Go-to-market

Strategy

December 20th
 Summary

Introduction GTM key pillars Going Further Q&A - discussion

 1. Introduction
What is a Go-To-Market Strategy ?
Marketing Go-To-Market
Business Plan
Strategy Strategy
AXIS Defines the Promotes the all Promoting a
business ’ business. product or service.
objectives and how Part of the BP Part of the
to reach them marketing strategy

OBJECTIVE Framework to find a Building a brand, Launch a product

systemic growth attracting clients to on the market.
through monetizing buy and be faithful
the value brought to to the brand.
clients
TIMELINE Long term, infinity, Long-term, infinite Short-time, ends
hardly repeated but often repeated after the product is
launched
Introduction
 Is there a one size fits all?
A unique way of strategizing in any environment and context?

Introduction
 What is the winning
approach in the particular
environment where I am
navigating?

Introduction
 Define your market environment
for your business lines

You create You can Renewal

You can Test & learn your influence but (harsh,
predict (experiment, environment not predict survival,
& plan select, scale Shape & (influence & focusing)
up) Introduction
predict collaborate)
Adapt your strategy to your products
environments and time

Introduction
 2. Key pillars for your GTM
The foundations to explore

1. Problem/ 2. Target 3. Position 4. Product

solution fit - Market & price distribution

5.Aligning Marketing/Sales/ 6. Budget & 7. Monitoring

Customer care Timeframe GTM key
pillars
2. 1
Problem/
Solution FIT
- Market
BMC

GTM key
pillars
2. 1
Problem/
Solution FIT
- Market
Lean Canvas

GTM key
pillars
2. 1
Problem/
Solution FIT
- Market
SWOT

GTM key
pillars
 Total Available Market
TAM

2. 1 Serviceable Available Market

Problem/ SAM

Solution FIT
- Market SOM
Serviceable Obtainable Market

Market Research
& TAM.SAM.SOM
2.2 Target
Persona

GTM key
pillars
 Made in China

Consulting

Working capital (BFR)

2.3 Position
Raw material

Customized services

& Price
Content creation
Saas

Cost Structure

GTM key
pillars
2.3 Position
& Price
Competition Mapping

GTM key
pillars
 BMC + Question your channels :
How much control are you willing to delegate?
- data, customer relationship, branding…

How does each distribution channel impact costs and pricing?

The longer the channel, the more costs there are cutting into your
2.4 profit (market research, testing, pricing considerations)

Distribution What are you competitors doing?

=> using the same channels will yield the best results or selling
channels through different channels will give you a competitive edge

Distribution channels What adds the most value for your customers?
=> Will they want to interact with a product before purchasing it?
Prioritizing the needs of your customers to build your channel mix

GTM key
pillars
 by Porter

Question your internal

operations :

2.4 Distri- • What creates

bution value?

channels • What contributes to

your competitive
Value Chain advantages?

Canvas • What does not?

GTM key
pillars
2.5 Aligning
Marketing –
Sales –
Customer
care
Customer Journey

GTM key
pillars
2.5 Aligning
Marketing –
Sales – • 223 Millions subscriptions in 2023
•Four Tier Pricing
Customer • Mobile : 2,99 $ par mois
• Essentiel : 3,99 $ par mois
care • Standard : 7,99 $ par mois
• Premium : 9,99 $ par mois
Sales strategy • Psychological Pricing (99)
• Endowment effect through free shared access
• Offering free trial for 30 days GTM key
• Customized interface – Personalized experience pillars
2.5 Aligning
Marketing –
Sales –
Customer
care
Sales Funnels 1.Awareness: making eye contact at that party
- Social medias especially Youtube
- Teasers and trailers
GTM key
pillars
2.5 Aligning
Marketing –
Sales –
Customer
care
Sales Funnels 2. Interest: You’ve piqued their curiosity!
- sign up button
GTM key
pillars
2.5 Aligning
Marketing –
Sales –
Customer
care 3. Desire: They’ve done their homework, it’s time to seal the deal
Sales Funnels

GTM key
pillars
2.5 Aligning
Marketing –
Sales –
Customer
care
Sales Funnels
4. Action: Congrats, they’ve chosen you, it’s time to guide them
through the final steps and ensure a seamless process GTM key
pillars
2.5 Aligning
Marketing –
Sales –
Customer
care
Sales Funnels

5. Retention: keep your customers coming - loyalty GTM key

pillars
2.5 Aligning
Marketing –
Sales –
Customer
care
Marketing Strategy

GTM key
pillars
2.5 Aligning
Marketing –
Sales –
Customer
care
Marketing Plan

GTM key
pillars
2.6 Budget
Budget Planning

Total x x x x x
GTM key
pillars
 Q4

Q3

Q2

2.6 Budget &

Timeframe Q1

Financial projections

Year 1 revenue
Your Title Here forecast GTM key
pillars
 1. Product Team 2. Marketing team

2.7 Monitoring Product team OKRs Marketing team OKRs

KPIs & Product Marketing Launch the marketing campaign

OKRs Reach +15 000 potential customers on Linkedin

Organize 1 launch event and 5 demo session on
Q1
Generate 250 leads at least, 60% via inbound

Support system with digital tools : Trello/Asana… – Hubspot –

Slack – Office 360… GTM key
pillars
 3. Going further
The influencers mapping
pouvoir de dire oui pouvoir de prescrire pouvoir d’influence + sans-pouvoir

pouvoir de dire non pouvoir de dé- pouvoir d’influence -

prescrire

adresser les incontournables complaire aux négatifs rechercher partenaires &

intermédiaires

prescrire et influencer + multiplier les canaux

déverrouiller être aimable avec sans-pouvoir

Going
Further
 3. Going further
The product launch process

Going
Further
Q&A - Discussion

Q&A
Let’s keep
in touch!
Carine VAVASSEUR

@carinevavasseur

+221774896618

carine.vavasseur@
ignitee.org