1. So#ware
Pla+orm
GTM
(Go
To
Market)
Models
and
Key
Concepts
Dimitri
Volkmann
dimiexter@mac.com
+1
925
271
2081

2. Scope
of
the
document
• High-­‐level
view
of
a
typical
pla+orm
eco-­‐system
• 90
days
Pla+orm
GTM
model,
Key
Programs
and
Core
FuncSons
Disclaimer
and
assumpSons
• This
document
is
based
on
my
experience
of
pla+orm.
As
a
result,
the
model
presented
may
have
holes,
gaps
or
wrong
prioriSes
• Messaging
and
posiSoning
is
assumed
to
have
been
determined
• Pricing
model
exist
• Some
level
of
compeSSve
posiSoning
has
been
developed
• Access
to
a
large
set
of
exisSng
Enterprise
customers
is
key
• Pla+orm
technology
has
been
validated
by
the
Beta
cycle
Dimitri
Volkmann
dimiexter@mac.com
+1
925
271
2081

3. High-­‐level
view
of
a
pla+orm
eco-­‐system
Core
Pla)orm
DifferenSaSon
Addi$onal
Services
(by
self
or
3rd
par$es)
Ex:
Extra
security,
MoneSzaSon,
App
cerSficaSon,
etc
App
Developers
3rd
party
program
own
App(s)
Enterprise
Custom
Apps
ISV
Apps
…
…
…
Strategic
Partners
&
Influencers
Dimitri
Volkmann
dimiexter@mac.com
+1
925
271
2081

4. 90
days
GTM
Model
Eco-­‐system
Key
Programs
Core
Tools
Enterprise
Customers
Developers
Influencers
ISVs
SIs
Tier
1:
Strategic
Tier
2:
pulled
by
Enterprise
Customers
Tier
3:
Others
Tier
1:
Strategic
Tier
3:
Others
Developer
RelaCons
Sales
Enablement
Partner
Development
• “Where
is
the
App?”
• EvangelizaSon
• Pla+orm
Team
hands-­‐on
(see
model)
• Onboarding
&
CerSficaSon
• Lead
gen.
• Co-­‐markeSng
High
touch/direct
Volume/low
touch/internet
Metrics
#1
-­‐
Enterprise
Lighthouse
References
#2
–
Strategic
Partners
(Technology,
SIs,
etc)
#3
–
Influencers
(Key
vendors,
Analysts,
etc)
#4
–
Developers
Programs
(“Developers
Garage”,
Contests,
Conferences,
etc)
#5
–
Self-­‐Service
Partner
Programs
(Onboard,
CerSfy,
etc)
#
Refs
#
and
#
Refs
#
Tier
1
#
ISVs
#
Developers
Dimitri
Volkmann
dimiexter@mac.com
+1
925
271
2081

5. App,
Pla+orm
and
Eco-­‐System
workflow
App
…
Pla+orm
Hard
Facts
• Customers
do
not
pay
for
Pla+orms
• Customers
pay
for
services
that
materialize
in
Apps
• IT
loves
to
hear
about
pla+orms,
but
rarely
has
$
to
acquire
them
without
Apps
&
LOB
“Back
Office”
“InnovaSon”
Buyer:
IT
Buyer:
LOB
Cost
Center
ROI
Pla+orm
Developers
Typical
Workflow
1. Start
by
building
and
selling
innovaSve
App
to
LOB
(ROI)
2. As
App
get
successful
and
scale,
it
becomes
“Back
Office”
and
falls
into
IT
budget
(cost)
3. Pla+orm
is
create
to
expose
services
and
scale
to
an
eco-­‐system
of
Apps
4. IniSal
Apps
in
the
eco-­‐
system
are
back
in
the
InnovaSon
category
(bought
par
LOB
and
not
IT)
Dimitri
Volkmann
dimiexter@mac.com
+1
925
271
2081

6. So#ware
Pla+orm
GTM
(Go
To
Market)
Models
and
Key
Concepts
Dimitri
Volkmann
dimiexter@mac.com
+1
925
271
2081