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An Actionable Guide to Building Out a Go-to-Market Strategy


Go-to-Market Strategy

How do you plan and execute a go to market strategy?

Often, it begins with a template. Online, you can find a go to market strategy template Excel spreadsheet to get started. A go to market strategy template free Excel sheet or a go to market strategy template free download will give you the appropriate stepping stones to begin. But they won’t explain what a go to market strategy is, how to integrate it into the rest of your marketing, or how to adjust it for your business.

Terminus can help your organization not only start a go to market strategy, but it can offer your business the technological support it needs. Channels, data, and analytics are all required for the right go to market strategy — and you can get a go to market strategy template PDF or go to market strategy template PPT that will explain more about how to build the strategy that is best for you.

Companies headed to market need additional support. It’s one of the most vulnerable times for a business, a product, or a service. But with resources such as a go to market strategy template PPT free download and the management and platform services provided through Terminus, companies can plan ahead and reduce their risk.

But before downloading a GTM strategy template PPT or a go to market strategy PDF, companies should find out more about what a go to market strategy is, how it impacts their business, how to budget for it, and why it’s such a critical part of marketing. Many companies understand that they need a GTM strategy but they don’t invest enough resources into it.

Go-to-Market Strategy Definition

Before you even start developing a go to market strategy, it’s important to define go to market strategy properly, as well as the traditional components of go to market strategy planning. At its simplest form, the go to market strategy definition is any marketing campaign that concentrates on introducing new products and services to the market. So, the go to market strategy meaning is fairly straightforward, but the GTM strategy meaning alone isn’t enough. We also need to know the parts.

First, there’s planning. The organization needs to understand how it’s going to reach its audience and introduce its product. It needs to understand the content it needs to produce and the connections it must forge. Today, many companies are using account based marketing for their GTM strategy. By reaching out to the highest value customers and those most likely to purchase, the company is able to drive its initial strategies more effectively.

Second, there’s execution. The company has to be able to execute its plan reliably, which often means ensuring that specific individuals are accountable for results. They must all know what to do and who they are accountable for.

Finally, there’s analysis. Companies need to be able to track the metrics that are most important to their go to market strategy and be able to adjust if they aren’t hitting their targets. Under account based marketing, analysis plays a major role, and systems such as Terminus can help automate the process of identifying the best accounts and securing them.

Like any marketing strategy, a go to market strategy requires an inherent understanding of the audience. The buyer personas and buyer journeys are going to play in heavily, as will customization and personalization brought on by account based marketing.

GTM Strategy

Every business will have a unique GTM strategy. Not only are the products and services different, but the audience is, too. A go to marketing strategy will be different for an established business; a go to market strategy for startups will often be substantially more complex. While a company can just look up a go to market strategy for startups template or a go to market strategy for startups PPT, they often need more guidance at least at the start. Terminus can provide a complete go to market strategy framework and GTM strategy platform, to help simplify an organization’s planning.

Many companies operate with the TEAM framework; it’s a best-in-class example. The TEAM framework breaks down into:

  • Target – being able to find the audiences that are most likely to make a purchase.
  • Engage – making sure that these audiences are engaged through personalized, custom messaging.
  • Activate – ensuring that the sales team and marketing team are working smoothly together.
  • Measure – analyzing the performance of the marketing strategy and adjusting it as needed.

This is a template that can be attributed to many companies. But this is only one type of GTM strategy framework and may not apply in organizations that are in truly disruptive or unique spaces; for instance, some companies may be non-hierarchical and not have separate sales or marketing roles. Account based marketing, on the other hand, is a flexible method that can be attributed to virtually any business.

SaaS Go-to-Market Strategy

The world of SaaS is a complex one and not any GTM strategy framework will suffice. There are many B2B SaaS companies emerging now; it’s a competitive space and everyone needs a unique GTM strategy. McKinsey Consulting, Harvard Business Review, and Boston Consulting Group are all excellent resources for companies trying to break into the B2B SaaS space.

An SaaS go to market strategy needs to first compensate for the fact that there’s significant competition within the space and that competition is always growing. In addition, as a B2B go to market strategy the organization must understand that it is more likely that companies are going to spend a longer time researching their purchases and looking into the purchases. Companies in the B2B SaaS space may want to purchase go to market strategy consulting or dig deep into the go to market strategy McKinsey outlines. The go to market strategy framework McKinsey offers is a proven one, but those in startups or disruptive spaces may need to tailor it to them.

While companies might start with a go to market strategy McKinsey PDF or go to market strategy McKinsey PPT, this is the information their competition has, too. Many B2B SaaS companies have to be able to come up with a unique angle, which a go to market strategy template McKinsey or go to market strategy framework HBR may not be able to help them with. But when paired with Terminus, a go to market strategy HBR or go to market strategy BCG can also be properly implemented and analyzed. This makes it possible for the company to make iterative, incremental changes to the strategy to improve it for them.

Most companies are going to initially start with something like a go to market strategy framework BCG. But that doesn’t mean that they end there. They will evolve their strategy, often with the help of platforms like Terminus.

Go-to-Market Strategy Examples

When it comes to B2B SaaS the best way to learn about GTM strategy is often to look at go to market strategy examples. A B2B go to market strategy example can tell you both what to do and not to do. Templates formed from a go to market strategy example PDF or GTM strategy example site can help you get started, even if you are ultimately going to change up what you’re doing and customize it along the way.

Looking at a go to market strategy case interview or go to market strategy case study can give you further, more in-depth information about what worked for other businesses and what doesn’t. And, of course, it’s more valuable the closer the business is to you. Look not only at industry but the company’s size and when they were established. A small company will have a different GTM strategy than a large enterprise. Likewise, a company that’s been established for decades will have a pre-existing audience unlike one that has just started.

When reviewing examples and case studies, pay special attention to why the company says things worked or didn’t work. These are the factors that you will need to consider when determining the strategy that is right for you. Don’t forget to outline your key metrics, as this will tell you exactly what is and isn’t working for your business. Some companies may, for instance, be suggested paid advertising but find that ultimately the paid advertising isn’t working for them. Others may be told to avoid content marketing but may find that it’s extremely effective because of their unique atmosphere.

Go-to-Market Strategy Template

Once you’ve created a go to market strategy, it’s a good idea to move your go to market strategy template to a go to market strategy slide pitch deck. A pitch deck will contain the same core information as the GTM strategy template, but it will be easier for VCs to understand and easier for internal marketing and sales departments to adhere to. A go to market strategy presentation is the fastest way to convey the information within the strategy, backed by a well-formatted and understandable go to market strategy PPT.

In addition to making it easier for others to digest, a go to market strategy PPT distills the strategy into the easiest-to-follow points. While GTM strategies may be complex, they need to be understood as well. A go to market strategy slide will highlight what the audience really needs to know about the strategy.

Your GTM strategy PPT can form the basis for actually executing the strategy, as well as highlighting the individuals who are responsible for the strategy application, and opening the floor up to questions. For VCs and other investors, the GTM strategy is going to show them that the organization is prepared, that they’ve thought things through, and that they have done what they need to in order to reduce their risks.

As with other documents, it’s possible to find a GTM strategy template for pitch slides, too, which can then be filled out with the organization’s core strategies.