Starting a go-to-market effort for a product can be daunting. To ensure success, there are four steps you should take before you even mention your product. These steps are the basis of a powerful GTM plan that builds market impact and revenue potential.
The first step is to nail your value proposition. Constructing an effective value proposition includes what is exclusive to your offer, and must answer the question “Why should I choose your company over any other company?”
The second step is to make sure all employees understand the plan. It is important to get emotional buy-in from your team by letting them study and question the plan. This encourages alignment and creates a more dynamic, responsive and effective GTM plan.
The third step is to attract. You need to find ways to quickly grab the audience’s attention and convert it to interest in what you have to say. You should use all available channels, and identify areas of higher engagement or success metrics for diving in deeper.
The fourth step is to acknowledge. To do this, you must use empathetic acknowledgment. Rather than interrupting, offering unsolicited advice or shifting the focus to your offer, you must let your audience know you understand who they are and what their workflows look like. You should have responsive communication channels, engage in personalized outreach, and maintain an active presence in areas where your audience shows up.
The fifth step is to educate. Rather than directly promoting your product, you should show ways your audience can be more effective, efficient and more intelligent around their current practices. You can do this by creating educational content, hosting webinars on relevant topics, sharing insightful case studies and providing smart analyses that stimulate engagement.
The sixth step is to equip. You should provide practical tools and resources that can be used now. This includes detailed guides, comprehensive FAQs with answers from a subject matter expert, email scripts to get executive buy-in for a project, and other resources. You should also ask your ideal customers for feedback.
By following these four steps, you can build a powerful GTM plan that builds unmatched market impact and unlimited revenue potential. It is important to nail your value proposition, make sure all employees know the plan, attract, acknowledge, educate and equip.
Originally reported by Martech: https://martech.org/the-four-steps-you-must-take-before-launching-your-product/
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