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How to Align Your Customer Journey With Your Go-to-Market Strategy – CMSWire

Summary

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SLR Lounge | unsplash

So you think you have a go-to-market strategy? LOLOLOL

The goal of a go-to-market strategy is to bring the company, product or solution to market. It is a long-term process taken by a company to reach revenue targets, and ultimately, corporate goals. Therefore, the strategy should start with the company goals (duh), and incorporate the business strategy. These then help define the product, marketing and sales strategy, as well as customer onboarding an…….

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PHOTO:
SLR Lounge | unsplash

So you think you have a go-to-market strategy? LOLOLOL

The goal of a go-to-market strategy is to bring the company, product or solution to market. It is a long-term process taken by a company to reach revenue targets, and ultimately, corporate goals. Therefore, the strategy should start with the company goals (duh), and incorporate the business strategy. These then help define the product, marketing and sales strategy, as well as customer onboarding and engagement with the customer success team. From here, tactical plans are developed to implement the overall strategy necessary to reach the goals.

The go-to-market strategy needs to be developed with involvement from each of these key constituents — product, sales, marketing and customer support/success. When one or more of these teams is not involved in the definition, development and implementation of the go-to-market strategy, the strategy is not as cohesive and effective as it could be. We need to be defining the strategy together and collaborating from the beginning, if we are going to have alignment and buy-in across the entire company.

What Is a Go-to-Market Strategy (Hint: It’s Not a Plan)

Let’s start with what a go-to-market strategy isn’t. It isn’t a sales plan or a marketing plan. It isn’t a one-time document or tactical plan that you put in place never to look at, update or iterate ever again. It is not a product roadmap. It should not be about just one aspect of the business (sales or product for example). Rather, it should cover the entire customer journey, including product, marketing, sales and customer success.

People, and companies, often confuse a strategy with a plan. A strategy should be a collaborative process to define, in detail, how the company will meet its objectives and goals. A plan is a tactical guide on how to execute that strategy. I have been brought in to several companies over the past year to audit the corporate “go-to-market strategy.” What I have seen is that most companies don’t have a true strategy. What they actually have are sales and marketing plans. Yay! But not going to get the company to exponential growth and possibly not even goal attainment.

So, some companies do not have a formal go-to-market strategy. Some companies do have a go-to-market strategy, but no one remembers who created it, or why, when and where it is today, both figuratively and possibly literally. And in some cases, there might be a go-to-market strategy in use, but you and the rest of the organization weren’t involved in the creation of it. (Remember Joe, who left about two years ago? This go-to-market strategy has his name all over it!!)

Regardless of where your current go-to-market strategy stands and how it was developed, it’s important to pinpoint the areas you do own, should own and could own, and how you …….

Source: https://www.cmswire.com/digital-marketing/so-you-think-you-have-a-go-to-market-strategy/