In Go-To-Market Uncovered: How to Successfully Launch a Product and Drive Sustainable, Long-Term Revenue Growth, celebrated entrepreneur and go-to-market strategist Paul Sullivan delivers a hands-on discussion of the ARISE framework for bringing B2B SaaS, fintech, and tech-enabled businesses to market. The author shows you how to fully implement this framework in just 30 days. It offers a proven blueprint for long-term success you can apply to your own organization immediately, whether you work in a startup, a scale-up, or a large enterprise.
Practical, scalable, and filled with foresight, every stage of the ARISE framework is designed to be thorough and agile, empowering your company to increase its ROI on tech investments and strategic initiatives. You'll also find: - Explorations of critical key performance indicators outlining what exactly you need to keep track of and what can be safely disregarded - Strategies for aligning your sales and marketing goals to create a unified customer journey - Enlightening case studies that illustrate the most common challenges faced by companies and how to overcome them
Packed with strategies, templates, worksheets, links to additional resources and reading materials, and valuable lessons, Go-To-Market Uncovered demonstrates how to anticipate potential market forces, position your firm relative to the competition, and overcome performance challenges with startling effectiveness.
Table of Contents
Preface xv
Introduction xix
Part I Introduction to Go-to-Market Strategy 1
Chapter 1 The Importance of a Robust Go-to-Market Strategy 3
Chapter 2 The Eight Pillars of GTM Strategy 13
Part II Overview of the Arise Methodology 27
Chapter 3 What the ARISE Go-To-Market Methodology ® Is 29
Part III Assess 35
Chapter 4 Evaluating Your Current GTM Strategy 37
Part IV Research 59
Chapter 5 Market Research Techniques 61
Chapter 6 Competitive Landscape Analysis 71
Chapter 7 Customer Insights Gathering 81
Part V Ideate 87
Chapter 8 Brainstorming Innovative GTM Approaches 89
Chapter 9 Exploring Channel Strategies 97
Part VI Strategise 109
Chapter 10 Developing a Clear Value Proposition 111
Chapter 11 Creating Messaging Frameworks 117
Chapter 12 Positioning Strategies in Competitive Markets 119
Chapter 13 Aligning Sales and Marketing Goals 125
Chapter 14 Pricing and Revenue Models 135
Part VII Execute 147
Chapter 15 Creating a Comprehensive GTM Plan 149
Chapter 16 Resource Allocation and Budgeting 157
Chapter 17 Setting KPIs and Success Metrics 163
Chapter 18 Building an Effective Sales Process 189
Chapter 19 Developing Customer Onboarding Strategies 199
Chapter 20 Reducing Churn and Increasing Customer Retention 211
Part VIII Case Studies and Practical Insights 221
Chapter 21 Real-World Applications of ARISE 223
Chapter 22 Common Challenges and How to Overcome Them 237
Conclusion: The Future of Go-to-Market Strategy 257
Appendix 261
Glossary of Technologies 263
Acknowledgments 269
About the Author 271
Index 273
