The Observer Effect - Get Go-To-Market Ready

Explore | Conceptualise | Deliver

This workbook aims to assist those who are taking a new, or refined, proposition to market.

Get Go-to-Market Ready


The following slides and exercises highlight key aspects of the GTM working session run by the Observer Effect.

It can be used as a standalone template to support organisations with their GTM planning and execution.

What is a go-to-market strategy?

A go-to-market strategy or GTM, encompasses marketing strategy, and refers to the plans that are conceptualised, developed and tested in order to launch a new or refined proposition successfully to market.


What is your proposition - what are you selling?

In two lines describe your product/service.



Define it’s unique benefits

Features Benefits


What part of the solution are you providing?

Service Core Proposition

● What is the whole solution to the end user?

● What portion of the solution can you deliver?

● Are partners readily available to deliver the whole solution?



Who are your audience?


Needs vs BenefitsHighlight your area - and that of your main competitor(s)

Refine your Audience

Go beyond benefit fit and perceived value


See it from their Perspective


Rational vs EmotionalHow will your audience perceive your proposition - where do your target groups sit on the risk vs reward line?


If a rational decision what factor do they most care about?

What will they feel?


Through our experience and research The Observer Effect have identified 8 key emotions - our belief is that all propositions should allow people to feel at least 2 of them - from the outset.

● Supported● Empowered● Rewarded● Intrigued● Informed● Assured● Understood● Surprised


People will forget what you said, people will forget what you did but people will never forget, how you made them feel.

Maya Angelou


Getting the message right


Bringing it to life

Big ideas - matter

With consumers transient and competitors nimble, companies, established or launching, need to do more than feed the marketing machine with self-promoting, product-benefit led messages.


Promoting your message

- Define the message you will put through ‘owned’ and ‘paid’ media

- Explore partnership strategies

- Establish how you will ‘earn’ coverage - via audience recommendation, referral and advocacy incentives

- Is there opportunity to undertake unconventional (disruptive) strategies to create buzz


How will your audience hear about you?

● Where will they be looking● What channels do you have

available ● What message do you need

to focus on● What will they feel during

and after ‘the sell’● What integration

opportunities exist● What are your targets - over

what period


Getting out there - Beachhead Strategy


Be obtainable

Level of motivation and ability determines if action will occur.

Make engaging with your audience as simple and as seamless as possible - avoid any nonessential barriers to buy.


Source: DR B.Fogg, Stanford University

Customer experience

Can you apply a persuasive technique to your approach to create a great experience and generate the emotive reaction you need?

The Art of Persuasion

● Reciprocity● Scarcity● Authority● Consistency● Liking● Consensus


The Psychology of Selling

Whether you’re designing, developing or delivering products there’s no doubt – you will become more attractive if you open your own mind and see things differently.

To understand how to apply these tried and tested techniques to your strategy read our White Paper.

http://www.the-oe.com/perspectives/




Your GTM Checklist:

● Elevator pitch ● Headline benefits● Ideal audience criteria● Value proposition● Revenue forecast● Marketing budget● Profitability forecast● Add on products/service offers● Proof of value creation● Marcomms plan● Customer relations plan● Sales channel plan

The Observer Effect

Is a quantum theory which concludes that just by observing, an observer can change the very thing they’re looking at.

It suggests that the impact on an object’s surrounding environment leads to a reaction and change in behaviour by that object.

Our own approach and methodology centres on this theory, changing perceptions and subsequent interactions through the power of external observation.


http://www.the-oe.com

http://www.the-oe.com

http://www.the.oe.com/working-sessions/

http://www.the.oe.com/working-sessions/