In the new COVID19, digital and customer-centric era, bedrock assumptions require retesting
Adapt Your Portco's "Go-To-Market"
Deliver More Effectively in the New Normal
4 Steps. 4 Dimensions
Limit Risk Pre-acquisition. Adapt & Deliver Effectively During Holds. Change Multiples Pre-divestiture
ADAPT • ALIGN • ACCELERATE
4 Steps
Bedrock Assumptions Require Retesting. Adapt & Deliver Effectively
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4 DIMENSION
GO-TO-MARKET
DIAGNOSTIC
Visibility to New Normal
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RAPID, HIGH-IMPACT SPRINT INITIATIVES
Solve Common Areas of Under-performance
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OPERATIONALIZE PLAYBOOKS, PILOTS, BLUEPRINTS
Align to Deliver
Effectively & Efficiently
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ONGOING GUIDANCE
Institutionalize for Accelerated Impacts
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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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
There are many important and interconnected go-to-market elements for every company in every industry. In the COVID19, digital and customer-centricity 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”. But what if you're not even seeing it?
Well before the current COVID19 disruption, visibility to the core drivers of the Go-to-Market has been both limited and siloed (see quotes from Bain, Forrester and SiriusDecisions below). Our 4-Dimensional Go-to-Market methodology provides leadership with new and deeper lenses, and the skills and experience, to be able to see the entirety and interconnectedness of their Go-to-Market - i.e. sales and marketing as growth engine. With this improved visibility and context we help you “prioritize”, out of the multitude of interdependent levers, the most effective order-of-operations for an updated plan of attack. Adapting and delivering more effectively is now the new imperative.
Interdisciplinary Innovation
It turns out 10,000 hours of expertise in every departmental silo is no longer enough to deliver innovation (e.g. see Yale, Stanford, HBS, MIT, etc.) - and there are a slew of silos between and within sales and marketing.
Innovation comes when we get your geniuses and our geniuses collaborating together. Our collaborative 4-Dimensional Go-to-Market approach (4-D GTM Diagnostic) harnesses “Interdisciplinary Innovation” to bring the exceptional expertise from within your organization, and ours, into a collaborative environment with a deep and clean set of lenses - so we get to the core causation of your Go-to-Market challenges. We bring this new dynamic of diversity-of-experience and knowledge to help your organization deliver more effectively, improve teamwork, surface opportunities and uncover bottlenecks.
This enables focus 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.
Diligence • Alignment • Efficiency • Scale • Launches • Outcomes • Velocity • Growth • Collaboration • Pivots • Sales Tools • Analytics • Value • Persona • Data • Insight • Multiples • Algorithms • Value • Tech-stac
4 Dimensions
"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.”
Existing teams are lean. Busy working in the business without the time to work on all of it. Adding FTE's is expensive, and lack critical experience or depth of skills. They want trusted collaborative partners who can autonomously parachute in, validate and accelerate the go-to-market - with an objective business focus to connect leadership and teams.
Sales & Marketing Is Changed
Your teams are running fast and lean. Let us help you work on-the-business, and accelerate all the work being done in-the-business.
To realize the potential for growth, scale and value creation traditional sales and marketing models need to be recognized for what they now are - disconnected. Interconnectedness requires managing a multitude of interdependent levers. Much like powering a performance racing yacht when facing wind, sea, weather systems, and the cycles of season and place. Focusing on adapting just one or two of the core dimensions of a Go-to-Market is akin to turning the helm and not adjusting your sails. The ship will under-perform.
Modernize Diligence for "Growth Equity" During 3 Critical Periods
Reduce Risk. Accelerate Operational Improvement. Institutionalize.
Change Multiples
PRE-ACQUISITION
Best-in-class practitioners know more today about their potential acquisition targets. Understanding the state of the growth-engine is critical - and better understood with our four dimension go-to-market audit and assessment (4-D GTM Audit). It will enable you to:
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Improve Visibility to Risk
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Change Value Equations (seller or buyer)
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Avoid / revitalize bad deals
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Reduce costs of outdated, misdirected or underperforming initiatives
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Reduce risks from asymmetric perspectives
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Identify Acceleration Opportunities
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Improve customer understanding / centricity
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Gain trust, relevance and impact in messaging
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Identify actionable insights
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Increase predictability / measurability
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Upskill and align team to modern go-to-market
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Get the visibility and insight you need to enable planning for rapid pivots, change multiples and accelerate growth and value creation. It all starts with a TRUE NORTH leadership workshop.
Change Multiples
DURING HOLDS
As organizations grow and scale maintaining objectivity becomes more difficult, and the go-to-market modus that got you to where you are rarely gets you to where you want to go.
Overcome sales disintermediation, marketing disruption and digital. Accelerate and systematize your growth engine.
Start with a 4-Dimension GTM Audit, or SPRINT offerings for identified areas of underperformance. Get immediate modernization and impact with ~2X returns on investment.
Then, take these learnings and prioritize pilots and playbooks to accelerate growth with increased orders of impact. Achieve 5X-50X returns via measurable and predictable rollouts and detailed Growth Acceleration Models.
Change Multiples
PRE-DIVESTITURE
When prospective buyers understand new opportunities for upside, multiples change. Conducting a 4D-GTM Audit, in advance of a considered divestiture, provides leadership with new opportunities for growth, gaps are closed, efficiencies are realized and value creation is accelerated.
A pre-divestiture audit is typically performed 9-18 months in advance of a planned sale.
Let's talk about a phased approach to adapt your Go-to-Market and deliver more effectively
UnicornGTM helps leadership change trajectories in months, and multiples soon thereafter. We offer a series of prioritized and customizable initiatives starting with our 4-D GTM Diagnostic Sprint. Additional SPRINT offerings are available for known areas of under-performance. Or, if customer centricity and alignment is a priority, consider kicking-off with a TRUE NORTH engagement.
Everything starts by understanding your vision, strategy and current priorities. Let’s connect and discover how best to start the process of aligning and accelerating your sales and marketing “Go-To-Market” to achieve best-in-class, high-velocity growth & retention.