Product Marketing Workshop: Building the right GotoMarket for Startups

(c)Institute of Product Leadership

PRODUCT MARKETING WORKSHOPBuilding the right GotoMarket for Startups

Pinkesh Shah Faculty Institute of Product Leadershipwwwproductleadershipcom

IPL Koramangala Campus Bangalore India

PES UniversityBangalore India

SF State UniversitySan Francisco USA

1000+ Alumni (IPLites) across 220+ Companies since 2012

Rutgers Center of Innovation NJ USA

GLOBAL CAMPUS LOCATIONSCORPORATE ENGAGEMENTS

ABOUT THE INSTITUTEB-school for Product Innovators

Executive MBA (18 months) | Product Leadership Bootcamp (20 weeks)| WorkshopCertification Programs

Pinkesh ShahProduct Management PracticeInstitute of Product Leadership

Product Leadership RolesVP Product Mgmt McAfee USA15 years in Product Industry

Angel InvestorFoodie

Pinkesh Shahpshahipleduin

Connect on LinkedIn

Connect with your customers to deliver delight

Institute of Product Leadership

wwwproductleadershipcom

What next1 Leverage the Product Leaders Network

LinkedIn Meetups2 Leverage Resources

Webinars Materials Templates3 Leverage the Open Source Initiatives

Mentor Connect PLF conferences Productathons

wwwproductleadershipcomprodevents

What will we discuss Product Management Pre-

Requsites Value Proposition Framework Defining GotoMarket Product Positioning Lead Generation Sales Cycle Mapping Tools

ChhotaTummycom is an online food delivery system for kids

Case StudyActive Challenge

80316 Confidential (c) IPLInstitute of Product Leadership 8

CUSTOMER DEVELOPMENT MODEL

Problem-Solution FitHave we found a problem lots of people need solved and are willing to pay

Do we have a solution to this problem

Product-Market FitDoes our productsolution solve the problem in a compelling way

Does it address the painsgains of a segment in the market

Start of ExecutionBuild end-user demand and drive into sales channel to scale the business

Scaling the OrganizationFocus on executing the model and expansion

Customer vs Product Development

90316 Confidential (c) IPL

WHERE ARE YOU IN YOUR STARTUP JOURNEY

Get out of the building

Run experiments to test hypotheses

Start building user demand and enable channels sales

Execute validated business model

Relationship based Marketing

First 100 Customers

Growth Hacking

Multi Channel Marketing

We need the following in placeValue Proposition DesignPersona DefinitionsBusiness Model FinalizedPricing ModelProduct RoadmapBusiness Goals

Before We Get Started

Approach is HandsOn

VALUE PROPOSITION DESIGN

Source businessmodelgenerationcom

Business Model Canvas ndash Alex Osterwalder

Mini canvas

bull For whom are we creating valuebull Who are our most important

customersbull Mass Marketbull Niche Marketbull Fragmentedbull Multisided Platform

bull What value do we deliverbull Which one are we solvingbull What bundle of

productsservices are we offering to each segment

bull Which customer needs are we satisfying

bull What EOPsndash Newnessndash Performancendash Customiationndash BrandStatusndash Pricendash Cost Reductionndash Risk Reductionndash Accessibility

DISCOVERY TECHNIQUEValue Proposition Design

Jobstobedoneorg

Whats in for me

Value Proposition can be

Pain KillersAntiVirus cleans the infection and reduces downtime by 20

Gain CreatorsldquoTrustrdquo Logo causes 15 more online sales

CUSTOMER PROFILE MAP

CUSTOMER JOBSWhat are they trying to do

PAINSBad outcomes risks challenges related to jobs

GAINSOutcomes customers want to achieve or benefits they seek

Revenue StreamsHow do you Get Currency

Revenue Model =

the strategy the company uses to generate cash from

each customer segment

Pricing Model =

the tactics you use to set the price in each customer

segment

Revenue Models 1 Subscriptions2 Usage3 Asset Sale4 Leasing5 Licensing6 Advertising7 Broker

