GO-TO-MARKET STRATEGY
Define a defensible position in the market
Customized engagements
Go-To-Market Strategy is key for the success of a company--a defensible position is critical for customers, investors, and partners to understand what the company does and what value it brings to whom. Technology provides the genesis of many new and exciting ideas, while market strategy creation is a complementary process that insures the technology is focused on a sizable market, addresses a priority pain point, and delivers compelling customer value. Defining a defensible position articulates the value proposition and then a marketing strategy defines how to communicate the position to a company's target market. The role of marketing is to define and defend a company position and also to shorten the sales cycle. In the Go-To-Market Strategy, we first focus on position definition. Getting to that position requires a structured and iterative process that examines the needs and drivers of potential customers against the company's assets--and then prioritizes and validates. The market strategy is created with participation from all senior team members to insure that the intellectual resources of the company are captured and shared, and then distills the information to a position and ICP that ultimately focuses all company activity - from sales to engineering.