Build a More Effective Go-to-Market Strategy

Maximize Go-to-Market success through deeper market and buyer understanding, competitive differentiation, and launch team readiness that delivers target revenues.

Thought Model: Build a More Effective Go-to-Market Strategy

Member Challenge

  • A weak or poorly defined Go-to-Market strategy is often the root cause of slow product revenue growth or missed product revenue targets.
  • Many agile-driven product teams rush to release, skipping key GTM steps leaving Sales and Marketing misaligned and not ready to fully monetize precious product investments.
  • Guessing at buyer persona and journey or competitive SWOT analyses – two key deliverables of an effective GTM strategy – cause poor marketing and sales outcomes.
  • Without the sales and product-aligned business case for launch called for in a successful GTM strategy, companies see low buyer adoption, wasted sales and marketing investments, and a failure to claim product and launch campaign success.

Our Advice

Critical Insight

  • Having an updated and compelling Go-to-Market strategy is a critical capability – as important as financial strategy, sales operations, and even corporate business development, given its huge impact on the many drivers of sustainable growth.
  • Establishing alignment through the GTM process builds long-term operational strength.
  • With a sound GTM strategy, marketers give themselves a 50% greater chance of product launch success.

Impact and Result

  • Align stakeholders on a common vision and execution plan prior to the Build and Launch phases.
  • Build a foundation of buyer and competitive understanding to drive a successful product hypothesis, then validate with buyers.
  • Deliver a team-aligned launch plan that enables launch readiness and outlines commercial success.

Research & Tools

Build Your Go-to-Market Strategy

Use this storyboard and its deliverables to build a baseline market, understand your buyer, and gain competitive insights. It will also help you design your initial product and business case, and align stakeholder plans to prep for build.

Name Actions
Build a More Effective Go-to-Market Strategy – Phases 1-3
Go-to-Market Strategy Presentation Template
Go-to-Market Strategy RACI and Launch Checklist Workbook
Product Market Opportunity Sizing Workbook
Go-to-Market Strategy Cost Budget and Revenue Forecast Workbook
Build a More Effective Go-to-Market Strategy – Executive Brief