The document discusses the "Go-To-Market Revolution" driven by three major factors: changing customer pathways due to online purchasing, advances in data analytics and cloud computing, and the effects of globalization. It notes that customer pathways have shifted online, data analytics are becoming more affordable and accessible, and globalization has expanded markets while speeding changes in tastes. The conclusion states that these three factors are disrupting many industries, but also present new opportunities for growth for companies able to adapt their go-to-market strategies.

1. The Go To Market
Revolution

2. Introduction
• Go-To-Market strategy refers to the set of integrated
tactics which a company will use to connect with
its customers.
• It is the mechanism by which firm propose to
deliver their unique value proposition to their target
market.
• ‘Go-to-Market Revolution’ is a wave of
technological and customer-driven change.

3. Three Tides Driving Revolution
• customer pathways
• technology and advanced analytics
• globalization.

4. Customer Pathways
• A consumer pathway is any possible combination of
ways in which your customers could travel in order to
purchase your goods or services.
• The Shift in Customer Pathways is driven by online
services which has shifted all the customers to online
purchases.
• Knowing these channels will help you discover and
correct bottlenecks.

5. Advanced Data And Analytics
• The second driver of change could be called the go-
to-market arsenal. It is the rapid and transformative
evolution of “smart” data, advanced analytics and
modelling.
• The cost of capturing, storing, and rendering data into
decisions is falling rapidly. Increasingly, companies
are leasing space in the cloud—using services like
Amazon’s Redshift—as the cost per terabyte plunges

6. Globalization
• Globalization has changed the competitive landscape
in every market.
• The rise of globalization has opened labour markets
and expanded offshore production, resulting in lower
product costs.
• It is shortening product cycles and speeding shifts in
consumers taste.
• Globalization in emerging economies has been
accompanied by rapidly expanding wealth.

7. Conclusion
• These three tides of change have significantly
contributed to the disruption that affect virtually
every global industry today.
• For business leaders with ambition and foresight, the
Go-to-Market Revolution offers a magnitude of fresh
opportunities to attract and engage customers and to
drive growth and profitability.