Simplifying Go-to-Market: Company Focus

Company Focus factors take into account how your services and/or product strategy is integrated and aligned with your company's strategy. Below, we give a brief overview of four components of go-to-market that make up this category.

Market Segmentation 

The mapping of needs with target markets, analysis of the market segments to actively pursue, and surety that the targeted segments are large enough to support the current and future business of the product. Information is typically gathered through market research. Each unique segment should be treated separately and have its own strategy and impact on portfolio planning, revenue programs, and enablement.

Route-to-Market (RTM) Strategy

The identification of channels best aligned with your markets’ buying preferences and prioritization. Information is typically gathered by interviewing customers, recent evaluators, and untapped, potential customers within each unique market segment. Information will impact portfolio planning, revenue programs, and enablement.

Product and/or Service Portfolio

The integration of products and/or services into a coherent portfolio focused on the target market and the management of the portfolio like a “product” (business plan, positioning, buying process, market requirements and marketing plan). Information will impact portfolio planning, revenue programs, and enablement.

Product and/or Service Roadmap

Illustrate the vision and key phases of deliverables for the product and/or service. The roadmap is a plan, not a commitment. Information will impact portfolio planning, revenue programs, and enablement.