8 Freemium9 Affiliate10 Razor Blade11 Open Source12 Selling Data13 Co-Creation14 Per Module

1 Subscription Feebull Fee for continuous access to a service

2 Usage fee

3 Asset Salebull Sale of ownership right to a product

4 Leasing Rentingbull Fee for temporary access to a good or service

5 Licensingbull Fee for use of some IP (including software)

5 Licensing OEM

Step1 Step2 Your product Step 3

6 Advertisingbull Fee paid by brands and companies to get in

front of potential customers

7 Broker Modelbull Often found in marketplaces of

various types a fee for bringing together two or more parties involved in a transaction

8 Freemiumbull Product or service is provided free of

charge but money is charged for proprietary features functionality or virtual goods

9 Affiliate revenue

10 Razor blade model

11 Open Source

12 Selling data

13 Co Creation

14 Per Module or Per Feature

Revenue Models Summary

1 Subscriptions2 Usage3 Asset Sale4 Leasing5 Licensing6 Advertising7 Broker

Single versus Multi-sided Markets

Institute of Product Leadership Confidential

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

POSITIONINGPERSONA BASEDSA

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

SALES PROCESSWIN LOSS

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

Adaptive Productizing

ProcessTM

Best Practices Approach to productizing

managing products and services predictably

GO TO MARKET

0316 40

GMT DefinedGo To market is a systematic approach of positioning the product in front of the right audience through multiple channels

Product Positioning What will the product do for the market

Routes to Market Channel Partners Direct (Push and pull)

Marketing Plan Goal Setting Campaigns Budget

Launch Plan Telling the Product Story

Customer Acquisition Cross sell upsell greenfield

Anchal Sood22 yrs staying in Chandigarh

Occupation Student

Computer Literacy level High

ldquo I love shopping for cheap but good cosmeticsrdquo

Aanchal is a college girl who comes from a middle class family Since she is still studying she gets monthly allowance from her parents which she spends wisely Recently she has started shopping online because of the good deals available online She enjoys shopping for cosmetics and clothes the most

Goalsbull Wants to get the best and cheapest deals onlinebull To be cautious while making online transaction

Expectationsbull Expects to get better dealsdiscounts online than in local

stores bull Wants important details of a product such as offers price

variety availability at a glancebull Does not want to compromise on quality

Example User Persona

PERSONA BAGBehaviors Aspirations Goals

Target Persona Problems

GoalsAspirations Behaviors

Who to

EXAMPLE NETWORK SECURITY ARCHITECT

Who to

Locking down the network well ahead of compliance audits

Envision where we need to be in 2-3 years

Make architecture decisions based on business priorities

Be the recognized expert in my field

Wersquove become burdened with process ndash things used to get done faster

No one ever says No to projectsWhen projects are prioritized the

ones I am championing arenrsquot on the list

No easy way to monitor multi vendor product performance on the network

Network Security Architect

Age 41

Responsible for developing network amp security architecture

One of 5 subject matter experts who knows a couple of vendors well

Read 2 blogs and web sites on networking security vendors and reference architectures every week

Prefers to attend the SANS security conference in Hawaii

Share my knowledge with others in the company

CUSTOMER ADOPTION MODEL

Enthusiasts love to explore

Visionary appreciate technology have their own intuition ampvision

Pragmatists wants to see how others use it

Conservatives risk averse need support brand is important

Skeptics might consume an integrated suite

Relationships Tech rarr Benefits Benefits rarr Reference

Reference rarr Solution

Solution rarr Invisible integration

Risk AversionReferenceabilityStandards based

Crossing the Chasm ndash Geoffrey Moore

Positioningis the seed of the marketing jungle

IPOD FEATURES amp SPECS

bull Hard drive based MP3 music player 5GBbull 18 inches diameter hard drive 02 inches thickbull Number of songs 1000bull 160K bit ratebull Plays all popular music formats ndash MP3 MB3 VBR WAV AIFFbull Firewire connectivitybull 10 hours battery lifebull Rechargeable lithium polymer batterybull 20 min skip protectionbull Piezoelectric clickerbull Scroll wheel with accelerationbull Ships with earphones and chargerbull Syncs with iTunesbull International language support for German French and Japanesebull 24Prime wide x 40Prime tall x 078Prime thickbull Weight 65 oz

