We often hear other PMs and executives say the word Go-to-Market Strategy and everyone nods their heads as if they know exactly what the other person really meant. But the reality is that within any given organization, there are as many ideas of what Go-to-Market Strategy means as there are senior level executives. And when Product Marketing is asked to develop a Go-to-Market Strategy, they are unlikely going to satisfy the expectations of all stakeholders because each one has a different expectation. In this webinar, we'll help you to create a common understanding of a Go-to-Market Strategy and what Product Marketing needs to do to effectively create one. Key Takeaways from participating in this webinar: - Develop a common definition for a Go-to-Market Strategy that can be shared with your organization - Learn the seven elements that go into a complete Go-to-Market Strategy - Understand the steps to creating your Go-to-Market Strategy

1. What is a Go-to-Market Strategy &
How to Create One?
Tom Evans
CompellingPM
@compellingpm
Copyright 2013. The Lûcrum Group, Inc. 1

2. Poll Question 1
Does your company create a formal Go-to-
Market Strategy for each product?
a) Yes, all products have a Go-to-Market Strategy.
b) Sometimes we create Go-to-Market Strategy, but
this is not a standard.
c) No, we never create Go-to-Market Strategy.
d) What is a Go-to-Market Strategy?
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3. What is a Go-to-Market Strategy
• A Go-To-Market strategy is how a company
delivers their unique value proposition to their
target market and creates a competitive
advantage.
– How do you create value?
– How do you deliver the value?
– How do you capture the value?
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4. GTM Strategy Helps You Succeed
• Improves time-to-market
• Reduces risks of failure and brand damage
• Enhances customer experience
• Avoid the wrong path
• Establishes path for growth
• Clarifies plan and direction for all
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5. What’s Included in the GTM Strategy
• WHOM will we actively target within the market?
• WHAT will be our product portfolio for target
customers?
• HOW MUCH will we charge for our products for
different customers?
• HOW will we promote our products to target
customers?
• WHERE will we promote and sell our products to
target customers?
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Source: http://en.wikipedia.org/wiki/Go_to_market

6. Poll Question 2
When do you typically create the Go-to-Market
Strategy?
a) Once the product is ready to launch.
b) During product development.
c) When planning the product.
d) When an executive asks for it.
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7. The Wrong Way to GTM
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Build Product
Define Channels
Define Price
Define
Promotions
Ready – Fire

8. Slightly Better Way to GTM
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Build Product
Define Target
Markets &
Positioning
Define Channels
Define Price
Define
Promotions
Ready – Aim - Fire

9. The Best Way to GTM
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Define Product
Define Target
Markets &
Market
Problems to
Solve
Define Channels
Define Price
Define
Promotions
Define
Positioning
Aim - Ready - Fire

10. When to Define GTM
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Source: AIPMM & 280 Group

11. Building Your GTM Strategy
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12. Needs, Wants, Demands
• Need - is state of felt deprivation of some
basic satisfaction.
• Wants – are desires for a specific satisfier of
these deeper needs.
• Demands – are wants for specific products
that are backed up by an ability and
willingness to buy them.
Source: Kotler – Marketing Management
12Copyright 2013. The Lûcrum Group, Inc.

13. Our Levers of Influence
• We don’t create “Needs”.
• We influence “Wants” & “Demands” with our
Go-to-Market Strategy
– Positioning
– Product
– Price
– Place
– Promotion
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14. Target Markets
• Select most attractive market segments
– Alignment with corporate strategy
– Has biggest and most urgent pain
– Gaps in the market
– Core competencies best support
– Ability to reach
– Leverages strengths
– Least competition
– Largest market size
• Roll-out plan
– Order to enter each market segment
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15. Strategy Drives Marketing Mix
• Unique for each target market
• Starts with positioning
• Create competitive advantages
• Marketing objectives and strategy changes
through product lifecycle
15Copyright 2013. The Lûcrum Group, Inc.

