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How to Create a Go To Market Sales Strategy

How to Create a Go To Market Sales Strategy


Hi, I’m Kevin McCann with the Executive Strategy Group and in this video we’re going to show you how to create a go to
market sales strategy and territory growth plan that’s customized to fit
your company’s particular needs. This is meant for any small to medium
sized business and even companies with only one employee Now, this can actually be used by a sales
executive that’s preparing for their QBR or their quarterly business
review or could be used as a sales territory
growth plan for a sales rep or business owner can even be used as a go to market
sales strategy plan by a business owner looking to break into
a new market or expanding existing markets or even to launch a brand new
service or new product. So the overview and beginning the
process is that when you plan your work and work your plan, great things
happen. So this will outline the crucial elements of your territory plan you
know what you ultimately put in it is up to you. We’re helping you lay out
the core criteria for a go to market strategy that you can then use and leverage as a
template to build your own roadmap. It’s actually intended to act as a road
map for your sales territory over the next several weeks, months, years and this will be presented
actually in the first person so you’ll see a lot of “I’s” and “me’s” and “my’s” in
here but it’s intended to provide thinking
points for you to utilize as you grow your business. So the first section of you go to market
strategy will be called the Executive Summary your uh… the the interesting thing is
that this is actually the first part of the plan but my recommendation is that you’re a
there’s last once the rest of your players they completed ’cause what it’ll
do is give you clarity around what’s inside the plant and this will help you
summarize it and get your head clear as to what is
the summary of everything i just put together into this plan you’ll want to focus on which immediate
opportunities for your business be in a position to go after first so that your business can capture some
customers generate revenue become profitable and position itself the stay in business
for the long run so the second part after the executive
summary is the mission what’s your mission and again they should be pretty concise
it shouldn’t be any longer than a paragraph and shoots the cinque lee state your
primary focus an example would be add twenty five new clients or achieve
quota from a sales executive or be a significant contributor to the
company i’d recommend being as specific as
possible inside that make mission you know for instance what would being a
significant contributor whitney you know going on a ride alongs with
other sales reps would it mean taking a leadership position uh… of uh… of my peers so try to be a specific as possible on
that particular area after the mission comes objectives so what you want a look at is what are
my primary objectives and in this action you want to list out three to seven
items that you must accomplish to realize the mission that you just put
down an example here would be over chief
quote that you tried or sign five new accounts by june or develop vertical market strategy by
june july first so whatever the goals are the objectives
are you want to make them smart and smarts an acronym that stands for
specific measurable attainable realistic and time bounded the next section of your go to market
strategy and territory dot development plan is including the keys to success you
wanna identify key items over the course of this you next month quarter year that will enable attainment of those
objectives to occur most easily so if you see this were actually starting it
you like thirty thousand feet with the executive summary in the mission at every step of the way we’re starting
to write down to ground level so each section is a little bit more granular if you will than the section before so an example he would be identified are
key value proposition uh… articulate that through email through phone in
person how are we going to do that so those are maybe uh… examples of of what we need to figure
out executors to do liver on the the
objectives that we have a slight previous uh… and no one could be solid musician
of company resources including upper management technical team how are we going to make sure that we
will lose no deal alone does want a money angel knows how long
is that if you’ve got a talented team make sure you leverage every possible
resource on that team to win the game order when the deal next is your sales territory summary
c_-one provide an overview of the territory that you’re targeting and when
you do that that overview you want to look at what are my existing
partnerships within that territory that patch them looking to penetrate we’re going to leverage their
relationships and their resources to help penetrate
the market uh… when you’re looking at growing
businesses three ways to do it you can cold call you can network or you can market or you can do all three at the same time this falls in that arena of networking
how can leverage my network in my partnerships tend to maximize my engagement with net new prospects and
existing customers then you also look at if you’ve been in
business while you are a look at current customers a reference accounts that we
can also leverage to to support our growth of net new business next we’ll look at the geographical
description of the territory where the accounts clustered one of the vertical market so we have a
year in health care than we are in financial services industry or is higher
ed uh… r_r_ you know our strong suit and uh… technology is uh… are
emerging market so be very descriptive of what newt shes
we have dominance in and what niches we want to
go after and and break into his net new opportunities then you also look at what is the
current competitive landscape so as you mapping out your territory you
really want to be clear on this because a lot of sales people and frankly
business leaders tend to overlook the competition what document of credence or really don’t even know how the
competition is presenting themselves in the market you have to know what the competitive
threat is to be able to deal with it and otherwise you just you just shooting
from the hep so there’s a sales territory summary next we want to get into sales strategy seaward defined customer buying criteria by-products by service or by solution c_-one
understand their criteria needs to be in order to
buy your proctor servicer solution uh… depending on what you’re selling it
could be technology could be a service if it’s consulting i want to know what the pain points are
that my prospects have that would make them a likely candidate
for the service of the product i bring to the table so you have to be very
clear on what that is in your business next to redefine your company solutions
by product service and solutions so if we understand there buying criteria that we want to naturally be able to map
