Communications & Go To Market Strategy Consulting

WWW.TBG.GLOBAL

Helping Business Grow in the UK & OverseasStart-up | Scale-up | Global Expansion

Delivered By Trade Bridge Group - Fuelling International Trade

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What

What To Sell

How To Sell

Who To Sell

MARKETING STRATEGY

Your Markets

Your Customers

Your P

roduct

s

Your Go To Market Strategy Entails

GTM Strategy - Target Market Definition

TARGET MARKET

Industry

Product or Solution

Size of Organisation

Technology Adoption

Is there a specific industry or industries that are suited for the offering?

Is this a complete solution or a point product?

Is this a new market where the focus is on early adopters or a mature market?

Is there a specific size (revenue, assets, employees) being targeted?

Buying ProcessIs this a complex sale that involves an approver, decision maker, recommender and influencer? Price Point

What is the average selling price and the average sales cycle?Distribution Model

Will this be sold by direct sales, inside sales, online sales, or indirect channels?

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GTM Strategy - Your Customers’ Needs Analysis

CUSTOMER NEEDS

1. Process

3. Value Proposition

2. Change

4. Value

What is the current customer acquisition process?

What is the value proposition that will resonate and be compelling?

How do you link the value to the customers’ KPIs?

How can the process be changed for improvement?

5. Decision MakerWhy is this appealing to the decision

maker? What’s the lightbulb moment?

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GTM Strategy - Target Market Breakdown

What to Sell Who to Sell How to SellMarketing Medium Ave Selling Price Sales Quota # Employees Industries Titles Channel Ave Sales Cycle Approach

Online & Offline £100K £1 million 10,001+ 1, 2, 3 C Suite Direct / Partners 6 - 12 months Targeted Accounts

Online & Offline £75K £750K 5,001 - 10K 1, 2, 3 C Suite Direct / Partners 6 - 12 months Targeted Accounts

Online & Offline £50K £500K 1,001 - 5K 1, 2, 3 C Suite Direct / Partners 6 - 12 months Targeted Accounts

Online & Offline £40K £400K 501 - 1K 4,5,6 Mid Level Direct / Partners 3 - 6 months Targeted List

Online & Offline £30K £300K 201 - 500 4,5,6 Mid Level Direct / Partners 3 - 6 months Targeted List

Online & Offline £20K £200K 51 - 200 4,5,6 Mid Level Direct / Partners 3 - 6 months Targeted List

Online & Offline £15 £150K 11 - 50 7,8,9 Owner/Manager Direct / Partners 1 - 3 months Website

Online & Offline £10K £100K 2 - 10 7,8,9 Owner/Manager Direct / Partners 1 - 3 months Website

Online & Offline £5K £50K 0 - 1 7,8,9 Owner/Manager Direct / Partners 30 days Website

Off

erin

gSo

luti

on 3

Solu

tion

2So

luti

on 1

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GTM Strategy - Market Maturity

Audience Innovators Early Adopter Majority Late Majority Laggard

Market Small Expanding Peacked Peaked Contracting

Price Very High High Medium Medium Low

Sales Low Expanding Flattening Flattening Moderate

Competition Low Increasing High High Moderate

Business Focus Awareness Growth Customer Retention Customer Retention Transition

SaturationIntroduction Growth MaturityPossible

Development

End of Life

Contraction

Renewed Growth

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GTM Strategy - Direct Selling

• Prospecting Outside Named Accounts • Expense Reports • Communications with Existing Customers • Communications with New Prospects • Networking • Internal Emails • Internal Meetings • Post Sales Requests • Sending Collateral • Database Building • Scheduling Meetings

• Prospecting • Account Research / Meeting Planning • Meetings with Prospects & Customers • Meeting Follow-up • Responses to Proposals • Proof of Concept • References • Management of Internal Resources • Contracts • Quotes • Communication with pipeline prospects • Training and Account Planning • Account Reviews

Non-Core SellingCore Selling

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GTM Strategy - Partnership Model

