GTM Strategy for IT Service

1. GO TO MARKET
STRATEGY
ET MARLABS
Kameshwar Dutt
IIM Jammu

2. INDEX
 Product Overview
 Who would be interested in this solution?
 Users problem that can be solved
 Market Estimation
 Positioning
 Communication Strategy
 Tools required

3. PRODUCT OVERVIEW
• ET Marlabs provides end-to-end cloud-based CRM services and
solutions on the Salesforce™ ecosystem for existing users and new
clients, across business functions and for different scenarios.
• It help companies bring their new ideas and ways of doing business
with customers to life through the innovative, flexible, scalable and
highly customizable Salesforce™ eco-system.
• ET Marlabs Platinum status is a recognition by Salesforce™,
indicating we has achieved the highest degree of performance and
customer satisfaction in their partner rankings

4. WHO WOULD BE INTERESTED IN THIS SOLUTION?
(SMALL, MEDIUM AND LARGE ENTERPRISES?)
• The three main business functions that use Salesforce are sales,
marketing, and customer service professionals; however, when
customized, Salesforce can extend beyond those functions and
provide value for human resources, operations, and finance.
• Salesforce has been initially targeting the MNCs and tech-giants
who can afford their services but recently it has also shifted its focus
on SMBs and online businesses.
• With startup culture gaining popularity in 3rd world countries and
new business verticals being explored by individuals and small
organizations the market situation has changed quite a lot.
• Salesforce’s target organization includes MNCs and SMBs in short.

5. USERS PROBLEM THAT CAN BE SOLVED
• To manage and optimize their sales processes to qualify and nurture
leads, record conversation notes, track and forecast opportunities,
and report on your business KPIs.
• To manage marketing campaigns and measure ROI.
• Marketers can create segmentation lists and personalize customer
experiences, connect with customers in real time, use data to
predict behaviour, and map out the customer journey from brand
awareness to purchase.
• Customer service teams can quickly resolve support cases in real
time with agent-matching capabilities.

6. USERS PROBLEM THAT CAN BE SOLVED
• HR teams can use to build an employee knowledge centre using
data to understand what questions new employees are asking
during the onboarding process.
• Operations teams can use to track order execution with email
notifications, create and edit order records, and trigger follow-up
tasks.
• Finance teams use to keep all records and customer payment data
in a single system to bill, report, and track revenue.
• It keeps core financial management functions in the same cloud
platform that sales, marketing, and other business units use making
it easier to access and manage.

7. MARKET GUESSTIMATION
Locations: Bangalore, Mumbai and Delhi
Bangalore Mumbai Delhi/NCR
Total no. of registered companies 14,000 16,000 18,000
Let suppose companies that are
established enough and requires
CRM is 20%
1,400 1,600 1,800
Market size of Salesforce 20% 280 320 360
As platinum partner of Salesforce ET
Marlabs can reach up to 75% of
market
210 240 270
Therefor total market size for combined location would be 740.

8. PRODUCT POSITIONING
• ET’s developers hold multiple certifications and have vast
experience from a diverse range of projects implemented in the US,
Canada, India, Australia, Japan, Africa, UAE, Maldives and the UK.
• Many hold multiple certifications, including those of Architect,
Consultants, Senior Developers, Developers and Testers.
• Its unique methodology ensures that project timelines are split into
two-week delivery cycles to ensure business relevance and keep
client participation at its best.
Positioning
Technical expertise, Growth Partner, Reliable, Result
Oriented, Customer Centric
Rationale

9. COMMUNICATION STRATEGY
( WHO? | WHAT? | HOW? )
Who?
• B2B customers from all industry verticals
• Target audience: Influencers & Decision Makers in Business Units, Mid to
Senior level Managers, CEO & CXO in Startups
What?
• Educating customers about the opportunities lost in absence of our product
• How our service is going to benefit the business of our customer
• ROI, improved efficiency and reliability of brand
How?
• Inbound Marketing, Social media marketing, Digital marketing
• Cold Calling, Email Marketing, Content Marketing, SEM & SEO
• Affiliate Marketing ( via Salesforce), Vlogs, Blogs and White Paper

10. TOOLS REQUIRED
• Owler for Market Research
• Salesforce for CRM
• Amazon Web Services for Email marketing
• Coschedule for Content marketing
• Majestic for SEO
• Lead411 for lead enrichment

11. Kameshwar Dutt
MBA, Indian Institute of Management Jammu |
B. TECH, IT GGU Bilaspur | Computer Science
Contact – 07999093807 | Email –
LinkedIn - www.linkedin.com/in/kameshwar-dutt-
4b6703157
THANK
YOU