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This Go-To-Market Strategic framework was developed as a result of a $20k consulting assignment to develop a structured methodology for determining the best path to market for a new innovation. Watch the presentation to the end as there is now an embedded video overview of the methodology.
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Find Your Path To Market
Full Metholology Available At : http://www.businessplanninghq.com/go-to-market.php
So What is a Go-To-Market Strategy?
2
So what is a Go-To-Market Strategy?
3
New Thing Customers
What’s so hard about that?
4
New Thing Customers
WebsiteMobile Affiliates
Joint Ventures Collaborators Distributors
Channel Partners
Technology Partners
Product Partners
how do we get from here...
5
New Thing Customers
WebsiteMobile Affiliates
Joint Ventures Collaborators Distributors
Channel Partners
Technology Partners
Product Partners
To here...
6
New Thing Customers
Website Affiliates
Channel Partners
Technology Partners
Without this
7
Or this,...
8
we need a map...
9
WHAT to sell
HOW to sell
Go-To-Market Strategy
WHO to sell to
some context...
10
• Develop Vision and Strategy
• Define business concept and long term vision
• Develop business strategy • Develop long term vision
• Market & Sell Products &
Services
• Understand markets & customers
• Develop go to market approach
• Develop sales strategy
• Develop & manage marketing plans
• Develop & manage sales
plans
• Deliver products & services
• Plan for and acquire necessary
resources
• Procure materials and services
• Produce/Manufacture/
Deliver product
• Deliver service to customer
• Manage logistics and warehousing
• Manage Customer Service
• Develop customer care/customer service strategy
• Plan and manage customer service operations
• Measure and evaluate customer service operations
• Develop & Manage Products
& Services• Manage product and service portfolio • Develop products and services
• Develop & Manage Human Capital
• Develop & manage HR
• Recruit, source &
select employees
• Develop & Counsel
• Reward & retain
employees• Re-deploy and
retire employees
• Manage Employee
info.
• Manage Information
Tech.
• Manage Financial
Resources
• Program & Portfolio
management• Manage
OH&S
• Manage External
relationships
• Manage knowledge & improvement
• Manage information
• IT Customer relationships
• Continuity and Risk
• Develop IT solutions
• Deploy IT solutions
• Support IT services.
• Perform planning & mgmt acct.
• Perform revenue
accounting• Perform
general acct. & reporting
• Manage fixed assets & proejcts
• Process Payroll
• Process payables & expenses.
• Maintain project/ program
methodology
• Manage Portfolio
• Manage Programmes
• Manage Projects & resource allocation
• Determine environment
• Develop OH&S
Programme• Train &
educate employees
• Monitor OH&S
Programme
• Ensure compliance
• Manage remediation
• Build Stakeholder relationsipos
• Manage gov.& ind.
relationships
• Manage board
relations• Manage legal
& ethical issues
• Manage Public
Relations program
• Create & manage
organisational performance
metrics• Benchmark
performance & manage
change• Develop
enterprise wide
knowledge management
• Manage Innovation
•Su
ppor
t Pro
cess
es•
Ope
ratio
nal P
roce
sses
a start and end point...
11
Process Scope:
The go-to-market strategic framework structures and defines the activities and participants (‘channels’) that connect a product or service to customers.
Develop Vision and Strategy
Define business concept and long term vision
Develop business strategy Develop long term vision
Market & Sell Products & Services
Understand markets & customers
Develop go to market strategy
Develop sales strategy Develop & manage marketing plans
Develop & manage sales plans
Deliver products & services
Plan for and acquire necessary resources
Procure materials and services
Produce/Manufacture/Deliver product
Deliver service to customer
Manage logistics and warehousing
Manage Customer Service
Develop customer care/customer service strategy
Plan and manage customer service operations
Measure and evaluate customer service operations
Develop & Manage Products & Services
Manage product and service portfolio Develop products and services
Develop & Manage Human
CapitalDevelop & manage
HR
Recruit, source & select employees
Develop & Counsel
Reward & retain employees
Re-deploy and retire employees
Manage Employee info.
