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The Go-To-Market Plan

The Go-To-Market Plan

It is more focused and developed for a specific product or market. A comprehensive Go-To-Market plan will compose of four components:

  • Product strategy: to differentiate the new offering from those of competitors.
  • Promotion strategy: pricing promotions and cross-promotions at launch
  • Channel strategy: channels utilized not only to sell products but also to educate and support partners and customers
  • Marketing and communications strategy: entailing efforts to generate awareness with customers and employees who interact with customers for instruction, purchase, and or support.

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Defining the customers’ problems and validating the offering that addresses them:

  • Define the pain: customers do not think in terms of solutions, they only know what their pains are. 
  • The urgency of the pain: Are they looking for an immedia...

Some goals of a Go-To-Market plan may include:

  • Product brand awareness — high awareness or being easily recognized, helps drive potential prospects and sales.
  • Marketing to leads — leads, are qualified people who will be interested in the produc...

  • New market entry — when extending an existing offering to a new market
  • New product development (NPD) — when launching a new offering in an existing market
  • Offering diversification — when introducing a new product into new mar...

A Go-To-Market plan should include certain elements of research and action:

  • Customer research: that probes buyer’s interest in your product, or otherwise to perform customer development
  • Trend research: such as whether the company is entering in...

  • Demographic factors — such as age, income, education, religion, marital status, occupation.
  • Geographic factors — urban, suburban or rural area
  • Behavioral characteristics — how relevant, consistent and frequent their behavior ...

  • Recorded data — obtained externally in the form of published sources such as competitors’ brochures, promotions, news articles, and annual reports
  • Witness or observed data — such as what you see when you go to a trade show and visit a competitor’s bo...

  • Reduces the time it takes to get to the market
  • Lowers risk and the cost that may be associated with failed launches
  • Delivers the best experience for the customer
  • Invests on the right path with better ...

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