I offer analysis and execution advice on integrated go-to-market approaches. My work experience spans sales, marketing, and partner program management. As such, I enjoy working in the nexus of these three areas.
When a go-to-market approach is encountering difficulty; it may be because at least one of the areas outlined below requires more critical thinking. Another obstacle may be plans were not adequately documented, internally vetted, and communicated across the organization, resulting in a lack of goal congruence and inter-departmental commitment.
Any of the areas listed below may become a jumping off point for subsequent deep dive analysis, planning and execution exercises.
Market
- Market Definition – Size, specificity, address-ability
- Market Opportunity – Penetration objectives over time
- Market Position – Unique, compelling, and demonstrable
Messaging
- Message strategy – voice – how you talk about yourself.
- Message targets – press, analysts, influencers, partners, prospects, and customers
- Message pyramid – general to specific content
Awareness & Demand Generation
- Budget, objectives, and measurement
- Communication Channels – Ads, social media, mail, phone, F2F
- Inbound / Outbound Programs and Calendar
Demand Funnel
- Customer Journey Modeling
- Marketing to Sales SLA – Goal Congruence
- Lead Sources and Targets
- Qualification / Conversion Criteria
- Leads – progressive profiling / enrichment
- Measurement and Reporting
- Accountability and Governance
Sales Motion
- Design of organization structure against objectives – Division of Labor – Hunting/Farming
- Staff Fit – Skills assessment = Product knowledge, Customer knowledge, Sales Skills
- Planning and Purpose before Action
- CRM Compliance
- Compensation Plan Efficacy
- Staff Management – Discipline, Measurement and Governance
- Training and ongoing improvement loop
Leverage and Partnerships
- Whole Product / Solution Analysis – Reason to Partner
- Partner Strategy, Objectives and Measurement
- Recruitment, Enablement, Business Development Programs
- Compensation and Profitability Plan Efficacy
- Goal Congruence and Partner Management
- Co-Marketing and Lead handling
If you would like to discuss an audit or discussion of any of the topics above, please write me at tom@doverfr.com.
