How to Develop a Go-to-Market Plan That Works [+Free Template]

first_imgExample EddyA process he uses costs too much time and moneyThe service costs less time and money.This service does ____, which saves companies time and money. Topics: Even when you put great amounts of effort, time, money, and resources into developing a new product or service, a poorly-planned go-to-market strategy could cause your project to flop.Some of the biggest brands have even experienced go-to-market failures. Take Apple, for example. In the 1980s, decades before Steve Jobs launched the game-changing iPhone, he led one of Apple’s biggest flops: the Apple Lisa computer.Although Lisa had some of the best graphic technology of its time, only 10,000 units sold. Critics attribute the failure to Lisa’s misleading ads and high price, despite its low processing power.Overall, many say the computer itself and the messaging around it was not valuable to Apple’s prospective customers. The release was such a disaster that it reportedly resulted in Jobs’s temporary exit from Apple.While Apple and Steve Jobs recovered, smaller companies could have a lot more to lose when bringing a product to market with a poor plan. As you develop something new, it’s vital to also start drawing out a go-to-market strategy that’s customized to fit your budget and your buyer persona.We’ve seen two major methods for developing a go-to-market strategy: the funnel and the flywheel. While the traditional, one-off funnel method focuses on attracting leads and nurturing them into sales, the flywheel approach uses inbound marketing and other strategies to build long-lasting customer relationships.While the funnel is centered around the awareness, consideration, and decision stages of the customer’s journey, the circular flywheel focuses on attracting, engaging, and delighting prospects, leads, and customers.When a lead becomes a customer, the flywheel continues as the company is tasked with attracting them, engaging them, and delighting them all over again with solid customer experiences, new content, and potentially new offerings.Regardless of whether you’ve adopted the flywheel, or prefer to stick with the funnel, your planning process should include these steps.Distinguish your buyer persona(s).Fill out your persona’s value matrix.Define your content and lead-gen strategy.Adjust and iterate as you go.Retain and delight your customers.To get more detail on the first three steps, you can find an in-depth explanation of them here.We’ve created a basic fill-in-the-blank template to help you get started on a killer go-to-market strategy. It specifically touches on building a persona, mapping out a customer matrix, and brainstorming a go-to-market content strategy.Feel free to copy the below template into a document and customize it to fit your product or service.Receive a 12-month marketing plan in less than 10 minutes with the help of our free generator. Go-To-Market Plan TemplateGo-To-Market Strategy for ______________Step 1: Distinguish your buyer persona(s).Before you start planning your strategy, its key to do a bit of research and identify your buyer persona. You can have more than one, but make sure each is concise, clear, and different from the others.Here is a free tool to help you develop your persona(s) and a list of questions to ask yourself while you’re creating them.Step 2: Fill out your persona’s value matrix.The table below includes each piece of the value matrix, as well as an example persona. Use the first example as your guide as you fill out the lower rows. Buyer’s Journey Step 3: Define your content and lead-gen strategy.Create a content and lead-generation plan based on your customer’s journey. Since some prefer flywheel and others prefer funnel, the template is split into Phase One, Two, and Three with notes on where you should be in the flywheel and funnel’s cycles.Phase One:Funnel Stage: AwarenessFlywheel Goal: Attract ProspectsWhat type of content will you create to catch the eye of potential customers in similar industries? Make a table like this one below. Demo or tutorialUse Our Sales AI Tool to Extract Dark DataDemo signup links will be shared in webinar follow-up emails, newsletters, and on the website.Those entering demos will make contact with a direct sales/support person. Phase Two:Funnel Stage: ConsiderationFlywheel Goals: Attract and Engage LeadsIn this phase, your audience might know of your service, or they might be researching products related to yours. What types of content do you create to move your service to the front of their minds?  Blog postWhat is sales AI?Content will be shared on Facebook, Twitter, LinkedIn, and in weekly newsletter.A CTA in the post will ask readers to sign up for our next webinar. Type of ContentTopicPromo StrategyLead Generation Phase Three: Funnel Stage: DecisionFlywheel Goals: Engage and Nurture Leads / Gain and Delight CustomersYour audience is really interested in your service. How will you use content to sell them? Persona Name (Come up with something fun, like Marketing Mary.)Pain Points (Challenges and annoyances that your persona faces.)Product Value(How does your product help?)Message (What will you say to convey this to the customer?) Type of ContentTopicPromo StrategyLead Generation Type of ContentTopicPromo StrategyLead Generation Originally published Jun 11, 2019 7:00:00 AM, updated June 11 2019 WebinarHow Sales AI Can Increase ProductivitySocial and email promotion will link to the signup page.A thank you email will include a link to request a demo. Don’t forget to share this post! Step 4: Adjust and iterate as you go.Return to areas of your plan that aren’t working and tweak them. Make note of the things that are working, and brainstorm ways to expand upon them.Step 5: Retain and delight your customers.In this phase, you will focus on maintaining your customer relationships and spreading good word-of-mouth. This is where a flywheel strategy can be much more helpful than the funnel, which ends at sales. For a detailed rundown of the delight phase and beyond, check out this ultimate guide.Although different products might require different launch strategies, the above template and steps should help you create a solid starter plan which can be customized along the way. last_img read more

