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Go To Marketing Strategy - Long Term Vision

Go to Market Strategy Go To Market Strategy Marketing Strategy involves WHO the firm will go after and WHAT it will offer them. Go-To- Market strategy is a component of the overall marketing strategy and is concerned with HOW the firm will make it happen. Markets What to sell Where to sell Marketing Strategy How to sell Go-to-Market Strategy - Who Are You Selling To Go to Market - Who Are You Selling To? Is there a specifc industry or industries that are best suited for the offering? Industry Is there a specific size (revenue, assets, employees) of organization that is being targeted? is this a complete solution or a point product? Size of Organization Product or Solution İş this a complex sale that involves an approver, decision maker, recommender and Target Buyer Is this a new market where the focus is on early adopters or a mature market? Buying Process Technology Adoptlon influencer? Distribution Model Price Point Will this be sold by a direct sales, insides sales, online sales, or indirect channel? What is the average selling price and the average sales cycle? Go-to-Market Strategy - Website Development Process Go to Market – Website Development Process TARGET AUDIENCE These elemenia indiude clear defintions of who the website is intended lor, broken doen by degrees of priority, and the unique ausionce needs the website must address. BUSINESS OBJECTIVES Thie e the kay sbjectiven he wetaite must deliver upon in order o be uccesitul WEBSITE STRATEGIES WEBSITE PLANNING Outines boundaries ol succesa by delining how the wotsite must accomplish he business cojectiven PROCESS USER EXPERIENCE Outines, at a high level the cveral reoste desgn irategy, including Comeiderationa for information DELIVERABLES Documents the deliveraties penerated trom the process. rchitecture and creative deign. WEBSITE FEATURES CRITICAL SUCCESS FACTORS Ouines the shot and longten teature and conterit rguiremerti lor the W Delines how sucoess will be meaured once the redegned wabsito launches ENABLING PROCESSES Idensties the pporing business processes required to eftectiy operate the wobsite SCUCESS MEASURES Delinas how suceess wil be measured once the redesigned webse launches Go-to-Market Strategy - US Market Opportunity Go to Market - US Market Opportunity 2700 businesses, 2500 employees $4.8T in revenue, 31M employees Enterprises Where is your beach head? 25K businesses, >2500 & < 250 employees $2.0T in revenue, 15M employees Mid Market 4.2M businesses, <250 employees $4.7T in revenue, 41M employees SMB Go-to-Market Strategy - The Role of Partners Go to Market Strategy - the Role of Partners Enabling Partners • Complimentary or supplementary саpability • Scale for operational size or geographical coverage Partners • Vertical integration along the industry Compliment or supplement your solution value chain - Deliver the solution with Delivery partners • Awarenes and credibility building • Prospecting /lead generation industry, domain or subject matter expertise • Sales • Delivery and implementation Go-to-Market Strategy - The Partner Process Go to Market Strategy - The Partner Process Define identify Market Screen Sell Plan & Agree Develop a mutual agreement on technology. sales, marketing. implementation and support Identify areas for partnering - Define partner Identify potential partner profiles by using partner selection criteria Create interest among the potetnial partners Apply partner selection criteria for value of Develop a win/ win value propostion capabilities partner A living process driven by a strategic agreement that is regulated by formalized daily operations Go-to-Market Strategy – Targets Go to Market Strategy - Targets CEO Giobal Risk Management General Counsel Business Units HR Marketing CIO CFO Commercial Card Global Security Testing & Intrastructure Sales Marketing Voice & Data Information Standards Management Consumer & Tachnologies Small Business Business to Business Application Development Business Performance Management International Go-to-Market Strategy - SWOT Analysis Go to Market Strategy - SWOT Analysis Strengths - What do you do particularly well? - What do you do that is unique in the "marketplace? Weaknesses What do you not feel as comtortable doing? What needed resources, staff, Internal Factors or skills do you lack? - What do your customors/clientsipatrons ask for you to do over and over again? What do you have the right tools/resources to accomplish? Opportunities * Are there new situations coming down the road that you can take advantage of (new programs being offered, new faculty joining the department, new tools availablo to you)? Threats Who is your competition and what do they offer that you can't do as well or at all? - Are there "environmental changes or situations that could cause problems for you and your programs? External Factors * Are there gaps in the "market" that you can fill? What other roadblocks are being thrown in your path? - Are there partnerships thật might be fruitful? Go-to-Market Strategy - Support Process Checklist Go To Market - Support Process Checklist Check Points In place The outcome of the process and the