In Your Pocket

How do you get there

POSITIONING TEMPLATE

For target customer segment

Who have painsneed gains

The offering is category of product

That has key pain relieversgrain creators

Unlike named competitors amp alternatives

offering has specific advantages

iPOD POSITIONING

For Mac users

Who need to listen to their music on the go

The iPod is an MP3 music player

That holds 1000 songs amp automatically syncs with iTunes

Unlike MP3 players from Creative Sony Sonic Blue

iPod has an easy to use interface andsmaller than most cellphones people carryin their pockets

POSITIONING for chhotatummycom

For working parents

Who want to provide fresh and nutritious lunch and snack meals for their kids at school and avoid rush in early mornings to prepare

chhotatummy is an online food ordering service

That helps make and deliver food to kids at school

Unlike swiggy school cafeteria and home maidsdrivers

chottatummy has a kid friendly menu that can be mapped to childrsquos diet needs and a delivery model to fresh food ready at school break time which can be ordered online and through a mobile app

Lets build your Positioning Statement

You do product positioningevery release

Messaging Evolves Along the Roadmap

The Internet In Your Pocket

Apple reinvents the phone

25000 apps and counting

Therersquos an app for that

The worldrsquos most advanced mobile OS In its most advanced form

Tata Nano ndash Original Positioning

Tata Nano ndash RePositioning

New PositioningNew Product

GTM MARKETING PLAN

Agreement on what to achieve is more important than how we will do it

New Customers for product X in Vertical V

X$ Direct Marketing

budget at X$

1 Qualified prospects2 Deals in final phase3 Booked revenue

Build Awareness with CIO in Y market

Y$ CIO summits

social media advertisemen

Brand Survey measuring awareness with 100 CXOs

Visibility with technical buyer of X market

Z$ Ebooks Analyst

relationship

1 Awareness index free downloads2 Inclusion in research reports

MARKETING GOALS EXERCISE

Improve customer satisfaction

Improve maintenance revenue

When you are asked to do something new ndash ask which of the management goals does it support

Product Marketing ManagerCreating relevant messaging for each persona and communicating compelling value that engages and makes customers buy

Marketing Organization Modelbull Larger organizations have a well defined structure process and org to do marketing

bull Typically IT product companies spend 2x in marketing

bull Product Management and Product marketing are joined at the hip

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Marketing Roles and ResponsibilitiesProduct Marketing

bull Messaging Positioningbull Pricing Packaging

Namingbull Core Contentbull Product Launchesbull Sales Enablement Toolsbull Sales Trainingbull Analyst amp Press

Briefingsbull Market Research

bull Demand Creationbull Lead Managementbull Marketing amp Customer

Eventsbull All Marketing Campaigns

amp Programsbull Customer References

Testimonials Case Studies Winwires

bull Press Analyst Media Relations

bull Thought Leadershipbull Speaker Placementsbull Executive Communicationbull Internal Communicationbull Social Networks amp Web

20bull Corporate-level Content

Field Marketing Corp Communication

Web amp Creativebull Websitebull Creative Services amp

Graphic Designbull Search Engine

Optimization (SEO)bull Brand Managementbull Viral Marketingbull Advertising Agency Mgmtbull Newsletter

bull Marketing Automationbull Cross-functional

Coordinationbull Launch amp Project

Managementbull Budgets amp Vendor Mgmtbull Dashboards amp Reportsbull Sales Interlock

bull Product Reviewsbull Competitive Analysis

amp Responsebull Product Demosbull Sales amp Evaluation

Support

Marketing Operations Tech Marketing

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Lead Generation Plan

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

POSITIONING FOR YOUR PRODUCT

bull Lets develop a positioning statement for your product or service

Lots of Mediocre Messaging is out there

Even big brands get it wrong ndash all the time

BETTER EXAMPLE

bull For (target customerspersonas) bull who have (market problems) bull our product is a (product category)bull that provides (key benefits)bull Unlike (alternatives or competitors)bull We provide (key differentiators)

