The document discusses go-to-market (GTM) strategy, which it defines as an action plan that specifies how a company will reach customers and achieve competitive advantage by delivering products and services in line with factors like pricing and distribution. It notes that GTM strategy provides a blueprint for connecting with potential customers and fulfilling brand promises. The document then covers why GTM is important, what determines an effective GTM strategy, common stages and approaches to GTM, and best practices for developing a GTM strategy.

1. Session on
GTM (Go-To-Market)
BY Nischala Murthy Kaushik
Mar-2016

2. Agenda
1) What is GTM? – The Definition
2) Why is GTM important?
3) What determines GTM?
4) Stages of GTM
5) GTM Approaches

3. What is GTM? – The Definition
“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.”
How does your business connect with its customers? How do you deliver your unique value to
your target customers? How do you go from the initial connection with a potential customer to
the fulfillment of your brand promise? The answer to these vital questions define your go-to-
market strategy.
Src: Google Search

4. What are the keywords?
CUSTOMER
REACH
SELL
DELIVER

5. What is most important?
RELEVANT CUSTOMER
COST EFFECTIVE / FASTEST REACH
GUARANTEED SELL AT PROFITABLE PRICE
 DELIVER AS PER BRAND PROMISE

6. RELEVANT CUSTOMER
 Part of your identified target group
 Potential buyer – today or tomorrow
 Influencer to buyer – today or tomorrow
 Influencer in industry / market ecosystem

7. What matters?
 Brand Name
 Tagline
 Logo
 Color
 Design
 Brand Ambassador
 Leaders / Team
 Marketing Channel Mix (Online : Offline)

8. COST EFFECTIVE / FASTEST REACH
 Who is your customer?
 Where your customer consumes content?
 What your customer consumes?
 When? How?
 Who are the influencers?

9. COST EFFECTIVE / FASTEST REACH
 Online : Offline Mix
 Online Media
 Website
 Social pages
 SEO
 Mobile
 Events
 Offline Media
 Print
 Radio
 TV
 OOH
 Events
 Others

10. GUARANTEED SELL AT PROFITABLE PRICE
 Reach the target buyer (prospect) or influencer
 High brand recall with potential prospect
 Social / Community influence / advocacy

11. Why is GTM important?
 Mind-share  Market Share  Profit Share
 Go-To-Market  Stay-in-market  Win-in-market
 Create a brand
 Reach customers
 Generate leads
Differences in :
Positioning
Reach
Marketing investments
Marketing ROI

12. What determines GTM?
 Customer Demographics
 Geography
 Industry
 Product v/s Service
 Company Age
 Financial Health

13. GTM Approaches
 1) Identify target group (TG) – market segment for whom you built this
 2) Filter to “addressable market”
 3) Identify channels to reach “addressable market”
 4) Define market proposition
 Relevant to customers
 Relevant to channel partners
 4) Define market proposition

14. Why is GTM even more important today?
 Intelligent , Social CUSTOMER
 Complex CHANNELS
 Increased COMPETITION
 Blurring INDUSTRY boundaries…
 Business demand for QUICK results ; Agility is key
 Increasing regulation and compliance

15. Best Practices.. Or Common Sense?
 Data driven GTM – based on where your customers are and your business objectives
 Have a plan and Follow the plan
 Get sign-off / buy-in from key stakeholders
 GTM is an evolving strategy.. Review – Refine – Revise

16. Thank You