Four Quadrant at http://www.fourquadrant.com/products/
Included in the Powerpoint presentation are slides that cover:
Marketing Strategies – Focus & Direction
Marketing Strategies – GTM Fundamentals
Marketing Strategies - Core Focus
Marketing Strategies – Types of Differentiation
Marketing Strategies – Pricing Models
Marketing Strategies - Demand Creation Plan
Marketing Strategies - Beach Head
Marketing Strategies – Strategic Value Message
Marketing Strategies – Customer Conversations
Marketing Strategies – Target Account Profile
Marketing Strategies - Demand Creation
Marketing Strategies – Quantitative Plan
Marketing Strategies – User Flows
Marketing Strategies - Content Marketing
Marketing Strategies – Demand Follow-up
Marketing Strategies – Star Bursting
Marketing Strategies – Lead Nurture
Marketing Strategies - Scoring Model
See more at Four Quadrant at http://www.fourquadrant.com/products/
This overview presentation of GTM360 Marketing Solutions includes a 4-step methodology for business development and links for marketing collateral templates.
Moody’s Analytics offers unique tools for measuring and managing risk through expertise and experience in credit analysis, economic research, and financial risk management. In this presentation, Senior Director of Software Engineering Marcelo Schnettler discusses the benefits of running EDF (Expected Default Frequency) 9 in the AWS cloud, including ability to scale up and replicate test environments as needed, quicker development processes, and scalable and on-demand computing. Because of these benefits, EDF 9 is constantly innovating and able to scale per customer demand.
Go To Market – Case – Demandware RebrandingMichael Skok
While we looked at initial branding for startups here, in this case study we discuss a more mature example with Demandware, a company that is now past its IPO and was looking to rebrand to extend its leadership and position the company for continued growth.
A go-to-market strategy (GTM strategy) is an action plan that specifies how a company will reach customers and achieve competitive advantage. The purpose of a GTM strategy is to provide a blueprint for delivering a product or service to the end customer, taking into account such factors as pricing and distribution. A GTM strategy is somewhat similar to a business plan, although the latter is broader in scope and considers such factors as funding.
This lecture provides practical tips on how to prepare to enter the marketplace with your product. It is relevant for all start-ups that are still in a development phase and contemplating the various pieces that need to be in place for product launch. Case studies are used to emphasize the importance of taking a customer-centered approach to market entry and illustrate the barriers to scaling and selling your product.
This Slideshare presentations provides examples of Marketing Strategies as they are found in Go-to-Market Templates provided by Four Quadrant at http://www.fourquadrant.com/products/
Included in the Powerpoint presentation are slides that cover:
Marketing Strategies – Focus & Direction
Marketing Strategies – GTM Fundamentals
Marketing Strategies - Core Focus
Marketing Strategies – Types of Differentiation
Marketing Strategies – Pricing Models
Marketing Strategies - Demand Creation Plan
Marketing Strategies - Beach Head
Marketing Strategies – Strategic Value Message
Marketing Strategies – Customer Conversations
Marketing Strategies – Target Account Profile
Marketing Strategies - Demand Creation
Marketing Strategies – Quantitative Plan
Marketing Strategies – User Flows
Marketing Strategies - Content Marketing
Marketing Strategies – Demand Follow-up
Marketing Strategies – Star Bursting
Marketing Strategies – Lead Nurture
Marketing Strategies - Scoring Model
See more at Four Quadrant at http://www.fourquadrant.com/products/
This overview presentation of GTM360 Marketing Solutions includes a 4-step methodology for business development and links for marketing collateral templates.
Moody’s Analytics offers unique tools for measuring and managing risk through expertise and experience in credit analysis, economic research, and financial risk management. In this presentation, Senior Director of Software Engineering Marcelo Schnettler discusses the benefits of running EDF (Expected Default Frequency) 9 in the AWS cloud, including ability to scale up and replicate test environments as needed, quicker development processes, and scalable and on-demand computing. Because of these benefits, EDF 9 is constantly innovating and able to scale per customer demand.
Go To Market – Case – Demandware RebrandingMichael Skok
While we looked at initial branding for startups here, in this case study we discuss a more mature example with Demandware, a company that is now past its IPO and was looking to rebrand to extend its leadership and position the company for continued growth.
A go-to-market strategy (GTM strategy) is an action plan that specifies how a company will reach customers and achieve competitive advantage. The purpose of a GTM strategy is to provide a blueprint for delivering a product or service to the end customer, taking into account such factors as pricing and distribution. A GTM strategy is somewhat similar to a business plan, although the latter is broader in scope and considers such factors as funding.
This lecture provides practical tips on how to prepare to enter the marketplace with your product. It is relevant for all start-ups that are still in a development phase and contemplating the various pieces that need to be in place for product launch. Case studies are used to emphasize the importance of taking a customer-centered approach to market entry and illustrate the barriers to scaling and selling your product.
Make them Fall in Love All Over Again: Nurturing the Inbound WayKirsten Knipp
Learn how creating marketing that people LOVE and engaging with them over time via personalization can result in improved conversion and customer retention over time.
