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Go to Market Strategies

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Baseline current go-to-market activities
Posted on November 6, 2009 by Kamran
How do you capture your revenue today? We asked thousands of business owners, CEOs, and VPs of sales and marketing this question. Guess what? Most of them stumbled. Do you know the answer? If your answer is yes, congratulations! You are ready for the next question:Do you know how profitable each channel is?
The purpose of the baseline step is to answer these two questions with hard facts and document the underlying assumptions, beliefs and opportunities in existing go-to-market activities. The problem is that many organizations don’t know what they already know. Even in the age of the Internet, business units and departments are still working in silo, perfecting, rejecting, and innovating sales and marketing tactics without sharing with others. So the idea of the baseline activity is to bring everyone on board and create a fact base of current activities so you don’t have to reinvent the wheel. The question is, what information should be collected and from where?
Advances in analytics and business intelligence have allowed organizations to collect tons of data that can be sliced and diced a thousand different ways. If you are not collecting this data, don’t worry. To make reasonably accurate decisions, you really don’t need to know if Edward Jones wears a yellow shirt when he buys orange flowers for his girlfriend Jill. There is a place for such detailed data; however, for our purposes we can live with aggregated simple qualitative and quantitative information. In the upcoming section on channel economics, you will find the template for quantitative analysis. Here are some discussion-starter questions for qualitative information gathering.
Competitive Advantage
Let’s start with what makes you different: what value you bring to the lives of your customers. It so happens that, many

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