What is a go-to-market strategy and why was it a top priority for 40% of all marketing managers in the past year? We’ll share answers to these questions along with a practical blueprint for planning and executing a strategic framework of your own with your remote teams. We’ll also cover some examples of successful launches from leading brands and explain how you can use Wrike’s go-to-market template to replicate their success as everyone works from home.
What is a go-to-market strategy?
A go-to-market strategy is a marketing and sales plan a brand uses to reach a specific target market. Selecting a target market, creating messaging for them, and reaching out to them in places they spend their time gives brands an edge over their competitors. This roadmap helps potential customers understand what the product is, why it’s important, and how it will benefit them.
Go-to-market strategies also help get your entire team on the same page with details and timelines to explain where your resources will be used. A go-to-market strategy is even more important when you manage remote teams because they ensure that communication is strong and execution is smooth.
How do remote teams use go-to-market strategies to launch new products and services?
Marketing teams everywhere are learning how to coordinate their entire operation remotely — many of them for the first time. Despite the challenges that come with remote collaboration, the show must go on. Communication is key when building a go-to-market strategy framework, as is visibility around responsibilities and duties.
Designate members of your remote team to take on duties like data analysis and intelligence gathering, branding, and vendor management. Wrike’s robust task management tools allow marketing managers to track the progress of these activities, assign and adjust workloads, and encourage team transparency with tools like project dashboards.
While this process can involve a lot of moving parts, the end result is a go-to-market strategy framework that paves the way for a successful product launch.
Remote marketing teams can work to achieve the following go-to-market strategy goals:
- Pick a profitable niche as a team using collaborative communication tools.
- Create actionable timelines that can easily be viewed and approved by key participants.
- Align with stakeholder values through well-defined goals, resources, and timelines.
- Communicate clearly with vendors.
- Design effective and detailed marketing campaigns.
- Improve launch success rates through organized information and in-sync remote teams.
- Define goals and KPIs that are deemed realistic by both clients and teams.
- Come up with visual sales funnels that better explain the customer’s journey for cross-departmental efforts.
- Craft a unique and/or high-quality digital customer experience.
- Foresee and overcome potential challenges with crystal clear plans.
How to design a go-to-market strategy framework
Designing a go-to-market strategy framework is all about having a clear vision, getting your team on board, and revising as you go. Here are the steps you need to take if you want your go-to-market plan to be as effective as possible:
- Define your market.
- Create target customer personas.
- Choose a distribution model.
- Define value and messaging. Evaluate your ideas against those of your competitors and find more creative ways to stand out.
- Pick a price. Choose one that’s both in line with consumer expectations and realistic for your own goals.
- Draft all possible buyer’s journeys and consider how you’ll tie them all together under this framework.
- Get everyone one the same page. Share key go-to-market strategy points with other customer-facing departments so they can get training or prep scripts accordingly.
- Solidify your budget for both the initial launch and for ongoing outreach.
- Launch your marketing and sales campaign.
- Evaluate the volume and quality of your new leads. Also, take some time to convert existing customers.
- Increase engagement through social media or any other relevant outlet.
- Reevaluate positioning and cut out any low ROI marketing or sales activities to streamline spending.
- Check in at regular intervals to see if everyone is still on the same page and to compare your goals to your progress.
Edit your go-to-market strategy as needed and keep track of important KPIs in one accessible place.
3 go-to-market strategy examples and key takeaways
Apply these valuable lessons to your own framework to see better results in less time using resources you already have at your disposal. Note how each example listed utilizes go-to-market strategies to accomplish their goal:
- Google Cloud used strategic partnerships with enterprise brands that helped the tech giant expand further into their industry in exchange for free products. Consider how you can target partners in a particular field and offer them trials or incentives to attract more customers with their same profiles.
- Ivanti is relaunching its company mission with a customer-focused model to emphasize the quality of their existing products. Follow in their footsteps with a campaign model that hones in on customer value and messaging.
- Armor Cloud Security is revising its current go-to-market strategy to double down on its most lucrative target customers through four clearly defined channels. Do the same for your clients once you have enough data from your initial launch to make the most out of high ROI prospects.
Using Wrike's go-to-market and product launch templates
Here’s how customers get the most out of Wrike’s go-to-market and product launch templates:
- Create plan phases that break large projects into more manageable sequences.
- Coordinate marketing teams with visual planning tools that make details clear at-a-glance.
- Assign tasks to individuals that include timeline, budget, and effort predictions.
- Centralize information to streamline access for stakeholders and team members throughout the course of the launch.
- Oversee multiple timelines at once using customizable dashboard views to keep track of it all.
Now you know how to build a go-to-market strategy!
When it comes to coordinating remote teams and planning how to build a go-to-market strategy, having the right tools at your fingertips can make all the difference.
Wrike’s flexible remote working software will help you get started as you continue to work with your remote teams. Sign up for a free trial of Wrike to begin creating your go-to-market strategy and supercharge your next product or service launch.