SERVICE
Go-To-Market Plans
Reach products’ full potential with effective commercialization
Launch products that gain traction from Day One
Our Go-to-Market Consulting ensures your innovation reaches the right customers through the right channels at the right price. Using our Five-Input Method, we cover segmentation and ICP, positioning and messaging, channels and partnerships, business model and pricing, and rapid market penetration, building a complete commercial system around your customer. Drawing on our expertise in rapid market penetration, we define the appropriate sales approach and customer experience for your specific market. The result: a cohesive go-to-market strategy that accelerates adoption, maximizes revenue potential, and establishes a strong market position quickly.
Determine How to Go to Market
Even great products and services do not sell themselves. Success requires imaginative and thorough Go-to-Market plans that carefully examine all the levers you can pull, possibly including those your industry has not used before. The plans consider target markets, channel strategies, launch tactics, pricing, and other parameters in rigorous and creative ways. They are detailed and, above all, actionable.
To break out from the pack, you need a first-class Go-to-Market plan. Not only does it have the right message for the right market, but it enables sales channels to succeed, prices for the value your product creates, and grabs attention. It may deploy new business models, spawn a thriving partner ecosystem, or enable a unique customer experience. Effective plans can make a success of even me-too products, and they can turn solid offerings into stellar successes.
Featured working paper
Some new products become popular seemingly overnight; others languish for years despite being great ideas. In this working paper, we ask: why? What accounts for the varying adoption speeds of different innovations? Is there anything to do to move things along more rapidly? Eight factors stand out as major influencers in the adoption speed of an innovation.
Craft an Innovative Go-to-Market Plan
Even outstanding products need a solid Go-to-Market plan. For products that are less distinctive, excellence in the Go-to-Market plan is even more critical to grab the industry’s attention and gain sustained market share. Our Five-Input Method helps companies create the right plan for the right product. It cover key aspects of commercialization, and they account for the specific dynamics of innovative offerings. These plans address issues such as:
Targeting: Should you aim wide or narrow? What foothold should you pursue first? What other doors will success there open?
Messaging: What messages hit on customers’ key Jobs to be Done? What will be distinctive and hard to imitate?
Channels: How do you educate and sell to customers, particularly if your sales channels might not prioritize innovative offerings?
Pricing: How do you price a truly distinctive offering? How do you escape commoditization pressures?
Launch: What will a compelling launch look like? What will grab the market’s attention?