POSITIONING EXAMPLE

bull For IT security administrators in large enterprises

bull who need to reduce the risk from vulnerabilities in their environment

bull McAfee Foundstone is a vulnerability management solution

bull that provides real-time actionable intelligence on vulnerabilities

bull Unlike manual procedures free tools and solutions like Rapid7 Qualys etc

bull Foundstone provides enterprise ready risk assessment across entire range of assets (servers networks and endpoints) on all OSes

GTM ROUTES TO MARKETbull Channel works great as a ldquoleveragerdquo sales force

bull Each route has a different expense and investment structure and capacitybull Direct Sellingbull Distributor costsbull VARsbull TelemarketingTelesalesbull Electronic CommerceInternet

bull Channels allow native sales force to focus on large accounts while offloading ldquolow valuerdquo accounts

Marketing it right

Marketing Plan

Launch Plan

Customer Acquisition

Product Positioning

Go To Market

CHANNELS

bull Channel works great as a ldquoleveragerdquo sales forcebull Each route has a different expense and investment structure and

capacitybull Direct Sellingbull Distributor costsbull VARsbull TelemarketingTelesalesbull Electronic CommerceInternet

CHANNEL SALES

bull Leverage the repeatable sales processbull Focus on ldquowhatrsquos in for themrdquo bull Deliver a toolkit with focus on value communication for the end

customerbull Design a special ldquovalue addrdquo for channel that makes them relevant

in the value chainbull Special features conversion tools etc

DIRECT VS INDIRECT

PC SUPPLY CHAINPC Mfg Distributor Wholesaler Retailer Consumer

HPSamsung ToshibaLenovo

Ingram MicroCDWDimension Data

AvnetEvertekBassIngramCDW

CromaeZoneBest BuyFryrsquosAmazon

Apple Apple

Solution providers Vars

bull eGroupbull Integrates iPads with VMWare amp IBM mainframe platforms to make legacy

applications available on mobile devices

bull AccuCodebull Managed services to retailers who adopt Apple as PoS devices

bull Blacktipbull Remote monitoring and management services to businesses standardized on

Apple devices

CHANNEL MARGINS

Source HBS

Channel Margin Analysis Tool

Purchased at Discountoff MSRP

55 44 39

FIRM HAS TO SELL ITS CHANNEL CONTINUOUSLY

Channel partners usually have multiple vendors and multiple focus areas ndash one has to compete for attention which means continuously engaging in a sale process

CHANNEL DESIGNDefine Scopebull How many do we

Define rolebull Best use of partners

in the sales process

Develop policybull Rules of Engagement

that are fair and winwin

Strong Basebull Who do we need to

recruit

Channel Supportbull Marketing training

selling support

Performancebull Measure and monitor

for success

GTM MARKETING PLANbull Get Management buy in on both the end goals

and the metrics to measure itbull Identify your risks and communicate them

clearlybull Prioritize prioritize prioritize ndash a very good

chance you will have budget cuts and other distractions

bull Competition might force you to reprioritize

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

890316 Confidential (c) IPL89

Development Withdrawal

MARKETING ORGANIZATION MODEL

bull Larger organizations have a well defined structure process and org to do marketing

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Namingbull Core Contentbull Product Launchesbull Sales Enablement Toolsbull Sales Trainingbull Analyst amp Press Briefingsbull Market Research

Eventsbull All Marketing Campaigns amp

Programsbull Customer References

bull Thought Leadershipbull Speaker Placementsbull Executive Communicationbull Internal Communicationbull Social Networks amp Web 20bull Corporate-level Content

Web amp Creative

bull Websitebull Creative Services amp Graphic

Designbull Search Engine Optimization

(SEO)bull Brand Managementbull Viral Marketingbull Advertising Agency Mgmtbull Newsletter

bull Marketing Automationbull Cross-functional Coordinationbull Launch amp Project

bull Product Reviewsbull Competitive Analysis amp

Responsebull Product Demosbull Sales amp Evaluation

Support

MARKETING ROLES AND RESPONSIBILITIES

GTM MARKETING PLANbull Marketing plans are usually done

annually with incremental updatesbull Calendar of events is necessary to

rally internal resources around itbull Model becomes unscalable when

PM becomes more of a doer than an orchestrator

bull Plan your launches based on industry events product releases

MARKETING BEYOND YOUR WALLET SIZEbull Usually marketing efforts have been

constrained by available resourcesbudget

bull Business models are evolving (ex SaaS) and sales models are evolving (online relationship building vs playing golf)

bull New generation marketing techniques explore pull vs push going from interrupt driven to community driven

