Marketing Concepts !Go-to-Market Templates!

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Marketing Concepts – GTM Strategy!Marketing Strategy involves WHO the firm will go after and WHAT it will offer them. Go-To-Market Strategy is focused on HOW the firm will make it happen. !

Marketing!Strategy!

Where to sell!What to sell!

How to sell!

Markets!

Marketing Concepts – Market Maturity!

Innovators Early Adopter Early Majority Late Majority Laggard

Small Expanding High Peaked Contracting

Very High High High Medium Low

Low Expanding High Flattening Moderate

Low Increasing Moderate High Moderate

Awareness Growth Market Share Customer Retention Transition

Rev

enue!

Introduction! Growth! Maturity! Saturation! Possible Development!

Audience!Market!

Price!Sales!

Competition!Business Focus!

Renewed Growth!

Marketing Concepts - Technology Adoption Curve!

0! 1-2! 3-5! 6-10! 10-15! 15-20!

Innovators! Earlymajority!

Late majority!

Laggards!

Note: On average, a company will need at least 6-10 years in a market to establish market category dominance!

Years!

Earlyadopters!

2.3%! 16%!34%! 34%!13.6%!

Marketing Concepts – Served Market!

Market Share!

Served Market – BI & Analytics!

Total Market – Big Data!

Served Market/Sales Volume!

Served Market – Specific Use Case!

Marketing Concepts – Competitive Landscape!

Application Complexity &

integration!

Visual Interface & Graphic Based Reporting!

Visual interface and reports!

Database interface and reports!

ERP!

Asset management!

CAFM / CIFM!

CMMS!

CREMS!

CAD!

Functional !managers!

Departmental directors! C-level executives!

Management use of Application Reports!

Famis!

Visio!

AutoCAD!

Atlas!

Drawbase!

Site seer!

Strategem!

Archibus!

FIS!

Maximo!Workplace IQ!

Deal Mover!

Aperture!

Peregrine!

SAP!

APPLICATION! WORKGROUP! ENTERPRISE!

Market! Use Case! Diffferentiation!

The market segment most

aligned with your offering!

Market Landscape! A Specific Use

Case! Differentiation!

The specific use case you solve!

Your unique differentiation!

100%>>!

Establish the focus and

direction for the target market, the specific use case,

unique differentiation, value drivers,

product direction, messaging,

demand generation and

sales enablement!

1! 2! 3! 4!

Value Drivers!

Marketing Concepts – GTM Fundamentals!

Value Drivers!

Economic impact for each persona!

Marketing Concepts - Buyer Behavior

Model !In

itiat

e!

Evaluate!

IT leads the project!1!

Ops! Finance!

Mktg! Sales!

IT!

§  Budget depends on org size and structure!

§ Unbudgeted requires “pass the hat” for funding!

§  Budget for Initiate is usually budgeted within IT!

§ Regardless, Finance has to release budget!

§  For Initiate, IT will seek approval from Ops, Sales and Marketing!

§  For Evaluate, IT needs to provide its approval!

§ ROI often required!§  IT typically desire a trial version or

sandbox environment!

•  IT asked to evaluate solution proposed by Operations, Sales, or Marketing!

•  IT initiates if they own and are revamping partner portal, or a broad IT initiative to reduce costs or to advance the IT architecture!

Typical!Scenarios!

2! IT pulled into the project!

Self educate based on a formal, existing process to

buy tech!

Typically, a formal process exists to

compare, contrast and evaluate desired

functionality!

Operations to support a self

service model to Sales and Marketing!

Leverage search to find specific

information (how it works) - keywords!

Decrease IT operational costs

(dollars and people)!

CRM integration!

Increases to revenue,

productivity, partner satisfaction &

decreased costs!

Network with technical peers to get the real

story!

Speed and ease of deployment and

support!

Desire technical information & want

to use the product to see for themselves!

Will perform a comparative review of solutions vs build

vs repurpose!

Convert labor intensive manual

tasks with automation!

