Before your enterprise makes the decision to go vertical, SiriusDecisions recommends you ensure that moving to an industry-oriented go-to-market strategy is the right course of action.
A common mistake to avoid is assuming that “solution” is synonymous with “industry.” We define “solution” as the matching of a customer or prospect’s identified needs to your marketing, sales, delivery and support efforts, with the end goal of innovating a solution designed to solve a business issue. Many times the solution or product is industry-agnostic, allowing for a horizontal solution approach.
Horizontal solutions are crafted by identifying a common business challenge such as a new regulatory requirement, technological change, emerging market opportunity or need that spans across industries. A horizontal point of view might just be more relevant and compelling to a prospect than a value story based on industry alignment.
Here are three primary lenses to use when determining if your company should go vertical:
Summing up, look before you leap into vertical solution marketing; make certain it’s the right go-to-market strategy for your enterprise. We recommend first dipping your toe in the water, testing your organization’s ability to successfully execute by piloting a vertical marketing approach with one or two key industries.