Use the sample go to market plan outline as a source of ideas that you can customize to a format for the go to market plan that best suits your organization’s focus and audience.
There are as many formats as there are go to market plan outlines. There is not a onesize fits all go to market plan template. The subject matter, emphasis and order will vary depending upon each specific situation and the specific point each company is at on its journey. Every go to market plan should be designed to achieve unique objectives in a very specific setting and to inform, persuade or motivate an audience.
Go to Market Plan Outline – Executive Summary
This section of the go to market plan outline is intended to provide a high-level overview of the proposed go to market plan.
Examples of what to include in the executive summary section of the go to market plan include:
- State the problem
- Document the key issues
- Propose a solution
- List the major challenges
- Define the required resources
- Communicate the anticipated results
Go to Market Plan Outline – Current Sales, Marketing, Development & Service Situation
In this section of the go to market plan outline, relevant information about the market, technology, competitors, distribution, use cases, end-user needs and customer success should be documented.
This should include analysis that ranges from historical analysis through future expectations or forecasts, the gap between the current and future state and the plan to achieve the delta.
Examples of what to include in this section of the go to market plan outline include:
- Sales history – new, churn and expansion revenue
- Market profile – relative positioning, market share, market growth
- Competitive analysis – technology, use cases, features, pricing
- Customer success – retention, net promoter, up-sell, cross-sell, usage
- Financial metrics – revenue, bookings gross margin, sales and marketing expense
Go to Market Plan Outline – Opportunity & Issue Analysis
The go to market plan outline would not be complete without a strength, weakness, opportunity and threat (SWOT) and issues analysis. SWOT analysis is a framework for identifying and analyzing the internal and external factors that can have an impact on the business.
Examples of what to include in the SWOT section of the go to market plan include:
- Strengths – internal attributes and resources that support a successful business outcome
- Weaknesses – internal attributes resources that work against a desired business outcome
- Opportunities – external factors the project can capitalize on or use to its advantage
- Threats – external factors that could jeopardize the business
Go to Market Plan Outline – Goals & Objectives
These should each appear as separate categories in any go to market plan outline, as each is different.
Goals are statements about the future of the business and they represent the aspirations for business-what do you want to be when you grow up. Goals tend to be lofty and do not include detailed plans on how to get there. Goals are important because they are directional and should align with the company’s mission and vision.
Examples of what to include in the goal section of the go to market plan include:
- To be the most sought after technology employer
- To change the way people work
- To reinvent how people commute
Objectives are specific and detail the path to take to reach its goals. Objectives should be SMART – specific, measurable, achievable, relevant and time-bounded. Objectives are often used to measure the success of the company, functions and individuals – often tied to financial incentives.
Examples of what to include in the objections section of the go to market plan include:
- Increase revenue by 20% in fiscal year 20XX
- Achieve a distribution strategy of 50% direct, 30% channel and 20% indirect in 20XX
- Decrease the customer acquisition cost by 20% for 2016 levels and increase the lifetime value of the customer by 15% from 2016 levels
Go to Market Plan Outline – Sales, Marketing, Development & Service Strategies
How to build, market, sell and support are critical questions and must be addressed in as much detail as possible in any successful go to market plan outline.
Examples of what to include in the strategies section of the go to market plan include:
- Sales – how will you organize the distribution channel to increase sales effectiveness and sales velocity?
- Marketing – how will you generate qualified opportunities that have a high propensity to purchase?
- Development – how will build functionality that supports the most compelling use cases?
- Service – how will you successfully onboard new customers and retain existing customers?
Go to Market Plan Outline – Operational Execution
A go to market plan outline is very useful to develop a plan but the devil is in the details and that is why the specific actions for each function in the organization need to be documented against a timeline with owners, appropriate resources and priorities assigned.
Examples of what to include in the operational execution section of the go to market plan outline include:
- Resources – the people tangibles, intangibles
- Budget – the dollars
- Timeline – the timeline for planning and execution that includes elapsed time
Go to Market Plan Outline – Challenges
These are the internal and external challenges that must be overcome to successfully build and execute a go to market plan.
Examples of what to include in the challenges section of the go to market plan outline include:
- Data and information
- Organizational constraints
- Time constraints
- Company and functional priorities
- Implications of assumptions
- Executive support
Go to Market Plan Outline – Financials
A quantitative description of the expected financial results (by month, quarter and year) is always necessary.
Examples of what to include in the financials section of the go to market plan outline include:
- Cost of Goods Sold
- Gross Margin
Go to Market Plan Outline – Controls
How will progress against the go to market plan be measured? It is necessary to track, monitor and proactively manage relevant metrics, dashboards and KPIs to ensure success. Benchmarks, industry averages, surveys and other measure of success are essential in order to ensure control over the go to market plan.
Following the above go to market plan outline will produce a go to market plan that will succeed. Be sure to nail the one-page executive summary as your most important readers will gravitate towards the clear and condensed highlights.