Go to Market Planning Templates

Leverage Go to Market Planning Templates that have been proven at G1000 companies and Startups to effective develop and execute go to market plans.

Marketing Automation Buyer’s Checklist

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Description

The marketing automation buyer’s checklist helps marketers navigate the MAP vendor landscape so that their marketing organizations can generate the best leads, accurately and quickly qualify sales leads, shorten sales cycles, and demonstrate marketing accountability and increase the ROI of marketing spend. This Marketing Automation Buyer’s Checklist will walk you through what B2B marketers should be thinking about and the questions that should be asked of potential MAP vendors.

Marketing Automation Buyer’s Checklist Covers:

  • Expected business outcomes from marketing automation platforms
  • Who and what should the MAP support
  • What are your must have MAP capabilities for Dem Gen / ABM, personalization, SEO / SEM, E-commerce and email
  • What are your must have MAP capabilities for social media
  • What are your must have MAP capabilities for UI / UX
  • What are your must have MAP capabilities for reporting
  • What are your must have MAP capabilities for analytics
  • What integration capabilities does the MAP have to provide
  • What APIs must the MAP offer out-of-the-box

Marketing Automation Buyer’s Checklist – Expected Business

Correlate Marketing’s Contribution to Sales
Establish a predictable model that documents each stage of the marketing and sales funnel, lead sources, the quantities and values at each stage, the movement between stages, the velocity of movement between stages and the contribution of marketing at each stage in the sales cycle.

Increased Marketing Efficiency
The automation of time-consuming, manual tasks and the minimization of human error around content creation, management and personalization, campaign scheduling and execution, data hygiene (i.e. duplicate or inconsistent data residing in various silos), communication with sales, and lead nurturing saves time and improves productivity.

Intelligently Generate the Most Qualified Leads
There are two dimensions to qualified leads: quality and quantity.  Some organizations require both but some actually benefit by reducing leads (bad leads) so that more resource can be applied to the most qualified leads.

Multichannel View of Prospect, Pipeline and Customer Behavior
The integration of multiple channels creates the most comprehensive prospect profiles and more holistic views of prospect, pipeline and customer behavior and intent.  Marketing automation combines multiple criteria, including demographic, technographic, transactional and behavioral data.

Sales & Marketing Synchronization
Marketing automation software can help align sales and marketing efforts to ensure that sales reps are working with sales-ready leads. By working cooperatively to set scoring parameters and define qualified leads, sales and marketing become one team. Marketing works on building relationships with early- stage leads to enable sales to focus their efforts on the most highly qualified prospects.

Increase Sales Productivity
Reducing leads to sales is a good thing if the sales team can’t manage the capacity of leads that are passed their way in a timely manner and the majority of leads are deemed bad by the sales team (wrong companies and wrong titles).

Marketing Automation Buyer’s Checklist – Who & What Does the MAP Support

  • Demand Generation (DemGen)
  • Account Based Marketing (ABM
  • Social Media
  • Analytics
  • Metrics
  • UI / UX
  • Integrations & APIs

Over 20 questions are included in the Marketing Automation Buyer’s Checklist to ensure that you purchase the right solution for your audience.

Marketing Automation Buyer’s Checklist – Must Have Capabilities

  • Dem Gen / ABM
  • Personalization
  • SEO / SEM
  • E-commerce
  • Email

Over 15 questions are included in the Marketing Automation Buyer’s Checklist to make certain that the MAP you select has the functionality that your organization requires.

Marketing Automation Buyer’s Checklist – Must Have Social Media Capabilities

  • Over 10 must ask questions
  • Questions probe into scheduling, publishing to, integration, listening, reporting, visualization and more

Marketing Automation Buyer’s Checklist – Must Have UI / UX Capabilities

  • 8 must ask questions
  • Questions delve into drag and drop interface, training, need for an administrator, WYSIWYG editors, dashboards, content creation and more

Marketing Automation Buyer’s Checklist – Must Have Reporting Capabilities

  • Over 10 must ask questions
  • Out of box reports for push and pull, prebuilt dashboards, standard reports for email, social media, website and marketing and sales funnel reporting and more

Marketing Automation Buyer’s Checklist – Must Have Analytics Capabilities

  • 10 must ask questions
  • How is AI used to optimize the allocation of marketing resources, content, offers, recommendations and assist sales reps

Marketing Automation Buyer’s Checklist – Must Have Integration & API Capabilities

  • 15 must ask questions
  • What is the database of record, is there native integration with SFA, CRM, email, chat, video, SMS, sales enablement…

Social functionality in marketing automation platforms are still maturing so perform your due diligence here to guarantee you receive what you need.

