B2B Go to Market Plan Go to market resources @ fourquadrant.com

B2B Go to Market Plan

Go to Market Plan:

Total Available

Market

§  The total available market (TAM) calculation is a key part of the go to market plan.

§  Industry and revenue are typical attributes that will be further stratified to identify the served-market (those companies that can be reached through the distribution model) and the target market (those with the highest propensity to purchase).

Go to Market Plan - Fundamental #1

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Go to Market Plan:

Specific

Companies

§  The specific companies need to be identified and relevant information about those companies (revenue, employees, net income, location, etc.) collected.

§  This is so that integrated sales and marketing programs can be developed and executed to acquire these companies as customers.

Go to Market Plan - Fundamental #2

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Go to Market Plan:

Potential Revenue

§  This calculation should leverage the insights developed earlier by stratifying the companies in the target market by revenue and identifying the offering (and price point) estimated to best resonate with this audience.

§  The result is the revenue amount that should be available to all vendors offering similar or substitute offerings in this space.

Go to Market Plan - Fundamental #3

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Go to Market Plan:

Penetration

Rates

§  Estimates for the adoption or penetration rates into the identified target market segments (industry, revenue, etc.) need to be realistically set.

§  Assumptions also must be made for companies that will have no interest, no budget, have purchased a competitor’s solution or are building their own solution internally.

Go to Market Plan - Fundamental #4

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Go to Market Plan:

Coverage Model

§  The coverage model will either expedite or stifle the implementation of the go to market plan.

§  Instead of placing direct sales reps evenly across a geography, they should be placed in a geography based on a ratio of prospects and customers to a direct sales rep.

Go to Market Plan - Fundamental #5

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B2B Go to Market Plan Go to market resources @ fourquadrant.com

B2B Go to Market Plan