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Go-To-Market Experts Are Essential To Success
If you’re like most people, you revere experts. When something hurts or you’re not feeling well, you go to a doctor and maybe even a specialist. When you need to sell your house, you hire a realtor. And the same probably holds for your business life.
When you need a key executive, you hire a recruiter. When you need technology upgrades, you hire an IT consultant. And when you need a new website or to optimize an existing one for search engines, you hire a web designer or SEO expert.
Most entrepreneurs would agree that there are areas of business where expertise with specialized skills, real-world experience, and market savvy is necessary. And when those needs relate to something that probably isn’t ongoing, engaging go-to-market experts is widely recognized as a best practice.
A Modern Term for an Ancient Business Need
Go-to-market (GTM) is a recently coined term for a conventional business practice: an effective strategy for offering a product or service to an ideal customer in a way that assures competitive advantage.
GTM encompasses the positioning and messaging of a product or service to target customers and key influencers. It involves communication tactics, packaging and pricing of offerings, sales strategy and channels, sales process, content, tools, and the customer’s journey and success.
A strong go-to-market (GTM) strategy provides a company with the best opportunity to achieve growth objectives. When a strategy is well-executed, even the most ambitious goals can be exceeded. Go-to-market experts offer a specific, rigorous methodology, which is distinct from the traditional marketing and sales approaches that most companies typically employ.
Not Employing the Experts?
Too many companies forget to employ GTM experts. They “WebMD” their marketing and sales aches and pains. They “By Owner” their product launches. They “Help Wanted” their competitive positioning. They “DIY” their packaging and pricing.
In most cases, companies never even consider bringing in outside GTM expertise when their marketing and sales are struggling, or when they have a new product or service to launch, or when they need to merge portfolios due to an acquisition. Why? It often comes down to three strengths of most businesses:
- Determination. Many business leaders believe they should be proficient in knowing what they sell, how they sell it, to whom they sell it, and where they sell it. They’re determined to succeed in their go-to-market (GTM) strategy and execution, using the resources they’ve allocated and the teams they’ve hired.
- Expertise. Most business leaders are experts in their own businesses and at least one segment of their industry. This focused expertise is viewed by them as an essential strength for GTM that outsiders are unlikely to possess.
- Success. Businesses that fail to achieve success rarely survive beyond the idea stage. This means that every business operating today has, at some point, succeeded in go-to-market (GTM) execution to some degree. That success, however, may have occurred years ago, perhaps with different products or services, in different markets, and against different competitors.
These strengths are also weaknesses when it comes to evaluating GTM performance and quickly addressing poor results.
How Good Intentions Can Wreck Your Launch
Determination causes costly hesitation.
This is especially true when the company’s existing GTM strategy and execution are lagging or when GTM for new offerings fails to capture the target audience’s attention adequately. It spurs efforts to protect turf and keep responsibility in-house.
How to Fix It: It’s essential to address any weak GTM tasks promptly to ensure survival and growth. And go-to-market experts can lay the groundwork for rapid improvement and even bring additional leadership and staff to bear on execution.
Expertise, when narrow, can be limiting.
Best practices from other segments and industries can be transformational when applied to your own. GTM expertise is its own field, drawing from experience with multiple types of products and services across many industries, and encompassing the full range of advertising and sales roles.
How To Fix It: GTM consultants bring all of that and multiply the value of a business’s expertise in their industry segment.
Success can be difficult to replicate, especially in diverse circumstances.
Success can also make it more difficult to acknowledge the need for assistance.
How To Fix It: GTM consultants have a track record of success. Adding them to your team temporarily builds upon your company’s past successes and helps assure a successful future.
Aventi Group: Where We Value Expertise
We recognize that crucial and complex tasks require expertise. However, our own determination, expertise, and past success often overshadow our judgment. Proven GTM experts can boost your marketing and sales performance and help assure future growth.
Improvements to GTM strategy and execution occur quickly, and the return on investment is massive. At Aventi Group, we have a team of go-to-market experts with focused knowledge to drive traffic and guarantee success. That’s why world-class brands like SAP, Adobe, ServiceNow, Atlassian, and others have tapped our professionals.
Let us know if you’d like an “audit” or quick assessment benchmark of your own GTM plan. Contact our team for more information today.
