Why The Number 385 Is The Answer To Building A Solid Go-to-market Strategy

What if I told you that nan number 385 was nan reply to building a coagulated go-to-market strategy?

Stay pinch me. I'm Paul Sullivan, writer of Go-To-Market Uncovered (GTMU) and an maestro successful building B2B go-to-market strategy. I too created nan ARISE Go To Market Methodology® for inheritance and credibility.

So, here's nan thing. The Arise GTM Methodology has 5 steps:

• Assess

• Research

• Ideate

• Strategize

• Execute

But to commencement solving your go-to-market strategy, you must reply nan pursuing 3 questions:

1. How do I convey nan worthy of my merchandise aliases activity to my extremity personification aliases customer?

2. How do I alteration my purchaser to bargain from me?

3. How do I strategy to onboard, clasp and turn my buyer?

Related: How to Build a Solid Go-to-Market Strategy for 2025

To reply these questions, you must past understand these 8 pillars of GTM strategy:

1. Discovery

2. Personas, Segmentation and Jobs to beryllium done

3. Positioning, Messaging and Value Proposition

4. Pricing Strategy

5. Sales Enablement

6. Marketing Tactics

7. Onboarding

8. Product/Service Development

So, location you personification it. Three questions, 8 pillars and 5 steps. 385 is nan magic number for go-to-market strategy. Let's get into it.

When I wrote GTMU, I first divided nan go-to-market process into 3 questions to simplify your knowing of what is required. Whenever I explicate it this way, group ever get it. No overmuch "sales is spell to market" aliases "marketing is spell to market." One laminitis told maine it was nan first clip they had clarified what "go to market" meant. In that situation, I explained that go-to-market is really nan connection executes nan business strategy. That is an mentation I guidelines behind, but 385 is really it becomes easy to remember.

Related: 6 Key Things to Consider When Bringing a Product to Market

The 3 questions that matter

Question one: How do I convey nan worthy of my merchandise aliases activity to my extremity personification aliases customer?

When you onslaught this question, I want you to spot your existent situation. It requires sadistic honesty and a long, difficult look successful nan mirror. You must reappraisal your business thoroughly and understand nan factors presently impeding your success.

To start, measurement nan business and execute reviews connected your content, website performance, personas, strategy, societal media, exertion stack, nan team's skillset, a CRM review, KPIs and merchandise performance, notably attrition and retention rates.

Your adjacent business is to execute a competitory intelligence assessment, SWOT study and Porter's 5 forces analysis. You will too mobility and reply astatine slightest 7-10 existent and erstwhile clients and reevaluate nan size of your disposable market. Understanding really you caller into today's marketplace will importantly effect your pivot pinch a caller GTM.

Once you understand your existent business and spot successful nan broader competitory landscape, you tin make caller ideas for differentiating your communications strategy for your marketplace segments. You do this by brainstorming, big-picture, blue-sky thinking, checking your positioning, worthy proposition, storytelling, messaging and rebuilding it each together.

Question two: How do I alteration my purchaser to bargain from me?

Now, we get into nan strategical constituent of your go-to-market strategy. Customer acquisition. This involves a bid of processes, including contented mapping, keyword analysis, conception hypothesis, customer content, SEO content, paid trading strategy, income and trading positive requirements, income enablement programs, website updates/redesign, extremity and nonsubjective setting, KPIs, reporting requirements, lead scoring and nan jobs to beryllium done.

This activity will thief you align marketing, income and customer service, which each teams seek. It will too thrust you into a gross operations exemplary arsenic you spot nan strategy and nan method requirements to thief coming it.

Sounds for illustration a lot, right? It is — and if you want to win, you will do this comprehensively and not trim corners. Segmentation is captious astatine this juncture, and you'll beryllium reasoning astir really you position your merchandise aliases activity to nan different buyers successful nan psyche purchaser committee. We wide judge that location are aggregate decision-makers successful today's income process, truthful your trading squad must accommodate its strategy to incorporated contented that engages them all.

Question three: How do I strategy to onboard, clasp and turn my buyer?

Your strategy needs to spot an onboarding playbook aliases playbooks. You must practice your complete customer recreation done nan business, from a alien to an advocate. I first mapped this successful an Excel spreadsheet backmost successful 2023. My first connection was astir my marque trading strategy. From there, I moved done my pre-launch initiatives into income enablement, trading strategy and customer onboarding, and past my upsell and cross-sell strategy into my referral program.

Again, it sounds for illustration a lot, but it profoundly impacted our bottommost connection and galore clients.

Here, astatine nan execution stage, that is simply a superior objective. Additional requirements will spot a conception audit to guarantee your caller segments personification a customer recreation lifecycle mapped retired for each. They will too spot caller copywriting, execution of web design/development, caller societal media production, revamped advertisement campaigns, updating/consolidating/removing older and underperforming content, caller reporting, accordant quarterly reviews, caller integer positive development, including income enablement materials, caller income and trading emails, CRM workflow sequences, arsenic bully arsenic different automation and caller KPIs.

Related: 5 Lessons to Follow arsenic You Take Your Product to Market

Where are nan 8 pillars? As you tin spot above, I personification addressed nan 3 questions and 5 stages of nan ARISE GTM Methodology®, which is transparent. But if you cautiously publication nan 8 pillars and analyse nan actions and requirements of ARISE, they are each there, entwined perfectly for you and your squad to adopt and build a winning go-to-market strategy.

So location it is: 385 is nan winning number for a successful GTM strategy. It involves 3 questions, 8 pillars and 5 steps.