Social media Mktg[Cust

Engagement]

Brand Mktg[Reputation Awareness]

Traditional Mktg

[Push vs Pull]

TRADITIONAL vs INBOUND MARKETING

CALL TO ACTIONbull Single call to Action

bull EvaluationPOCbull Initial meeting with the right audiencebull Download a trialbull Download a whitepaper

GTM LAUNCH PLANGap analysis on your Marketing Assets

Marketing Assets Potential for Impact

Current Investment

Messaging for target persona

Sales Readiness ndash Collaterals

Sales Readiness ndash Training

Product briefs (value articulation)

Online marketing (social media blogs videos webinars)

Thought leadership (internal and external events)

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

GTM LAUNCH PLANbull Launches are like booster shotsbull Usually coincide with product release

industry events major announcementbull Either one time or ldquorollingrdquo thunderbull Viral videosbull Success Stories

bull Qualys has a customer success story portal

LAUNCH PLAN TIMELINES

GTM LAUNCH PLANbull External Communications are critical for

ldquomomentumrdquo buildingbull Press Releases

bull Do as often as you can bull Online Media Rooms

bull Analyst reviewsbull Magazine review analyst comments Gartner research note ndash anything

that your buyer persona respectsbull Develop ldquohumanrdquo relationships with analysts and media

GTM CUSTOMER ACQUISITION

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

bull Penetrationndash Existing customers for Product a b c who might now be interested

in buying product Xndash Existing customers for product X who might want to buy additional

licenses

bull Greenfield consumerndash Net new relationship for the productsndash Generally costs are higher but can be amortized over multiple

products in a portfolio

bull Non consumerndash Have to compete with alternativesndash Might represent a much bigger pool without competition

STAGES OF ADOPTION FOR INNOVATIONbull Awareness The individual is simply aware the innovation exists

bull Interest The individual wants more information They begin to wonder if the innovation can help them

bull Evaluation The individual mentally examines the innovation using the information gathered trying to determine whether it will really impact their work

bull Trial The individual actually tests the innovation to see if reality matches expectations

bull Adoption The individual likes the innovation and adopts it wholeheartedly

TECHNOLOGY ADOPTION MATURITY MODEL

Relationships Tech -gtBenefits Benefits -gt Reference

Reference -gt Solution

Solution -gt invisible integration

ADOPTION IN DIGITALSOCIAL

ENLIST ACQUIRE

ENGAGEMONETIZE

How many visitorsHow many convertedHow fast

How many activeHow oftenHow much

How many paying

How many referrers

1040316 Confidential (c) IPL Source forEntrepreneurscom

ADAPTIVE PRODUCTIZING

PROCESSTM

managing products and

services predictably

Productizing Process Map

bull Customer Value ModelingUnderstandi

ng Value

bull Define products

Creating Value bull Value

based Pricing

Capturing Value

bull Positioning Value Prop

Communicating Value bull Value

Channels Network

Delivering Value

Marketing and Sales Enablement are integral

part of Product Management

Product marketing workshop

What next

What will we discuss

We need the following in place Value Proposition Design Persona

Mini canvas

DISCOVERY TECHNIQUE Value Proposition Design

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

10 Razor blade model (2)

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

Adaptive Productizing ProcessTM

GO TO MARKET

GMT Defined

PERSONA BAG Behaviors Aspirations Goals

Positioning is the seed of the marketing jungle

IPOD FEATURES amp SPECS (2)

iPOD POSITIONING

You do product positioning every release

New Positioning New Product

GTM MARKETING PLAN

Product Marketing Manager Creating relevant messaging for each

Marketing Organization Model

Marketing Roles and Responsibilities

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING TEMPLATE (2)