Manage Information
Tech.
Manage Financial
Resources
Program & Portfolio
managementManage OH&S Manage External
relationships
Manage knowledge & improvement
Manage information
IT Customer relationships
Continuity and Risk
Develop IT solutions
Deploy IT solutions
Support IT services.
Perform planning & mgmt acct.
Perform revenue accounting
Perform general acct. & reporting
Manage fixed assets & proejcts
Process Payroll
Process payables & expenses.
Maintain project/ program
methodology
Manage Portfolio
Manage Programmes
Manage Projects & resource allocation
Determine environment
Develop OH&S Programme
Train & educate employees
Monitor OH&S Programme
Ensure compliance
Manage remediation
Build Stakeholder relationsipos
Manage gov.& ind. relationships
Manage board relations
Manage legal & ethical issues
Manage Public Relations program
Create & manage organisational performance
metrics
Benchmark performance &
manage change
Develop enterprise wide knowledge
management
Manage Innovation
Supp
ort P
roce
sses
Ope
ratio
nal P
roce
sses
Inputs:
A defined opportunity approved to progress to market engagement
Outputs:
Selected market channel(s) and partners if required to put product or service in the hands of customer
Develop go-to-market approach
...and a process.
12
Go-To Market Strategy
1. Define market
value proposition
2. Identify primary
target market
3. Review existing
market channels
4. Create detailed
channel approach
But, after searching
13
We concluded
14
That none existed
15
So we built one
16
And tested it
17
It works!
18
Why does a Go-To-Market Strategy Matter?
19
The future of your organisation depends on it
• Reduce time to market• Reduce cost associated with failed go-to-
market attempts• Reduce reputation risk• Reduce risk of product success• Increase ability to adapt quickly• Ensure regulatory compliance• Enhance customer experience• Manage innovation adoption issues
20
But why today more than ever?
• Channels to market more complex than ever• Access to channels more competitive than ever• Path to market is now not always clear• Business demand for quick results means
choosing the wrong path to market can mean premature death of a great product or service
• More regulation and compliance• Many channels to market for innovative
products have the potential to cause channel conflict with existing products.
21
Developing Your Go-To Market Strategy
22
The Map
23
WHAT to sell
HOW to sell
Go-To-Market Strategy
WHO to sell to
The Context
24
• Develop Vision and Strategy
• Define business concept and long term vision
• Develop business strategy • Develop long term vision
• Market & Sell Products &
Services
• Understand markets & customers
• Develop go to market approach
• Develop sales strategy
• Develop & manage marketing plans
• Develop & manage sales
plans
• Deliver products & services
• Plan for and acquire necessary
resources
• Procure materials and services
• Produce/Manufacture/
Deliver product
• Deliver service to customer
• Manage logistics and warehousing
• Manage Customer Service
• Develop customer care/customer service strategy
• Plan and manage customer service operations
• Measure and evaluate customer service operations
• Develop & Manage Products
& Services• Manage product and service portfolio • Develop products and services
• Develop & Manage Human Capital
• Develop & manage HR
• Recruit, source &
select employees
• Develop & Counsel
• Reward & retain
employees• Re-deploy and
retire employees
• Manage Employee
info.
• Manage Information
Tech.
• Manage Financial
Resources
• Program & Portfolio
management• Manage
OH&S
• Manage External
relationships
• Manage knowledge & improvement
• Manage information
• IT Customer relationships
• Continuity and Risk
• Develop IT solutions
• Deploy IT solutions
• Support IT services.
• Perform planning & mgmt acct.
• Perform revenue
accounting• Perform
general acct. & reporting
• Manage fixed assets & proejcts
• Process Payroll
• Process payables & expenses.
