go to market ppt

8/17/2019 Go to Market Ppt

1/50

You have a product?

Great!

Where’s the market?Vinod Harith

Founder and Director

CMO Ais Marketin Outsourcin

"""#cmoais#com

http://www.cmoaxis.com/http://www.cmoaxis.com/


2/50

$ntroductions

%ame

&it'e

Compan()roduct or service

*e( marketin cha''ene


3/50

What is o+to+market?

Go+to+market process is the

,trateic and tactica' aspects o- de'iverin and supportin a product or

service o--erin in the marketp'ace

&his inc'udes product speci-ication. pricin. distri/ution. marketin

communications. sa'es. a-ter+market support. and customer eperience

manaement


4/50

What "e "i'' cover

De-inin a market 0"hat rea''( is a market?1 Fundamenta' concepts o- marketin

,ementation. &aretin and )ositionin Di--erentiation. Competitive Advantae and Va'ue proposition

,a'es vs# Marketin. the -undamenta' di--erence Choosin the channe' ,ome ke( -rame"orks

,$VA mode' 2'ue Ocean strate( Core and etended product

*no"in the ecos(stem 3 (our customer does not /u( in iso'ation When does the marketin o- the product start? &he 4immuta/'e 'a"s’ ,ome 5ero+cost marketin too's to et started Case stud( discussions


5/50

What "e "i'' %O& cover


6/50

What really is a market?

A p'ace "here -orces o-

demand and supp'( operate


7/50

Market research?

6emem/er. net time (ou

have a ut -ee'. it cou'd 7ust

/e (our u'cer!


8/50

What "i'' M6 do?

)rovide (ou "ith overvie" o- the industr(. opportunit( and

customers "ith respect to (our product# EXISTING OPPORTUNITY

$n-ormation on customer pre-erences and needs# &his "i'' he'p in

p'annin (our product port-o'io. diversi-ications etc#. POTENTIALOPPORTUNITY

$nsihts on ho" customers /u( and "h( the( /u(# INSIGHTS


9/50

8ssentia's o- market research

What is the si5e o- the market?

What uni9ue need does (our G8%68 o- product: services meet?

Ho" much are customers "i''in to pa( -or this product: service 0top:

/ottom:averae1?

$s this a price sensitive: commodit( product or premium product? Who are the other ke( p'a(ers?

What is the ap un+serviced /( current p'a(ers?

What is the 68A; avai'a/'e market -or (ou?

Ho" is (our product di--erent -rom competition? What is (our p'a(in -ie'd? 0premium: enera': price "arrior1

What share o- this can (ou reasona/'( epect to et?


10/50

You a'"a(s don’t need an M6 aenc(

&a'k to the ecos(stemo 2u(ers

o


11/50

Fundamenta' concepts= ,ementation+

&aretin+)ositionin

Who are "e?

Who is our product re'evant to?

Wh( /u( us?: "h( not to /u( competition

Where to p'a(

Ho" to "in


12/50

De-inition

Market ,ementation=

Dividin a market into distinct roups "ith distinct

needs. characteristics. or /ehavior "ho miht re9uireseparate products or marketin mies#


13/50

,ementin 2usiness Markets

Demoraphic sementation

$ndustr(. compan( si5e. 'ocation

Operatin varia/'es

&echno'o(. usae status. customer capa/i'ities )urchasin approaches

,ituationa' -actors


14/50

,ementin $nternationa' Markets

Georaphic sementation ;ocation or reion

8conomic -actors )opu'ation income or 'eve' o- economic deve'opment

)o'itica' and 'ea' -actors &(pe : sta/i'it( o- overnment. monetar( reu'ations.

/ureaucrac(. etc#

Cu'tura' -actors

;anuae. re'iion. va'ues. attitudes. customs. /ehaviora'patterns


15/50

6e9uirements -or 8--ective

,ementation Measura/'e

,i5e. purchasin po"er. and pro-i'e o- sement

Accessi/'e

Can /e reached and served ,u/stantia'

;are and pro-ita/'e enouh to serve

Di--erentia/'e

6espond di--erent'( Actiona/'e

8--ective prorams can /e deve'oped


16/50

,amp'e ,ementation

,ma'' Cars ,antro. A'to Get5

,edansVerna.