Struggling Saint John mourns lost pipeline A huge economic blow

SAINT JOHN, N.B. — At what would have been the eastern end of the Energy East Pipeline, rookie Mayor Don Darling is in mourning.The veteran businessman, elected mayor just last year, presides over a declining city in a declining province, and had been counting on Energy East to help turn the corner.“This is a disappointment. It’s an economic blow. I’m frustrated,” Darling said Thursday.The $15.7 billion pipeline project would have carried western crude to the Irving Oil refinery in Saint John and an export terminal for destinations abroad. TransCanada cancelled it Thursday, citing “changed circumstances.”While Quebec politicians like Montreal Mayor Denis Coderre and environmental activists celebrated the demise of the project, Darling lamented the loss of jobs and revenue.“This a huge economic blow to Saint John, to New Brunswick and to the country,” Darling said.The Energy East Saint John Partners Forum had estimated the project would increase the provincial GDP by $6.5 billion, and create thousands of jobs over several decades.Ian Whitcomb, president of the Saint John-based Irving Oil, called it the loss of a “once in a lifetime opportunity.”Darling said his once-affluent city — the oldest incorporated city in Canada — was looking to Energy East as a source of momentum to get the economy moving.He said in the short term, the city of 67,000 people is facing a $4.5 million shortfall this year and needs to make tough decisions if it is to avoid raising the city’s tax rate — already the highest in the region.The 2016 census showed the population of Saint John fell by 3.6 per cent over the previous five years — falling from 70,063 to 67,575 — and losing its status as the largest city in the province.A New Brunswick sociologist, Hassan Arif, likened the city to Detroit in a 2012 column for HuffPost, saying Saint John’s decline isn’t as severe but it faced similar challenges: They were both declining cities with growing suburbs, with concentrated urban poverty and a shrinking tax base. Both have multiple vacant and abandoned buildings.Even before the Energy East announcement, Darling was openly expressing his concerns about his city’s financial woes.In a Facebook post Wednesday, Darling said “I’m tired, beat up, frustrated and sad. I’m all those things because we need to change,” he wrote. “We are in a mess, this didn’t happen overnight, it’s been years in the making.”On Thursday, Darling said the Energy East project was “truly a test of our country and our ability to come together and we failed.”He blames the regulatory process and opponents of the project in Quebec.“The fact that one of the provinces in our country appeared to do everything it could to block this project in any fashion — I think that was obviously a factor,” he said.Darling said his city needs help from the province and Ottawa — either a large project or a number of smaller ones to stimulate the economy.“We need help. We need to work with the provincial government and Premier (Brian) Gallant is signalling that he is accepting my challenge that Saint John needs a new deal,” he said. “We have to match actions with the reality and urgency we’re facing as a community.”Gallant said Thursday energy is still a huge opportunity for Saint John, noting that the province is looking at various forms of renewable energy such as tidal power.“There will be a new deal for Saint John,” Gallant said. “As the industrial base of our economy, we need Saint John to be firing on all cylinders.”Darling said the city would take the next 30 days to more clearly define what help it needs from the other levels of government.“All we want is a fighting chance to put Saint John on a more sustainable path,” he said. read more