—— Knowledge Base ——
Best Practice Go-to-Market Framework
By Nolan Myers··
Updated
What constitutes a checklist for a “best practice” framework?
| Criterion | Description |
|---|---|
| Phases & milestones | Key stages and checkpoints in the process; aim for 3-5 |
| Key deliverables | Tangible outputs at each of the milestones. |
| Role and team descriptions | Clear responsibilities for team members |
| Decision accountabilities | Who makes final calls on crucial decisions |
| Boundary conditions | Features, timing, margins, et. al. that the product must meet |
| Enforcement and escalation | Procedures for handling issues and conflicts |
| Key metrics | Measurable indicators of success and compare with plan |
| Continuous improvement | Mechanisms for ongoing refinement, and lead to drive change |
| Straightforward | Easy to understand and implement |
Key steps in process
Below are steps in a typical Go To Market process.
| Step | Description |
|---|---|
| Product Development and Planning | Define product features, create timelines, and align resources. Ensure product development meets market and technical requirements. |
| Market Research and Validation | Understand the target market and validate product-market fit through analysis, interviews, and competitor assessments. |
| Marketing Strategy and Pre-launch | Develop comprehensive marketing plans, including messaging, content, and campaign strategies. |
| Sales Strategy and Training | Equip the sales team with product knowledge and tools, develop sales materials, and set targets. |
| Product Launch | Execute launch activities, including events, PR, and coordinated marketing campaigns. |
| Post-Launch Analysis and Optimization | Analyze sales, marketing metrics, and customer feedback to optimize strategies post-launch. |
| Customer Feedback and Iteration | Gather and prioritize customer feedback to guide product improvements and enhancements. |
| Sales Strategy Adjustment | Adjust sales tactics and strategies based on market response and performance data. |
| Ongoing Marketing and Support | Maintain ongoing marketing efforts to support the product, sustain demand, and engage customers. |
Change Management
To roll it out you need a change management lead and a sequential framework to drive adoption that shows clarity on problems to solve, early wins, and ways to build momentum to scale.
Role: Change Management Lead
Goal: lead organizational transformation from Pilot to Impact
- Define problem(s) to solve
- Select next set of projects and personnel, working with org leaders
- Coordinate with key stakeholders to set expectations and build learnings into process
- Hand off to PMO once confident that behaviors have been institutionalized
Schematic to conceptualize organizational adoption
Further Reading
Best Practice Voice Of Customer Research
GTM Audit Checklist
Best Practice Boundary Conditions and Escalation Process