8steem

2MW. 2en5.&o(ota

,


17/50

&aret Marketin

&aret Market

Consists o- a set o- /u(ers "ho share commonneeds or characteristics that the compan(

decides to serve


18/50

&aret Marketin

8va'uatin Market ,ements ,ement si5e and ro"th

,ement structura' attractiveness ;eve' o- competition

,u/stitute products

)o"er o- /u(ers

)o"er-u' supp'iers Compan( o/7ectives and resources


19/50

&aret Marketin

,e'ectin &aret Market ,ements


20/50

Choosin a &aret Marketin

,trate(

Considerations inc'ude= Compan( resources

&he deree o- product varia/i'it( )roduct’s 'i-e+c(c'e stae

Market varia/i'it(

Competitors’ marketin strateies


21/50

)ositionin

)ositionin

&he term >positionin> re-ers to the consumer>s

perception o- a product or service in re'ation toits competitors#

)ositionin is a'' a/out >perception># )erception di--ers -rom person to person.

market to market e# "hat (ou perceive as 9ua'it(. va'ue -or

mone(. etc. is di--erent to m( perception


22/50

$denti-(in possi/'e

competitive

advantaes

Di--erentiation can /e /ased on

)roducts

,ervices Channe's )eop'e $mae

Di--erentiators


23/50

Which di--erences make -or acompetitive advantae?

Criteria inc'ude

$mportant Distinctive ,uperior Communica/'e )reemptive A--orda/'e )ro-ita/'e

Choosin the rihtcompetitive advantae

Competitive Advantae


24/50

Va'ue propositions represent

the -u'' positionin o- the /rand

)ossi/'e va'ue propositions=

Saves Money, Effort,

Time

More -or More

More -or the ,ame

More -or ;ess

&he ,ame -or ;ess

;ess -or Much ;ess

Choosin a

positionin strate(

Va'ue )roposition


25/50

Choosin the channe'

Choose the riht sa'es channe's Direct sa'es. On'ine sa'es. Distri/utors: VA6s

A''iance marketin &echno'o( a''iances. product a''iances

G&M partnerships A'in "ith comp'ementar( /rands -or 7oint o+to+

market


26/50

,a'es vs Marketin

,a'es $ndividua' in-'uence on /u(er *no"s the customer and their

speci-ic pain points $nitiates. manaes and c'oses

the sa'e Funne's round kno"'ede o-

customer needs. competitoro--erins to he'p marketin in/etter product manaementand va'ue articu'ation

Marketin Co''ective in-'uence on the

/u(er sement *no"s the customer sement.

their eco(stem o- in-'uenceand "hat their co''ective painpoints are

6educes time and cost o- sa'ethrouh e--ective product:service di--erentiation andva'ue articu'ation

He'ps command a pricepremium throuh e--ective/rand manaement


27/50

&he ,$VA Frame"ork

)roduct,o'ution )romotion$n-ormation )riceVa'ue )'acementAccess

&he -our e'ements o- the ,$VA mode' are=

Soltion! Ho" appropriate is the so'ution to the customer>s pro/'em:need? Information! Does the customer kno" a/out the so'ution? $- so. ho" and

-rom "hom do the( kno" enouh to 'et them make a /u(in decision? "ale! Does the customer kno" the va'ue o- the transaction. "hat it "i''

cost. "hat are the /ene-its. "hat miht the( have to sacri-ice. "hat "i'' /etheir re"ard? A##ess! Where can the customer -ind the so'ution? Ho" easi'(: 'oca''(:

remote'( can the( /u( it and take de'iver(?


28/50

The existing space, occupiedby frms is called the red ocean– because the competitionmakes it “bloody”

The blue ocean, on the other

hand:@ is unexplored territory@ has wider scope@ has greater potential@ can oer cost reduction andvalue adds

@ relies on the “valueadd”theory

&he 2'ue Ocean ,trate(


29/50

Core and 8tended )roduct

Core product 3 "hat direct need does it

meet?

