We often hear other PMs and executives say the word Go-to-Market Strategy and everyone nods their heads as if they know exactly what the other person really meant. But the reality is that within any given organization, there are as many ideas of what Go-to-Market Strategy means as there are senior level executives. And when Product Marketing is asked to develop a Go-to-Market Strategy, they are unlikely going to satisfy the expectations of all stakeholders because each one has a different expectation. In this webinar, we'll help you to create a common understanding of a Go-to-Market Strategy and what Product Marketing needs to do to effectively create one. Key Takeaways from participating in this webinar: - Develop a common definition for a Go-to-Market Strategy that can be shared with your organization - Learn the seven elements that go into a complete Go-to-Market Strategy - Understand the steps to creating your Go-to-Market Strategy About the Speaker Tom Evans is Principal at CompellingPM and is an internationally recognized authority in product management, global marketing, business partnerships and entrepreneurship. In his extensive experience, he has helped start-ups through Fortune 500 companies create and launch winning products and has led business development efforts in the US and global markets. Tom has a BSEE from The United States Air Force Academy, an MSEE from The University of Dayton, and graduated with honors with an MBA from The University of Texas at Austin. Tom has achieved the designations of Certified Product Manager and Certified Product Marketing Manager from the Association of International Product Marketing and Management (AIPMM). Upcoming Events For more information regarding this topic or certification courses near you, contact Hector Del Castillo at http://linkd.in/hdelcastillo. About AIPMM The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Visit http://www.aipmm.com. Upcoming Webinars: http://aipmm.com/aipmm_webinars/ Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Articles: http://www.aipmm.com/html/newsletter/article.ph

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AIPMM Webinar Series
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Today’s Speaker
Moderator:
Paula Gray, AIPMM Anthropologist
Presenter:
Tom Evans, CPM, CPMM
Compelling PM
tevans@compellingpm.com
@CompellingPM
www.compellingpm.com

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FEATURED PRESENTATION

7. What is a Go-to-Market Strategy &
How to Create One?
Tom Evans
CompellingPM
@compellingpm
Copyright 2013. The Lûcrum Group, Inc. 8

8. What is a Go-to-Market Strategy
• A Go-To-Market strategy is how a company
delivers their unique value proposition to their
target market and creates a competitive
advantage.
– How do you create value?
– How do you deliver the value?
– How do you capture the value?
Copyright 2013. The Lûcrum Group, Inc. 9

9. GTM Strategy Helps You Succeed
• Improves time-to-market
• Reduces risks of failure and brand damage
• Enhances customer experience
• Avoid the wrong path
• Establishes path for growth
• Clarifies plan and direction for all
Copyright 2013. The Lûcrum Group, Inc. 10

10. What’s Included in the GTM Strategy
• WHOM will we actively target within the market?
• WHAT will be our product portfolio for target
customers?
• HOW MUCH will we charge for our products for
different customers?
• HOW will we promote our products to target
customers?
• WHERE will we promote and sell our products to
target customers?
Copyright 2013. The Lûcrum Group, Inc. 11
Source: http://en.wikipedia.org/wiki/Go_to_market

11. The Wrong Way to GTM
Copyright 2013. The Lûcrum Group, Inc. 12
Build Product
Define Channels
Define Price
Define
Promotions
Ready – Fire

12. Slightly Better Way to GTM
Copyright 2013. The Lûcrum Group, Inc. 13
Build Product
Define Target
Markets &
Positioning
Define Channels
Define Price
Define
Promotions
Ready – Aim - Fire

13. The Best Way to GTM
Copyright 2013. The Lûcrum Group, Inc. 14
Define Product
Define Target
Markets &
Market
Problems to
Solve
Define Channels
Define Price
Define
Promotions
Define
Positioning
Aim - Ready - Fire

14. When to Define GTM
Copyright 2013. The Lûcrum Group, Inc. 15
Source: AIPMM & 280 Group

15. Building Your GTM Strategy
Copyright 2013. The Lûcrum Group, Inc. 16

16. Needs, Wants, Demands
• Need - is state of felt deprivation of some
basic satisfaction.
• Wants – are desires for a specific satisfier of
these deeper needs.
• Demands – are wants for specific products
that are backed up by an ability and
willingness to buy them.
Source: Kotler – Marketing Management
17Copyright 2013. The Lûcrum Group, Inc.

17. Our Levers of Influence
• We don’t create “Needs”.
• We influence “Wants” & “Demands” with our
Go-to-Market Strategy
– Positioning
– Product
– Price
– Place
– Promotion
Copyright 2013. The Lûcrum Group, Inc. 18

18. Target Markets
• Select most attractive market segments
– Alignment with corporate strategy
– Has biggest and most urgent pain
– Gaps in the market
– Core competencies best support
– Ability to reach
– Leverages strengths
– Least competition
– Largest market size
• Roll-out plan
– Order to enter each market segment
Copyright 2013. The Lûcrum Group, Inc. 19

19. Strategy Drives Marketing Mix
• Unique for each target market
• Starts with positioning
• Create competitive advantages
• Marketing objectives and strategy changes
through product lifecycle
20Copyright 2013. The Lûcrum Group, Inc.

