When Joint GTM truly matters to your business, an 'experienced' Marketing Partner is what you need.
Today, the way businesses are managed and customers are engaged has shifted towards the virtual world. From mega brands to grocery shops, everyone is online, trying to find the best way to use digital channels and sustain their business. The challenge grows multi-fold when you are in the technology business or in a business that is delivered through channel partners. Here the responsibilities multiply as we are discussing more than one brand, each with different business challenges, and yet must synchronize to achieve common business goals, generally sales. Here even a forward-thinking, and efficient digital marketing strategy that engages the current customer base and influences prospects may not suffice. What a growing business requires is an experienced marketing partner with exposure to a complete customer cycle and one who knows what a meticulously planned & well-executed joint GTM (Go-To-Market) can deliver.
Team Doodlezz includes experienced technology & channel marketing professionals who understand business challenges, have built and executed holistic joint GTM for many leading brands, inclusive of digital marketing, and have significantly improved business outcomes. And here is how we have simplified joint GTM in 4 simple steps, easily adaptable in any environment, and realistically executable.
The 4 weeks, 4 steps of planning ahead-
1. Week 1/ Step 1- Identify the partner with whom you must work in the following month. And how to do it? Simple, choose them basis on the availability of MDFs, or if there is a product that is about to be launched and a partnership can impact your GTM. A partner can even be chosen basis their strong position in a region or vertical and the partnership can straight take the solution to the right audiences. And yes the process applies to both the principal organization and their partners.
2. Week 2/ Step 2- When the collaboration partner is identified, we discuss the business objectives, necessary activities, the timelines, the financials including sales incentives or customer offers, etc., and most importantly the key messages to the market. It is then time to chalk the plan on paper, get on a conference call, agree on the activities, their positioning, and their impact on customers. And yes, what each principal organization and partner organization will derive from it.
3. Week 3/ Step 3- You will need all sorts of support here with creatives, content, communication, market planning, budgeting for digital campaigns, and more. This is the week to build assets, define campaign activities with the partner on the positioning. Our team conducts thorough market research to understand requirements and then chalks out a plan. Thus, you can create a unique value that gets communicated through brochures, videos, case studies, and many more. Make sure every activity has a defined, trackable outcome against it. Although all cannot have sales numbers assigned, yet a number always helps us understand the level of success of an activity.
4. Week 4/ Step 4- Time to seal it all before getting into execution. Yes, suggestions on improvisations always arise here as you are just a week away from the execution, embrace them, don’t reject. These may help. But just ensure they don’t delay the execution as this is where an activity gets derailed, most of the time.
Week 5 or shall we say Week 1- Campaigns now should be in execution mode, also the time to closely monitor their performance on agreed parameters. This approach should help us understand the recent shifts in the market, what is working, and if any changes are required in the strategy under execution. This will need expert marketers, SEO people, campaign managers, coordinators that ensure execution is seamless. And yes, please remember this is also the week to get the planning activities rolled out for the following month.
Agree, none of the above may have sounded like an innovative, path-breaking joint GTM strategy, but at times getting the basics executed is an unacknowledged, unseen challenge. Are you wondering whether joint Go-To-Market will work for your business? Schedule an appointment with us to know more.