desired customer experience are defined and designed to meet or exceed customer expectations The different touch points where the customer and the support processes meet are understood and customer expectations at those points are understood The customer expectations for the pracess are managed. The sequencing and the tasks of the services process are defined and documented to allow systematic and consistent execution, feedback and improvement. The process is implemented and systematically executed to produce the desired outcome and the customer experience. The quality and customer experience produced by the process is not dependent on the individuals but on a managed. repeatable process. The process has an owner who monitors and develops the process, the tasks, the tols, the quality and the efficiency of the process The individuals participating in the process executilon are properly trained and regularly receive feedback on their performance per the benchmark. The process has metrics (KPIS) that are monitored for feedback and continuous improvement of the process. The process is profitable and cast effective. The process scales with load and demand. The process is tailored for different target customer groups. The customer experience produced meets and exceeds the customer expectations. The service process is motivating by automating all the routine elements of the service and helping the service personnel to focus on the customer with out the fear ef failure. The process manages customer axpectations by keeping the custorers informed. Go-to-Market Strategy - Support Functions Go to Market Strategy- Support Functions Systems Project Management Personnel Hardware/Software Escalations Go-to-Market Strategy - Social Media Impact Go to Market - Social Media's Impact Marketing & Sales Development * Company to many vs. many to the company * Transofrms alpha and beta testing - Harnesses bi-directional information flows * Segmentation - Sales and buying process -Supports agile development Sales & Marketing * Product launch Allows more testing of smaller functioanlity sets. - Engaging customers and prospects - Revenue generation Enables shorter development cycles Genetrates new product ideas - Brand building Employees Support Empowers employees to communicate key messages One size fits one customer support The community supports the community Convenient and sometimen preferred medium of communication to inform Support 724 365 by all communication vehicles employees - Instantaneous Support All mediums: text, screenshots, audio and video Effective channel for recruiting Creates new positions in the organization Go-to-Market Strategy - Sales Process Go to Market Strategy - Sales Process Sales Technical Criteria (Non-selling) Business Criteria (Selling) Mode Recommender Influencer Decision Maker Approver Functions Features Advantages (the edge) Benefits (manual) (components) (results) Prospects Focus Intro knowledge relevant to the subject at hand Map our ideas to their personal and professional interests Value of Uncovering the unknown partnership Exploring Initiating Sponsoring Leveraging • Prequalifying • Research • Vendor of choice • Data gathering • Documenting • Requirements - Learn Bridges • Right person • Hard results Right agenda - Right time Sales • Profiling • Learning the Activity • Soft results • Dimension • Impact (repp) organization • Value (process) Go-to-Market Strategy - Revenue Go to Market Strategy - Revenue Total Opportunity Estimate of total market opportunity available Software deal size S of total market Sq. ft of total market Co's that aiready purchasec Fof Co's in Isq. IL of bC Market est. of the total Fof cos Revenue S's that total market opp Served Market Revised opportunity (F of cos) Avg deal size(list) Avg deal size Avg discount opp available opp available (disc) represents Over 100K 192 30% 17,194.950 561.807 200 58 57 $1.680,000 35% $1,092.000 50-100K 149 30% 3,215,099 $16,768,400 45 41 5515,000 20% $412,000 25-50K 241 30% 2,534.404 $16.085.207 73 10 63 $302.000 15% $256,700 10-25K 2,931 27% 11.982.163 S103.383.922 789 8 781 $147.000 10% $132,300 5-10K 2.236 19% 2.174,513 $21,592.313 419 413 $55.000 $52,250 Total 8,556 37,101,138 $219,637,041 1,384 29 1,355 Go-to-Market Strategy - Product Roadmap Go to Market Strategy - Product Roadmap 2012 2013 2014 2015 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 93 Q4 Q1 Q2 Q3 Q4 Placeholder This is a Placeholder text Placeholder This is a Placeholder text Placeholder This is a Placeholder text Placeholder This is a Placeholder text Placeholder This is a Placeholder text Placeholder This is a Placeholder text Go-to-Market Strategy - Partnering Go to Market Strategy - Partnering Provide significant value. Value for Partner Understand the industry network and the value chain to build relationships. Partner Network Partner Selection Partnering How does the relationship help achieve goals? Create a checklist to assess the value of a partnership. & Profiles Criteria Partner Process Management Manage the process for mutual "sseons Go-to-Market Strategy - Outline Outline Got-to-Market Overview Issues, Need and Value Market Opportunity, Beach Head and Roadmap Who do You Sell to and Targets 5 