4 Methods to Create a Surgical Go-to-Market Strategy
My best friend tells me she has great balance so doesn’t need her pinky toes. Because of this, she decided to trim and reshape them to fit into dramatically thinner shoes.
I argued against this, as it would (1); ruin her summer fashion gestalt (2); her ski boots wouldn’t fit anymore and (3); no one ever does this.
But alas, she trimmed the toes and is now significantly bow-legged.
Small changes can have dramatic effects.
Fine-tuning your go-to-market efforts can drive significant improvements in your marketing returns.
1. Don’t be a Marketing Snob. Create Your Buyer Personas With Your Sales Team
When marketing creates personas without input from the sales team, this widens the interface gap and leads to muddled messaging and inconsistent delivery. Further, some marketeers don’t get out to visit with customers on a regular basis so lack insight into current issues that define the customer. Sales, on the other hand, has (or should have) continual face-to-face interactions with target personas. Improve your relationships — work with sales. Improve your personas — work with sales.
2. Pace Your Channels
Seems like a no-brainer but its not. Eager yet immature marketers can take a one-and-done attitude toward campaigns. We just launch it into market and expect it to work. You will need to review performance, channel by channel. I recommend every four weeks at the outside. Be bold about shifting budget from low performing to high performing channels.
3. Don’t Rely on Email
Shocker! Email doesn’t perform well. So why use it? Well, if you need to get into market fast, go for it. Just make sure that you are adding channels quickly and pacing them cyclically.
4. Throw Out Your Segmentation and Create a New One.
Segments age out quickly. They are highly fluid — with changes in players, personas and providers. Refining your segments is like refining your lead scoring. You should look at both every ninety days and make the necessary adjustments. Nothing says, “Marketing doesn’t know what they’re doing” when the wrong inquiries are generated — leaving sales high and dry and frankly, pissed.
Improving marketing performance is a full-time job. But start here. In the case of go-to-market performance, incrementalism is a good thing.