Understand the industry network and value chain to build relationships

How does the relationship help achieve goals. Create a checklist to assess the value of the partnership

Partners must provide mutually significant value

Manage the process for mutual success

Value for the partner

Partner selection criteria

Partner Network &

Profile

Partnering

Partner Management

Process

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GTM Strategy - The Partner Process

Define Identify Market Screen Sell Plan & Agree

• Identify areas for partnering

• Define partner capabilities

• Identify potential partners by using partner selection criteria

• Create interest among potential partners

• Apply partner selection criteria for value of partners

• Develop a win/win value proposition

• Develop mutual agreement on technology, sales, marketing, implementation and support

Strategic agreements are to be in writing and regulated by formalised daily operations and monthly reports

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GTM Strategy - The Partnership SWOT

• What are your assets and which is the strongest?

• What makes you better than your competitors and what’s unique about your company?

• What things do others say you do well?

• Are there new situations coming down the road that you can take advantage of?

• Are there gaps in the market you can fill? • Are there partnerships that may be fruitful?

• What do you not feel comfortable doing?

• What needed resources, staff or skills do you lack?

• Who are your competition and what do they offer that you don’t or can’t?

• Are there environmental changes that may affect the business?

• What other roadblocks are you facing?

Strengths

Opportunities Threats

Weakness

Exte

rnal

Fac

tors

Inte

rnal

Fac

tors

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GTM Strategy - The 4Ps of Marketing

Target

PlaceProduct

Price Promo

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GTM Strategy - Definition of The 4Ps of Marketing

PRODUCT • Brand • Packaging • Services • Functionality

PLACE •Channel •Inventory •Logistics •Distribution

PRICE • List Price • Discounts • Bundling • Credit Terms

PROMOTION • Advertising • Sales Force • Publicity • Sales Promotion

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GTM Strategy - Sales Journey Board

Awarenes Consideration Research Selection Purchase Delivery

• Search Engine Marketing

• Trade Events • Partner Assets • Community

Programmes • Promotions • Speaking

Engagements

• Website • Social Profiles • Partner Events • Topical Blogs • Webinars

• Demos • Case Studies • White Papers • Brochures • Partner Collateral • Factsheet • Competitive

Analysis

• Trials • Referral

Programme • Community

Programme • Sponsorships • Advisory Board

• RFI / RFP/ RFT/ RFQ • Contracts • Pricing • Customer

Reference • Customer

Advisory Board

TraTrials • Customer Referral

Programme • Customer

Advisory Board • Training / Support

Programme • Regional and

Local User Events

Sales guide with best practice and steps to follow

CloseLeadProspect

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GTM Strategy - Sales Journey Map

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Consideration Purchase Service LoyaltyAwareness

PR

RadioTVNewspapers / PrintBilboards

Word of Mouth

Online Ads

Email

Social Media SEO / Search

Landing Page

Blog

Affiliate Sales

Website

Mobile

IM / Chat

Phone IVR

Promo on Invoice

Articles / Blog

Email

Newsletter

Events / Trade Shows / Trade Missions Chambers of CommerceOther Memberships

Sales Team

Online Touch Points

Offline Touch Points

CRM

CRM

Referrals

GTM Strategy - Marketing & Sales Synchronisation

Marketing

Sales

Qualification | Problem RecognitionNeeds Analysis | Bespoke Proposal 

Business Impact | Prospect Buy In

Proposals Approval | Purchase ApprovalClose Deal | Relationship Management

Branding | Identity | Messaging | Lead Generation | Website | Digital PR and Reviews |Social Media | SEO / SEM | Webinars |  Online Groups | Offline Events

CRM System | Prospecting | Qualification |  Meetings | Needs Analysis Proposals | Follow up |  Negotiation | ROI & KPIs |Pricing |  Close

Increasing Mind Share

Increasing Market Share

YES

YES

NO

DO YOU HAVE A STRATEGY?

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Sales Revenue

= No Increase

Increase

Communications & Go To Market Strategy Consulting

WWW.TBG.GLOBAL