POSITIONING EXAMPLE

GTM ROUTES TO MARKET

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

GTM MARKETING PLAN (2)

MARKETING BEYOND YOUR WALLET SIZE

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

STAGES OF ADOPTION FOR INNOVATION

ADAPTIVE PRODUCTIZING PROCESSTM

PES UniversityBangalore India

SF State UniversitySan Francisco USA

1000+ Alumni (IPLites) across 220+ Companies since 2012

Rutgers Center of Innovation NJ USA

GLOBAL CAMPUS LOCATIONSCORPORATE ENGAGEMENTS

ABOUT THE INSTITUTEB-school for Product Innovators

Executive MBA (18 months) | Product Leadership Bootcamp (20 weeks)| WorkshopCertification Programs

Connect on LinkedIn

First 100 Customers

Growth Hacking

Approach is HandsOn

Mini canvas

Jobstobedoneorg

Whats in for me

Revenue Model =

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Connect on LinkedIn

First 100 Customers

Growth Hacking

Approach is HandsOn

Mini canvas

Jobstobedoneorg

Whats in for me

Revenue Model =

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Connect on LinkedIn

First 100 Customers

Growth Hacking

Approach is HandsOn

Mini canvas

Jobstobedoneorg

Whats in for me

Revenue Model =

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

First 100 Customers

Growth Hacking

Approach is HandsOn

Mini canvas

Jobstobedoneorg

Whats in for me

Revenue Model =

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

First 100 Customers

Growth Hacking

Approach is HandsOn

Mini canvas

Jobstobedoneorg

Whats in for me

Revenue Model =

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

First 100 Customers

Growth Hacking

Approach is HandsOn

Mini canvas

Jobstobedoneorg

Whats in for me

Revenue Model =

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

First 100 Customers

Growth Hacking

Approach is HandsOn

Mini canvas

Jobstobedoneorg

Whats in for me

Revenue Model =

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

First 100 Customers

Growth Hacking

Approach is HandsOn

Mini canvas

Jobstobedoneorg

Whats in for me

Revenue Model =

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Approach is HandsOn

Mini canvas

Jobstobedoneorg

Whats in for me

Revenue Model =

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Mini canvas

Jobstobedoneorg

Whats in for me

Revenue Model =

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Mini canvas

Jobstobedoneorg

Whats in for me

Revenue Model =

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Jobstobedoneorg

Whats in for me

Revenue Model =

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Revenue Model =

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Revenue Model =

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Revenue Model =

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Pricing Model =

segment

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

2 Usage fee

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

5 Licensing OEM

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

9 Affiliate revenue

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

11 Open Source

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

12 Selling data

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

13 Co Creation

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

TYPICAL FLOW

GoToMarket

DEFINI

FRAMEWOR

PARTNERSDIRECT

GENERATI

ONDIGITAL

OFFLINELANDING

COMMUNITY ETC

FACEBOOK

LINKEDIN ETC

ANALYSIS

PIPELINE MONITORING

PRODUCT

MARKETIN

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

ProcessTM

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

GO TO MARKET

0316 40

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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Revenue Streams

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Occupation Student

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Marketing Plan

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licenses

ENLIST ACQUIRE

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What next

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Revenue Streams

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

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What next

Mini canvas

Revenue Streams

Revenue Model =

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

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CHANNEL SALES

DIRECT VS INDIRECT

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

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What next

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Revenue Streams

Revenue Model =

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Who to

Age 41

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Routes to market

Marketing Plan

Launch Plan

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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What next

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Revenue Streams

Revenue Model =

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

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Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Routes to market

Marketing Plan

Launch Plan

Product Positioning

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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What next

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Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Routes to market

Marketing Plan

Launch Plan

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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ng Value

based Pricing

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What next

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Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

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Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

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BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

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Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Routes to market

Marketing Plan

Launch Plan

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

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What next

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Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

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PERCEIVED VALUE

COST OF OWNERSHIP

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BETTER EXAMPLE

POSITIONING EXAMPLE

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Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

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Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

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Product Mkt

Corp Comm

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Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

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Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Marketing Plan

