Delivering Your Products to the World
It’s finally laid out. The product is perfect, and the process and systems used to achieve this state is seamless. What happens next? Now is the time to make all the things you worked hard for to reach the market and finally achieve the numbers that the organisation has been aiming for. It’s time to go to the market.
The Go-To-Market (GTM) Strategy is the framework that will help you reach your customers and have an edge over the competition. It’s that huge rope pulling you towards your sales and profit goals, giving you the most miniscule details on what your product is about, who your target market should be, how you will reach them, and where you will market the product.
Business Case Implementation
This is the point where every forecasted number in your business case will finally start pouring in. This is where you go back to the drawing board, check the business case being applied, and decide whether everything is still in place. When it comes to the business case implementation, there is also a need to reassess if the objectives still apply, and if they are still achievable. Tweak tasks, timelines, and other details of the plan as necessary to create an even more ideal end game.
Market Research Outcomes
What does the market research tell you? This is where you will now base your GTM strategy in terms of deciding where and how to market the product more effectively. The results of this research will give details on what the market’s preferences are, allowing you to make the product fit the mould. It gives you an idea of what niche you would best be part of, and what trends and practices you need to apply to become part of it. At the same time, the data should also give you enough information to make your product stand out enough to be noticed.
A trial run through user testing is the best way to gather data that’s not just based on math and science. User testing allows you to witness the actual experience of every customer once they get a hold of the product you have poured your resources into, and decide whether these are the reactions you were hoping for or not. This is also the stage where you can still address possible issues with the implementation or the product itself, giving you the chance to address possible problems while it’s still in the early stages of development.
Planning Marketing Campaigns
A solid marketing campaign is needed to convince your market that despite the abundance of competitors out there, your brand is still the best fit for them. Your marketing campaign could make or break all those years of planning to get to this stage, and could dictate how quickly you will be able to reach those targets, and exceed them. With the number of channels available for you to be used, an effective marketing campaign will help you decide which of them will work best for your needs, and how to adapt to the different trends applicable to each channel based on your target market.
Basically, your Go-To-Market Strategy is the precise thing that would turn all your dreams into reality. It’s the glue that would hold the final pieces together, taking you into the organisation’s future that you have always hoped for.