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?

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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

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Or this,...

8

we need a map...

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WHAT to sell

HOW to sell

Go-To-Market Strategy

WHO to sell to

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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 plansDevelop & 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

Supp

ort P

roce

sses

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

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We concluded

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That none existed

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So we built one

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And tested it

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It works!

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Why does a Go-To-Market Strategy Matter?

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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

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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.

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Developing Your Go-To Market Strategy

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The Map

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WHAT to sell

HOW to sell

Go-To-Market Strategy

WHO to sell to

The Context

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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

plansDevelop & 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

Supp

ort P

roce

sses

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

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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.

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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

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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

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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