B2B marketing automation platform vendors have made improvements in hyper-segmentation, modeling and lead and account scoring for prospects, pipeline and customers so expect to go deep in demo’s prototypes and customer references.

MAP vendors have only made modest gains in demand management.  Be certain to drill down into your “must-haves” here so that you do not come up short.

In almost all cases, marketers expect a B2B marketing automation platform to hit the ground running and that means no training, no admin but incredible customer support.


Specifically, included in the Marketing Automation Buyer’s Checklist Are:

8 major categories for evaluation

Over 35  sub-categories

Over 100 questions


Additional Go to Market Resources

View Go to Market Charts for B2B Marketers >>

Predictive Marketing Analytics for B2B Sales >>

Three B2B Predictive Marketing Analytics Use Cases >>

Marketer’s Guide to B2B Marketing Automation Platform >>


Go to Market Strategy Templates

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Leverage Go to Market Planning Templates

Proven at G1000 and Startups to effectively develop and execute go to market plans

Provides a huge head start start to the go to market team

Go to market plans are built in PowerPoint and fully editable


Go to Market Strategy Template

Every company should have a comprehensive go to market plan and process for reaching prospective customers. Key go to market functions such as sales, marketing, product management, development, services and support must be integrated into the go to market plan. In addition, each function in the organization needs to prepare go to market strategies that cascade down from the company’s objectives.

It’s possible to build a powerful, integrated go-to-market process by leveraging a proven go to market strategy template. An effective plan incorporates the go to market strategies which guide operational execution. Also, a go to market plan enables a company to identify the target market and design unique value propositions tailored to both specific customer segments as well as the company’s unique differentiation. Finally, a go to market plan empowers a company to effectively deliver its offering to the marketplace and continually refine that offering based on rich, informative and continuous feedback.

<< Download a Go to Market Strategy Template now >>


Go to Market Strategy – Strategic Account Plan Template

B2B direct sales people can all benefit from a sales strategy template. A sales strategy example is provided in the download that outlines how a B2B direct sales person can research an account and orchestrate resources to effectively sell.

A sales plan example is perfect for B2B direct sales people to populate with all of their account knowledge and the resources available to them within their organization. Creating an integrated and holistic plan will streamline customer acquisition and up-sell opportunities by optimizing a plan to coordinate go to market resources to acquire and upsell customers.

<< Download a Sales Strategy Template now >>


Go to Market Strategy – Foundational Building Blocks

Foundational building blocks via a sound go to market strategy with easy-to-use templates are designed to help a firm bring its offering to market. Go to market strategy templates facilitate the transfer of the offering from development to the market. As well, all of the technology must be translated into go to market messages that can be used to find, attract, engage and convert prospects into customers. All of the templates and worksheets to create compelling sales messages are included in the go to market strategy template.

This go to market template includes examples of models for product lifecycle, market sizing and technology adoption. Also included are examples for the market landscape, use cases, unique selling propositions for personas and unique differentiation is included in this go to market strategy template. Below are details about the various go to market strategy templates.

<< Download the Go to Market Strategy – Foundational Building Blocks now >>


Go to Market Plan – Lead Generation Planning Template

B2B lead generation is often not given the time, attention and resources that it deserves and as a result, go to market strategies fail. This is mainly because the correlation between marketing and sales is frequently not well understood. An effective integrated B2B lead generation plan is part of the sales process which sales and marketing jointly design, develop, execute, track manage and continually improve upon. A B2B lead generation plan that s not grounded in the customer buying process or tied to the sales plan is doomed from the start. Follow the integrated B2B lead generation example in the lead generation planning template to build an effective plan to acquire and retain customers.