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ENLIST ACQUIRE

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What next

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1 Subscription Fee

2 Usage fee

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4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

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Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

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Collateral

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WinLoss

SALES INTERLOCK

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Readiness

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PERCEIVED VALUE

COST OF OWNERSHIP

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BETTER EXAMPLE

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Marketing Plan

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Product Positioning

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CHANNELS

CHANNEL SALES

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Source HBS

55 44 39

recruit

selling support

for success

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Routes to market

Launch Plan

Product Positioning

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Product Mkt

Corp Comm

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Tech Mkt

Mkt Ops

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Support

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Traditional Mktg

[Push vs Pull]

Current Investment

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Routes to market

Marketing Plan

Product Positioning

Go To Market

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Routes to market

Marketing Plan

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licenses

ENLIST ACQUIRE

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How many paying

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What next

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Revenue Streams

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1 Subscription Fee

2 Usage fee

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4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

In Your Pocket

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

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Product Mkt

Corp Comm

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Tech Mkt

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SALES INTERLOCK

Pre Sales

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WinLoss

SALES INTERLOCK

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PERCEIVED VALUE

COST OF OWNERSHIP

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CHANNELS

CHANNEL SALES

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Source HBS

55 44 39

recruit

selling support

for success

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Routes to market

Launch Plan

Product Positioning

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Product Mkt

Corp Comm

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Mkt Ops

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Support

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Traditional Mktg

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Current Investment

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Marketing Plan

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Marketing Plan

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2 Usage fee

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5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

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Product Mkt

Corp Comm

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SALES INTERLOCK

Pre Sales

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SALES INTERLOCK

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PERCEIVED VALUE

COST OF OWNERSHIP

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CHANNELS

CHANNEL SALES

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Source HBS

55 44 39

recruit

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Product Positioning

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Product Mkt

Corp Comm

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Mkt Ops

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Traditional Mktg

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Current Investment

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Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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PROCESSTM

ng Value

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Channels Network

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What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

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SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

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Web amp Creative

Support

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Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

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Marketing Plan

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

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What next

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Revenue Streams

Revenue Model =

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

iPOD POSITIONING

For Mac users

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

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SALES INTERLOCK

Pre Sales

Training

Initial Custom

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Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

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PERCEIVED VALUE

COST OF OWNERSHIP

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BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

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Field Mkt

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Web amp Creative

Support

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Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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What next

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Revenue Streams

Revenue Model =

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

For working parents

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

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Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

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Web amp Creative

Support

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Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Marketing Plan

Launch Plan

Product Positioning

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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What next

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Revenue Streams

Revenue Model =

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

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SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

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Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

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Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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based Pricing

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What next

Mini canvas

Revenue Streams

Revenue Model =

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

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Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

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Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

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Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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PROCESSTM

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based Pricing

Capturing Value

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What next

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Revenue Streams

Revenue Model =

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

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Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

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for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

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Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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PROCESSTM

ng Value

based Pricing

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What next

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Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

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Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

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Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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PROCESSTM

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based Pricing

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What next

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Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

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Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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Source HBS

55 44 39

recruit

selling support

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Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

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Support

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Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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PROCESSTM

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What next

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Revenue Streams

Revenue Model =

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

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Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

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Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

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Marketing it right

Routes to market

Launch Plan

Product Positioning

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Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

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Support

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Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Marketing Plan

Launch Plan

Product Positioning

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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PROCESSTM

ng Value

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What next

Mini canvas

Revenue Streams

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

GTM MARKETING PLAN

X$ Direct Marketing

budget at X$

Y$ CIO summits

Z$ Ebooks Analyst

relationship

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

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Collateral

Readiness

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Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

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Marketing it right

Routes to market

Launch Plan

Product Positioning

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Product Mkt

Corp Comm

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Tech Mkt

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Support

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Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

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Marketing Plan

Launch Plan

Product Positioning

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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What next

Mini canvas

Revenue Streams

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

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PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

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for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

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Product Mkt

Corp Comm

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Tech Mkt

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Traditional Mktg

[Push vs Pull]

Current Investment

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Routes to market

Marketing Plan

Product Positioning

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Marketing Plan

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ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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PROCESSTM