Want proof that it works and how it

works, from trusted sources!

Hosting Infrastructure!

Contact technical resources at current sales automation

provider!

Provide a user experience that

engages partners and makes doing their job easier,

faster, better!

Trigger! Search! Consider! Choose! Buy!

Operational costs, TCO!

Reduce IT burden by providing a high level of self service!

Conduct a competitive and comparative review!

Marketing Concepts – Sales Marketing Synchronization!

Increasing !mind share!

Corp identity!Positioning!Messaging!

Lead generation!Website!

Public relations!Social Media!

SEO/SEM!White papers!

Newsletters!Success stories!

User groups!Downloads!

User conferences!

Increasing!market !share!

Account intelligence!Qualification!RFP !Sales presentations!Tech note!Needs analysis!Demos!Business analysis!Value demonstration!ROI!References!Scope & proposal!Negotiation!Pricing!Close!

MARKETING! SALES!

Problem !Recognition!

Info Search /RFP!

Vendor!Analysis!

Purchase!Approval!

Vendor!Selection!

Qualified!Prospect!

Need!Analysis!

Business!Impact!

Scope & !Proposal!

Close!

§  Why (Market Category) Now?!§  Market Category Evolution!

Trigger!(why now)!

Search!(what info)!

Consider!(end state vision)!

Choose!(attribute,

differences)!

Buy!(steps to process)!Medium!

§  Case Studies!§  Buy vs Build Comparison!§  Competitive Assessment!

§  Forrester Wave Report!§  Gartner Magic Quadrant!

§  Revenue Acceleration!§  Operational Efficiencies!§  End-users become Self Sufficient!§  Scalable, Reliable Infrastructure!

§  Web Pages – Trigger Specific!§  Blog Posts!

ü  Company Posts!ü  Guest Posts!

§  Pay Per Click!ü  LinkedIN!ü  Google!

§  Tweets!§  SEO images and screen shots!§  Add FAQ section to website!!

§  Conferences !§  Affinity Groups !§  Speaking Opportunities !§  Thought Leadership!

§  SlideShare Decks!§  Pinterest Image Pins!§  Instagram!

§  Introductory Videos on!ü  Marketing!

§  ROI!§  TCO!

§  DIY Gotcha Videos!ü  3 Feature Videos!

§  Primers – Plant Landmines!ü  Integration!ü  Costs!ü  Administration!ü  Usability!

§  Bridging Content!ü  Topic to Thought Leader!ü  Thought Leader to Tech!ü  Technology to Company!ü  Company to Solution!

§  YouTube video!§  Vimeo Video!

§  Trends, Issues & Opportunities Overview of Market Category!

§  Customer Testimonials !§  Analyst Quotes!§  Inffluencer Reviews!§  News Mentions!§  Press Releases!

§  Sandbox Environment!

§  Role Based Vision Presentations!

§  Considering (Market Category)!§  Customers Matter Most !

§  Market Category Key Message Videos!

§  Customer Success !§  Business Problem Videos!

§  Webinar – Wave Report!§  Free Demo !

§  ROI Calculator!§  Free Download!

§  The Definitive Guide to!§  mpact of Social on Market Category!§  Impact of Mobile on Market Category!§  B2B Multi-Channel Communication!§  Benchmark Report!

Marketing Concepts - Journey Board!

Marketing Concepts – Reverse Engineer Pipeline!

Responses!

2,235!

2,400!

4,950!

MQLs!

498!

480!

480!

SQLs!

125!

120!

263!

SMB $ 1.3 M!25 @ $ 50K!

F2000 $ 7M!20 @ $ 350K!

OEM $5M!50 @ $ 100K!

Database!•  Verticals!•  Companies!•  Contact info!•  Clean!•  Customers!•  Prospects!

Other People’s Relationships!•  Analysts!•  Influencers!•  Authors!•  Academia!•  World Known!

