Go-To-Market

strategy refers

to

the

channels

company

will

use

to

connect

with

its customers/business and the organizational processes it develops (such as high tech product development) to guide customer interactions from initial contact through fulfilment. A firm's Go-To-Market strategy is the mechanism by which they propose to deliver their unique value proposition to their target market. That value proposition is based on the choices the business has made to focus on and invest in markets and solutions that they believe will respond positively to the increased attention.

In today's competitive market, you must have a formal process for introducing new products or product enhancements to your prospective market segments. A go-to-market strategy defines the Who, What, Where, and When of a product or service introduction. Your strategy must be thorough and at the same time unique - differentiating your offering(s) from those of your competitors. There are six steps to defining your go-tomarket strategy. They are: 1. Market Research - begin your new product or product enhancement initiative by collecting information from your market, current users or non-users, and prospective customers. This is often accomplished through surveys, focus-groups, ethnographic studies, and so on. The result will be a comprehensive list of customer needs and wants that can shape your go-to-market activities. 2. Identify Business Requirements synthesize what youve learned from the market into a business requirements document. This document should define the specific product or service attributes that are in demand and the functionality that is required to be successful in the marketplace. 3. Align Corresponding Capabilities now that you know what your prospective customers want and what it will take to be accepted in the market place, you should align your corporate capabilities with the identified requirements. Is this something you can produce? If so, can you produce it independently or do you need to outsource certain functions? 4. Define Relevant Value What is the specific value that is derived from the product or service? Knowing what the true value of the product offering is important to ensuring clear customer communications. 5. Differentiate from Competitor How is your offering differentiated from competitive offerings? If your product or service isnt unique, what other attributes can you compete on? (service, price, etc.) 6. Demonstrate Appropriate Proof How can prospective customers believe your messaging without proof points? Survey results, demonstrations, testimonials and so on are effective tools that provide verification of your claims.

The Ten Commandments of going to market; 1. 2. 3. 4. 5. 6. 7. Targeting the right markets; Aligning with your customers; Choosing the right channels and partners; Rethinking your products and value proposition; Putting it all together: the integrated multi-channel model; Getting started: the ninety-day go-to-market action plan.

8.