A presentation for Oregon Parks and Recreation on how to start to design a marketing plan for people who are not really used to marketing (and might be somewhat scared by the prospect)
Measuring the ROI of Your Sales Performance Initiative (Messaging Matters web...Corporate Visions
Corporate Visions and guest, Scott Watson, from the leading research company, Beyond ROI, examine how the best companies are getting believable results measurements from their sales training investments.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Make them Fall in Love All Over Again: Nurturing the Inbound WayKirsten Knipp
Learn how creating marketing that people LOVE and engaging with them over time via personalization can result in improved conversion and customer retention over time.
A presentation for Oregon Parks and Recreation on how to start to design a marketing plan for people who are not really used to marketing (and might be somewhat scared by the prospect)
Measuring the ROI of Your Sales Performance Initiative (Messaging Matters web...Corporate Visions
Corporate Visions and guest, Scott Watson, from the leading research company, Beyond ROI, examine how the best companies are getting believable results measurements from their sales training investments.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
Thinking of getting a dog? Be aware that breeds like Pit Bulls, Rottweilers, and German Shepherds can be loyal and dangerous. Proper training and socialization are crucial to preventing aggressive behaviors. Ensure safety by understanding their needs and always supervising interactions. Stay safe, and enjoy your furry friends!
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...
Making a commercial success of new products and services dec 11
1. Paul Fileman
Disrupting Markets
i i k
Making a Commercial Success of
Making a Commercial Success of
New Products and Services
paul.fileman@results‐zone.com
www.results‐zone.com
2. Go‐To Market Planning
Making a Commercial Success of New Products and
Services
Introduction
Hits and Misses
Chasm
Disruption (& health warnings)
Disruption (& health warnings)
Defining a Strategy for Success
g gy
Conclusions
Further Reading
3. Hits and Misses
Hits and Misses
Over complex
Solution to a problem already
solved more cheaply
Too late
No niche
Beachhead
Solve a problem
Do something so much better
that deficiencies vs.
“traditional” technologies
traditional
ignored
Right time
4. Technology Adoption Life
Cycle
Technology
Enthusiasts
Visionaries
Vi i i Pragmatists
P i conservatives
i Sceptics
S i
Early Early Late
Innovators Laggards
Adopters Majority Majority
5. Revised Technology
Adoption Life Cycle
Chasm
h m
Visionaries
Vi i i Pragmatists
P i
Early Early Late
Innovators Laggards
Adopters Majority Majority
6. Disruption – Health
Warning
Incumbent
Experts
• Right
• Wrong
• Trust
• Understanding
• Bias ‐ ££££££
7. Nexxt
Targ
get
Product
Custo
omer
Market Development
Positio
oning
Whole Product
Whole Product
Commercial Success
Compe
etition
£££££
Prici
ing
Strategy
Distrib
bution
Partn
ners
and A
Allies
Compe
elling
Reason to Buy
R
Targ
get
Custo
omer
8. Target Customer ‐
Beachhead
Not target • Impersonal
g p
market • Abstract
• Real people
Real people
Target • Basis for images
Customer • Target Customer
Characterisation
9. Compelling Reason to Buy
Compelling Reason to Buy
gree t
Deg elf‐healed
to which se
Scale of Problem (Pain)
10. Whole product
Whole product
• Innovation
– MP3 encoding
MP3 encoding
• Generic product
Training Additional – MP3 player
l
& hardware
Support Generic • Whole product
Product – iPod
System
Cables integration
g – iTunes software
– iTunes web site
Installation
& – iTunes library
Commissioning
11. Partners and Allies
Partners and Allies
• Relationships
• Companies
– Needed to fulfil the whole product
• Manufacturing
• Logistics
• Installation
• Commissioning
C i i i
• After Sales
• Champion / Evangelist
12. Breakthrough
account (s)
Distribution B2B
Few deals
Volume
• Sales channel
– Target customer savvy
• Fulfil – whole product
– Withi
Within expectations of target customer
t ti ft t t
• Speaks “Target Customer” fluently
Security Installers
• SME
• Credit
• Skills
• Sales order cycle time
13. Pricing
• Target customer budget
• Value gain
– Fixing broken process
Fixing broken process
– Improving ineffective process
– Enabling new process
Enabling new process
• Budgeting process
– Payback > 12 months?
• Capital budget?
• Cost of pain
18. Further Reading
Further Reading
• Geoffrey A. Moore, Crossing the Chasm ‐ Marketing and Selling
Technology Products to Mainstream Customers, Capstone, ISBN 1‐84112‐
063‐4
• Clayton M. Christensen / Michael E. Raynor, The Innovators Solution,
Harvard Business School Press, ISBN 1 57851 852 0
Harvard Business School Press ISBN 1‐57851‐852‐0
• John W. Mullins, The New Business Road Test,
Financial Times / Prentice Hall
• ISBN‐10: 0273708058 ISBN‐13: 978‐0273708056
• Jonas Ridderstrale / Kjell Nordstrom, Funky Business, Prentice Hall, ISBN
0 273 65907 3
0‐273‐65907‐3
• ?What If!, Sticky Wisdom, Capstone Publishing Ltd, ISBN 1‐84112‐021‐9
• Malcolm McDonald / Martin Christopher / Simon Knox / Adrian Payne,
Creating a Company for Customers, Prentice Hall, ISBN 0‐273‐64249‐9