go to market strategy for startups
TRANSCRIPT
Go To Market Strategy For Startups
Richard TreadwayFebruary 9th, 2017
Designing The Sales Strategy
• Importance of business development
• Identifying and creating the right partnerships
• Make the product easy to buy
What segments are accessible ?
What selling competencies does my sales team have ?
What is the ideal go to market channel ?
How does the target customer buy ?
Go To Market Methods
Mark
eting C
om
ple
xity
High
Low
Low High
Internet
Resellers
VARs
Direct Sales
Systems Integrators
Solution Complexity
Crossing the Chasm 9 Point Go To Market Plan
1 Target
customer:
2 Compelling
reason
to buy
3 Whole product:
4 Partners and
allies:
5 Sales strategy
6 Pricing
7 Competition:
8
Positioning/mes
saging:
9 Next target:
What Is Marketing?
Marketing is how you tell your story to attract customers, partners, investors, employees and anyone else your company interacts with. It’s the script that helps users decide if they’ll welcome you into their lives as a staple, nice-to-have or necessary annoyance. It’s the way that everyone interacts with your brand. It’s impression, first, last and everything in between.
Jeff Cutler – Executive Vice President and General Manager, Vitals.com
WERE TO GO
WHAT TO SAY
TO WIN
In the Breach
Product Development Sales
Marketing
Marketing – Know Why & For What
The Basics• Positioning• Messaging• Brand - Look & Feel• 50, 100 & 200 word statements• Presentation & Brochure• Social Media Presence• Website
The Outcomes• Revenue• Visibility• Leads
And ThenWhen and how to scale
How Much To Invest In Marketing?
Major Marketing Elements and Channels
ELEMENTS
• Positioning and Messaging
• Pricing and sales Strategy
• Brand
• Demand gen - Buyers Journey
• Asset creation -Success Stories
• Public relations
• Analyst relations
• Competitive analysis
• Market research
• Events
CHANNELS
• Earned media
• Payed media
• Social media
• TV, Radio, Internet
• Events
• Web
• Communities
• Associations
The Buyers Journey
Identify needsAssist in researchPrioritize criteriaNurture Leads
• Content should be focused on your buyer’s pain points — not your product or brand
• Build trust as a source of information
CompareJustify
• Focus on the big picture (think “increase revenue” and “return on investment”
• Provide pricing, ROI
SelectPurchaseEvangelize
• Deployment, implementation guides• Customer success stories• Advanced features for more value• Brand evangelists – Word of mouth marketing
Reference: http://www.pardot.com/buyer-journey/
70% of the buyer’s journey is complete before a buyer even reaches out to sales
Feel Good vs. Effective
Brand & Placement
Invest in Your Customers Success
Being One Thing in the Buyer’s Mind
The Importance of Point of View
Social Media Marketing – Viral Effects
• Brand awareness
• Better customer relationship
• Your passion and stories make great content
• On-line reviews matter
• Word spreads fast
• Increase sales
• Ignoring it may hurt
The Importance of Acting Immediately
TrustEARNED AND OWNED MEDIA REMAIN THE MOST TRUSTED AD FORMATS
The Long Tail
Unique Selling Proposition
• Not a vertical segment but REFERENCABLE
• Align customer pain with decision maker and money
• Size matters and bigger isn’t always better
• Create VIRAL effects
What is the essence of why your customers bought ?
When & where does the product deliver high value ?
Who has that problem ?
How can you reach them ?
Product PositioningFor { target customers }
Who are dissatisfied with { Current market alternative }
Our product is a { new product category }
That provides { key problem solved }
Unlike { the product alternatives }
We have assembled { key whole product features for your specific problem }
Value positioning statement
SCO
For the Director of in store processing of large distributed franchises
Who are dissatisfied with the high cost of managing distributed IT infrastructure
Our product is an INTEL based in store processor
That provides a robust, flexible, easy to administer platform to automate in store processes
Unlike the RISC UNIX alternative that is price prohibitive or the Microsoft INTEL alternative that is unreliable
We have assembled in store solutions that substantially reduce the cost of your distributed IT infrastructure
SCO Unix is reliable, cost effect in store solution
AvantGo
For highly mobile Pharmaceutical Salesmen
Who are dissatisfied with the availability of their CRM software in the field
Our product is a handheld, always on interface to the CRM system
That provides instant access to customer, product and market data and supports immediate CRM data capture
Unlike the current CRM system that is hard to use and unavailable
Our system is optimized specifically for highly mobile salesman
AvantGo Mobile Pharma makes your CRM useful
Messaging
Tag LinePositioning value statement
Attribute / Claim Attribute / Claim Attribute / Claim
• Proof point• Proof point• Proof point
• Proof point• Proof point• Proof point
• Proof point• Proof point• Proof point
OnCommand
Big Data ABCs
• Performance (Volume and Speed)• Data, logic and transaction state in
memory
• Performance optimized programming model
• Business Flexibility• Standard based (BPEL, UDDI, XML)
• Comprehensive set of integration points
• Model driven
• Lower Cost• Standard commodity hardware
• Open systems lower development costs
with High Availability
Industry Positioning
• Position you in the Industry landscape
• Basis for analyst engagement
• Validate product strategy
• Competitive positioning
Gartner MagicQuadrant Rapid consolidation
• IBM – SoftLayer• Century Link - Savvis – Tier 3
Cloud IaaS - 2013
Gartner Magic Quadrant
Cloud IaaS - 2014
Forester Wave
Hybrid Cloud Management Solutions
EXERCISES
Product PositioningFor { target customers }
Who are dissatisfied with { Current market alternative }
Our product is a { new product category }
That provides { key problem solved }
Unlike { the product alternatives }
We have assembled { key whole product features for your specific problem }
Value positioning statement
Messaging
Tag Line Positioning value statement
Attribute / Claim Attribute / Claim Attribute / Claim
Proof points Proof points Proof points
Richard [email protected] 892-0498
Twitter: @richardtreadwayBlog: http://richard-treadway.blogspot.com/