are value of each of those areas product services solution to their care about ps
sold the fine our solutions after we define their need otherwise you just creating a product
and hoping someone will buy it who want understand their pain points
first and then be able to explain articulate
how our products and services help address those pain points the third here is you want to find a
countless by geography vertical market and solution categories we talked a
little bit about that on the previous side or defining your territory but just make sure that once you boil it
down to what the account list is but segregate them by vertical markets in
industries so that we can start to i get some momentum and be able to have a orwell uh… launched campaign so instead of uh… going in talking to a technology
company and then the next day we talked to uh… healthcare company in the next
day we talked to me uh… manufacturing company weds group them so that we can start to get some
momentum and and understand the language in those vertical accounts and then
start to penetrate groups of accounts so that something that uh… happens in the
sales strategy section next is defined which solutions you want
to target to which cooper prospects and accounts
so for instance may be one of the solutions that’s a perfect fit for
health care has no place uh… being sold to higher
ed a customer for instance so you want to be specific around what
products are solutions going to be an ideal target for the
verticals and the reason this is important is
because not all products or services have the same profitability so if your goal is to increase
profitability for the air or or gross margin or a gross profit you wanna make sure you’re selling your
most profitable solutions looking most profitable solutions can’t be sold to a
particular vertical and that’s going to be noted in the
sales strategy so it sounds fundamental but a lot of people miss this until it’s too late so having this
strategy in place before you go in execute absolutely critical next to a look at what’s our sales
approach c_-one a script out how you know approach each prospect by solution then you know script dot how you can
approach them on the phone and then you get a script out how you
can approach them by email and you’re also dennis kept out questions for the
first meeting that have to be aston ought to determine is is prospector
kustra good fit for me so this may seem very fundamental but
this is so critical because what we find was sales cut uh… organizations is
that they kinda get hung up on this it’s like okay i’ve got my great product i
know my territory now those self well then on the fly to try to figure
out what am i gonna say how he handled jack shins what am i going to do to
overcome those objections what if they don’t take my car tara
communicated in writing you have to figure these things out up
front if you expect to be able to launch can
go to mark it quickly this is critical lasted structure how we’re gonna spend my day time
management time mastery you are a look at it by the day frankly
by the hour by by the day the week in the month and you should take into consideration
your particular peak moments and i say that because were typically have our our
highest level of energy first thing in the morning thing is is that we tend to do email or you know get caught up from the day
before in the morning which is actually backwards you want to use that morning time be that the most
energy to to go in swallow the biggest frog
right to the thing you like to do the least like cold calling like marketing
like going after net new customers first thing in the morning which by the way that’s really in the
catcher at their desk anyhow so use your time in the appropriate peak moments in
inappropriate ways next you want to create a definitive
action plan so we’ve got the strategy in place of thirty thousand foot twenty
thousand ten hour of five thousand feet previously this brings you rate down to the street
level what am i going to get done what is it
going to be done by and has been completed so each one of these you want to build
on your spiritual prolly much larger than this one slide here but you want to put each one of those
next actionable items with the targeted time date anna in a
complete stamp on it so that you see how your your uh… you’re rolling through
your your plan so in summary now we have a plan that’s great right so
the last thing you want to remember is he gotta work the plan plantings great but execution is much better m planning
without execution is basically useless it’s wasted thought its time wasted and it serves no points
i guess uh… i can’t say that if you have no planets are air no plans
to execute all the stuff that we just laid out here
they don’t even bother setting up your plant it half the work that you have to
execute it so follow-up change things that don’t work
add new ideas to the plan each month each quarter the key here is to know who
you want to work with what u doing what you’re selling what
are you going after when you want to have it completed how you want to go about it where you wanted to occur and why it
even matters she getting us those five questions who what where when and why in
you go to market strategy if you get that done and you have next actionable items to
execute on a you will be successful now to help you you jump start here you can actually downloading usar
template if you go to our website actively forward slash yes g dash goto market plan and i think the
caps actually matter here so capro he s g dash capital g goto market plan if you have any questions feel free to
reach out to us at execu strategy group dot com or you can reach me here are my contact
information thanks so much for watching this video we hope it helps you grow your business

Comments (11)

  1. The template link leads to the following error: "This XML file does not appear to have any style information associated with it. The document tree is shown below". Is it still available?

  2. Hi Pa blaso – here is the correct link for the download –> https://executive-strategy-group.s3.amazonaws.com/website_downloads/ESG_How_to_Create_a_Go_To_Market_Sales_Strategy.pdf

  3. This is the best Go to Market Sales Strategy presentation that I have came across on youtube! Keep up the good work mate!

  4. Thanks Wayland! I appreciate it! If you need other suggestions on sales, sales management or "Done For You" lead generation and marketing – check out our sites at www.lead-launcher.com or www.executivestrategygroup.com. Have a great night!

  5. Excellent presentation and information. Thanks for sharing!

  6. Used this for the Sales Strategy portion of my business plan – very useful, very insightful and very informative. Thanks!

  7. really informative however link at the end of the video isnt working?

  8. To be honest, this video did help me a lot! Congrats!

  9. I saw SO MANY videos to prepare me for my sales interview today!! And this is easily the best most comprehensive and most specific and most structured video to date! Thank you so much!

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