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GO TO MARKET PLANNING How to take a new product or service to market – effectively and profitably.

Go to market planning

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An outline of what needs to be in a succssful Go-to-Market Plan

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Page 1: Go to market planning

GO TO MARKET PLANNING

How to take a new product or service to market – effectively and profitably.

Page 2: Go to market planning

• This slide set is an outline for you to create a Go-to-Market plan for your product or service

• Not every point will apply to every situation, but think before you skip over a point

• There’s no need to over-engineer your plan. Just make sure you’ve got good answers and an actionable plan

INTRODUCTION

Page 3: Go to market planning

• Seven steps to creating a Go-to-Market plan:

What are we selling to who?

When will this be profitable?

What is the value proposition?

How will customers hear about this?

How will this be sold?

What needs to happen?

What business infrastructure is required?

• Structure: Each step includes:

The questions you should be addressing

The deliverables that should result when the step is complete

GO-TO-MARKET PLANNING

Page 4: Go to market planning

• Questions • What is the product or service?

• What are the target markets?

• Who are potential buyers of this product or service?

• Why would somebody buy this product or service?

• How could a customer be developed to increase profitability?

• Deliverables • Elevator pitch and headline benefits

• Ideal customer criteria

Page 5: Go to market planning

• Topics • How will this product or service be

priced?

• What commercial models should be offered?

• ROI scenarios by product or service

• Time to revenue scenarios

• Typical project timeframe by solution

• Go-to-market costs – e.g. website, marketing promotion, sales costs

• Outcomes • Revenue forecast

• Marketing budget

• Profitability forecast

Page 6: Go to market planning

• Topics • What customer critical business issue

does this address?

• Is anything else needed to get to a 100% fit to the critical business issue?

• What buying motives and value will different customer roles perceive?

• What ROI could a customer expect?

• What related pull through products or services could a customer buy?

• What proof of success can be offered?

• Outcomes • Generic customer value proposition

• Add-on product or service offers

• Proof of value creation

Page 7: Go to market planning

• Topics • Where do potential customers look

for information?

• What communication channels can be used?

• What messages will potential customers respond to?

• How is a sales lead defined?

• What metrics apply to a conversion funnel?

• How are potential customers nurtured to become prospects?

• Outcomes • Marketing communications plan

• Customer relationship plan

Page 8: Go to market planning

• Topics • What sales channels are appropriate?

• What terms of business apply to sales channels?

• What integration opportunities exist between products or services?

• What is the length of sales cycle by product or service?

• What can be sold in what period?

• Outcomes • Sales channel plan

• Sales activation plan

• Sales forecast

Page 9: Go to market planning

• Topics • Who is going to be responsible for

business managing the plan?

• What skills and experience sets are required?

• What organisational structure will be required for executing the plan?

• Outcomes • Organisation chart

• Training plan

• Job descriptions

Page 10: Go to market planning

• Topics • What internal functions will be

touched by this product or service?

• Are any additional business processes required to support the sales and implementation of this product or service?

• Outcomes • Internal communication plan

• Business process descriptions

Page 11: Go to market planning

• Your completed Go-to-Market Plan should comprise: • Elevator pitch and headline benefits • Ideal customer criteria • Revenue forecast • Marketing budget • Profitability forecast • Generic customer value proposition • Add-on product or service offers • Proof of value creation • Marketing communications plan • Customer relationship plan • Sales channel plan • Sales activation plan • Sales forecast • Organisation chart • Training plan • Job descriptions • Internal communication plan • Business process descriptions

Page 12: Go to market planning

WHY WORK WITH ME?

• I can do this for you • Help you create a robust, actionable

plan

• Fresh, independent, pragmatic view of what needs to happen

• Experience to complete the process rapidly

• Capability and flexibility to create your Go-to-Market Plan as a project

• Clearly defined objectives, metrics and deliverables

Page 13: Go to market planning

MIKE MCCORMAC

About

• Mike McCormac founded Sales Success and More to help companies selling and marketing high value services achieve more

• He has an MBA and his background includes over 15 years success selling and marketing IT services and outsourcing as a sales executive, sales manager and sales director

• Mike works mainly in the UK and Cyprus

Contact

• Connect on LinkedIn

• Follow on Twitter

• Email

• Phone:

+357 99 860725 (Mobile)

+44 (0) 20 8133 7635 (UK)