8tended product 3 "hat ps(cho'oica'

need does it meet

Core product= M) )'a(er

8tended product= ;i-est('e

product. st('e icon. in+"ith+

the+times


30/50

Workin the ecos(stem

A$vo#ates

Allian#e Mar%etin&, A'ar$s an$

Ran%in&s, In$stry asso#iations

So#ial ()annels

A$visory *oar$s, (stomer #on#il an$ forms,

Em+loyee ran$in&, *lo&s, -a#eoo%

Mar%etin& ()annels

.eman$ &eneration, in$stry events

Promotions, *ran$ +ro&rams

.ire#t mar%etin&

T)o&)t Lea$ers)i+

/)ite +a+ers, Points of vie',

S+ea%in& o++s, resear#),

a#a$emi# +artners)i+s

E0+ert ()annels

-inan#ial an$ in$stry Analysts,

Me$ia 1 .eal a$visors $denti-(in (our uni9ue

ecos(stem he'ps (ou

maimi5e touch points.improve e--ectiveness

and reduce cost o-

outreach

;everae eistin

partnerships.

re'ationships and /est

practices


31/50

,amp'e 8cos(stem + He'pdesk

&aret 8vents Ana'(sts 2'osMedia:

Bourna'ists Forums: Associations

$&$M con-erence A/erdeen Group Datamation $n-ormation"eek $&$M Association

$& 8)O AM6 6esearch &echrepu/'ic Computer "or'd HD$. Americas and 8urope

Frost and su''ivan customer contact 2ut'er Group $t &oo'/o %et"ork "or'd

,ervices and supportpro-essiona'sassociation

)ac6im Datamonitor Gartner C$O

Gartner s(mposium 8MA $&$M /'o &ech&aret

HD$ Annua' con-erence Forrester techtaret ,i'icon

Gartner Forrester

Ovum

Yankee

$DC


32/50

,amp'e &hemes + He'pdesk

He'p desk optimi5ation He'p desk to strateic service desks ,mart service desk manaement + 'everain kno"'ede /ase He'p desks + -rom supportin to partnerin ,mart service desk + ;o"erin &CO &oo's. peop'e. process + de'iverin co''a/orative service desks


33/50

Wh( thouht 'eadership?

2ecause customers no" contro' the /u(in process


34/50


,imp'e# 2ecause (our customers are 'ookin -or it And o- the top E e--ective marketin vehic'es A, 6A%*8D 2Y

C


35/50


And customers pa( a 'ot o- attention to thouht 'eadership


36/50


Customers "i'' even read 7unk mai' i- the messae or idea iscompe''in


37/50

What thouht 'eadership marketin

de'ivers Movin& eyon$ ein& 2st a #ost +layer 'it) yor #stomer

*il$in& a stron& ran$ 3 t)erey )el+in& yo #t #ost4 time of

sale

$ncreasin Marketin’s 2usiness $mpact

$mprovin Competitive )ositionin and Di--erentiation

$mp'ementin Demand Generation &actics that Work

,harpenin Marketin’s 8de


38/50

&he &houht ;eadership 8cos(stem

T)o&)t Lea$ers)i+ (reation

2ui'd in+depth research

and compe''in content around

the identi-ied topics

T)o&)t Lea$ers)i+ Partners)i+s

$denti-( the riht -it partners -or

7oint research and papers

"ith academia and partners

T)o&)t Lea$ers)i+

.issemination

Distri/ution o- papers. ))&s. "e/inars

and podcasts thouh paid and unpaid channe's

T)o&)t Lea$ers)i+

Re+r+osin&

Convert the content into "e/inars.

)odcasts. speakin opps. etc

Ni#)e I$entifi#ation

an$ Positionin&

$denti-( the uni9ue space

(ou shou'd occup( in the

&houht ;eadership space

:rd o- orani5ations

don’t have a thouht

'eadership strate( and

another :rd don’t

communicate it

$denti-(in (our uni9ue

ecos(stem he'ps (ou

maimi5e touch points.

improve e--ectiveness and

reduce cost o- outreach

%et practices 3 7oint

thouht 'eadership "ith

c'ients. customer counci's


39/50

When ,hou'd You ,tart Marketin?

)re+'aunch )6. test

marketin

;aunch. /ui'din

partnerships:

channe's. -ree tria's.

o--ers

%e" -eatures. productuprades: versions.

