Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]
-
Upload
anil-singh -
Category
Documents
-
view
20 -
download
1
Transcript of Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]
![Page 1: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/1.jpg)
Find Your Path To Market
Full Metholology Available At : http://www.businessplanninghq.com/go-to-market.php
![Page 2: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/2.jpg)
So What is a Go-To-Market Strategy?
2
![Page 3: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/3.jpg)
So what is a Go-To-Market Strategy?
3
New Thing Customers
![Page 4: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/4.jpg)
What’s so hard about that?
4
New Thing Customers
WebsiteMobile Affiliates
Joint Ventures Collaborators Distributors
Channel Partners
Technology Partners
Product Partners
![Page 5: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/5.jpg)
how do we get from here...
5
New Thing Customers
WebsiteMobile Affiliates
Joint Ventures Collaborators Distributors
Channel Partners
Technology Partners
Product Partners
![Page 6: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/6.jpg)
To here...
6
New Thing Customers
Website Affiliates
Channel Partners
Technology Partners
![Page 7: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/7.jpg)
Without this
7
![Page 8: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/8.jpg)
Or this,...
8
![Page 9: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/9.jpg)
we need a map...
9
WHAT to sell
HOW to sell
Go-To-Market Strategy
WHO to sell to
![Page 10: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/10.jpg)
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 plansDevelop & manage
sales plans
Deliver products & 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
Supp
ort P
roce
sses
Ope
ratio
nal P
roce
sses
![Page 11: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/11.jpg)
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.
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 strategy
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/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
CapitalDevelop & 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
managementManage 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
Supp
ort P
roce
sses
Ope
ratio
nal P
roce
sses
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
![Page 12: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/12.jpg)
...and a process.
12
Go-To Market Strategy
1. Define market
value proposition
2. Identify primary
target market
3. Review existing
market channels
4. Create detailed
channel approach
![Page 13: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/13.jpg)
But, after searching
13
![Page 14: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/14.jpg)
We concluded
14
![Page 15: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/15.jpg)
That none existed
15
![Page 16: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/16.jpg)
So we built one
16
![Page 17: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/17.jpg)
And tested it
17
![Page 18: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/18.jpg)
It works!
18
![Page 19: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/19.jpg)
Why does a Go-To-Market Strategy Matter?
19
![Page 20: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/20.jpg)
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
![Page 21: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/21.jpg)
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
![Page 22: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/22.jpg)
Developing Your Go-To Market Strategy
22
![Page 23: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/23.jpg)
The Map
23
WHAT to sell
HOW to sell
Go-To-Market Strategy
WHO to sell to
![Page 24: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/24.jpg)
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
plansDevelop & manage sales
plans
Deliver products & 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
Supp
ort P
roce
sses
Ope
ratio
nal P
roce
sses
![Page 25: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/25.jpg)
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.
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 strategy
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/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
CapitalDevelop & 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
managementManage 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
Supp
ort P
roce
sses
Ope
ratio
nal P
roce
sses
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
![Page 26: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/26.jpg)
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
![Page 27: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/27.jpg)
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
![Page 28: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/28.jpg)
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
![Page 29: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/29.jpg)
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
![Page 30: Go to Marketstrategy Web 100524015407 Phpapp02 [Repaired]](https://reader036.fdocuments.net/reader036/viewer/2022062515/55cf9b7a550346d033a637ce/html5/thumbnails/30.jpg)
30
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-to-market.php