Go to market là gì


A go-to-market strategy (GTM strategy) is an action plan that specifies how a company will reach target customers và achieve competitive advantage. The purpose of a GTM strategy is to lớn provide a blueprint for delivering a product or service khổng lồ the over customer, taking inkhổng lồ tài khoản such factors as pricing và distribution. A GTM strategy is somewhat similar to lớn a business plan, although the latter is broader in scope and considers additional factors like funding.

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Organizations can use a go-to-market strategy for a range of events, including launching new products or services, introducing a current product lớn a new market và even relaunching the company or brvà. The GTM strategy will help a business clarify why it"s launching the sản phẩm, underst& who the hàng hóa is for, and create a plan lớn engage with the customer và convince them to lớn buy the product or service.

What"s the purpose of a go-to-market strategy?

When effectively executed, the GTM strategy will align all stakeholders và establish a timeline to lớn ensure each stakeholder meets the defined milestones & outcomes, creating an attainable path to lớn market success.

Overall, go-to-market strategies are used lớn create the following benefits within an organization:

A clearly defined plan và direction for all stakeholders. Reduced time khổng lồ market for products & services. Increased chances of a successful product or service launch. Decreased likelihood of extra costs generated by failed sản phẩm or service launches. Enhanced ability lớn react to changes & customer desires. Improved management of challenges. An established path for growth.

While go-to-market strategies are often associated with sản phẩm launches, they can also be used to lớn describe the specific steps a company needs khổng lồ take in order to guide customer interactions for established products.

To create an effective sầu GTM strategy, organizations must possess an understanding of the work environment & the target market. New & existing workflows should be clearly defined and a system should be established to lớn manage the GTM strategy.

Core components

A go-to-market strategy often includes five sầu core components:

Market definition: Which markets will be targeted khổng lồ sell the product or service? Customers: Who is the target audience within these markets? Distribution model: How will the hàng hóa or service be delivered lớn the customer? Product messaging and positioning: What is being sold & what is its quality value or primary difference when compared to other products or services in the market? Price: How much should the sản phẩm or service cost for each customer group?

The market definition identifies the specific markets -- or groups of people that have the ability và willingness to pay -- for a specific product or service. The markets should be specific and clearly defined, but they should also involve sầu a large enough audience to lớn meet the income và profit objectives of the hàng hóa or service. If multiple markets are being targeted, then one should be prioritized over the others & this primary target should be clearly communicated.

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The customers component takes the information and retìm kiếm gathered to define the market và uses it to lớn increase specifiđô thị & determine the target audience for the sản phẩm or service. The company will need lớn decide whether it has existing customers that might be sales prospects or whether it needs to lớn seek an entirely new set of target customers. The company developing a GTM strategy and improving its customer acquisition process should also focus on who the buyer will be. For example, in a business-to-business (B2B) GTM strategy, the buyer could be the IT manager, a line-of-business (LOB) manager or a member of the C-suite.

Customer segmentation is a comtháng practice used to lớn divide a customer base inkhổng lồ groups of individuals that are similar in specific ways relevant lớn marketing, such as age, gender, interests & spending habits. Buyer personas should also be established khổng lồ help a company understvà how lớn market và sell khổng lồ these various customer segments and to lớn identify who the best-fit customers are for the hàng hóa or service.

The distribution model component defines the channels or the paths taken by the product or service khổng lồ reach the end customer. Indirect channels often become a part of a hàng hóa vendor"s go-to-market plan. An indirect channel of distribution involves the hàng hóa passing through extra steps between the manufacturer & the customer. For example, a hàng hóa in an indirect channel may pass from the manufacturer to a distributor và then the wholesaler before it reaches the retail store.

Some questions to lớn ask when defining channels include:

How will customers go about buying the hàng hóa or service? How and where will the hàng hóa or service be distributed? If it"s a physical hàng hóa that will be distributed in a store, how will it get there? If it"s a software hàng hóa, how will the customer download it?

The sản phẩm messaging & positioning component involves defining what the hàng hóa or service is, what it does, how the target client will be made aware of the sản phẩm & how leads will be generated, from both the current customer base và within the defined markets. The product message should answer how the offer addresses a specific need within the market và why customers should believe sầu that it fulfills the need. A value proposition should be created that reveals how customers will receive sầu more from the sản phẩm or service than the monetary value paid for it và any additional costs. The sản phẩm or service should also be differentiated from the others on the market to ensure it provides a chất lượng value.

The final component, price, should not be based on the costs of manufacturing or developing the sản phẩm or service. Instead, the price should tư vấn the value proposition và market position of the sản phẩm or service.

Building a GTM strategy

The objectives of a go-to-market strategy include:

Creating awareness of a specific sản phẩm or service. Generating leads and converting leads inkhổng lồ customers. Maximizing market share by entering new markets, increasing customer engagement & outperforming competitors. Protecting the current market mô tả against competitors. Strengthening br& positioning. Reducing costs và optimize profits.

IT hàng hóa và service providers should consider multiple factors when building go-to-market plans.