/rand and a"areness

/ui'din 0events.

tradesho"s1. co+

marketin

Customer 'o(a't(.

re-erra' marketin. )6.

communities: user

roups. initiate

corporate /randin

Move -rom product tocompan( /randin.

price "ars. mover

customers to ne"

product 'ines


40/50

Back &rout and A' 6ies’ 4$mmuta/'e

;a"s’

&he 'a" o- 'eadership= $s there a cateor( "here(ou can /e the -irst: on'(: ? First indienous car. First sma'' car

&he 'a" o- mindshare and perception= $t isimportant "here (ou are in (our customer’smind and ho" he: she perceives (our product:service

,antro 3 modern. *orean. smart. ,hah 6ukh. Fue'e--icient. ood service $ndica 3 indienous. diese'. tai. car -rom a truck maker.

not re-ined


41/50


;a"s’

&he 'a" o- -ocus and ec'usivit(= What isthe one "ord (ou o"n in the prospect’smind?

Hamam 3 -ami'( soap )epsi 3 drink -or Gen+Y

&he 'a" o- division= ;ead a cateor( or

create a division Mo/i'e phones Music phones: 2i5 0emai':internet1 phones: &ouch screen phones


42/50


;a"s’

&he 'a" o- sinu'arit(= What is that one

thin (ou do rea''( "e''? Don’t push (our

'uckI ;i-e/uo( Germ+ki''er or /eaut( soap?

&he 'a" o- acce'eration= 6ide a trend. not

a -ad ,uar-ree vs )ro+/iotic


43/50


;a"s’

&he 'a" o- resources= What kind o-

resources are (ou puttin /ehind (our

product? Mone(

&ime

)artnerships

Workin the ecos(stem


44/50

Jero+cost &oo's

2'os Communities: -orums $ndustr( associations Ana'(sts. in-'uencers ,peakin opportunities A"ards: rankins &areted 4'o" cost’ marketin A''iance marketin Co+marketin )a(+-or+per-ormance marketin too's


45/50

Go+to+Market is sti'' evo'vin

Global Survey by the CMO Council and BCG involvingover 1000 marketeers and sales leaders

On'( K percent o- marketers rated their o+to+market

capa/i'ities as Letreme'( ood.L Another N percent rate themse'ves as L9uite

e--ective#L ,a'es eecutives a'so provided nota/'( 'o" se'-+

assessments. "ith on'( K percent ivin their o+to+market capa/i'ities the hihest marks and percentca''in themse'ves L9uite e--ective#P


46/50

Go+to+Market is sti'' evo'vin

S)ort5Term over Lon&5Term! Most o- the eecutives surve(ed saidthe( "ere -ocused on se''in e--ectiveness and accountmanaement 0 percent1. "hi'e p'acin 'ess importance on 'oner+term capa/i'ities such as customer+data capture. interation. minin.and "arehousin 0E percent1# $mprovements in channe'

manaement 0 percent1 or mu'ti-unctiona' se''in teams 0percent1 a'so ranked re'ative'( 'o"er

Restin& on t)e 6Trie$ an$ Tre6! Companies appear to /e re'(inon traditiona' metrics such as revenue ro"th 0QE percent1.ac9uisition and retention 0E percent1. market share 0 percent1.and marin improvement 0N percent1 -or eva'uatin o+to+marketper-ormance# $nput and insiht -rom consumers. as "e'' as -rom thechanne'. are 'o"er on the 'ist o- priorities#


47/50

$dea' Go+to+Market Frame"ork


48/50

Go+to+market check'ist

(larify t)e o++ortnity S)ar+en vale +ro+ositions En&a&e t)e entire or&ani7ation

.evelo+ s)ar+ mar%etin& +ro&rams *il$ on initial s##ess 3 Testimonials

*il$ a stron& sales s++ort me#)anism

(onstantly measre

(ON8UER THE MAR9ET


49/50

Case stud(

6isk Manaement )roduct 8ver(one needs risk manaement 6isk Manaement /e(ond the /e''+curve

8cos(stem %on conventiona' distri/ution channe's 2'os and communities 8va'uation copies to eperts

&ie+up "ith Ama5on &ie up "ith C)A institutes )6 3 more accurate event predictions


50/50

vinod#harithRcmoais#com

http=::cmoais#/'ospot#com

&hank You
mailto:[email protected]://cmoaxis.blogspot.com/http://cmoaxis.blogspot.com/mailto:[email protected]

go to market ppt

Documents