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Go-to-Market Template
The document outlines a comprehensive go-to-market strategy template, detailing essential components such as product offerings, target customers, sales performance, and competitive landscape. It emphasizes the alignment of marketing, sales, and service efforts, highlighting the importance of shared goals and integrated messaging. Additionally, it includes sections on budgeting, market segmentation, value propositions, and partner strategies to optimize performance and revenue generation.
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Introduction to Go-To Market Template, including key sections like products, customers, sales, and marketing strategies.
Summarizes market readiness and business challenges, highlighting sales performance and competitive landscape.
Analyzes market size, segmentation, customer distribution statistics, and insights into business issues.
Examines revenue performance of products and discusses overall product information.
Discusses core features, benefits, competitive positioning, and target market for the product.
Illustrates product life stages and conducts SWOT analysis to identify internal and external factors.
Displays competitive landscape and a roadmap for product features and timelines.
Describes various pricing strategies to penetrate the market and enhance market share.
Defines ideal customer profiles, their needs, and problems that require solutions.
Explains the functional, economic, and emotional benefits provided to customers.
Maps out sales, distribution, and partner strategies and identifies key target industries.
Discusses partner profiles and value propositions for partner selection processes.
Outlines the alignment of marketing, sales, and service for optimizing customer engagement.
Focus on defining messaging strategies tailored to different customer personas.
Highlights budgeting strategies and financial planning considerations for marketing.
Provides contact information for Eric Siano, emphasizing his role in helping businesses.
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Go-to-Market Template
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- 2. Contents Executive Summary 1 Product 2 Customers 3 Sales, Distributionand Partners 4 5 6 Marketing, Sales and Service Alignment 3-7 9-15 17-19 21-23 25-26 28 6 Budgeting 30 Messaging
- 3. Executive Summary Product Portfolio MarketConditions Readiness Business • Global business: ________ • Verticals: Key verticals are ______ • Solutions: ______ • Substantial : _______ • Customer Base: ________ • Go to Market: Primary sales mechanism is _______ • Revenues: ________ • Major Industries & Verticals: ________ • Solutions: ___________ • Challenges: ______________
- 4. Current State & FYXX Strategy C u r r e n t S t a t e F Y X X text here text here text here text here text here text here text here text here text here text here Sales Performance Markets Sales Organization & Coverage Competition Channel and Alliance Partner Enablement
- 5. Market Size •<Describe the global market size, growth rate, spend summary> Market Characteristics • <Describe the historical characteristics of the market> Business Issues • <Describe/bullet key business issues > Timeframe • <Describe the momentum and if we are ahead or behind> Market Segmentation • <Describe how the market is segmented> Target Audience • <Describe the breakdown of target audience (net-new/install base), revenue, company size etc.> Personas • <List key target personas> Partner/ Solution Providers • <List Key Partners/Solution Providers> Key Influencer • <List Key Influencers> Competitors • <List competitors> Customer Details • <Describe Infor’s customer base statistics (i.e number of customers, active on MTC, etc.)> Value to Firm • <Describe why this market is of value to Infor> Solution Offering • <List key Solution offerings> Revenue Potential • <List possible revenue potential> Go-to-Market Summary
- 6. 60% 20% 20% Region Our main demographicremains Region In the last five years, we have developed Region In the last five years, we have Customer Distribution
- 7. X% X% X%X% X% Product A The amount of revenue Product E generated has increased/decreased by X% Product B The amount of revenue Product E generated has increased/decreased by X% Product C The amount of revenue Product E generated has increased/decreased by X% Product D The amount of revenue Product E generated has increased/decreased by X% Product E The amount of revenue Product E generated has increased/decreased by X% Revenue Generation
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- 9. Ideal Customer Competitors/Substitutes ProductValue Features Benefits Product • Core • Expected • Augmented • Potential
- 10. Key Benefit The biggestbenefit that our target market derives from our offering is ______________ Competitive Alternatives If customers are not using our product, then they’re using similar products from _____________ Target Segment Our target market is ____________ Market Category The market that we currently compete in is _________ Primary Differentiation What sets our product apart from competitors is _______________ Product Positioning
- 11. 1 2 3 4 5 Product Life Cycle •text here • text here • text here • text here • text here • text here Introduction Growth Maturity Decline Renewal
