Empowering your go-to-market strategy in sales

How you go to market is as important as what you bring to market

Defining a go-to-market strategy in 2018

In a competitive market, what sets organizations apart is not necessarily their products or services, but how they bring those products or services to market. Today, product differentiation alone is rarely enough to get ahead. This is why forward-thinking sales leaders are innovating the ways they compete, using their knowledge and experience to develop powerful go-to-market (GTM) strategies.

What’s a go-to-market (GTM) strategy? It’s the unique approach that sales leaders take for tackling and winning a market. It’s the decisions leaders make to prepare their organizations for the future and outperform their competitors.

What are the
components of a
go-to-market strategy?

A go-to-market strategy is built on three priorities. These define a sales leader’s unique plan for succeeding in the market.

Graphic image - Anaplan Sales Education Model 2

Sales Planning

Where to sell

Sales Planning is how you slice up the market and align your team to fit. It includes territory allocation, quota setting, account segmentation, and capacity planning. Effective sales planning is about staying proactive, using advanced modeling to optimize decisions and anticipate future changes.

incentive icon

Sales Incentives

How to sell

Sales Incentives motivate your salespeople to advance the company’s bottom line. The most powerful incentive plans are built using information from the whole sales organization. The best plans also stay flexible, adapting to changing business priorities and the unpredictable dynamics of the market.

insights icon

Sales Insights

What to sell

Sales Insights is about focusing on the metrics that matter and leveraging them to improve your business: pipeline management, pricing and discounting, sales forecasts, and other KPIs. Doing this effectively requires solutions that can collect and process the right data, then deliver it in multiple forms to the appropriate stakeholders.

How does your CRM fit into your go-to-market strategy?

Salespeople need a solution that helps with the tactical work of maintaining accounts and moving opportunities through the pipeline. CRMs are excellent tools for these activities.

Sales leaders, however, require a different set of information, and a different set of tools. They need data on territories, products, incentives, forecasts, and quotas. They also need to sort this data in multiple ways: correlated, combined, placed into different hierarchies, examined from a distance, studied with a microscope, and packaged up in different forms.

CRM systems are simply not built to capture this data or analyze it in these ways.

For this reason, it’s useful to see your go-to-market strategy and your CRM as complementary tools. Information from your CRM can inform different aspects of your go-to-market strategy, but the CRM is not a tool for managing that strategy.

By managing their go-to-market strategy well, sales leaders can maximize the value of their CRM.

Sellers

  • Accounts
  • Contacts
  • Opportunities
  • Leads
  • Quotes
  • Proposals
  • Prospects
  • Meetings

A CRM is perfect for salespeople

Leader Stock Photo Female

Leaders

  • Quotas
  • Market Segments
  • Behaviors
  • Targets
  • Budgets
  • Staffing Plans
  • Executive Goals
  • Coverage
  • Operating Plans
  • Marketing Strategy
  • Territories
  • Incentives

But not an ideal a solution for sales leaders.

See how Telus transformed its sales culture.

Why should you manage your go-to-market strategy from a single platform?

The multiple components of your go-to-market strategy, organized into a unified framework.

Go-to-market strategies are complicated. What happens in each piece of it inevitably affects all of the others. Even small modifications can reverberate outward, changing the entire structure.

Therefore, it’s useful to think of your go-to-market strategy as a honeycomb. Each individual part works with the others to make up a whole. Together, the parts form a unified structure.

This is why it’s important to manage your go-to-market strategy on a single platform: doing so allows you to attend to each component, while also keeping track of how they all interact.

Why should you manage your go-to-market strategy from a single platform?

Go-to-market strategies are complicated. What happens in each piece of it inevitably affects all of the others. Even small modifications can reverberate outward, changing the entire structure.

The multiple components of your go-to-market strategy, organized into a unified framework.

Therefore, it’s useful to think of your go-to-market strategy as a honeycomb. Each individual part works with the others to make up a whole. Together, the parts form a unified structure.

This is why it’s important to manage your go-to-market strategy on a single platform: doing so allows you to attend to each component, while also keeping track of how they all interact.

Learn how to connect your go-to-market strategy.

How can Connected Planning empower your go-to-market strategy?

To innovate the ways they sell, sales leaders need the freedom to experiment and the ability to optimize their strategies.

With Connected Planning, leaders can do both. Connected Planning is a dynamic way to connect processes and people across the enterprise. There are two primary ways that Connected Planning empowers your go-to-market strategy.

A single source

At many organizations, individual components of the go-to-market strategy are managed in separate places. This forces stakeholders to work from incomplete information and to make decisions without understanding their wider impact.

Connected Planning ensures that all members of the organization share the same data on the same platform.

When market developments or business priorities require changes to any piece of the strategy, the entire plan can shift. Information instantly cascades through the platform, keeping everyone on the same page.

Modeling the future

The hardest part about your go-to-market strategy isn’t always creating it. It’s coping with the changes that inevitably occur as the business priorities change, the market evolves, and salespeople come and go.

Connected Planning technology provides sales leaders with powerful modeling capabilities and “what if” scenario planning.

This technology allows sales leaders to evaluate the impact of potential modifications or disruptions before they occur and to experiment with new strategies, assessing their effects before rolling them out to the sales team.

See why add-on software isn’t an ideal solution.

“Driving top-line growth and optimizing the sales force: that’s what we do. Anaplan gets us there.”

—Ian Zhao, Senior Manager for Go-To-Market Strategy and Analytics, VMware