Build a More Effective Go-to-Market Strategy
Maximize GTM success through deeper market and buyer understanding, competitive differentiation, and launch team readiness that delivers target revenues.
Book This Workshop
Negatives
- Marketers that lack an effective Go-to-Market strategy often see slowing growth due to a lack or loss of product-market fit, poor alignment between sales, marketing and product, and low win rates due to a lack of competitive and buyer understanding.
Positives
- Marketing leaders with the right Go-to-Market strategy benefit by higher product development ROI, increased seller and campaign effectiveness, and increased executive support for product build, launch, and future product investments.
Book Your Workshop
Onsite Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn’t enough, we offer low-cost onsite delivery of our Project Workshops. We take you through every phase of your project and ensure that you have a road map in place to complete your project successfully.
Book NowModule 1: Align on GTM Vision & Plan, Craft Initial Strategy
The Purpose
Align on GTM vision and plan; craft initial strategy.
Key Benefits Achieved
- Confidence that market opportunity is sufficient.
- Deeper buyer understanding to drive product design and messaging and launch campaign asset design.
- Steering committee approval for next phase.
| Activities: | Outputs: | |
|---|---|---|
| 1.1 | Outline a vision for GTM, roles required, identify Steering Committee lead, workstream leads, and teams. |
|
| 1.2 | Capture GTM strategy hypothesis by working through initial draft of the Go-to-Market Strategy Presentation and business case. |
|
| 1.3 | Capture team knowledge on buyer persona and journey and competitive SWOT. |
|
| 1.4 | Identify info./data gaps, sources, and plan for capturing/gathering including buyer interviews. |
|
Module 2: Identify Initial Business Case, Sales Forecast, and Launch Plan
The Purpose
Identify Initial Business Case, Sales Forecast, and Launch Plan.
Key Benefits Achieved
- Confidence in size of market opportunity.
- Alignment of Sales and Product on product forecast.
- Assessment of marketing tech stack.
- Initial business case.
| Activities: | Outputs: | |
|---|---|---|
| 2.1 | Size Product Market Opportunity and initial revenue forecast. |
|
| 2.2 | Craft initial product hypothesis from buyer interviews including feature priorities, pricing, packaging, competitive differentiation, channel/route to market. |
|
| 2.3 | Craft initial launch campaign, product release and sales and CX readiness plans. |
|
| 2.4 | Identify launch budgets across each investment area. |
|
| 2.5 | Discuss initial product launch business case and key activities. |
|
Module 3: Develop Launch Plans (I of II)
The Purpose
Develop final Launch plans and budgets in product and marketing.
Key Benefits Achieved
- Align Product release/launch plans with the marketing campaign for launch.
- Understand incremental budgets from product and marketing for launch.
| Activities: | Outputs: | |
|---|---|---|
| 3.1 | Apply product interviews to scope, MVP, roadmap, competitive differentiation, pricing, feature prioritization, routes to market, and sales forecast. |
|
| 3.2 | Develop a more detailed launch campaign plan complete with asset-types, messaging, digital plan to support buyer journey, media buy plan and campaign metrics. |
|
Module 4: Develop Launch Plans (II of II)
The Purpose
Develop final Launch Plans and budgets for remaining areas.
Key Benefits Achieved
- Align Product release/launch plans with the marketing campaign for launch.
- Understand incremental budgets from Product and Marketing for launch.
| Activities: | Outputs: | |
|---|---|---|
| 4.1 | Develop detailed launch/readiness plans with final budgets for: Sales enablement , Sales training, Tech stack, Customer onboarding & success, Product marketing, AR, PR, Corp Comms/Internal Comms, Customer Events, Employee Events, etc. |
|
Module 5: Present Final Business Case
The Purpose
To gain approval to move to Build and Launch phases.
Key Benefits Achieved
- Align business case with Steering Committee expectations
- Approvals to Build and Launch targeted offering
| Activities: | Outputs: | |
|---|---|---|
| 5.1 | Review final launch/readiness plans with final budgets for all key areas. |
|
| 5.2 | Move all key findings into Steering Committee presentation slides. |
|
| 5.3 | Present to Steering Committee; receive feedback. |
|
| 5.4 | Incorporate Steering Committee feedback; update finial business case. |
|