Eric Groves was the number 2 exec at Constant Contact for many years, and led their go-to-market groups. In this presentation, Eric talks about several of the frameworks that they used to define their go-to-market strategy. This talk was given to a set of entrepreneurs in Cambridge, MA, and a video of that talk will be posted shortly on my blog: www.forEntrepreneurs.com.
4. Grand Total =
Market Map (Size / Growth / Segmentation) $375MM
$200MM $100MM $75MM
100%
Other
Other
Competition 7
Competition 6
Competition 5 Other
Competition 4
75%
Competition 3
Competition 2
Comp 3
You
Competition 1
50% Competition C
Comp 2
Competition B
You
25%
Comp 1
Competition A
0%
Core Product New Product Future
Annual Growth 20% 60% 100%
4
5. Horizontal vs. Vertical
Boil the Ocean Laser Focus
Marketing Centric Lead Generation
Sales Centric Lead Generation
Finding The Right Balance:
The smaller the Total Addressable Market the higher the dependency on sales
for lead generation
6. Indirect Channel Mapping (Phase 1)
Defensive
Blocking High Potential
Brand Association Integrations
Reach
Reseller Program
Client Services
Influence (in purchasing decision)
8. AIDA into the Funnel
Unaware Aware Interest Desire Action
That the pain exists
In resolving the pain
Others like me have
overcome the pain
Quick “wow” experience
that resolves pain
Marketing & sales aligned to drive prospects through the AIDA curve and into
the sales funnel
9. Maximizing The Funnel
Media Touch Personal Touch
Suspects
Prospects
Engaged “Trialer”
Customer
Lost Customer
Test, Test, Test & Invest:
Constant Macro testing and Micro tuning to maximize the funnel
10. Summary
Understand Your Market
Who are you selling to?
Where do they congregate?
Who do they already listen to with regard to the pain you resolve?
Get out of the office
Don’t listen to others go observe some prospects
Test, Test, Test & Invest
There is no silver bullet
Alter your own perspective before the competition does it for you
14. Engagement “Bridges” - Revolutionize
Acquire Connect Inform Grow
Search Website POS Facebook
Directo Ratings & Email Twitter
ry Reviews
Offers / Website Forward
Deals Facebook s
WoM Face2Face Shared
Twitter / Phone Coupons
Engagement Bridges
1. Opportunities to further the relationship beyond the task at hand.
2. Lead both sides to the optimal (highest value) relationship
3. Require knowhow and coaching to maximize potential
4. Enable continued engagement (online to offline and vice versa)
5. Revolutionize success
Aware Interest Desire Action Empower
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15. Engagement “Platform”
Acquire Connect Inform Grow
Need: Get found by the Need: Be open and Need: Deliver a great Need: Have my
right audience demonstrate value experience and sustain customers refer me to
Business
Small
it post-purchase others
Higher ROI to Small Business
Search Website POS Facebook
Director Ratings & Email Twitter
y Reviews
Offers / Website Forward
Deals Facebook s
WoM Face2Face Shared
Twitter / Phone Coupons
More Value to Consumer
Consumers
Want: Find the right Want: Be able to see Want: Have a great Want: Share my
provider what others think: experience, with good experience &
1. People like me value and want to go knowledge to be
2. People close to back for more known as informed
me consumer
Aware Interest Desire Action Empower
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