• Maintain project/ program
methodology
• Manage Portfolio
• Manage Programmes
• Manage Projects & resource allocation
• Determine environment
• Develop OH&S
Programme• Train &
educate employees
• Monitor OH&S
Programme
• Ensure compliance
• Manage remediation
• Build Stakeholder relationsipos
• Manage gov.& ind.
relationships
• Manage board
relations• Manage legal
& ethical issues
• Manage Public
Relations program
• Create & manage
organisational performance
metrics• Benchmark
performance & manage
change• Develop
enterprise wide
knowledge management
• Manage Innovation
•Su
ppor
t Pro
cess
es•
Ope
ratio
nal P
roce
sses
The inputs and outputs
25
Process Scope:
The go-to-market strategy structures and defines the activities and participants (‘channels’) that connect a product or service to customers.
Develop Vision and Strategy
Define business concept and long term vision
Develop business strategy Develop long term vision
Market & Sell Products & Services
Understand markets & customers
Develop go to market strategy
Develop sales strategy Develop & manage marketing plans
Develop & manage sales plans
Deliver products & services
Plan for and acquire necessary resources
Procure materials and services
Produce/Manufacture/Deliver product
Deliver service to customer
Manage logistics and warehousing
Manage Customer Service
Develop customer care/customer service strategy
Plan and manage customer service operations
Measure and evaluate customer service operations
Develop & Manage Products & Services
Manage product and service portfolio Develop products and services
Develop & Manage Human
CapitalDevelop & manage
HR
Recruit, source & select employees
Develop & Counsel
Reward & retain employees
Re-deploy and retire employees
Manage Employee info.
Manage Information
Tech.
Manage Financial
Resources
Program & Portfolio
managementManage OH&S Manage External
relationships
Manage knowledge & improvement
Manage information
IT Customer relationships
Continuity and Risk
Develop IT solutions
Deploy IT solutions
Support IT services.
Perform planning & mgmt acct.
Perform revenue accounting
Perform general acct. & reporting
Manage fixed assets & proejcts
Process Payroll
Process payables & expenses.
Maintain project/ program
methodology
Manage Portfolio
Manage Programmes
Manage Projects & resource allocation
Determine environment
Develop OH&S Programme
Train & educate employees
Monitor OH&S Programme
Ensure compliance
Manage remediation
Build Stakeholder relationsipos
Manage gov.& ind. relationships
Manage board relations
Manage legal & ethical issues
Manage Public Relations program
Create & manage organisational performance
metrics
Benchmark performance &
manage change
Develop enterprise wide knowledge
management
Manage Innovation
Supp
ort P
roce
sses
Ope
ratio
nal P
roce
sses
Inputs:
A defined opportunity approved to progress to market engagement
Outputs:
Selected market channel(s) and partners if required to put product or service in the hands of customer
Develop go-to-market approach
The Process
26
Go-To Market Strategy
1. Define market
value proposition
2. Identify primary
target market
3. Review existing
market channels
4. Create detailed
channel approach
1. Defining the Value Proposition
27
1. Define market
value proposition
2. Identify primary
target market
3. Review existing
market channels
4. Create detailed
channel approach
1. Define Market Value Proposition
Objective:
Articulate the relative value of the bundle of Intellectual Assets (‘product or service’) in the context of the market.
28
1. Define Market Value Proposition
1.1 Define Features
1.2 Assess relative features
1.3 Identify unique
features
1.4 Determine benefits of
features
1.5 Articulate value
proposition
1.1 Define Features
29
Define the features of the intellectual asset bundle. The features list should include novel features as well as standard features.
In the case of the a phone service, a feature could be: call forwarding.
Approach
Example
Deliverable A list of features offered by the intellectual asset bundle.
1. Define Market Value Proposition
1.1 Define Features
1.2 Assess relative features
1.3 Identify unique
features
1.4 Determine benefits of
features
1.5 Articulate value
proposition
30
For Full Details See Here
• This presentation has had the detailed methodology slides removed.
• Full Details can be found at http://www.businessplanninghq.com/go-to-market.php
