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?

So what is a Go-To-Market Strategy?

New Thing

Customers

Whats so hard about that?

Joint Ventures Collaborators Distributors

New Thing

Channel Partners

Technology Partners

Product Partners

Customers

Mobile

Website

Affiliates

how do we get from here...

Joint Ventures Collaborators Distributors

New Thing

Channel Partners

Technology Partners

Product Partners

Customers

Mobile

Website

Affiliates

To here...

New Thing

Channel Partners

Technology Partners

Customers

Website

Affiliates

Without this

Or this,...

we need a map...

WHAT to sell

Go-ToMarket Strategy
HOW to sell WHO to sell to

Develop Vision and Strategy

Define business concept and long term vision

Develop business strategy

Develop long term vision

Operational Processes

Develop & Manage Products & Services

Manage product and service portfolio

Develop products and services

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/Manufactur e/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 Human Capital

Manage Information Tech.

Manage Financial Resources

Program & Portfolio management

Manage OH&S

Manage External relationships

Manage knowledge & improvement

Develop & manage HR Support Processes Recruit, source & select employees Develop & Counsel Reward & retain employees

Manage information IT Customer relationships Continuity and Risk Develop IT solutions

Perform planning & mgmt acct. Perform revenue accounting Perform general acct. & reporting Manage fixed assets & proejcts Process Payroll Process payables & expenses.

Maintain project/ program methodology

Determine environment Develop OH&S Programme Train & educate employees Monitor OH&S Programme Ensure compliance

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

Manage Portfolio

Manage Programmes

Re-deploy and retire employees

Manage Employee info.

Deploy IT solutions
Support IT services.

Manage Projects & resource allocation

Manage remediation

10

a start and end point...

Operational Processes
Develop Vision and Strategy
Define business concept and long term vision Develop business strategy Develop long term vision

Develop & Manage Products & Services Market & Sell Products & Services
Deliver products & services

Manage product and service portfolio

Develop products and services

Understand markets & customers

Develop go to market strategy

Develop sales strategy

Develop & manage marketing plans

Develop & manage sales plans

Process Scope: The go-to-market strategic framework structures and defines the activities and participants (channels) that connect a product or service to customers.

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 & Manage Human Capital
Develop & manage HR

Develop customer care/customer service strategy

Plan and manage customer service operations

Measure and evaluate customer service operations

Support Processes

Manage Information Tech.

Manage information

Manage Financial Resources

Perform planning & mgmt acct.

Program & Portfolio management

Maintain project/ program methodology Manage Portfolio

Manage OH&S
Determine environment

Manage External relationships

Build Stakeholder relationsipos
Manage gov.& ind. relationships Manage board relations Manage legal & ethical issues Manage Public Relations program

Manage knowledge & improvement

Create & manage organisational performance metrics
Benchmark performance & manage change Develop enterprise wide knowledge management

Recruit, source & select employees

Develop & Counsel Reward & retain employees

IT Customer relationships
Continuity and Risk Develop IT solutions

Perform revenue accounting Perform general acct. & reporting

Manage fixed assets & proejcts

Develop OH&S Programme Train & educate employees

Monitor OH&S Programme

Manage Programmes

Re-deploy and retire employees Manage Employee info.

Deploy IT solutions
Support IT services.

Process Payroll Process payables & expenses. Manage Projects & resource allocation

Ensure compliance Manage remediation

Manage Innovation

Inputs: A defined opportunity approved to progress to market engagement

Outputs:

Develop go-tomarket approach

Selected market channel(s) and partners if required to put product or service in the hands of customer

11

...and a process.
Go-To Market Strategy
1. Define market value proposition 2. Identify primary target market 3. Review existing market channels 4. Create detailed channel approach

12

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-tomarket 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

WHAT to sell

Go-ToMarket Strategy
HOW to sell WHO to sell to

23

The Context
Develop Vision and Strategy
Define business concept and long term vision Develop business strategy Develop long term vision

Operational Processes

Develop & Manage Products & Services Market & Sell Products & Services Deliver products & services Manage Customer Service
Develop & Manage Human Capital Manage Information Tech.

