Go to Market Strategy: what is it and how to create it?

Go to Market Strategy (GTM) is an action plan to launch a product to the market, but it goes beyond that, because it seeks a comprehensive strategic alignment between products, customer segments, operations and channels.

This methodology allows you to thoroughly understand your customers' needs and define how to satisfy them in the most efficient way.

What is A Go to Market Strategy?

The Go to Market Strategy methodology is an action plan which presents a product or service to the market and demonstrates how to persuade customers to generate a sale.

This strategy stems from a deep understanding of customer needs and challenges, the product's value proposition and the competitive landscape to be addressed, maximizing market impact and reducing the risks associated with product or service introduction.

The purpose is to ensure that the organization's efforts are aligned with the objective of attracting and retaining customers in an efficient and differentiated manner.

Therefore, a Go to Market Strategy must cover the entire launch process, from the definition of the audience and the general objective, the internal and external marketing message, the selection of sales and distribution channels, to the implementation of the strategy.

How does the Go to Market Strategy help companies?

By thoroughly analyzing the market, customers can be properly segmented.

This analysis is followed by an action plan to attract new prospects, access new markets and thus achieve business and marketing objectives.

Furthermore, by implementing this strategy through collaborative methodologies, not only are agile and effective action plans created, but also the entire organization is involved, ensuring the achievement of the desired results.

Unfortunately, many launch strategies often fail due to a lack of alignment between customer needs, product features and marketing strategy.

Therefore, the Go to Market Strategy addresses this problem, ensuring that the product or service meets the market's expectations.

Benefits of A Go to Market Strategy

This comprehensive strategy offers multiple benefits ranging from improved market understanding to more effective marketing. Below are some of the key advantages of implementing a well-structured Go to Market Strategy:

Understanding the market

An effective Go to Market Strategy begins with a thorough market analysis that identifies and understands customer needs, industry trends and competitive dynamics.

This in-depth knowledge enables companies to anticipate market movements and adapt their products or services to better meet people's demands.

By understanding the factors that drive consumer purchasing decisions and preferences, organizations can adjust their approach to address market opportunities.

Hence, better results, a competitive advantage and greater profitability are obtained.

Brand position

This type of strategy contributes significantly to the way the brand is perceived in the market.

By aligning the product value proposition with customer expectations and effectively communicating benefits and differentiators, companies can establish a strong brand position.

This is crucial to stand out in saturated markets and to build a consistent brand identity that resonates with the target audience.

Thinking about the challenges that companies may face, at London Consulting Group we have a collaborative and strategic process that will allow you to develop a brand narrative in conjunction with your management team which connects with your customers in an authentic way and aligns with your business objectives.

sales channels Optimization

Selecting and optimizing sales channels is relevant to a Go to Market Strategy.

With a clear understanding of how each customer segment prefers to interact and shop, organizations can target their efforts to the most effective channels.

Whether through direct sales, e-commerce or distribution partners, a Go to Market Strategy allows you to fine-tune your channel strategy to improve reach and efficiency, reducing costs and increasing sales.

Pricing strategy

An informed pricing strategy is essential to maximize revenues and profit margins.

In this sense, it helps determine the optimal price for each market segment, considering factors such as the customer's willingness to pay, the positioning of the competition and the perceived value of the product or service.

For example, a dynamic and adaptive pricing strategy can be a key differentiator, especially in highly competitive markets, but it must be responsive to market fluctuations and customer expectations, taking into account value drivers by product and by customer.

Marketing and promotion

Finally, the Go to Market Strategy guides the planning and execution of all marketing and promotional activities.

With a coherent strategy, marketing campaigns can be more targeted and resonate more with the target audience, resulting in greater effectiveness.

From advertising to promotions to product launches, every marketing tactic is based on GTM's market intelligence and overall strategy to ensure that the right message reaches the right audience at the right time.

By integrating these components into a cohesive Go to Market strategy, companies can ensure not only a successful launch, but also long-term sustainable and profitable growth.

Benefits & Differentiators OF London Consulting Group

DISCOVERY

Our Go To Market approach has the specific objective of identifying and amplifying the unique differentiators of each brand.