Integrated Programs!•  Vertical analysts!•  Webcasts!•  Social media!•  Content!•  Engagement!•  Speaking Opp’s!

Scoring , Nurturing, Reverse look-up, Analytics, Metrics!

North !America!

$ 13M!Closed!

Won!

Marketing Concepts – Communications

Mission Statement

Brand Strategy

Corporate Vision

Sales Messaging

Messaging & Positioning

Voice, Style, Tone Guidelines

Value Proposition

Conversations

Marketing Concepts – Demand Plan!

•  Targeted Database!•  Behavioral Scoring!•  Segmentation & Nurturing!

G9K, SMB, OEM!

•  Evangelism!•  Account Intelligence!•  OPCIO Relationships!

Top 10, Named Accounts!

New Business! Increase SOW!

Rip & Replacement: !!

§  Brokerage Firms!

§  Insurance!

Green Field:!

§  Business banking: SMB, cash management, retirement/treasury!

§  Investments management: wealth management, prime brokerage, asset management!

§  Transaction services: merchant services, commercial cards, other wholesale services!

OBJECTIVE!

STRATEGY!

MARKET SEGMENTS!

License Revenue $XXM FY’XX!

Marketing Concepts – Lead Timeline!

Month 1

In Contract 90%

Prove Value 50%

Differntiation 25%

Opportunity 10%

Lead

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Bookings Target

A Quarter! 2 Quarters! 3 Quarters!

SME’s! Exec’s!

Prod!Mgmnt!

PR!

Prod!Mktg!

Social!

Customers! Influencers!

Dem

and Gen!So

cial

Med

ia!

Content!

Task

s!

Marketing Concepts - Content Marketing!

Qualification And

Scoring

Nurture Strategy

Lead Processing, Routing, Escalation and Reporting

Terminology Roles

Responsibilities

Test & Train

•  Scoring Model •  Lead Routing •  Lead Escalation

•  DB Build, Cleanse, Appendage •  Metrics, Dashboards •  KPIs

•  Terminology & Definitions •  Sales Stages and Requirements •  Roles & Responsibilities

•  TAP •  Quaification

Matrix •  Starbursting

•  Personas •  Journey Board •  Buyer Behavior

Model •  Content Inventory

•  Strategy •  Nurture Paths •  Nurture Emails •  Nurture Scripts •  Calendar

Demand Management

System

•  Lead Flow Diagram

•  10 Touch Model

•  Test Model •  Refine Model •  Call Guide •  Training Materials

Marketing Concepts – Demand Management

Marketing Concepts – Nurture!

Demand Creation!

Lead Generation! Lead Qualification! Lead Nurturing! Lead Management!

“Need/pain recognition”! “Solution introduction”!“Bridge from trusted source”!

Custom Paths!

Web!

Email!

Events!

Campaigns!

Social Media!

Demand Management! Sales!

Scoring! Star Bursting!

Sales Engagement!

Ready!Willing!Able!

Marketing Concepts - Conceptual Architecture!

Downloads!Community!

Industry!

References!Support!

Thought!Leadershio! Collateral!

Solutions!

Collateral!Pipeline!

Demos!

Customers!Case!Studeis!

Solution!Config!

ROI!Calc!

Sales & !Marketing!

What‘s New!Community!

My Account!

Thought Leadership!

My Projects!

Support! Training!

Loyalty!

Sub!Category!

!Sub!

Category!

Sub!Category!

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Sub!Category!

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Main !Category!

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Sub!Category!

Sub!Category!

Sub!Category!

Sub!Category!

Sub!Category!

Sub!Category!

Main!Category!

Prospect

Customer

Partners

Sub!Category!

Sub!Category!

Sub!Category!

Sub!Category!

Sub!Category!

Sub!Category!

Sub!Category!

Main!Category!

Sub!Category!

Sub!Category!

Sub!Category!

Sub!Category!

Sub!Category!

Sub!Category!

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Main!Category!

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Main!Category!

Marketing Concepts !Go-to-Market Templates!

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