We’ll give you three examples to best build a go-to-market strategy that will help you make money and drive long-term growth. Get a free trial of our new sales and marketing planning software at: http://register.funnelplan.com/
The right strategy doesn't depend on your product, but your buyers.
Let's take a look at the companies, their buyers, and their strategy. At the end I'll give you a model for working this out for yourself.
For my first example, let's take a company that wants to own the desktop computing market. Firstly, come up with something that's truly amazing and different, clever, unique. Take that to as broad a market as you possibly can, and this is what the company I'm about to talk about did. Take it to as broad a market as you possibly can. Find out from that early market experience what group of buyers are likely to be a good market for you to focus on in the future. Start very broadly, selling very widely. Find the pattern and then find a niche that you think might be worth dominating, and then completely change the strategy and focus just on that.
Leader in an enterprise software category
For my second go to market strategy example, I'm going to pick an established player in an established market. Very different story. This established player in an established market had done such a good job of riding the enterprise applications market, that they were near dominant in that space. That's good news, but it's also bad news. The bad news is that pretty much all of the market, the enterprise market, had already bought either from this company, or from one of their competitors. Whilst they enjoyed the lion's share of the market, the market was pretty much drying up. Everybody had bought a product like this from either them or from their competitor.
Challenger in enterprise software
For my third go to market strategy example, again I'll stick to a mature market, but this time the company's not the gorilla. In fact, they're probably fourth on a good day. Maybe less, maybe fifth or sixth in the market. It's a big market, and they've done well, they've profited, and they've used those profits to continue to invest in sales and marketing as well as R&D. The problem is that as the market started to decline, their fortunes declined. They'll continue to invest, but they're investing in order to grow their share in a market that was pretty much consolidating. Now we're losing money hand over fist.
What's the right strategy then?
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Thanks Anthony. In this video I'm really just honouring the work of Geoffrey Moore. His 'chasm theory' is evergreen. We've baked chasm theory and McKinsey's portfolio analysis, together with three of our own models (buyer's journey, funnel velocity and sales marketing alignment) into Funnel Plan, as we believe those 5 elements define every good go-to-market plan. Glad you enjoyed.
We've re-filmed this video with better audio quality and visuals: https://www.youtube.com/watch?v=9pMtCHq3WYk.Thank you for watching this show. If you're interested on B2B Marketing and Sales topics, subscribe to our new channel: https://www.youtube.com/channel/UCRGyofKJ7sXkx5vHGNVVASg
F or 25 years we have provided deluxe wilderness outpost fishing trips from our Armstrong location into beautiful Wabakimi Provincial Park and surrounding lakes.
Yes, we take you where the fishing is extraordinary , but there is more than fishing. Yearly family gatherings sharing a wilderness experience in comfort. Father - son (or daughter) bonding trips or Husband and wife celebrating a second honeymoon with the added spectacular outpost fishing or `the buddy trips where the tall tales get taller.
Its a big time stress reliever! . how do you think about anything else when you are fighting a fish?
Greg and I had a great week. we caught over 1000 walleye. There were well over 200 in the slot size (>18"). This is the most large walleye that have ever been caught on a trip to whiteclay for me. The slot size protection is working. It seems that each trip has more large fish being caught. Our largest northern was 43". It was caught on a jig while walleye fishing.
Greg and I sent see what you missed letters to about a dozen folks. Hope that translates into a large group for next June. . Fran and I are looking forward to the August fishing trip .
G. Ostrander, Green Bay, WI.
Want to see more?
Received your card. Congratulations on 25 Years! We speak often about the great times we had at Ogoki! A Tribute to you both!
Best Regards, Rich Craddock.
What a nice surprise to find your post card in my mail yesterday. Twenty-five years is a long time to do anything; much less a business like yours with all the uncertainties of weather, exchange-rates, two-country economies, etc. There is a reason why your business has survived and (hopefully) thrived. you do the wilderness fishing experience better than anyone in the outdoor sport vacation business.
Dear Judy and Paul,
Congratulations on 25 years. I have many fond memories of my time with Jack at Ogoki. Hope all is well with you.
. . . Nicole will take you on a guided tour!
This website will take you every step of the way for a worry free fishing vacation!
Let us introduce ourselves; Judy & Paul Boucher and family. Weve been doing this for 25 years and have learned a thing or two on how to take the worry out of the wilderness experience. Our staff will help you with anything you may not understand or solve any mechanical glitch right away. In short: we treat you like family!
Just a note to let you know our recent fishing junket to your Mojikit South Outpost.
Ive been coming to Armstrong area since 1972 and have probably flown in with 6-7 different outfitters over the years to numerous outposts. Your Mojikit South camp is clearly the nicest camp I have been to. The cabin is beautiful and roomy. Great kitchen and dining area. Beautiful screened in deck and outside porch overlooking the channel. Large chest freezer and a frig that actually keeps things cold. Screened in fishing cleaning house with running water. Bedrooms that are roomy. Vaulted ceiling the the cabin is a plus. The cabin is centrally located to both the lake and the Ogoki Reservoir.
The boats are the best that Ive ever experienced at an outpost. The inside bottoms consist of flat carpeted panels. easy to get in and out of. 1st time Ive fished an outpost with "dry" feet. The boats had comfortable swivel seats and 15 & 20 hp 4-stroke engines that worked great.
We will definitely be back. Everything about Ogoki Frontier was quality. My two grandchildren had the time of their lives, as did the other 2 members of our party. Thanks for the memories.