Go To Market Strategy

Art of Selling and beyond…

Rajesh Pandit
Suri Valluri
Understanding the Case Scenario

Customer

Company Context

Collaboration Competition

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 Customer Management Framework

Select the
Customers to Serve

Link Customer Develop &Manage a

Management Effort Portfolio of
to Economic Customer
Rewards Relationships

Monitor Health of
Customer
Relationships

Source: Narayan Das

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 The Value Stack
Value received and perceived by the customer

List the customer

benefits offered
by your firm

Tangible1
($)
Tangible2
($)

Intangible1
Cost
Intangible2

Source: “Business market management “ By James Anderson, James Narus, Das Narayandas, DVR Seshadri
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 Importance of Value Stack for Value capture

CASE A CASE B CASE C

A
Y Y A
X
X X 4
Y
3
4
A 2
1
1 3 2 3 4 Value elements

2 1 1
Value elements Value elements

Source: “Business market management “ By James Anderson, James Narus, Das Narayandas, DVR Seshadri
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Dimensions of Excellence

Product
Leadership

Operational Customer
Excellence. Intimacy
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 Relevant promises based on customer type

USER PAYER BUYER

PERSONAL Emotional Analytical Personalization

SEGMENTED Social Credit Convenience

UNIVERSAL Performance Price Service

TOTAL CUSTOMER VALUE = Sum of (USER VALUE, PAYER VALUE ,BUYER VALUE)

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Credit : Jagdish N Sheth, G Shainesh
SWOT Analysis

Internal External
Environment Environment

Strength Opportunity

Weakness Threat

Internal External
Environment Environment

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…SWOT Analysis

Opportunity Threat

Strength Capitalize Remedy

Weakness Invest Drop

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Prospecting Funnel - Key Definitions
Target Market Segments
Leads
• Leads are names of possible
clients that managers
generate from databases

Inquiries
• Inquiries are customer-
Prospects initiated business contacts
with a supplier firm
New Customers

Established
• Prospects are leads and
Accounts inquiries that the supplier
firm has qualified as having
significant sales and profit
Loyal and Profitable Customer Base potential
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Prospecting Funnel - Intensive Growth Strategies

Current New
Offerings Offerings

Current
Market Product
Markets Penetration Development
New
Markets Market
Diversification
Development

(Source: Ansoff 1957)

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