This document outlines key strategies for successful go-to-market execution, including targeting the right markets, effective category and offer management, optimal coverage models, measurable marketing, and disciplined execution. It emphasizes growing target markets through expanding geographies, verticals, and solutions portfolio while increasing share of wallet. Effective category management focuses on strategic fit, portfolio synergy, and vendor management while offer management defines end-to-end customer value. A mix of direct sales, channels, and marketing is critical for coverage. Marketing must be ROI-based through digital and content-rich programs. Value selling requires solution selling across decision makers. Overall, operational discipline around forecasting, funnel management, and account planning is important.

1. Go-To-Market Strategy & Execution
has foundational role in success of any business: Be it startup, small or large businesses
Shekhar Agrawal
B2B Go-To-Market Consulting
and Startup mentoring

2. My Introduction
1995
•
•2000 2006 2011 2016
•
•
Asia Pacific Asia
South AsiaIndia
Domain & Offerings Managed
Managed Services
Device-as-a-Service
Printing Systems
Workflow Management
Unified Communication
Contact Centers
Networking
Over 25 years with leading technology leaders in P&L and Sales roles, India & Asia Pacific

3. Ingredients of successful GTM (B2B)
Targeted Market Entry,
Expansion & deeper Penetration
Selling Value through
Effective Offer & Category
Management
Effective Coverage Model -
Direct, channels & marketing
Measured marketing
ROI based, One-on-One and Digital
Disciplined execution
Speed, KPI Based and collaborative
1
2
3
4
5 PROFITABLE
GROWTH

4. Growing Target Markets
Total
Serviceable
Target
• Expand and penetrate deeper through -
• Reaching out to new geographies
• Expand offering to new verticals
• Expanding the portfolio
• Increase share of wallet (SOW)
• Go from large to mid segment, vise-versa
• Plan a measured approach of growing target market
• Create beachhead accounts
• Build resources and skills
• Need to invest initially in resources for reach and skills
Focused and targeted approach, based on skills, reach and right investment will bring success

5. Expanding and penetrating in named accounts
HighMediumLow
SizeofWallet
Share of Wallet
High Medium Low or no
Grow
Upselling of
new solutions,
contractual where
applicable and
tech refresh
Tactical
Target select with potential to grow, rest manage run rate through telesales, channels and/or eEngagement
Retain
Through effective,
engagement,
technology
refresh and
contractual
conversion
Low cost of
sales
Acquire
Through account
planning,
solution, vertical
sell and tight
tracking
High cost of
sales
Size of Wallet Vs Share of Wallet Matrix

6. Consulting, System Integration, and Managed Services
Deployment & reactive support Services
Targeting through verticals & solution
Hardware Products Software Products
Management tools & software
Solution partner products
Industry Vertical Solution Partner Offer Integration
Systems
Horizontal
Solutions
Industry
Solutions
Run Rate
deals
Named
Accounts
Top 50
Accounts
DealMargins
Leadtimetoclose
Individual
Effort
Team
Effort
Offer
Management
Cateogry
Management

7. Category/Product Vs. Offer Management!
Focus
Goal
Accountability
CATEGORY/PRODUCT MANAGEMENT OFFER MANAGEMENT
Manage product lines as business
unit
Manage markets & customer segment,
cross product
Product life cycle & feature, functionality
improvement
End-to-end customer value
proposition management
On time product and feature launch
and product margin
Results by market segment offering,
and respective P&L
Internal product readiness, product
training, vendor management etc.
Lead across product offering, customer
knowledge, engage SMEs
Product, technology and process experts
Domain expert, strategic thinking and
cross-functional leaders
Process
skills
Lead with Offer Management in Large segment. Category to continue drive mid to low segment

8. How do we define the offer?
360ᵒ
View
Who is your real customers within a prospect?
Advantage TCO Why You?
Pre-sales
& Assess
Solution
Services
Pay as
you use
models
Smooth
deployment
Periodic
Business
Reviews
Mutual
trust
Differentiation
Services Portfolio
& Delivery key to differentiate

9. Category Management?
Strategic fit • Portfolio Synergy •
market potential • Competitive land-
scape • Vendor choices & Profile etc.. • Owners & stakeholders in action
• Vendor reviews
• Top accounts upsell
• Deploy – create references
• Sales and support trainings
• Marketing for demand generation
• Etc..Define Goals • vendor strategy •
Target Segments • delivery & support
readiness • business plan • category P&L •
engagement plan with vendor(s) etc..
Prepare
Plan
Play

10. Coverage Model
Top
20/50
Run Rate territory/accounts
Mid Market
Large
Accounts
Create Pull:
Lead through digital marketing and eDemand Gen program
Channel Lead
Marketing support through
events and demand generation
programs
Direct Sales Lead
Marketing support through
events, PR and solution
center visits
Insides Sales
For upsell, program
marketing and
technology refresh
initiatives
Insides Sales
For demand
generation to feed
channels
Weekly run rate
Monthly mid to large deals
Quarterly large deals
Need to manage pipeline with
above perspective
A Mix of Direct, Channel and marketing lead critical for effective & efficient coverage!

11. Marketing - Needs to be RoI based
Awareness
Consideration
(DemadGen)
Preference
ClosureAssessment Serv
Seminars
Channel Events
Sol Center visit
eDMs
workshops
Web sitesNewsletters
Rich content
Blogs
Testimonials
• Do proactively, .. Do less, Do targeted…
• eDMs – cheap with low return rate, updated
database is the most challenging part
• Leverage digital – Rich content, blogs getting
more attention
• Events, keep small and interactive, rich in
knowledge sharing
• Most underestimate & least leveraged are
testimonials and solution center visit
• Measure RoI

12. Marketing - growing importance of Digital!
BLOGS
Content
LinkedIn
Posts
Videos
Learning
Event
webcast
Web
sites
eDMs

13. Execution - Effective Value Selling
Business
Technical
DecisionMaker
Influencer
Solution Sell
VerticalFocus
Converge
by vertical
High potential
Customers
Strategic
top accounts
Run Rate
Need to build solutions sales, delivery and vertical domain expertise!
• Solution and industry selling needs selling
across “C” level
• Need sustained training and skill development
programs
• Continued updating of sales, marketing and
service delivery content
• Success and best practices sharing
• Executive sponsor for strategic accounts

14. Execution – Operational discipline
Forecast management
Funnel Management
Account planning
Portfolio Mix tracking
Consistent process and well defined templates, critical

15. Summary & What Next!
Devil is in the details…Target
Markets
Offer &
Category
Management
Coverage
Model
Measured
marketing
Disciplined
execution
Start Prioritizing
Make an action plan
We are happy to engage further!!!

16. Thank You!Shekhar Agrawal • +91 98 1021 7539 • +65 9815 7351 • shekharagrawal1512@gmail.com
www.ashekhar.com
(site under construction)