Manage product and service portfolio

Develop products and services

Understand markets & customers

Develop go to market approach

Develop sales strategy

Develop & manage marketing plans

Develop & manage sales plans

Plan for and acquire necessary resources

Procure materials and services

Produce/Manufacture/Delive r product

Deliver service to customer

Manage logistics and warehousing

Develop customer care/customer service strategy

Plan and manage customer service operations

Measure and evaluate customer service operations

Manage Financial Resources

Program & Portfolio management

Manage OH&S

Manage External relationships

Manage knowledge & improvement

Support Processes

Develop & manage HR Recruit, source & select employees Develop & Counsel Reward & retain employees Re-deploy and retire employees Manage Employee info.

Manage information IT Customer relationships Continuity and Risk

Perform planning & mgmt acct. Perform revenue accounting Perform general acct. & reporting Manage fixed assets & proejcts Process Payroll Process payables & expenses.

Maintain project/ program methodology

Determine environment Develop OH&S Programme

Build Stakeholder relationsipos

Create & manage organisational performance metrics

Manage Portfolio

Train & educate employees Monitor OH&S Programme Ensure compliance

Manage gov.& ind. relationships

Benchmark performance & manage change

Manage board relations Manage legal & ethical issues Manage Public Relations program Develop enterprise wide knowledge management

Develop IT solutions

Manage Programmes

Deploy IT solutions

Support IT services.

Manage Projects & resource allocation

Manage remediation

Manage Innovation

24

The inputs and outputs

Operational Processes
Develop Vision and Strategy
Define business concept and long term vision Develop business strategy Develop long term vision

Develop & Manage Products & Services Market & Sell Products & Services
Deliver products & services

Manage product and service portfolio

Develop products and services

Understand markets & customers

Develop go to market strategy

Develop sales strategy

Develop & manage marketing plans

Develop & manage sales plans

Process Scope: The go-to-market strategy structures and defines the activities and participants (channels) that connect a product or service to customers.

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 & Manage Human Capital
Develop & manage HR

Develop customer care/customer service strategy

Plan and manage customer service operations

Measure and evaluate customer service operations

Support Processes

Manage Information Tech.

Manage information

Manage Financial Resources

Perform planning & mgmt acct.

Program & Portfolio management

Maintain project/ program methodology Manage Portfolio

Manage OH&S
Determine environment

Manage External relationships

Build Stakeholder relationsipos
Manage gov.& ind. relationships Manage board relations Manage legal & ethical issues Manage Public Relations program

Manage knowledge & improvement

Create & manage organisational performance metrics
Benchmark performance & manage change Develop enterprise wide knowledge management

Recruit, source & select employees

Develop & Counsel Reward & retain employees

IT Customer relationships
Continuity and Risk Develop IT solutions

Perform revenue accounting Perform general acct. & reporting

Manage fixed assets & proejcts

Develop OH&S Programme Train & educate employees

Monitor OH&S Programme

Manage Programmes

Re-deploy and retire employees Manage Employee info.

Deploy IT solutions
Support IT services.

Process Payroll Process payables & expenses. Manage Projects & resource allocation

Ensure compliance Manage remediation

Manage Innovation

Inputs: A defined opportunity approved to progress to market engagement

Outputs:

Develop go-tomarket approach

Selected market channel(s) and partners if required to put product or service in the hands of customer

25

The Process
Go-To Market Strategy
1. Define market value proposition 2. Identify primary target market 3. Review existing market channels 4. Create detailed channel approach

26

1. Defining the Value Proposition

1. Define market value proposition

2. Identify primary target market

3. Review existing market channels

4. Create detailed channel approach

27

1. Define Market Value Proposition

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

Objective: Articulate the relative value of the bundle of Intellectual Assets (product or service) in the context of the market.

28

1.1 Define Features

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

Approach

Define the features of the intellectual asset bundle. The features list should include novel features as well as standard features.

Example Deliverable

In the case of the a phone service, a feature could be: call forwarding.

A list of features offered by the intellectual asset bundle.

29

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-tomarket.php

30