20. Key Strategy Decisions
• Positioning –designing the company’s offer so
that it occupies a distinct and valued place in
the target customer’s minds. (Kotler)
• Competitive Advantage - developing a
combination of attributes that allows a
company to distinguish itself and outperform
its competitors.
Copyright 2013. The Lûcrum Group, Inc. 21

21. Key GTM Strategic Objectives
• Create awareness, first customers
• Maximize market share
– Attack competitors
– New markets/users
– Increase usage
• Defend market share
– Against competitors
– Defend a position
• Harvest product for maximum profitability
Copyright 2013. The Lûcrum Group, Inc. 22

22. Product
• What needs does customer need to solve?
• Which features best meet these needs?
• How will customer use it?
• What are important attributes?
• How is it differentiated?
• What is necessary for the whole product?
• What should Product Line look like?
23Copyright 2013. The Lûcrum Group, Inc.

23. Whole Product
Copyright 2013. The Lûcrum Group, Inc. 24
Core
• Benefits
• Features
• Quality
• Packaging
• Brand
• Style
• Color
• Fashion
• Standards
• Installation
• Integration
• Services
• Warranties
• Finance
• Additional
Software &
Hardware
• Customer Care
• Delivery
Actual
Product
Augmented
Source: AIPMM & 280 Group

24. Price
• What is the pricing strategy?
• What is the value of product to customers?
• Are there existing price expectations?
• How do we price relative to competitors?
• Can you create competitive advantage with
pricing model?
• What are price points for product line?
25Copyright 2013. The Lûcrum Group, Inc.

25. Place
• Where do buyers want to purchase your
product?
• What is the right distribution model?
• How do you develop the right distribution
channels?
• What types of support and services are
required?
• Can you create a competitive advantage?
26Copyright 2013. The Lûcrum Group, Inc.

26. Promotion
• How do you reach the buyers & influencers of
your target market?
• What messages will motive them to
awareness, consideration, purchase?
• These decision drive marketing programs!
27Copyright 2013. The Lûcrum Group, Inc.

27. Key Drivers for GTM
• Customers
– Intimate Understanding of Target Markets
• Company
– Mission, Strategy, Strengths, Weaknesses
• Competitors
– Strategy, Strengths, Weaknesses
Copyright 2013. The Lûcrum Group, Inc. 28

28. Understanding of Target Markets
• Who they are
– Personas
• Why they buy
– Problems they want to solve
• How they buy
– What is their buying process
– Where do they look
Copyright 2013. The Lûcrum Group, Inc. 29
June 21 Webinar
http://www.aipmm.com/aipmm_webinars/2013/05/how-to-develop-a-deep-
understanding-of-your-target-markets---the-starting-point-for-great-product-ma.php

29. GTM Process
Copyright 2013. The Lûcrum Group, Inc. 30
Source: http://www.strategyhub.net/2011/01/framework-of-week-45-strategic.html

30. GTM Summary
Copyright 2013. The Lûcrum Group, Inc. 31

31. My Next Webinar
How to Create Effective Sales & Marketing Tools
That Actually Get Used By Sales and Prospects!
Friday, Oct 4, 2013
http://bit.ly/192JLpd
Copyright 2013. The Lûcrum Group, Inc. 32

32. Upcoming Training
• Optimal Product Management & Product Marketing
– Sep 9 – 11 (Austin)
– Oct 14 – 16 (Dallas)
• AIPMM Certifications
– Nov 5 – 6 (CPM – Austin)
– Nov 7 – 8 (CPMM – Austin)
More dates/locations - www.280group.com
Copyright 2013. The Lûcrum Group, Inc. 33

33. Free 1 Hour PM/PMM Consult
• First ten to submit information on form
• http://compellingpm.com/freeonehour/
• Please include background on topic or issue
• Must include company info (no Gmail)
Copyright 2013. The Lûcrum Group, Inc. 34

34. Thank You!
Tom Evans
CompellingPM
tevans@compellingpm.com
@compellingpm
www.compellingpm.com
Copyright 2013. The Lûcrum Group, Inc. 35

35. © AIPMM 2013 www.aipmm.com
Q & A
Moderator:
Paula Gray, AIPMM Anthropologist
Presenter:
Tom Evans, CPM, CPMM
Compelling PM
tevans@compellingpm.com
@CompellingPM
www.compellingpm.com

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Our Next Webinars
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Tuesday, Sep 3rd, 1 pm ET
Release of the Guide to the Product
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Friday, Sep 20, 1 pm ET

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Upcoming Course
Certified Product Marketing Manager®
9th & 10th September 2013
Grand Millennium Kuala Lumpur
160, Jalan Bukit Bintang
55100 Kuala Lumpur, Malaysia
marcus evans professional training
Tel: 603 2117 4888 Fax: 603 2145 7732
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Contact Melissa Holtzer, melissa@280group.com, for more information.
Additional certification prep courses are available in Austin, San Jose, and London.

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Upcoming Courses
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Athens, Greece Oct 10-11, 2013 9 am – 6 pm
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Singapore
Oct 8-9, 2013
21-23 Oct, 2013
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Singapore
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28-30Oct, 2013
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8 am – 5 pm
Follow the links provided to get more information regarding these courses.

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For More Information About
• AIPMM membership benefits
• Certification courses near you
• How to prepare to take a certification exam
Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo

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