16. Key Strategy Decisions
• Positioning –designing the company’s offer so
that it occupies a distinct and valued place in
the target customer’s minds. (Kotler)
• Competitive Advantage - developing a
combination of attributes that allows a
company to distinguish itself and outperform
its competitors.
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17. Key GTM Strategic Objectives
• Create awareness, first customers
• Maximize market share
– Attack competitors
– New markets/users
– Increase usage
• Defend market share
– Against competitors
– Defend a position
• Harvest product for maximum profitability
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18. Poll Question 3
Who typically owns the Positioning decision in
your organization?
a) Product Management.
b) Product Marketing.
c) Product Management & Product Marketing.
d) Senior Executives.
e) Never thought about it.
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19. Product
• What needs does customer need to solve?
• Which features best meet these needs?
• How will customer use it?
• What are important attributes?
• How is it differentiated?
• What is necessary for the whole product?
• What should Product Line look like?
19Copyright 2013. The Lûcrum Group, Inc.

20. Whole Product
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Core
• Benefits
• Features
• Quality
• Packaging
• Brand
• Style
• Color
• Fashion
• Standards
• Installation
• Integration
• Services
• Warranties
• Finance
• Additional
Software &
Hardware
• Customer Care
• Delivery
Actual
Product
Augmented
Source: AIPMM & 280 Group

21. Price
• What is the pricing strategy?
• What is the value of product to customers?
• Are there existing price expectations?
• How do we price relative to competitors?
• Can you create competitive advantage with
pricing model?
• What are price points for product line?
21Copyright 2013. The Lûcrum Group, Inc.

22. Place
• Where do buyers want to purchase your
product?
• What is the right distribution model?
• How do you develop the right distribution
channels?
• What types of support and services are
required?
• Can you create a competitive advantage?
22Copyright 2013. The Lûcrum Group, Inc.

23. Promotion
• How do you reach the buyers & influencers of
your target market?
• What messages will motive them to
awareness, consideration, purchase?
• These decision drive marketing programs!
23Copyright 2013. The Lûcrum Group, Inc.

24. Poll Question 4
Which is the most important driver in creating
your Go-to-Market Strategy?
a) Clear understanding of your target markets.
b) Aligning with your corporate strategy and
strengths.
c) Knowing how to compete against your
competitors.
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25. Key Drivers for GTM
• Customers
– Intimate Understanding of Target Markets
• Company
– Mission, Strategy, Strengths, Weaknesses
• Competitors
– Strategy, Strengths, Weaknesses
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26. Understanding of Target Markets
• Who they are
– Personas
• Why they buy
– Problems they want to solve
• How they buy
– What is their buying process
– Where do they look
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June 21 Webinar
http://www.aipmm.com/aipmm_webinars/2013/05/how-to-develop-a-deep-
understanding-of-your-target-markets---the-starting-point-for-great-product-ma.php

27. GTM Process
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Source: http://www.strategyhub.net/2011/01/framework-of-week-45-strategic.html

28. GTM Summary
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29. My Next Webinar
How to Create Effective Sales & Marketing Tools
That Actually Get Used By Sales and Prospects!
Friday, Oct 4, 2013
http://bit.ly/192JLpd
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30. Upcoming Training
• Optimal Product Management & Product Marketing
– Sep 9 – 11 (Austin)
– Oct 14 – 16 (Dallas)
• AIPMM Certifications
– Nov 5 – 6 (CPM – Austin)
– Nov 7 – 8 (CPMM – Austin)
More dates/locations - www.280group.com
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31. Free 1 Hour PM/PMM Consult
• First ten to submit information on form
• http://compellingpm.com/freeonehour/
• Please include background on topic or issue
• Must include company info (no Gmail)
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32. Thank You!
Tom Evans
CompellingPM
tevans@compellingpm.com
@compellingpm
www.compellingpm.com
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