The recipe for a successful Go-To-Market (GTM) strategy is simple: a pinch of value proposition, a sprinkle of relevant messaging, and a large dose of customer intelligence. To make the final product exceptional, however, you’re going to need a secret ingredient: data.
You’ll likely already be familiar with the idea of the Go-To-Market (GTM) strategy – a comprehensive plan outlining how to effectively engage with customers, persuade them to purchase products or services, and gain a competitive edge. If you are, you’ll also know that it involves various tactics related to pricing, sales channels, customer buying journey, launching new products or services, and introducing existing products to new markets. In short, there’s a lot to consider.
Much like your favourite cake recipe, however, there are some fundamental elements key to developing the Go-To-Market strategy:
Understanding your customer and market – A strong GTM strategy starts with a deep understanding of the target market, including customer needs, preferences, and pain points. In-depth market research helps identify the target audience, their buying behaviours, and the competitive landscape. This understanding forms the foundation for developing a winning GTM approach.
Clear objectives – Clear objectives ensure alignment between the GTM strategy and the business’ overall goals. By clearly defining objectives, the strategy becomes purposeful and focused on achieving specific outcomes that contribute to the organisation’s success. It helps align the efforts of different teams and departments towards a common goal, whilst maintaining measurability and accountability.
Continuous learning – Tracking the success of the strategy and applying insights to refine and improve the strategy over time will enable the business to stay ahead of market trends and identify areas of improvement.
Taking Strategy to the Next Level
Of course, that recipe is accessible to everybody, right? So, what’s going to help your organisation’s GTM strategy stand out from the crowd?
Simply put, data – insights, intelligence, and so on – is the secret ingredient that transforms the Go-To-Market strategy. Aside from informing our understanding of the strategy’s underpinning factors, (the right) data can form the basis for reliable and confident decision making unique to your organisation – because the data is unique to your customers and target audience.
Data analytics can inform your business of the reasoning behind a good GTM strategy and provide direction/redirection where it needs to. By providing valuable insights and informing decision-making, these insights can allow companies to tailor their messaging and offerings to specific segments, resulting in more effective and personalised marketing campaigns.
Additionally, data helps track and measure the success of GTM efforts, helping optimise GTM strategies based on real-time feedback. With data-driven insights, the strategy can be altered due to data-backed decisions, maximising the chances of success.
All of this is especially important when developing GTM strategies that target existing customers; your current audience is, after all, your best audience. By delving into your customers’ current challenges, behaviours, wants, and needs, you can give your strategy the zest that sets it apart from competitors in a crowded market.
How Microsoft Partners Can Get Started
For Microsoft partners using a platform such as Surveil to gain a clear overview of Microsoft environments, it’s possible to identify existing gaps and challenges to inform Go-To-Market strategies. For example, have customers neglected MFA functionality? Are there multiple risks lurking in the wings? Can they be offered additional support through training or managed services?
Tapping into the existing audience to better understand customers isn’t just the easiest way to generate early strategic insights; a persistent, read-only view also provides visibility into the effectiveness of managed services and training delivered by Microsoft partners. Implemented a change management programme for customers? Track the impact by analysing rising Microsoft adoption and falling identity gaps. Delivered training on the importance of security measures? Watch the Microsoft Secure Score improve and MFA usage double for validation. Now we’re really cooking.
To bring this tasty metaphor to a close, let’s consider the need to not only stand apart in an increasingly busy digital landscape, but also deliver the most powerful services possible to customers – keeping them coming back for seconds.
Interested in accessing the powerful Microsoft insights to help your customers with adoption, security, optimisation, and so much more? Get in touch to arrange a demo of Surveil – or find out more on our website.