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based Pricing

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What next

Mini canvas

Revenue Streams

Revenue Model =

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

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Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

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Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

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licenses

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ENGAGEMONETIZE

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What next

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Revenue Streams

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

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Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

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Support

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Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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What next

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Revenue Streams

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Marketing

Product Mkt

Corp Comm

Web amp Creativ

Tech Mkt

Mkt Ops

Field Mkt

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

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Support

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Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

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licenses

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2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Support

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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What next

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Revenue Streams

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

SALES INTERLOCK

Pre Sales

Training

Initial Custom

er Demo

Collateral

Review

WinLoss

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

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Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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Revenue Streams

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2 Usage fee

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4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

SALES INTERLOCK

Sales Training

Collateral

Readiness

Marketing

Launch Plans

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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What next

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

PERCEIVED VALUE

COST OF OWNERSHIP

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Routes to market

Marketing Plan

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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What next

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2 Usage fee

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5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Routes to market

Marketing Plan

Launch Plan

Product Positioning

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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What next

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Revenue Streams

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2 Usage fee

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4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

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Routes to market

Marketing Plan

Launch Plan

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

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2 Usage fee

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5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Routes to market

Marketing Plan

Launch Plan

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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What next

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Revenue Streams

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1 Subscription Fee

2 Usage fee

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5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

BETTER EXAMPLE

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

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Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

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Routes to market

Marketing Plan

Launch Plan

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

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What next

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2 Usage fee

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5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

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Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

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Routes to market

Marketing Plan

Launch Plan

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licenses

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ENGAGEMONETIZE

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5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

POSITIONING EXAMPLE

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

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Routes to market

Launch Plan

Product Positioning

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Product Mkt

Corp Comm

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Mkt Ops

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Product Marketing

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Support

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Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

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Routes to market

Marketing Plan

Launch Plan

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

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What next

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Revenue Streams

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1 Subscription Fee

2 Usage fee

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4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Marketing it right

Marketing Plan

Launch Plan

Product Positioning

Go To Market

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

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CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

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Routes to market

Launch Plan

Product Positioning

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Product Mkt

Corp Comm

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Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

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Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

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Routes to market

Marketing Plan

Launch Plan

Product Positioning

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licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

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What next

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Revenue Streams

Revenue Model =

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Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

CHANNEL SALES

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

DIRECT VS INDIRECT

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Apple Apple

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Apple devices

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

CHANNEL MARGINS

Source HBS

55 44 39

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

recruit

selling support

for success

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Marketing it right

Routes to market

Launch Plan

Product Positioning

Go To Market

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Product Mkt

Corp Comm

Web amp Creative

Tech Mkt

Mkt Ops

Field Mkt

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Product Marketing

Web amp Creative

Support

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Engagement]

Traditional Mktg

[Push vs Pull]

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Current Investment

Marketing it right

Routes to market

Marketing Plan

Product Positioning

Go To Market

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

Marketing it right

Routes to market

Marketing Plan

Launch Plan

Product Positioning

Go To Market

licenses

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

ENLIST ACQUIRE

ENGAGEMONETIZE

How many paying

How many referrers

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

PROCESSTM

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)

ng Value

based Pricing

Capturing Value

Channels Network

Delivering Value

What next

Mini canvas

Revenue Streams

Revenue Model =

Pricing Model =

Revenue Models

1 Subscription Fee

2 Usage fee

3 Asset Sale

4 Leasing Renting

5 Licensing

6 Advertising

7 Broker Model

8 Freemium

9 Affiliate revenue

11 Open Source

12 Selling data

12 Selling data (2)

13 Co Creation

GO TO MARKET

GMT Defined

iPOD POSITIONING

GTM MARKETING PLAN

SALES INTERLOCK

SALES INTERLOCK (2)

COMMUNICATING VALUE

BETTER EXAMPLE

POSITIONING EXAMPLE

CHANNELS

CHANNEL SALES

DIRECT VS INDIRECT

PC SUPPLY CHAIN

CHANNEL MARGINS

CHANNEL DESIGN

CALL TO ACTION

GTM LAUNCH PLAN

GTM LAUNCH PLAN (2)

GTM LAUNCH PLAN (3)