2. Marketing Concepts – GTM Strategy!
Marketing Strategy involves WHO the firm will go after and WHAT it will offer them. Go-To-Market Strategy
is focused on HOW the firm will make it happen. !
Marketing!
Strategy!
Where to sell!What to sell!
How to sell!
Markets!
3. Marketing Concepts – Market Maturity!
Innovators Early Adopter Early Majority Late Majority Laggard
Small Expanding High Peaked Contracting
Very High High High Medium Low
Low Expanding High Flattening Moderate
Low Increasing Moderate High Moderate
Awareness Growth Market Share
Customer
Retention
Transition
Revenue!
Introduction! Growth! Maturity! Saturation!
Possible
Development!
Audience!
Market!
Price!
Sales!
Competition!
Business Focus!
Renewed Growth!
4. Marketing Concepts - Technology
Adoption Curve!
0! 1-2! 3-5! 6-10! 10-15! 15-20!
Innovators! Early
majority!
Late
majority!
Laggards!
Note: On average, a company will need at least 6-10 years in a market to establish
market category dominance!
Years!
Early
adopters!
2.3%! 16%!34%! 34%!13.6%!
5. Marketing Concepts – Served Market!
Market Share!
Served Market – BI & Analytics!
Total Market – Big Data!
Served Market/Sales Volume!
Served Market – Specific Use Case!
7. Market! Use Case! Diffferentiation!
The market
segment most
aligned with your
offering!
Market
Landscape!
A Specific Use
Case! Differentiation!
The specific use
case you solve!
Your unique
differentiation!
100%>>!
Establish the
focus and
direction for the
target market, the
specific use case,
unique
differentiation,
value drivers,
product direction,
messaging,
demand
generation and
sales enablement!
1! 2! 3! 4!
Value Drivers!
Marketing Concepts – GTM Fundamentals!
Value Drivers!
Economic impact
for each persona!
8. Marketing Concepts -
Buyer Behavior
Model !
Initiate!
Evaluate!
IT leads the project!1!
Ops! Finance!
Mktg! Sales!
IT!
§ Budget depends on org size and
structure!
§ Unbudgeted requires “pass the hat”
for funding!
§ Budget for Initiate is usually
budgeted within IT!
§ Regardless, Finance has to release
budget!
§ For Initiate, IT will seek approval
from Ops, Sales and Marketing!
§ For Evaluate, IT needs to provide
its approval!
§ ROI often required!
§ IT typically desire a trial version or
sandbox environment!
• IT asked to
evaluate
solution
proposed by
Operations,
Sales, or
Marketing!
• IT initiates if
they own and
are revamping
partner portal,
or a broad IT
initiative to
reduce costs
or to advance
the IT
architecture!
Typical!
Scenarios!
2! IT pulled into the project!
Self educate
based on a formal,
existing process to
buy tech!
Typically, a formal
process exists to
compare, contrast and
evaluate desired
functionality!
Operations to
support a self
service model to
Sales and
Marketing!
Leverage search
to find specific
information (how it
works) - keywords!
Decrease IT
operational costs
(dollars and people)!
CRM integration!
Increases to
revenue,
productivity, partner
satisfaction &
decreased costs!
Network with technical
peers to get the real
story!
Speed and ease of
deployment and
support!
Desire technical
information & want
to use the product to
see for themselves!
Will perform a
comparative review
of solutions vs build
vs repurpose!
Convert labor
intensive manual
tasks with
automation!
Want proof that it
works and how it
works, from trusted
sources!
Hosting
Infrastructure!
Contact technical
resources at
current sales
automation
provider!
Provide a user
experience that
engages partners
and makes doing
their job easier,
faster, better!
Trigger! Search! Consider! Choose! Buy!
Operational costs,
TCO!
Reduce IT burden
by providing a high
level of self service!
Conduct a competitive
and comparative review!
9. Marketing Concepts – Sales Marketing
Synchronization!
Increasing !
mind share!
Corp identity!
Positioning!
Messaging!
Lead generation!
Website!
Public relations!
Social Media!
SEO/SEM!
White papers!
Newsletters!
Success stories!
User groups!
Downloads!
User conferences!
Increasing!
market !
share!
Account intelligence!
Qualification!
RFP !
Sales presentations!
Tech note!
Needs analysis!
Demos!
Business analysis!
Value demonstration!
ROI!
References!
Scope & proposal!
Negotiation!
Pricing!
Close!
MARKETING! SALES!
Problem !
Recognition!
Info Search
/RFP!
Vendor!
Analysis!
Purchase!
Approval!
Vendor!
Selection!
Qualified!
Prospect!
Need!
Analysis!
Business!
Impact!
Scope & !
Proposal!
Close!
10. § Why (Market Category) Now?!
§ Market Category Evolution!
Trigger!
(why now)!
Search!
(what info)!
Consider!
(end state vision)!
Choose!
(attribute,
differences)!
Buy!
(steps to process)!Medium!
§ Case Studies!
§ Buy vs Build Comparison!
§ Competitive Assessment!
§ Forrester Wave Report!
§ Gartner Magic Quadrant!
§ Revenue Acceleration!
§ Operational Efficiencies!
§ End-users become Self Sufficient!
§ Scalable, Reliable Infrastructure!
§ Web Pages – Trigger Specific!
§ Blog Posts!
ü Company Posts!
ü Guest Posts!
§ Pay Per Click!
ü LinkedIN!
ü Google!
§ Tweets!
§ SEO images and screen shots!
§ Add FAQ section to website!
!
§ Conferences !
§ Affinity Groups !
§ Speaking Opportunities !
§ Thought Leadership!
§ SlideShare Decks!
§ Pinterest Image Pins!
§ Instagram!
§ Introductory Videos on!
ü Marketing!
§ ROI!
§ TCO!
§ DIY Gotcha Videos!
ü 3 Feature Videos!
§ Primers – Plant Landmines!
ü Integration!
ü Costs!
ü Administration!
ü Usability!
§ Bridging Content!
ü Topic to Thought Leader!
ü Thought Leader to Tech!
ü Technology to Company!
ü Company to Solution!
§ YouTube video!
§ Vimeo Video!
§ Trends, Issues & Opportunities
Overview of Market Category!
§ Customer Testimonials !
§ Analyst Quotes!
§ Inffluencer Reviews!
§ News Mentions!
§ Press Releases!
§ Sandbox Environment!
§ Role Based Vision Presentations!
§ Considering (Market Category)!
§ Customers Matter Most !
§ Market Category Key Message
Videos!
§ Customer Success !
§ Business Problem Videos!
§ Webinar – Wave Report!
§ Free Demo !
§ ROI Calculator!§ Free Download!
§ The Definitive Guide to!
§ mpact of Social on Market Category!
§ Impact of Mobile on Market Category!
§ B2B Multi-Channel Communication!
§ Benchmark Report!
Marketing Concepts - Journey Board!