New tools now available at http://www.gotomarketadvisory.com
This Go-To-Market Strategic framework was developed as a result of a major consulting assignment. Three expert process design consultants were locked in a room for 2 weeks to develop what has become the world's leading methodology for developing a go to market strategy.
The client for this project was a $2m PA Innovation Program. In order to see results from the innovation program they engaged us to develop a structured methodology for determining the best path to market for any new innovation. Watch the presentation to the end as there is now an embedded video overview of the methodology.
3. So what is a Go-To-Market Strategy?
3
New Thing Customers
4. What’s so hard about that?
4
New Thing Customers
WebsiteMobile Affiliates
Joint Ventures Collaborators Distributors
Channel
Partners
Technology
Partners
Product
Partners
5. how do we get from here...
5
New Thing Customers
WebsiteMobile Affiliates
Joint Ventures Collaborators Distributors
Channel
Partners
Technology
Partners
Product
Partners
9. we need a map...
9
WHAT
to sell
HOW to
sell
Go-To-
Market
Strategy
WHO to
sell to
10. 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/Delive
r 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
SupportProcessesOperationalProcesses
11. 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.
DevelopVision 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
Deliverproducts &
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
SupportProcessesOperationalProcesses
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
20. 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
21. 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
24. 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/Delive
r 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
SupportProcessesOperationalProcesses
25. 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.
DevelopVision 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
Deliverproducts &
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
SupportProcessesOperationalProcesses
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
26. 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
27. 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
28. 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
29. 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://fast.businessplanninghq.com/gotomarket
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