Simplifying Go-to-Market: Revenue Programs

Revenue Program factors take into account your ability to build go-to-market programs aligned with the buying process. Below, we give a brief overview of seven components of go-to-market that make up this category.

Marketing & Sales Plan

Articulation of the strategies and tactics for generating awareness and leads for the upcoming fiscal period, including key programs and events with measurements and goals. Typically developed as an internal strategy document and requires refinement with insights from internal & external factors, company focus, portfolio planning, and results of revenue programs. 

Launch

Defined plans and budgets for strategic launches. Typically includes internal strategy and tactics document that ties back to organizational OKRs and is refined with insights from company focus, portfolio planning, and results of previous programs. Execution of programs is documented, measured, optimized, and incorporated into enablement.

Awareness

Programs meant to raise the profile and awareness of your brand within strategic market segments to bring more prospects into your funnel. Typically includes internal strategy and tactics document that ties back to organizational OKRs and is refined with insights from company focus, portfolio planning, and results of previous programs. Execution of programs is documented, measured, optimized, and incorporated into enablement.

Nurturing

Programs developed to move prospects quickly and effectively through the funnel, with the objective of turning prospects into satisfied customers. Typically includes internal strategy and tactics document that ties back to organizational OKRs and is refined with insights from company focus, portfolio planning, and results of previous programs. Execution of programs is documented, measured, optimized, and incorporated into enablement.

Customer Success

Defined plans and budgets to ensure customer loyalty, as well as selling products and/or services to existing customers. Typically includes internal strategy and tactics document that ties back to organizational OKRs and is refined with insights from company focus, portfolio planning, and results of previous programs. Execution of programs is documented, measured, optimized, and incorporated into enablement.

Advocacy

Identification of customers who are willing to give testimonials, case studies, and references and amplify their voice in the market. Typically integrated into the customer journey process and incorporated into enablement.

Measurement

Capture, analysis, and leverage of relevant data for more effective programs aligned to organizational OKRs.