Go-to-Market Strategy – How Should Development Hand-off to Marketing?

Most Go-to-Market Strategy allows for how hand-offs will be made between sales and marketing.  However, the go to market strategy that will be most effective includes a marketing blueprint that formalizes the hand-off from development to marketing. The marketing blueprint often includes:

• Documents the plan by working with GM’s, Product Management, SMEs and Sales and guides marketing resources to build and execute campaigns
• Builds the value proposition and messaging
• Communicate the key use cases
• Identify the compelling events that break the ice for the solution
• Describes the target audience in a target Account profile
• Documents the persona of the people in the purchase decision
• Outlines where and how value is perceived
• Describes who buys and why
• Develops the SWOT for the industry
• Provides the competitive landscape and positioning of vendors
• Outlines the market penetration strategy
• Summarizes the market trends, challenges and opportunities
• Herds the crowd to formalize packaging and pricing

You can read a relevant blog post on the topic at GTM: Organizing Marketing to Generate Revenue

There is also a good template that walks through the process of market landscape, competition and differentiation at Go-to-Market Strategy Planning Template