Download Go To Market Strategy: Advanced Techniques and Tools for by Lawrence M. Friedman PDF

By Lawrence M. Friedman

During this path-breaking new e-book, best-selling writer and best go-to-market strategist Larry Friedman offers a pragmatic and battle-tested process for taking items, providers, divisions, or maybe a whole corporation to market!

Drawing on dozens of examples and best-practices throughout various industries, 'Go To industry Strategy' lays out a transparent and actionable blueprint for development a successful go-to-market plan - person who will enable you do extra company, with extra shoppers, extra usually, and extra profitably.

In this ebook you'll locate the entire strategies and instruments you must resolution today's an important go-to-market questions:

· Which markets supply the easiest possibilities for ecocnomic growth?

· What do my goal shoppers want? How am i able to do much more company with them?

· What mixture of channels and companions may help me achieve and promote to the main shoppers on the lowest attainable expense?

· Do i've got the precise product or answer? How am i able to create broader consumer curiosity in my offerings?

· Do i've got a profitable worth proposition? What may make the 'message' extra compelling - and force extra paying for activity?

'Go To industry Strategy' isn't really approximately incremental swap. As Friedman issues out, it truly is for executives looking not anything below double-digit profit development and the slashing of at the least 10-15 percentage of marketing expenses - completely real looking effects that go-to-market innovators have constantly accomplished. This publication lays out all the innovations utilized by the world's best go-to-market leaders, so that you can also in achieving these different types of effects, and achieve a true go-to-market aggressive virtue on your markets.

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Extra resources for Go To Market Strategy: Advanced Techniques and Tools for Selling More Products to More Customers More Profitably

Example text

Bad products cannot be sold successfully, through any channel. One basic question, then, is whether you have a good product. You have to sell a desirable product that meets a real need ‘out there’ in the market place – that people want and are willing to pay for. In this book we’re going to assume that you have such a product, although we’ll look briefly at ways you can make certain you have something sellable. You must ensure that your products and services are really in tune with your target customers’ needs before spending a lot of time or energy on a strategy for taking them to market.

But where does their information come from? A few participants will discuss their ‘gut feel’ based on intuition about the market. A marketing director will bring in some market research reports, in which customers were asked superficial, multiple-choice questions such as whether their budget will increase or decrease next year. A product manager might take a few hours to explain the customer problem that was assumed to exist when the development team invented a new product or solution to solve it.

Few companies have had the discipline to do that. That’s why you end up with the ongoing stream of new products, marketing campaigns, and channels that are ‘retired’ almost immediately after their launch. Created in a vacuum, they never hit home with customers, and are quickly replaced with more guesswork-based initiatives. That is how you end up with Starbucks selling furniture over the Web, based on the idea that what customers ‘really’ want is not just a good cup of coffee, but a Starbucks-style couch in their living rooms.

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