We conduct collaborative workshops with our clients to identify and highlight the key aspects and characteristics that make them stand out from the competition.

Strategy DEVELOPMENT

Afterwards, we develop an external strategy to communicate and highlight pains or obstacles faced by potential customers.

Internally, we discover and implement efficient methods to optimize your company's cost structure, ensuring that your low-cost approach does not compromise either the quality of service or the image of your brand.

Brand positioning

At London Consulting Group we focus on helping companies position themselves in the market through a value proposition that truly represents who they are.

To do so, we guide organizations through the entire process of understanding their market in a much broader way and focusing on what works, thanks to our work experience in different industries and a customer-focused culture.

Sales channels

In order to maximize all efforts in terms of sales channels, at London Consulting Group we focus on analyzing the market to determine which media can work best in terms of reach and efficiency.

Keep in mind that a Go to Market Strategy must include a well-developed channel plan that allows your product or service to be available to customers when they want it and where they want it.

Pricing strategy

At London Consulting Group we know that prices represent more than just numbers, they should reflect the value of the brand and its place in the market.

Therefore, we focus on a flexible and evolving pricing strategy, which must adapt to market changes and consumer expectations.

It is very important to carry out a detailed analysis of the value of each product, considering it is the only way possible to establish an adequate cost range that allows for good profitability.

Marketing and promotion

Finally, our strategic methodology ensures that each of our campaigns does much more than generate interest; it forges a lasting bond with your target audience.

This connection not only awakens initial demand, but also cultivates sustained loyalty over time. In addition, we implement effective monitoring systems that ensure the success and effectiveness of each campaign.

Go to Market Strategy + London Consulting Group 

Methodology

London Consulting Group has designed a methodology to implement Go to Market Strategy, which works effectively due to the following:

Analysis / Methodological framework

We first analyze your company and define its identity, then build a methodological map with its winning aspiration, i.e., what will guide your organization towards the ideal future or what you want to achieve from the Go to Market Strategy.

This plan must answer the fundamental questions:

• Alignment (Why?): Why are we launching this product or service? Here we identify its main purpose in the market and the company.
• Purpose (What?): What do we hope to achieve with this offer? Details the specific objectives and desired results of the product or service launch.
• Winning Aspiration: How will we achieve our goals and fulfill our purpose? It is a statement of what success in the marketplace will look like for a company.

Alignment of the strategic plan with the company's purpose and winning aspirations is critical to ensure that every action taken contributes to the overall vision and long-term objectives.

2. Definition/premises

The second step is to establish the premises that will guide the implementation of the Go to Market Strategy. To do this, we take into account several key elements and points and develop them:

• Where to Play: define where your product or service will compete in the market, i.e., identify the market segments and niches on which the strategy will focus.
• How to Win: determine how your offering will differentiate itself in the marketplace. This could include pricing strategies, marketing approaches, innovations, etc.
• Strengths and weaknesses analysis: assess the strengths, weaknesses and trends associated with your products and services, as well as the value creators and pain relievers.
• Identifying benefits, jobs to be done and pain points: understand the benefits your product or service offers, the activities it accomplishes and the pains it alleviates for the customer.
• Solutions aligned to customer needs: ensure that your solutions are perfectly aligned with customer needs.
• Differentiation premises: define what your product or service offers that the competition does not, what are the common elements and what can you offer that is truly disruptive.
• Voting on proposals: finally, involve key stakeholders in the decision-making process to vote on proposals and ensure alignment and commitment for the chosen strategy.

Be clear about what your company offers, the needs of your customers and what the competition offers to work on it and have a well thought out strategy that can work.

Together, we can define all these elements and create an effective strategy. 

3. Implementation/Roadmap

Developing a roadmap for the implementation of the Go to Market Strategy is a critical process that ensures that the strategic vision is transformed into actions and tangible results. Let's take a closer look at how this roadmap is structured:

Business model alignment

The business model must be in complete synergy with the Go to Market Strategy. This means that every aspect of the model, from the supply chain to customer service, must contribute to achieving the objectives of the Go to Market Strategy.

