Go to Market Checkup®

Checkup Points:

Check if your go to market defines these 20 elements and how much their definition is up and running.

There are 4 levels of maturity of your go to market element:

  1. Working: you have a clear definition, that you can use in your commercial operation
  2. Developing: you have one or more definitions, and you are working to validate them
  3. Searching: you do not have a definition, but you are working on it, along a clear direction
  4. Missing: you cannot define this element of your go to market

1) Target: Does your company has a clear target Segment of Clients? Business follows Relationship. You should have established relationship before to do business with someone
2) Budget: No budget - no party. An initial budget is necessary even for the most basic selling activity.(and also the Client needs a Budget)
3) Category: Your go to market shall address a clear Problem Category. Then defining a Product Category will be much easier and the first step of communication.
4) Demand estimate: An estimate of all the times a client can be in the market for a solution. Understand when the customer may feel the need for a solution and put it on a calendar. This is the max turnover (competition permitting)
5) Challenge / Contraddiction: A surprising re-framing of Clients beliefs. An external challenge to its Status quo, or a contradiction of the assumption of its business model: a new information giving a reason to change and change now, or a Loss will unavoidably occur.
6) USP - MVP: A Unique Selling Proposition and/or a Minimum Viable Proposition. The offer that has the minimum Client Acquisition Costs and is the Troy horse of your go to market
7) Brand: A communication capable to shelter your share on the market and beat competition inside customer's head. It builds a favorable position for your offer, on the category ladder inside your client’s head.
8) Point of contact: A Peer, a Market Place, a physical bridge to the Client. If you cannot reach your client, you cannot sell to him.
9) Decision maker: Name, Surname, Passions and Personal Goals. Decisions are taken inside a person’s head. Before any logical reasoning. Try to uncover this person’s criteria.
10) Story: A Trouble story, a Growth story, your Story, your Offer story, your Leadership story. Telling a story is the best way to let the client learn.
11) Price: A non-negotiable price: one that you can ask your client to support.
12) Comparison: A sightseeing on the unbearable Present and the brighter Future. A “What if?” scenario, that shows that the gain of embracing the “change” is at least twice as big the losses of continuing the “same ”.
13) Call to action: Expiring soon. A clear indication of the next action the client shall do in order to achieve the necessary change of the status quo.
14) Delivery engine: A credible and convenient one. Clients will buy only if the purchasing process is convenient and they can trust your ability to deliver.
15) Cash collection: A process to get paid. Getting paid it’s the most important part of any sales. Make it easy. Make it competitive.
16) KPIs: A measure of your Go to Market performance. Any go to market plan will crash at first contact with client. But with the right KPI you can pivot and change it for the better.
17) Risk tool: Trip wires and alarms to anticipate changes. Market changes, Client Changes, Competition changes, Organization changes… and more.
18) Won / Lost: A way to understand competition. You sell only as much your competition allows you to sell.
19) Mail list: Or a fully-fledged CRM. Finding new Clients costs 3X than selling to your existing customer base. Margin on Aftersales are 3X margin on sales. You can sell your CRM more easily than your business.
20) Go to market plan: A documented Go To Market is an intangible asset on your books.

Classification data

The following questions allow to compare your data with the responses of other participants.

Checkup's title:
Email:
Full Name:
Company's size:
Company's type:
Company's proposition:
Company's target market:

Plot the results:

*If A=B and B=C, A=?: *this answer is required to plot the data

Your chart:

    

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