<< Download a Lead Generation Planning Template now >>


Go to Market Plan – Lead Management Planning Template

The core to any B2B lead management system is marketing automation and account intelligence. The B2B lead management plan and process has to be developed from the sales person’s perspective and must be created before any lead generation programs are set in motion. Components of an effective B2B lead management plan include: a target account profile, a qualification matrix, lead scoring, lead routing, lead escalation, lead nurturing, lead follow-up, clear terms and definitions, lead hand-off processes and synchronized marketing and sales automation systems.

<< Download a template for a best-in-class Lead Management Process now >>


Go to Market Plan – Investor Presentation Template

The investor presentation template is for those that are raising money for a startup who will need to create an investor presentation (pitch deck, the deck). Unfortunately, some startups are so passionate about what they do that they do not develop an effective pitch deck. The investor presentation is typically left to the end (days before the pitch) and the visual presentation of the story is not on par with the verbal explanation. An ultimate pitch deck for startups includes a small number of slides (10 -15) that need to be very polished in order to make a great first impression. The investor presentation template includes examples on an investor pitch deck. While not all of the investor presentation slide examples need to be used (and the order of the deck will vary, based upon how one tells the story), but the deck facilitates the development and delivery of a winning investor presentation.

<< Download an Investor Pitch Deck now >>


Go to Market Plan – Messaging & Positioning Template

To develop and execute messaging and positioning that is effective, it is important to understand the following definitions. A value proposition is a statement that communicates perceived value form the buyer’s perspective to those in the buying process. Positioning is a concept that places competitors, substitutes and alternatives relative to one another. And, messaging defines the communications that a company develops to highly targeted segments and specific personas within the customer buying process.

Positioning is an integral part of persona-based marketing, especially as the content strategy and messaging is formulated. Messaging is a subset of positioning. It’s the art of defining what will be communicated and how it will be said to the targeted personas. Messaging is the intermediary step between positioning and content creation.

<< Download a Messaging & Positioning Template now >>


Go to Market Plan – Content Marketing Planning Template

Effective B2B content marketing requires the orchestration of content providers, a content calendar, content platforms and specific activities for each piece of content. The best-in-class B2B content marketers create a meaningful and relevant story for each persona in the customer buying process. A successful B2B content marketing plan will focus on identifying with business problems that are real for the audience and business outcomes that create a sense of urgency and need to secure funding.

Leverage this proven content strategy template to build an effective content marketing plan to engage prospects and convert them to customers.

<< Download a Content Marketing Examples and a Content Calendar Template now >>


Go to Market Plan -Call Guide for SDRs & BDRs

This is the ultimate B2B call guide for facilitating follow-up conversations with prospects and qualified leads in order to convert them to qualified sales opportunities.

A B2B call guide framework is much more effective and natural for a sales development (SDR) than a call script. An SDR call guide must be integrated with the B2B lead generation team as this team usually contributes up to 50% of the sales pipeline. As well, the call guide for an SDR has to be consistent with the B2B sales process. This is because qualified sales leads are passed from the SDR to the inside sales rep or field sales rep with the goal of conversion to a qualified sales opportunity. By using the B2B call guide framework one can bring marketing, sales development and sales onto the same page with the same goal.

<< Download a Call Guide for SDRs & BDRs now >>


Go to Market Plan – Social Media Planning Template

Creating a social media plan and the corresponding social media strategy takes time to develop, and not all digital marketers have enough time in the week to build a plan. Because the online landscape constantly changes (platforms and audiences), a dynamic process is required to adapt.

A social media strategy template should specify the desired business goals that social media activity will help meet. The goals should be SMART – specific, measureable, attainable, relevant and time-based. It is useful to document when to act and to have a standard set of dashboards, metrics and KPIs to measure progress.

<< Download a Social Media Strategy Template now >>


Go to Market Plan – Website Proposal Planning Template

In the digital age, a website frequently serves as a business’ or organization’s front entrance through which many prospects and customers will connect. A company’s website should provide a professional on-line experience that will generally enhance the organization’s image and branding, as well as move prospects through the sales process.

This sample website proposal template describes how to pitch an organization to secure funding for a new website or provide a facelift to an existing website. The scope of the website proposal includes business objectives, target audiences, website strategies, UX, website features, enabling processes, success metrics, critical success factors and deliverables.

<< Download a Website Proposal Planning Template now >>