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1© 2018 The MathWorks, Inc.
Initiating Go-To-Market Strategy
By Teresa Hubscher-Younger and Shwetha Bhadravathi Patil
2
Overview of GTM Process
Initial Idea
GTD
Business Plan
Pre-GTM
Launch Plan
GTM
3
Initial Idea
GTD (Go-To-Development) or Pre-Pre-GTM
 Technical solution
 Market Understanding
– Market Size
– Market Alternatives
– Potential Customers
 Naming and Pricing
 Product Development
– Staffing requirements
– Internal opportunity cost
 Timeline
Target audience –
Marketing and
development leadership
Timeline for this step –
3 months
4
Business Plan
Pre-GTM
 Market Overview
– Technology
– Workflow
– Use Cases
 Market Opportunity
– Trends
– Competition
– Sizing
– Segmentation
 Productization
– New/Transition
– Roadmap
– Alternatives
 Project Assessment
Target audience – CEO,
marketing and
development leadership
Timeline for this step –
3 months
5
Launch Plan
GTM
 Offering Information
– Naming (Meeting earlier)
– Dependencies/Restrictions
– Target Market Segments
 Competition and Competitive Differentiation
– Existing Solutions and Competitive Products
– Competitive Pricing
 Marketing Implementation
– Proposed Positioning
– Product/Offering Pricing
– Marketing Launch Activities
 Partner Consideration
 Forecast and Financials
 Risk Assessment
Target audience – CEO,
marketing and
development leadership
Timeline for this step –
6 months
6
Overview of GTM Process
Initial Idea
GTD
Business Plan
Pre-GTM
Launch Plan
GTM

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160 initiating your go-to-market strategy (hubscher-younger & bhadravathi mallikarju)

  • 1. 1© 2018 The MathWorks, Inc. Initiating Go-To-Market Strategy By Teresa Hubscher-Younger and Shwetha Bhadravathi Patil
  • 2. 2 Overview of GTM Process Initial Idea GTD Business Plan Pre-GTM Launch Plan GTM
  • 3. 3 Initial Idea GTD (Go-To-Development) or Pre-Pre-GTM  Technical solution  Market Understanding – Market Size – Market Alternatives – Potential Customers  Naming and Pricing  Product Development – Staffing requirements – Internal opportunity cost  Timeline Target audience – Marketing and development leadership Timeline for this step – 3 months
  • 4. 4 Business Plan Pre-GTM  Market Overview – Technology – Workflow – Use Cases  Market Opportunity – Trends – Competition – Sizing – Segmentation  Productization – New/Transition – Roadmap – Alternatives  Project Assessment Target audience – CEO, marketing and development leadership Timeline for this step – 3 months
  • 5. 5 Launch Plan GTM  Offering Information – Naming (Meeting earlier) – Dependencies/Restrictions – Target Market Segments  Competition and Competitive Differentiation – Existing Solutions and Competitive Products – Competitive Pricing  Marketing Implementation – Proposed Positioning – Product/Offering Pricing – Marketing Launch Activities  Partner Consideration  Forecast and Financials  Risk Assessment Target audience – CEO, marketing and development leadership Timeline for this step – 6 months
  • 6. 6 Overview of GTM Process Initial Idea GTD Business Plan Pre-GTM Launch Plan GTM