The document discusses go-to-market (GTM) strategy, which it defines as an action plan that specifies how a company will reach customers and achieve competitive advantage by delivering products and services in line with factors like pricing and distribution. It notes that GTM strategy provides a blueprint for connecting with potential customers and fulfilling brand promises. The document then covers why GTM is important, what determines an effective GTM strategy, common stages and approaches to GTM, and best practices for developing a GTM strategy.
2. Agenda
1) What is GTM? – The Definition
2) Why is GTM important?
3) What determines GTM?
4) Stages of GTM
5) GTM Approaches
3. What is GTM? – The Definition
“A go-to-market strategy (GTM strategy) is an action plan that specifies how a company will reach
customers and achieve competitive advantage. The purpose of a GTM strategy is to
provide a blueprint for delivering a product or service to the end customer, taking
into account such factors as pricing and distribution.”
How does your business connect with its customers? How do you deliver your unique value to
your target customers? How do you go from the initial connection with a potential customer to
the fulfillment of your brand promise? The answer to these vital questions define your go-to-
market strategy.
Src: Google Search
4. What are the keywords?
CUSTOMER
REACH
SELL
DELIVER
5. What is most important?
RELEVANT CUSTOMER
COST EFFECTIVE / FASTEST REACH
GUARANTEED SELL AT PROFITABLE PRICE
DELIVER AS PER BRAND PROMISE
6. RELEVANT CUSTOMER
Part of your identified target group
Potential buyer – today or tomorrow
Influencer to buyer – today or tomorrow
Influencer in industry / market ecosystem
7. What matters?
Brand Name
Tagline
Logo
Color
Design
Brand Ambassador
Leaders / Team
Marketing Channel Mix (Online : Offline)
8. COST EFFECTIVE / FASTEST REACH
Who is your customer?
Where your customer consumes content?
What your customer consumes?
When? How?
Who are the influencers?
9. COST EFFECTIVE / FASTEST REACH
Online : Offline Mix
Online Media
Website
Social pages
SEO
Mobile
Events
Offline Media
Print
Radio
TV
OOH
Events
Others
10. GUARANTEED SELL AT PROFITABLE PRICE
Reach the target buyer (prospect) or influencer
High brand recall with potential prospect
Social / Community influence / advocacy
11. Why is GTM important?
Mind-share Market Share Profit Share
Go-To-Market Stay-in-market Win-in-market
Create a brand
Reach customers
Generate leads
Differences in :
Positioning
Reach
Marketing investments
Marketing ROI
12. What determines GTM?
Customer Demographics
Geography
Industry
Product v/s Service
Company Age
Financial Health
13. GTM Approaches
1) Identify target group (TG) – market segment for whom you built this
2) Filter to “addressable market”
3) Identify channels to reach “addressable market”
4) Define market proposition
Relevant to customers
Relevant to channel partners
4) Define market proposition
14. Why is GTM even more important today?
Intelligent , Social CUSTOMER
Complex CHANNELS
Increased COMPETITION
Blurring INDUSTRY boundaries…
Business demand for QUICK results ; Agility is key
Increasing regulation and compliance
15. Best Practices.. Or Common Sense?
Data driven GTM – based on where your customers are and your business objectives
Have a plan and Follow the plan
Get sign-off / buy-in from key stakeholders
GTM is an evolving strategy.. Review – Refine – Revise
