Go-to-Market Template

Contents
Executive Summary
1
Product
2
Customers
3
Sales, Distribution and Partners
4
5
6
Marketing, Sales and Service Alignment
3-7
9-15
17-19
21-23
25-26
28
6 Budgeting 30
Messaging

Executive Summary
Product Portfolio
Market Conditions Readiness
Business
• Global business:
________
• Verticals: Key verticals
are ______
• Solutions: ______
• Substantial : _______
• Customer Base: ________
• Go to Market: Primary sales mechanism is _______
• Revenues: ________
• Major Industries & Verticals: ________
• Solutions: ___________
• Challenges: ______________

Current State &
FY XX Strategy
C u r r e n t S t a t e F Y X X
text here text here
text here text here
text here text here
text here text here
text here text here
Sales Performance
Markets
Sales Organization &
Coverage
Competition
Channel and Alliance
Partner Enablement

Market Size • <Describe the global market size, growth rate, spend summary>
Market Characteristics • <Describe the historical characteristics of the market>
Business Issues • <Describe/bullet key business issues >
Timeframe • <Describe the momentum and if we are ahead or behind>
Market Segmentation • <Describe how the market is segmented>
Target Audience • <Describe the breakdown of target audience (net-new/install base), revenue, company
size etc.>
Personas • <List key target personas>
Partner/ Solution
Providers
• <List Key Partners/Solution Providers>
Key Influencer • <List Key Influencers>
Competitors • <List competitors>
Customer Details
• <Describe Infor’s customer base statistics (i.e number of customers, active on MTC,
etc.)>
Value to Firm • <Describe why this market is of value to Infor>
Solution Offering • <List key Solution offerings>
Revenue
Potential
• <List possible revenue potential>
Go-to-Market Summary

60%
20%
20%
Region
Our main demographic remains
Region
In the last five years, we have developed
Region
In the last five years, we have
Customer Distribution

X% X% X% X%
X%
Product A
The amount of revenue
Product E generated has
increased/decreased by X%
Product B
Product C
Product D
Product E
The amount of revenue Product E
generated has increased/decreased
by X%
Revenue Generation

Ideal Customer Competitors/Substitutes
Product Value
Features Benefits
Product
• Core
• Expected
• Augmented
• Potential

Key Benefit
The biggest benefit that our
target market derives from our
offering is ______________
Competitive
Alternatives
If customers are not using our
product, then they’re using
similar products from
_____________ Target Segment
Our target market is ____________
Market Category
The market that we currently
compete in is _________
Primary
Differentiation
What sets our product apart
from competitors is
_______________
Product Positioning

1
2
3
4
5
Product Life Cycle
• text here
• text here
• text here
• text here
• text here
• text here
Introduction Growth Maturity Decline
Renewal

• text here
• text here
Strengths
• text here
• text here
Weaknesses
• text here
• text here
Opportunities
• text here
• text here
Threats
SWOT
SWOT Analysis

Best Product
Best Service
Best Price
Competitor Strengths Weakness
Market Landscape
Logo
Logo
Logo
Logo

FiscalYear FiscalYear Beyond XXXX
JAN–JUN JUL-DEC JAN–JUN JUL-DEC
Features
Regions
Other
Cust
Exp
Product Roadmap
Done
90%
Explore 75%
50%

Penetration
To enter the market
and gain market share
01
Economy
Budget pricing of a
product or a service
02
Promotional
Discounts, gifts,
coupons, buy-one-
get-one-free offers
03
Competitive
Price based on
competitor prices
04
Value-Based
Price based on what
customer believes the
product is worth
05
Cost Plus
Calculating prices
based on costs and
adding a markup
06
Skimming
Set a high price to
start and lower it as
market evolves
07
Premium
Product is priced higher
based on unique
branding strategy
08
Pricing Strategy

Ideal Customer Industry
Customers
Wants Needs
Problems to Solve
• Text here
• Text here
• Text here

Functional Value
The biggest functional benefit
that our target customer derives
is ……..
Economic Value
The biggest economic benefit
is…
Symbolic Value
The biggest Symbolic benefit
is…
Emotional Value
The biggest emotional benefit
is…
End Value
The biggest end benefit that our
target customer derives is…
Value for Customer

Background /
Demographics
● text here
● text here
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● texthere
● text here
Marketing Message
How can you describeyour solution to have the biggest impact on your persona?
Goals / Challenges
What does this person struggle with in relation to
meeting goals? What serves
as a roadblock for this person’s success?
Name Common Objections
Why wouldn’t they buy your
product/service?
● text here
● text here
● text here
● text here
Identifiers
Communication preferences?
Social media platforms?
What can we do?
...to help our persona achieve their goals? ...to help our
persona overcome their challenges?
Job? Career Path? Family?
Lifestyle? Age? Income?
Elevator Pitch
Sell your persona on your solution - in a
sentence or a few words!
Persona(s)
● text here
● text here
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?

Sales, Distribution and
Partners

Recommender Influencer/User Decision Maker Approver
Prospect
Focus
• Uncovering the
unknown
 Features
 Sharing knowledge
 Advantages
 Personal and professional
interests
 Benefits
 Business value of
relationship
Sales Activity
• Prequalifying
• Research
• Profiling
• Data gathering
• Documenting
• Requirements
• Right Person
• Right Agenda
• RightTime
• Dimension
• Value
• Vendor of Choice
• Results
- Hard
- Soft
• Impact
GTM Sales Process

Channel Company Size Industries Target Deal Size
Sales
Cycle
Offering
Direct
Partners
Other
Distribution Model

• text here
• text here
Network & Profile
• text here
• text here
Value for Partner
• text here
• text here
Partner-to-be-Process
• text here
• text here
Partner Selection Criteria
Partners
Partners

Marketing, Sales and Service
Alignment

Parameters to Achieve Alignment
Marketing
, Sales &
Service
Alignment
01
05
02
03
04 06
07
08
01 Common understanding
Align on stages, ownership and
triggers along the customer journey
02 Agreed to revenue process
The revenue process includes all activities
that lead to the generation and collection of
income. Acquisition, optimization and
retention activities
03 Integrated messaging strategy
Develop a strategy to collaborate across
the customer engagement continuum
04 Shared goals
Align the iterative planning cycle and
provide visibility through a shared
calendar. Agree on common metrics and
definitions
08 Shared customer profile
A common view of information on the
customer, shifts in the journey and
current engagement with firm
07 Campaign touch-point insight
Deliver insight into marketing
campaigns sent to leads or existing
customers
06 Automated customer prioritization
Monitor customer profile and engagement
to apply scores and priorities throughout
the customer journey
05 Coordinated lead cycle
A defined process for lead management to
reduce cycle time and drive conversion

Functional Dependencies
Product Marketing Sales
Service/Customer
Success
Accountin/ Finance
Product
Marketing
Sales
Service/Customer
Success
Accounting/Finance

Persona
Role in Buying
Process
Priorities Buying Triggers Products Key Messages
Name
Name
Messaging

Eric Siano is the managing director of Blue
Leopard LLC. In his role, he helps firms navigate
the complexities of the digital landscape and
transform their marketing, sales and digital
capabilities, processes and technologies.
You can reach Eric at:
www.blueleopardllc.com
An MSDC certified Minority
Business Enterprise
eric.siano@blue-leopard-llc.com
Insight Transformation Results
Schedule a virtual coffee at:
https://calendly.com/eric-siano/meeting

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