GTM Best Practices

A brief seminar on the topic of Go-to-Market planning.

Transcript

1. Best Practices October 2018
2. 2 Geoffrey Hansen Senior Advisor, Garibaldi Capital geoff@garibaldicapital.com Managing Partner, Rocket Builders gchansen@rocketbuilders.com TWITTER @gchansen LINKEDIN http://ca.linkedin.com/in/gchansen Presenter Engineer Sales Support Marketing & Sales Tech Consultant Analyst CEO Tech Consultant General Manager Venture Capitalist Management Consultant Strategy Officer Capital Advisor Interesting Fact: Rocket Builders has the largest library of sales and marketing books in BC.
3. 3 Geoffrey Hansen Key Achievements Engineer Sales Support Marketing & Sales Tech Consultant Analyst CEO Tech Consultant General Manager Venture Capitalist Management Consultant Strategy Officer Capital Advisor Tech Contributions: VOIP Standards through Intel Consortium Patent Holder: Mobile Multi-Tab Browser Community Contributions: VanTec Angels Founding Sponsor Ready to Rocket List NRC Sponsored Go-to-Market Program Entrepreneur Contributions: Founder of 8 Tech Companies GM of Internet IPO Company 2 Time Winner of SIAA Codie Award 1 Time Winner BCTIA Product of the Year Advisor Contributions: Raised over $150M in Venture Capital Consultant/Advisor on over $100M in Exits Interesting Stat: Geoffrey has sat through over 6500 investment pitches.
4. Defining GTM A Go to Market (GTM) Strategy is an action plan that specifies how a company will reach target customers, communicate a value proposition , achieve competitive advantage and acquire revenue through delivering solutions. It goes well beyond “launching” a product into the marketplace.
5. Key Core Components of a GTM Plan 1. Market Focus 2. Specific Value Proposition 3. Differentiated Approach 4. Promotional Plan 5. Sales Engagement Pathway Defined
6. Who asks “What is your GTM?” 1. Board of Directors 2. Investors 3. Business Partners
7. Who needs to use GTM 1. Big Mega Companies 2. Growth Companies
8. Maximizing Revenue and Profit Pathway to Scaling Up Aligning Stakeholders Defining How to Win Against Competitors Rationalize Budgets and Forecasts Goals of a GTM
9. GTM Best Practices - Strategy 1. Market Insights 2. Product-Market Fit 3. Segment Focus and Priorities 4. Precise Value Proposition 5. Know the Addressable and Obtainable Revenue
10. GTM Best Practices - Execution 1. Budgeting and Planning 2. Understanding Buyers 3. Building Contacts 4. Attracting Traffic 5. Generating Leads 6. Identifying Decision Makers 7. Effectively Closing Deals
11. GTM Tips 1. Publish GTM for all stakeholders 2. Review and Update Strategy Quarterly 3. Review and Update Execution Monthly 4. Have a Marketing Calendar 5. Sales, Marketing and Business Development Have Aligned Schedules and Incentives
12. GTM Q&A