'Go To Market Strategy: Advanced Techniques and Tools for Selling More Products to More Customers More Profitably
' by Lawrence Friedman. In it, he explains different steps to target the right markets and choosing the right (integrated) channel, and provides a very handy ’90-days’ roadmap for determining a new channel model.But the most useful part for me was the way he maps channel go-to-market models. In a simplistic form, this gives for instance these 2 models:
The beauty of this simplification is that you can quickly model alternative routes-to-market (by playing around with the dots), and in a way assess their complexity and feasibility in the same graphic.
I’ve tried to apply this on my company’s business and found plenty of ways to go much deeper, by both expanding the ‘Sales Cycle’ elements on the Y axis to, for instance, key influencers; and by extending the list of alternative players on the vertical axis.
Each industry, and even each company, would have its own list of potential players in their go-to-market model. However, it might be useful to cross-check this with the findings of the Megatrend exercise I talked about on this blog, or make the impact on the go-to-market strategy a key discussion point in the Megatrend Think Tanks (see previous posts).
It might be worthwhile to input Crowdsourcing, for instance, or an online, Amazon-style affiliate program (which in effect is an example of crowdselling). Or, if you’re a Health Care company, it would make sense to input ‘governments’ in your model, since if the trend toward the ‘market state’ continues to amplify, it might well be that you’ll have to partner with governments in order to go-to-market, in a much more sophisticated way than what currently might be the case.
Friedman’s model definitely provides some interesting perspectives once you start playing with it.
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