Create a Go-To-Market Plan (2017)

Build a go-to-market (GTM) plan for your next product or service. Learn how to craft a winning product strategy, drive better channel performance, and evaluate KPIs and metrics.

When you launch a new product or enter a new market, it's crucial to have both a roadmap that sets you up for success and the means to track the growth of your program. In this course, discover how to build and develop a go-to-market (GTM) plan for your next product or service. Join renowned marketing author Deirdre Breakenridge as she takes you through the steps needed to bring your product or service to the world. Deirdre helps you discern whether you need a GTM plan, and shows how to build a product strategy that's tailored to the market and customer base you aim to reach. She shares methods for pricing and promotion, and explains how to drive better channel performance, evaluate KPIs and metrics, align your team for launch, and more.

Introduction

• Welcome
• Defining a go-to-market (GTM) plan

1. Building Your Go-to-Market (GTM) Plan Foundation

• Assessing whether you need a GTM plan
• Researching your customers
• Developing GTM strategic objectives
• Defining product and problem validation
• Segmenting the market and customer
• Entering new markets with a competitive advantage

2. Developing a Product Strategy

• Developing your product vision prior to launch
• Developing your product message
• Setting your product price at launch
• Setting up your feedback loop for evaluation and enhancements
• Considering different promotions at launch
• Strategizing your product and front line

3. Setting Up Your Channel Strategy

• Identifying your primary channels
• Driving better channel performance
• Educating and supporting your customers
• Training and sales support

4. Identifying Your Market Strategy

• Value proposition and position statement
• Buyer personas and product use cases
• Storytelling and the customer journey
• External marketing programs
• Setting up internal marketing programs

5. Creating an Evaluation Strategy

• Understanding key performance indicators
• Evaluating KPIs and metrics
• Aligning the team for launch
• An evolving GTM measurement model

Conclusion

• Next steps