SWOT, Competitive Landscape Demand Creation and Management, Social and Website Messaging 8 Service and Support Partners 10 Next Steps Go-to-Market Strategy - Messaging Go to Market Strategy - Messaging THEME Clarity ISSUES Complexity, Change, Service Levels, Costs SOLUTION Data Center Infrastructure Management -Configuration + Change BENEFITS - STRATEGIC improve Service Loveis i increase Operating Efliciency Make Better Decisions I Reduce Risk I Reduce Disruplions BENEFITS - FUNCTIONAL Comply With Regulations & Audits i Manage Consolidations & Moves I Reduce Costs ROI Change Management I Asset Management Availability Management I Capacity/tilization Management Go-to-Market Strategy - Messaging Framework Go to Market - Messaging Framework Value Proposition Source Code The promise that value will be delivered form an organization to a customer. It is based on cost, benefit and value analysis. This is traditionally the output that comes from a posiitoning workshop. This is a comprehensive summary that includes a superset of information. Sound Byte The litmus test is to distill what the organization does in 5 to 7 words (layman's terms). Messages willI be extracted from the source code, depending upon the audience and key message to be communicated. Market Category The category that is recognized by influencers. Typically, a Google search will retrieve secondary research about this category to prove that it exists and is recognized. Go-to-Market Strategy - Market Thumb Print Go to Market Strategy - Market Thumb Print Who to Sell What to Sell How to Sel Offering of Employees Industries Titles Medium ASP Quota Channel ASC Approach Industries 1, 2, 3 On-premise or Saas Global Accounts, Si's XVP- Account based 100K+ SIM S10OM 12 mo Level selling Industries 1, XVP Account based On-premise or Saas Named 12 mo Solution 1 10K+ 2, 3, 4 $750K $SOM AECounts, Sis Level selling Industries 2, Named XVP- Level On-premise or Saas 6 to 9 months 1:1 selling on relationship 5,000+ S5OOK $3OM 3, 4, 5 Accounts. C- level 6 to 9 11 selling on relationship Industries 2, General 2,500+ Saas S30OK $20M 3,4, 5, 6 Territary months Industries 3, C- level Other people's relationships Solution 2 1,000+ Saas S200K $10M Inside, VARS 4, 5, 6, 7 months Industries 3, C- level Other people's relationships 6 750 to 1,000 Saas S100K SSM Inside, VARS 4, 5, 5, 7,8 months Industries 4, 5, 6, 7, 8,9 1 to 3 months Inside, 500 to c1,000 Targeted account lists VP - Level Saas $75K S3M Resellers 1 to 3 Targeted Industries 5, 6, 7, 8, 9, 10 Inside, Resellers Solution 3 100 to <500 Director Saas $25K SIM months account lists Industries 5, <100 Director Download SSK $250K Distributors < 30 days Website 6, 7, 8, 9, 10 Go-to-Market Strategy - Market Maturity Go to Market Strategy - Market Maturity Possible Introduction Growth Maturity Saturation Development Renewed Growth End of Life Audience innovators Early Adopter Early Majority Late Majority Laggard Market Small Exрanding High Peaked Contracting Price Very High High High Medium Low Sales Low Expanding High Flattening Moderate Competition Low Increasing Moderate High Moderate Business Focus Growth Market Share Awareness Customer Retention Transition Go-to-Market Strategy - Issues For Decision Makers GTM - Business Issues for Decision Maker Education & Salaries Training Automation Productivity Expenses Variable Expenses Business Problem Revenue Profits Taxes Sales Customer Satisfaction Customer- Guarantee / Warranty Support Go-to-Market Strategy - Elements of Value Go to Market Strategy - Elements of Value Personal Win Strategic Benefits Economic Benefits Efficientcy Gain Functional Benefits Go-to-Market Strategy - Distribution Go to Market Strategy - Distribution Model Channel Strategy Company Size Target Deal Size Sales Offering Industries Cycle сто, соо, сIо VP of: Op' s, Intrastructure, Capacity Planning, etc, Direct Own the sweet spot of our market by developing relationships with Primary market: companies that have Financial Services. Government, Healthcare, Insurance, Retail, Technology. Defense. Communications New Customers: Product A Product: S500M to S5B $7OK Typically 6 to 9 customers and in revenue and have an Director of: DC Existing Customers: Product B prospects via the sales and service directors. These will be large enterprise software solutions. Op' s; Intrastructure, Technology: etc. months enterprise data center betwoen Service: $88K Upgrade or Product A 5,000' and 50,000" M-Level:DC Manager, Mgr of IT, etc Leverage the linstalied base to Telesales Instailed base and the primary market when drive product Maintenance upgrades, promote educational ciasses Typically 1 to 3 months Installed base Renewals Installed base ca$20K Education and develop qualifiod leads for the Sales Directors purchases are cu$20K Deals c $20K over the phone Business Leverage the business partmers to provide territorial coverage across North America Financial Services. Government, Healthcare, Insurance, Retail Technology. Defense, Partners Primary market: C-lavel Typically software Resell Product A Typically 3 to 9 companies V-level component is about $15 that have less D-level Resell ProductC months where we do not than $SOOM in M-level to $20K have a Sales