• Define, or agree on, which market segments and buyer personas you should target?
• Understand and agree upon buyer needs?
• Develop content that is more than just product information?
While a majority of b-to-b companies aspire to be audience-, buyer- or solution-centric in their go-to-market strategy and execution, few adequately manage the challenges and barriers to doing so. How does an organization transform from product-centric myopia to an outward-looking approach?
• Leverage data, company experience and market insights to build an aligned set of prioritized segments for investment in sales and marketing activities
• Build a prioritized set of target segments and personas
• Construct an agreed upon segmentation, buyer needs and portfolio map
Taking the time to build a go-to-market framework – the prioritized list of segments, personas and portfolio mapping – provides your organization with:
• Defensible choices based in data analysis and company experience
• An aligned set of targets across sales, marketing and product Companies that leverage SiriusDecisions research
• This six-week project culminates in a one-day working session for up to 20 participants
• Key stakeholders involved in the working session should include members from portfolio marketing, product management, marketing operations, demand creation, sales operations and sales management
• Qualitative and quantitative data, including surveys and interviews of key stakeholders, are used to inform recommendations and develop an action plan customized to your organization
• Go-to-Market Architecture – outlining the segments, personas and solutions
• Aligned prioritization of those segments
• Approach for completing additional segments
• Next steps for content creation, campaign development and sales enablement
• A roadmap for future advisory service inquiries to ensure ongoing support and success