How to integrate your product strategy with your go-to-market strategy.

Today in this post we will demonstrate how to integrate your product strategy with your go-to-market strategy. It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. The Revenue Growth Diagnostic interactive tool will help you determine if you are likely or unlikely to make your number.

 

My interview with Terry Hicks, Chief Product Officer at Infusionsoft provides clarity on this topic. Infusionsoft is the leading provider of sales and marketing software for small businesses. Prior to Infusionsoft, Terry led Quickbooks online at Intuit, growing subscribers from 450,000 to 850,000 in under two years. That’s a remarkable track record. Terry is responsible for the company’s entire product development process from determining where to focus the company’s efforts, through new product launch. Watch as we discuss how to integrate your product strategy with your go-to-market strategy.

 

Your company is investing money in order to growth faster than their industry and competitors. Make sure you are getting it right by integrating your product strategy with your go to market strategy as Terry has.  Terry provides three key ways to integrate the product and go-to-market strategies. Watch the episode to dive deep into the use case and think through the insights that can be ‘aha’ moments for your business.

 

  • First, Terry recommends really knowing and understanding your customer. Your product strategy and go-to-market strategy need to determine who you’re trying to serve, and what problems you’re trying to solve.
  • Second, really understand the customer’s behavior. The best way to do this is through testing. Because what customers say, and what they do, is often different. Terry recommends setting up simple tests to validate key hypothesis quickly.
  • And finally, Terry recommends understanding that the product is everyone’s responsibility. As you’re thinking about customer insights and product testing, include the cross-functional teams.

     

Companies often spend about 30-40% of top line revenue on product, marketing and sales. This can be the largest expense on your income statement. Yet, many do not look at these as integrated expenses.

 

To request a workshop with an expert simply sign up for a MySBI account and check the box in your preferences to request a workshop.

 

 

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ABOUT THE AUTHOR

Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.

 

He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.

 

Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.

 

He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.

 

Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.

 

He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.

 

Video:

 

Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.

 

A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.

 

Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.

 

Articles

 

Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.

 

What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.

 

What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

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