Adapt Your "Go-To-Market". Deliver More Effectively
Diagnostics, Strategic Planning & Fractional Guidance for a New Customer and Market Dynamic
ADAPT • ALIGN • ACCELERATE
Adapt Your Go-to-Market Strategy
4 Steps. 4 Dimensions
4 Steps
Bedrock Assumptions Require Retesting. Adapt & Deliver Effectively
1
4 DIMENSION
GO-TO-MARKET
DIAGNOSTIC
Visibility to New Normal
2
RAPID, HIGH-IMPACT SPRINT INITIATIVES
Solve Common Areas of Under-performance
3
OPERATIONALIZE PLAYBOOKS, PILOTS, BLUEPRINTS
Align to Deliver
Effectively & Efficiently
4
ONGOING GUIDANCE
Institutionalize for Accelerated Impacts
4 Dimensions
Today's Highly Interconnected Growth Engines Require Alignment & Re-Powering to the "New Normal". Get the Visibility you Need to Adapt and Deliver More Effectively.
CUSTOMER
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Quantitative
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Qualitative
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Behavioral
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Alignment
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Advocacy
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Data
STORY
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Trust
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Authentic
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Simple / Clear
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Relevant
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Emotive
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Logical Pathways
PLAYS
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Aligned to Business Goals
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Modern / Innovative
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Blueprints
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Integrated
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Consistent
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Always-on
ACTIVATION
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People
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Process
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Technology
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Analytics / BI / AI
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Institutionalized
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Measurable & Predictable
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Continuous Optimization
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Outcomes & Impacts
There are many important and interconnected go-to-market elements for every company in every industry. In the digital era, a deep internal understanding of those often-complex elements, along with the skillful alignment of a focused and disciplined go-to-market strategy, define winning organizations.
Know The Problem To Be Solved
Drucker’s first maxim “If you can’t measure it, you can’t improve it” needs updating in a time of radical change specifically related to sales and marketing. Our experience demonstrates, well before the current market disruption, that before you can measure it you need new and deeper lenses to be able to “see the entirety and interconnectedness of it”, understand it in your context, and then “prioritize it” from a multitude of interdependent levers, often across siloed disciplines. It remains imperative.
Interdisciplinary Innovation
Our collaborative 4-Dimensional GTM approach harnesses “Interdisciplinary Innovation”, to bring the exceptional expertise from within your organization, and ours, into a collaborative environment to approach challenges with a deep and clean set of lenses. Today's interconnected Go-to-Market requires this new dynamic of diversity of experience and knowledge to deliver more effectively, surface opportunities and uncover bottlenecks.
By bringing “lean start-up” methodologies to bear, teams and leadership improve visibility to their own levels of interconnectedness, and modern GTM best practices - improving teamwork while gaining the ability to more effectively manage the multitude of interdependent levers. With their foundation further solidified leaders can focus more effectively on Drucker’s second maxim – “Management is doing things right; leadership is doing the right things” - enabling improved scale and step-change growth.
Learn more about HOW to approach aligning and powering the 4 core elements of a high performance Go-to-Market.
Sales & Marketing is Changed
“There is a new reality. In short, the traditional marketing and sales model has run its course - only 12% feel well prepared.”
Sales & Marketing was Already Changing Dramatically. Urgent Adaptation to the New Normal is Now The Requirement
"The erosion of confidence will make trust way more important than ever before. This will necessitate a “trust multiplier”—action that, to be effective, rebuilds trust quickly and credibly. Focus will be on confidence-building through every channel."
“There is a new reality. In short, the traditional marketing and sales model has run its course - only 12% feel well prepared.”
“In response to this new reality, chief sales officers (CSOs) must redesign their entire go-to-market approach to engage B2B buyers in the way they want to purchase.”
“96% of CMOs “are being asked to do things they have never had to do before. Most marketers are learning new skills on the job.”
Your team is running fast and lean. Get the expertise and skills you need to adapt the business, and accelerate all the work being done in-the-business.
Organizations in Command of a Best-In-Class GoToMarket Deliver Remarkable Results
Effectively re-calibrating your gotomarket starts by improving visibility and delivering quick-wins with a 4-D GTM Acceleration Sprint. Or, for recognized areas of under-performance kick-off one of our bite-sized and strategically focused SPRINT offerings to deliver tangible and measurable impact, while bringing needed bandwidth from an expert fractional team. SPRINT offerings also deliver foundational insights fast, providing realistic perspective to new risks and opportunities - and a go-forward methodology for category leadership.
"It’s No Longer Possible to Deliver Competitive Growth and Value Creation with a Partially Functioning Growth Engine" - Bill Stone, UnicornGTM
5X
Revenue contribution with BEST-IN-CLASS demand creation compared to AVERAGE
500%
Increase in closed deals with strong process and technology-per-program ratio vs. those without
20%
Higher productivity of organizations with ENGAGED and ENABLED employees compared to AVERAGE
2018 SiriusDecisions Client Study
PROVEN RESULTS OF OUR 4-D GTM METHODOLOGY
We Help Organizations Identify and Prioritize Critical Problems …and Define Audits, Collaborative SPRINTS & Plays for Impacts & Outcomes