Each business function must be reviewed and adjusted to ensure that it effectively supports the introduction and growth of the product or service in the marketplace.

discovery and development of capabilities

To successfully implement the Go to Market Strategy, specific capabilities are needed within the organization.

This may include skills in digital marketing, data analytics, product development, and customer experience management, among others.

Capabilities also refer to infrastructure, such as technology platforms, and internal processes that support the strategy.

Therefore, it is vital to identify current capabilities and gaps, develop a plan to strengthen or acquire needs for the effective implementation of the Go To Market strategy.

Establishment of strategic objectives

Strategic objectives should be clear, measurable, achievable, relevant and time-based (SMART). They will guide all Go to Market Strategy activities and should be aligned with the company's broader goals.

They also need to be flexible enough to adapt to market changes, but also specific enough to provide clear direction.

At London Consulting Group, we can help you focus your strategy and define your objectives. Together, we can implement efficiency tactics to maintain an optimized cost structure and guarantee a low-cost approach without sacrificing quality or brand perception.

Alignment planning

It is essential to the execution of the Go to Market Strategy and involves ensuring that all departments and partners understand the strategy and their role in it.

Communication is key: regular meetings, workshops and training sessions should be held to keep everyone informed and engaged.

Development of the strategy plan

The strategy plan is a detailed document that breaks down each step of the implementation. It should include timelines, milestones, responsible parties and allocated resources.

In addition, it should contemplate the planning of phased launches, market testing, and adjustments based on the learning obtained at each stage.

Implementation and monitoring

Once the plan is in place, it is crucial to monitor progress and make adjustments when necessary.

This includes tracking performance against defined KPIs, conducting periodic reviews and the ability to adapt to customer feedback and changing market conditions.

Continuous review and adjustment

Finally, the implementation of the Go to Market Strategy is not a static process; it is a cycle of continuous improvement.

There must be a system in place to regularly review the strategy and make adjustments, which may be based on product performance, customer feedback, market changes, or the introduction of new technologies or competitors.

By following these steps to develop and implement a roadmap for your Go to Market strategy, you can ensure that your offering reaches the market effectively and that your company is well positioned for long-term success.

Optimization and fine-tuning of the Go to Market strategy

The market, technology and customer needs are constantly evolving, requiring a focus on continuous improvement and adjustment.

To achieve this, there are several actions to consider:

Performance monitoring

It is essential to keep an eye on the performance of the products or services launched. This includes reviewing sales metrics, customer feedback, and how actual performance compares to initial projections.

Analytical tools and performance management platforms can provide valuable insights in this area.

Customer feedback collection

Actively listening to customers provides crucial information. Surveys, focus groups and online review platforms are effective methods for gathering customer opinions and perceptions about the product or service.

Competitive analysis

It is important to be aware of what your competitors are doing, because analyzing their movements, offers and strategies helps you to identify opportunities and threats in the market and adjust your strategy accordingly.

Adjustment and revision of the strategy

With the data and insights gathered, it's time to make adjustments. This may mean modifying the value proposition, changing marketing strategies or even reformulating the product.

Flexibility and adaptability are key to maintaining market relevance.

Team training and development

As the strategy evolves, the team must be aligned. This may require additional training, workshops or brainstorming sessions to ensure that everyone understands and is committed to the updated direction of the strategy.

Review of processes and tools

Operational efficiency is crucial. If bottlenecks or inefficiencies are identified, it is time to review and optimize processes.

Likewise, the technology and tools used must be up to date to ensure optimal performance.

The Go to Market strategy is not a "set it and forget it" strategy, but requires constant attention and periodic adjustments to ensure that a company stays relevant and thrives in a competitive marketplace.

With a focus on continuous optimization, organizations are better positioned to anticipate change, address challenges and take advantage of new opportunities.

Boost your results with London Consulting Group

Now that you know how a Go To Market Strategy can help you, it's time to implement changes that will help you get closer to your customers.

London Consulting Group can help you through a methodology that makes you generate differentiating elements and a unique value for your markets, through well-established phases to achieve greater profitability in the long term.

If you want to know more or have any questions, please contact one of our Business Shapers.