Director revenue Communications Go-to-Market Strategy - Demand Management Process Go to Market – Demand Management Process DATABASE A database ihat includes the right wies and corect contact into tor all ugects. ACCOUNTS PREFERRED LEAD SOURCES A list of accounta that you and yaur Sales Rp working Adsciplined apprDach to checking pralerred ead sources ach hour and day. FOLLOW-UP ACTIVITIES DEMAND MANAGEMENT Astructured approach to compleled Hcheduled fotiow-up activiten PROCESS CHECK PIPELINE DRIVE ATTENDANCE Monitor the quaiied spe's that were handed o to saties to view progression in the pipeline Dvo anandance to oniina and omine events COMPETITOR ANALYSIS Fesearch competive messaging, prducts. cuatomen, avents and intuencer amation. EVENT PARTICIPATION Work the physicai vents lo place a face to the ame and conduct competive aralysis CONNECT & SELL Guarantoed ve connections with contacts you pecily RESEARCH - SOCIAL MEDIA Google, Linkedin backgrounds, Twritter feeds. YouTube videos and RSS teeds. RESEARCH - TRADITIONAL Hoover. Toch Crunch, InsideView. Satascope. analyst neports, CAUSH reporta. Go-to-Market Strategy - Demand Creation Go to Market - Demand Creation Process SOLUTION Delina the solution and compeling messaging going lo market REVERSE ENGINEER BOOKINGS MARKET SIZING Decompose bockings a calculate the number of responses, MOLI nd SOLeguired to bd the necesary pipelina. Đelining the addresssble and servod markets. DEMNAD CREATION STRATEGY METRICS Meanure all steps and incorporate feedback for sptimizadion. Develop ma chasa, come. community and for co-ereate approaches Demand INTERGATED PLAN Creation Align al Marketing resources to uppoit the intiative in a comprehensive, logical and sustained manner ŞALES TOOLS Providing the right sales ols te the Sales Rops at the right time and in the right farmat Process DATABASE Build alist of targeted eompanies. DEMAND MANAGEMENT 10 touch tollowup methodology CONTACTS AUTOMATION SFA, lead sooring and lead nuriuring Create, buy andi vent eontact information for desired title and roles. OFFERS Create compeling oflers that are relevani for buyers with naspoci for the buying cyce Go-to-Market Strategy - Customer Needs Analysis Go to Market - Customer Need Analysis CHANGE Is there an understanding of the customer's existing process or lack of process? How can the process be changed for improvement? PROCESS Needs What is the value proposition that will resonate and be How do you link the value to teh customer's KPIS? Decision compelling? Maker Why is this appealing to the decision maker? Go-to-Market Strategy - Competitive Landscape Go to Market - Competitive Landscape %3D Visual interface & graphic based reporting Database intertace and Visual interface and reports reports ERP SAP. Peregrine Assot management Aperture FIS O CAFM/ CIFM Archibus Application Complexity & Integration Drawbase Sitrategern Maximo CMMS Workplace IQ Site seer Deal Mover Famis CREMS Allas AutoCAD CAD Visio e APPLICATION WORKGROUP ENTERPRISE Functional Departmental directors C-lovel managers Executives Management use of application reports Go-to-Market Strategy- Checklist Go to Market Strategy Checklist · Solve a compelling business problem in a differentiated manner that demands a premium • Determine the market opportunity • Decide upon the the beach head target for initial market penetration • Identify the decision makers, approvers, recommenders, influencers and snipers - Understand the business issues for decision makers and develop a value proposition that resonates with them · Establish a differentiated position from substitutes and alternatives • Prepare a product road and complete product life cycle • Document the distribution strategy and corresponding sales process · Create an integrated demand creation plan to create qualified opportunity • Develop a comprehensive and methodical demand management plan to follow-up on qualified opportunities Prepare an implementation plan to ensure the offering is set-up to perform properly • Train the support organization to handle implementation and end user inquiries · Identify partners for creating awareness, interest, consideration, purchases, implementations and supporting customers Go-to-Market Strategy - Beach Head Go to Market Strategy – Beach Head Utilities Government Telco Oil & Gas Retail Pharmaceuticals Transportation Technology Healthcare Financials Go to Market Strategy Areas of Implementation Go to Market - Areas of Implementation 2. Implementation Area 1. Implementation Area 3. Implementation Area The Vendor Procure- ment Production Sales Distribution FLE Supplier Logistics Customer Documentation Organization Human Resources/ Development Processes don't begin and end in the company, they end with supplers and customers Products Customers Development Employees Revenue VALUE Value Proposition

Go To Marketing Strategy - Long Term Vision

shared by Davidsmith2 on May 29
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Go To marketing strategy will give you a long term vision of the right techniques you need to use to reach your target audience. Vp marketing on demand GTM template will enable you to use a mixture of...

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