- 12. • text here •text here Strengths • text here • text here Weaknesses • text here • text here Opportunities • text here • text here Threats SWOT SWOT Analysis
- 13. Best Product Best Service BestPrice Competitor Strengths Weakness Market Landscape Logo Logo Logo Logo
- 14. FiscalYear FiscalYear BeyondXXXX JAN–JUN JUL-DEC JAN–JUN JUL-DEC Features Regions Other Cust Exp Product Roadmap Done 90% Explore 75% 50%
- 15. Penetration To enter themarket and gain market share 01 Economy Budget pricing of a product or a service 02 Promotional Discounts, gifts, coupons, buy-one- get-one-free offers 03 Competitive Price based on competitor prices 04 Value-Based Price based on what customer believes the product is worth 05 Cost Plus Calculating prices based on costs and adding a markup 06 Skimming Set a high price to start and lower it as market evolves 07 Premium Product is priced higher based on unique branding strategy 08 Pricing Strategy
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- 17. Ideal Customer Industry Customers WantsNeeds Problems to Solve • Text here • Text here • Text here
- 18. Functional Value The biggestfunctional benefit that our target customer derives is …….. Economic Value The biggest economic benefit that our target customer derives is… Symbolic Value The biggest Symbolic benefit that our target customer derives is… Emotional Value The biggest emotional benefit that our target customer derives is… End Value The biggest end benefit that our target customer derives is… Value for Customer
- 19. Background / Demographics ● texthere ● text here ● text here ● text here ● texthere ● text here Marketing Message How can you describeyour solution to have the biggest impact on your persona? Goals / Challenges What does this person struggle with in relation to meeting goals? What serves as a roadblock for this person’s success? Name Common Objections Why wouldn’t they buy your product/service? ● text here ● text here ● text here ● text here Identifiers Communication preferences? Social media platforms? What can we do? ...to help our persona achieve their goals? ...to help our persona overcome their challenges? Job? Career Path? Family? Lifestyle? Age? Income? Elevator Pitch Sell your persona on your solution - in a sentence or a few words! Persona(s) ● text here ● text here ● text here ● text here ● text here ● text here ● texthere ● text here ● text here ● text here ● text here ● texthere ● text here ● text here ● text here ● text here ● text here ● text here ● text here ?
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- 21. Recommender Influencer/User DecisionMaker Approver Prospect Focus • Uncovering the unknown Features Sharing knowledge Advantages Personal and professional interests Benefits Business value of relationship Sales Activity • Prequalifying • Research • Profiling • Data gathering • Documenting • Requirements • Right Person • Right Agenda • RightTime • Dimension • Value • Vendor of Choice • Results - Hard - Soft • Impact GTM Sales Process
- 22. Channel Company SizeIndustries Target Deal Size Sales Cycle Offering Direct Partners Other Distribution Model
- 23. • text here •text here Network & Profile • text here • text here Value for Partner • text here • text here Partner-to-be-Process • text here • text here Partner Selection Criteria Partners Partners
- 24. Marketing, Sales andService Alignment
- 25. Parameters to AchieveAlignment Marketing , Sales & Service Alignment 01 05 02 03 04 06 07 08 01 Common understanding Align on stages, ownership and triggers along the customer journey 02 Agreed to revenue process The revenue process includes all activities that lead to the generation and collection of income. Acquisition, optimization and retention activities 03 Integrated messaging strategy Develop a strategy to collaborate across the customer engagement continuum 04 Shared goals Align the iterative planning cycle and provide visibility through a shared calendar. Agree on common metrics and definitions 08 Shared customer profile A common view of information on the customer, shifts in the journey and current engagement with firm 07 Campaign touch-point insight Deliver insight into marketing campaigns sent to leads or existing customers 06 Automated customer prioritization Monitor customer profile and engagement to apply scores and priorities throughout the customer journey 05 Coordinated lead cycle A defined process for lead management to reduce cycle time and drive conversion
- 26. Functional Dependencies Product MarketingSales Service/Customer Success Accountin/ Finance Product Marketing Sales Service/Customer Success Accounting/Finance
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- 28. Persona Role in Buying Process PrioritiesBuying Triggers Products Key Messages Name Name Messaging
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- 31. Eric Siano isthe managing director of Blue Leopard LLC. In his role, he helps firms navigate the complexities of the digital landscape and transform their marketing, sales and digital capabilities, processes and technologies. You can reach Eric at: www.blueleopardllc.com An MSDC certified Minority Business Enterprise [email protected] Insight Transformation Results Schedule a virtual coffee at: https://calendly.com/eric-siano/meeting