Go-to-Market Innovation
Typical Client Problems:
Even firms with an extremely compelling product or service offering can face significant growth challenges. This often happens when they lack the go-to-market capabilities required to focus on, and win with, the most attractive customers. This pain can be felt in a number of ways:
- Our distribution channels fail to reach or focus on our best customer opportunities
- We struggle to retain customers, because they are dissatisfied with our service and support capabilities.
- We have been very succesful in certain segments of the market, but are having a hard time accessing other growth opportunities.
Our Perspective:
We believe that innovation in product offer is more effective when accompanied by innovations in how you bring that offer in front of your customers. To realize its full growth potential, an organization often needs to rethink several elements of its go-to-market approach:
- Defining a clear customer focus, and aligning distribution around that focus
- Managing channels to better meet the needs and preferences of target customers
- Designing channel structure to ensure comprehensive, profitable coverage of customer opportunities
Go-to-market innovation is focused on driving improvements in the channels a company will use to connect with its customers and the organizational processes it develops to improve the value proposition for them. Innovation must focus across the go-to-market model, optimizing performance in five critical areas:
- Understand customer potential to target the most attractive opportunities
- Prioritize and deploy resources, focused on target intermediaries and customers
- Design effective routines that allow channels to efficiently and repeatably engage with customers in the way they want to be served
- Build market capabilities, including service and support, to address target customer needs
- Align to win by bringing together efforts across functional silos, including marketing, sales, channel management, and customer service
By implementing the go-to-market innovations we have supported, our clients have realized tangible benefits:
- Significant share gain among target customer segments
- Improved customer retention and average sale size
- Greater profitability of new business
Our Solutions:
We offer a robust suite of services to support your organization in delivering go-to-market innovation:
- Customer and Market Analysis to identify target customers and understand their needs and buying preferences
- Distribution Model Assessment - diagnostic evaluation of current distribution model (including, where applicable, channel segmentation) and identification of critical improvement areas
- Go-to-Market Strategy - defining future-state models for distribution and service; refining channel architecture to better serve the needs of target customers
- Channel Management - implementing programs to refocus and incent growth-driving actions within a range of direct and indirect channels
