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.
  • Documented Steering Committee and Working team.
1.2 Capture GTM strategy hypothesis by working through initial draft of the Go-to-Market Strategy Presentation and business case.
  • Aligned on GTM vision and process.
1.3 Capture team knowledge on buyer persona and journey and competitive SWOT.
  • Documented buyer persona and journey. Competitive SWOT analysis.
1.4 Identify info./data gaps, sources, and plan for capturing/gathering including buyer interviews.
  • Document team knowledge on initial GTM strategy, buyer personas, and business case.

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.
  • Product Serviceable Obtainable Market (SOM), Serviceable Available Market (SAM) and Total Available Market (TAM).
2.2 Craft initial product hypothesis from buyer interviews including feature priorities, pricing, packaging, competitive differentiation, channel/route to market.
  • Definition of product-market fit, uniqueness, and competitive differentiation.
2.3 Craft initial launch campaign, product release and sales and CX readiness plans.
  • Preliminary campaign, targets, and readiness plans.
2.4 Identify launch budgets across each investment area.
  • Incremental budgets for each key stakeholder area.
2.5 Discuss initial product launch business case and key activities.
  • Preliminary product launch business case.

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.
  • Minimally Viable Product defined with feature prioritization. Product competitive differentiation documented Routes to market identified Sales forecast aligned with product team expectations.
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.
  • Marketing campaign launch plan Content marketing asset-creation/acquisition plan Campaign targets and 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.
  • Detailed launch plans, budgets for Product Marketing, Sales, Customer Success, and AR/PR/Corp. Comms.

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.
  • Combined budgets across all areas. Final launch/readiness plans.
5.2 Move all key findings into Steering Committee presentation slides.
  • Final Steering Committee-facing slides.
5.3 Present to Steering Committee; receive feedback.
5.4 Incorporate Steering Committee feedback; update finial business case.
  • Final approvals for Build and Launch.

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