PHASE 8: ROUTES TO MARKET

Sufficiently cover your markets. Select and optimize your sales channels. Price and package your products correctly.

 

 

Covering your addressable market entirely will result in more revenue opportunities. As traditional routes to market are being replaced with innovative ways to reach customers, the executive leadership team must adjust plans on a regular basis. Packaging and Pricing should scale and adjust to the unique needs of each market segment.

Rapid Diagnostic

1. You have consistently maintained better coverage of your markets than your competitors.

2. Your market share continues to grow as a result of your current coverage model.

3. Your traditional routes to market are still the most effective.

4. You routinely explore the implementation of innovative routes to market that would provide a lift in revenue.

5. You have lowered the Customer Acquisition Cost (CAC) by routing products through alternative sales channels.

6. Customer channel preferences have changed substantially over the last few years.

7. You have responded to the changing customer channel preferences.

8. You have identified market expansion opportunities with an entirely new coverage plan.

9. You actively align your go-to-market functions around the same route to market strategy.

10. You use market and account segmentation data to guide your route to market strategy.

Deliverables

• Route to Market Analysis & Plan

• Customer Preferred Route to Market Analysis & Plan

• Competitive Route to Market Analysis

• Customer Acquisition Cost (CAC) Analysis

• Customer Lifetime Value (CLTV) Analysis

• Market and Account Segmentation Analysis (See separate “Segmentation Strategy”)

Go-To-Market Strategy
What Market-Leading CEOs Do Differently to Measure Customer Experience
Most CEOs state that Customer Experience is a differentiator for competitive advantage. If perfected, it becomes difficult for the competition to fast follow.  In addition, most leaders see a direct correlation with driving growth, profit, and valuation.  Product and operational...
Read More
Go-To-Market Strategy
Survey Results: How CEOs Are Leading Their Sales Transformation
Great leaders know how to navigate these choppy waters, but the economic uncertainty has created a new layer of challenges. While many are still struggling to survive, others feel that recovery is fully in place and are on the upswing....
Read More
Go-To-Market Strategy
SBI Advisory Board Learnings From Market-Leading CEOs
As part of our advisory program, SBI recently held a virtual meeting comprised of an intimate group of market-leading B2B CEOs (public and private with market caps from $1B to 10B) to discuss current market challenges and opportunities for achieving...
Read More
Sales Strategy
How a CEO Drives CX Clarity Amid the Chaos
Any CEO can attest to the current level of difficulty in closing deals. Customer sentiment and individual mind share are in high demand, and even with everyone online, many fail to adequately engage their communities in order to access their...
Read More