Today’s smart marketers don’t sell products; they sell benefit packages. They don’t sell purchase value only; they sell use value. Phillip Kotler
You have an aggressive new product launch timetable. Development is on track and it’s time to map out the market launch. You have doubts that company’s conventional approach will work. You need to rethink target market, competitive set, sales approach, channel structure, and more.
Turn Your Idea into a Market Winner
When clients work with Catalyst Strategies to build a go-to-market strategy for a new product or service, they benefit from our years of experience with successful launches. Board members and executives rely on us to increase their likelihood of success in nascent or untested markets. We work with clients to align their teams around a focused set of objectives and opportunities. Our go-to-market strategy will help you:
- Map out the customer decision cycle
- Define likely business and sales model(s)
- Narrow in on short term priorities
- Profile the high potential markets, segments, and customers
- Define a compelling value proposition
- Define communications strategies (messages, vehicles, and training)
- Develop detailed revenue acceleration programs
- Identify critical marketing and selling tools
- Implement metrics and mechanisms to track progress
Successful Go-to-Market Strategy
Catalyst Strategies’ success lies in our ability to bring organizational commitment to a focused go-to-market strategy. Our goal is to gain buy-in across the organization on the plan, so that everyone can be pulling in the same direction. We help teams get aligned by ensuring plans are based on insights about the market and the reality of the client situation. Our go-to-market strategies typically define:
- 12-18 month goals
- Target market
- Business model
- Product positioning and communications plan
- Product packaging
- Pricing
- Core strategies – marketing, partnership, sales and channels, and service
- Target customer/account profiles
- Resources – budgets, skills, and staff
- Priority Programs – awareness, lead generation, sales tools and support, service, up sell/cross sell, and management dashboard
Go-to-Market Pitfalls
We work with client teams to prevent potential issues that lead to launch failures or missed opportunities:
- Misreading the market – Entering the market without clear understanding of the market, customer, partner, or competitive situation
- Scatter shot – Disregarding the strategy and chasing short-term revenue opportunities that destroy the company’s ability to succeed long term
- Premature launch – Going to market without a fully baked plan, leading to inconsistent messages and ineffective programs
- Whip saw – Changing strategy too frequently, based on reacting to short-term competitive moves, C-suite directive, or the latest management article
- Reliance on prior winning approach – Hesitation to shift to new channels, markets, partners, pricing structure, or business models when the old ones may not be appropriate for a new product
- Pulling the plug too soon – Exiting after significant investment has been made, but before plan has been given the time to work
Get to Market Now
We understand that many of our clients do not have the time or resources for long planning cycles. Our approach is ideal for both early stage and Fortune 1000 companies to drive rapid results within their organizations.
Call us to increase the efficiencies marketing and sales investments and increase probability of early market success.
