Go to Market Plan – Opportunistic or Account BasedGo to market resources @ fourquadrant.com

Go to Market Plan – Opportunistic or Account

Based

An Opportunistic Demand Creation

Plan

An opportunistic demand creation plan is a reactive plan – i.e. it requires an individual to react to a stimulus (a demand creation program) and usually supports a generic go to market plan.

Opportunistic demand creation programs typically treat all accounts as equal.

Once there is activity, sales and marketing then have to determine when and how to follow up, relative to all other opportunities.

Go to Market Plan - Opportunistic

Go to market resources available @ fourquadrant.com

Opportunistic: Approach is Based on Horizontal Programs

An opportunistic approach is characterized by promoting horizontal or generic programs to contacts at companies that: Exist in the sales force automation

system Were purchased or rented from a

third party Were captured organically through a

download or registration form

Go to Market Plan - Opportunistic

Go to market resources available @ fourquadrant.com

Issues With An Opportunistic

Approach

If the company is not in the prospecting database then there is little chance of a connection.

If the sales team has rated the accounts in the served-market and prioritized a subset of these accounts as “Most Wanted” then marketing resources are being diluted.

The demand creation effort may not be in synchronized with the sales effort in terms of the quality and quantity of qualified sales opportunities.

The digital assets or offers may not be part of a sales play.

Go to Market Plan - Opportunistic

Go to market resources available @ fourquadrant.com

An Account Based Demand Creation

Plan

A demand creation plan aligned with the sales team to penetrate a set of accounts should focus first and foremost on the specific companies and the specific contacts within those companies that are part of the buying process.

It’s important that these companies and contacts find the solution’s use case of great interest as it provides a tangible and highly desired business outcome.

Go to Market Plan – Account Based

Go to market resources available @ fourquadrant.com

At The Heart of an Account Based

Demand Creation Plan

A database full of all the targeted companies with a high propensity to purchase (based on a mutually agreed set of criteria that sales and marketing have developed)

Contacts (technical, business, strategic and operational) with current contact information

Account intelligence about the company and its priorities – gained from public and private sources

Research into the key people assumed to be in the buying process to learn how to approach them – i.e. (personal or business) and what to say (how to message their interests into a business topic that one’s technology could be used to derive benefit) and how to motivate them

Connections – leveraging all employees’ connections to all potential contacts to determine if there is any connection based on personal, education, professional, geographical, social, political, athletic, hobbies, groups or family information

The development and execution of a play or series of plays that orchestrate all the sales and marketing resources around the most specific use case that consistently provides positive outcomes for the company being targeted

Go to Market Plan – Account Based

Go to market resources available @ fourquadrant.com

Go to Market Plan – Opportunistic or Account Based

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Go to market resources @ fourquadrant.com

Go to Market Plan – Opportunistic or Account

Based