The 3-Step Go-To-Market Strategy
Step 1: Market & Competitive Intelligence
Phase 1: Needs Definition
Outline the goals and objectives of the Market & Competitive Intelligence program.
Phase 2: Monitoring and Collection
Process to collect, categorize, and store insights from the market.
Phase 3: Analysis and Reporting
Process to analyze the insights collected from the market.
Phase 4: Distribution and Utilization
Distribution and communication of insights throughout the organization so they can be converted into innovation requirements and new go-to-market approaches.
Step 2: Go-To-Market Planning
Phase 5: Planning
Strategic Planning enables leadership to make strategic decisions. Strategic Planning dictates the development of the Corporate Strategy and focuses the direction of the company.
Phase 6: Development
Documents the direction of the company from the philosophical vision to the market-facing brand. Development is an input into Planning and is maintained through Strategic Interlock.
Phase 7: Cross-Functional Interlock
Maintains alignment of your functional strategies to assure all groups are working together toward the same objective.
Step 3: Go-To-Market Execution
Phase 8: Routes to Market
Sufficiently cover your markets. Select and optimize your sales channels. Price and package your products correctly.
Phase 9: Go-To-Market Execution Planning
Defines the tactical priorities needed to achieve the strategic plan.
Phase 10: Go-To-Market Resource Management
Allocates your go-to-market resources to execute the strategic plan.