Go-to-market Strategy

Foster School of Business

How long?

  • 2 days
  • in person

Foster School of Business

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About the course

Design, implement, and manage a successful Go-To-Market Strategy

Successful companies have a holistic umbrella Go-To-Market strategy that reinforces their mission, values, and story. An overarching Go-To-Market strategy drives alignment and decision-making across all departments and functions, from the C-suite to Product, Operations, Marketing, and Sales. This strategy impacts messaging and customer engagement and drives all elements of sales, including the differentiated value proposition, ideal customer profile, ideal seller profile, preferred sales motions, and overall field operations.

BENEFITS OF ATTENDING

By the end of the class, you will be able to:

  • Articulate what a Go-To-Market Strategy is and why it matters
  • Evaluate vision and/or mission statements and assess their alignment with a company’s product, core values, and focus
  • Tell a compelling company story that articulates the company’s “why”
  • Communicate differentiated value propositions that tie into the mission and company story
  • Generate a defensible Ideal Customer Profile
  • Design an Ideal Seller Profile
  • Identify the complementary Sales Motion(s) to best leverage your Ideal Seller Profile to engage your Ideal Customer Profile
  • Provide a comprehensive Go-To-Market Executive Briefing Summary for your company, including assessment and alignment of Mission, Core Values, Company Story, Differentiated Value Propositions, Ideal Customer Profile, Ideal Seller Profile, Sales Motion(s), and overall Go-To-Market Strategy

Content Overview

The focus of this seminar is on the key elements required in building a Go-To-Market Strategy and an effective professional sales organization. We will review the steps needed to construct and manage an effective sales strategy and organization, whether for an existing company with an established sales organization or for an emerging company building and scaling from initial stages of product market fit to later stages of customer engagement and growth.

In this seminar, we will address:

  • Company vision/mission
  • Core values
  • Company Story
  • Differentiated Value Propositions
  • Ideal Customer Profile
  • Ideal Seller Profile
  • Sales Motion(s)
  • Integrated Go-To-Market Strategy

The Go-To-Market Strategy Seminar is designed for the C-Suite and Senior Sales and Marketing Executives (CEOs, CROs, CMOs, CFOs, any other C-level execs, VPs of Sales, VPs of Strategy, and Founders.)

Experts

Kelly Breslin Wright

Kelly Breslin Wright has over 25 years of experience in leadership, sales, operations, and strategy roles. She has deep Go-To-Market experience and has helped teams navigate through multiple stages of company growth, through IPO, global expansion, leadership transitions, business model changes, a...

Go-to-market Strategy at Foster School of Business

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