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