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.
Onsite 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.
Module 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. |
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| 1.2 | Capture GTM strategy hypothesis by working through initial draft of the Go-to-Market Strategy Presentation and business case. |
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| 1.3 | Capture team knowledge on buyer persona and journey and competitive SWOT. |
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| 1.4 | Identify info./data gaps, sources, and plan for capturing/gathering including buyer interviews. |
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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. |
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| 2.2 | Craft initial product hypothesis from buyer interviews including feature priorities, pricing, packaging, competitive differentiation, channel/route to market. |
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| 2.3 | Craft initial launch campaign, product release and sales and CX readiness plans. |
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| 2.4 | Identify launch budgets across each investment area. |
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| 2.5 | Discuss initial product launch business case and key activities. |
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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. |
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| 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. |
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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. |
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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. |
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| 5.2 | Move all key findings into Steering Committee presentation slides. |
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| 5.3 | Present to Steering Committee; receive feedback. |
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| 5.4 | Incorporate Steering Committee feedback; update finial business case. |
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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.
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