The routes to market that Consumer Packaged Goods (CPG) companies use to sell and service their trade account is essentially critical. It determines their sales volume, their ability to deliver the proper levels of customer service in a cost-effective manner, and their success at securing scarce retail shelf space for their products.
Yet, only a few CPG companies have a comprehensive conceptual framework for optimizing their routes to market.
Diving into a Go-to-Market (GTM) Strategy
The Go-to-Market Strategy develops during the introduction of new products or services. The end goal is to enhance overall customer experience by delivering a unique value proposition to customers and achieve competitive advantage.
From a Go-to-Market Strategy, companies must have a proven GTM Platform to design profitable Go-to-Market (GTM) Models. The platform will enable managers to identify and analyze the key activities and tasks required to best serve their customer segments.
A consistent and comprehensive platform for rethinking GTM Model across the customer base must be established. It must be capable of producing a clear vision of desire route-to-market outcomes. It must have a comprehensive understanding of the roles and functions of the employees staffing the routes.
It must have a systematic approach to GTM Model analysis, design, implementation, and management.
- Market-driven. An effective GTM Platform must be market-driven. When this is market-driven, GTM Model designers are forced to identify and define their company’s customer segments.
- Coherent. A coherent GTM Platform supports the achievement of corporate goals. Coherence in the customer service framework ensures that the GTM Model achieves this direction. A GTM Platform must receive the support it needs to operate successfully.
- Balanced. An effective GTM Platform must enable identification and balancing of competing priorities in the design and operation of GTM Models. When this happens, proper trade-offs among priorities are determined and an optimal GTM Model is built. Proper balancing of competing priorities sets the GTM Platform on the stable and efficient ground.
- Flexible. Managers need flexibility when it comes to GTM Model. A high-quality design platform enables CPG companies to better manage an increasingly diverse customer base with differentiated GTM Models. GTM Platforms must be flexible enough to be adapted in response to changing strategic goals and competitive threats.
Analyzing and designing a GTM Model is very rewarding but it is a complex task. Multiple stakeholders are involved. Experiences of thousands of customers can be affected. Strategic goals, operational capabilities, and other variables must be considered. And lastly, investment in time and resources must be substantial.
However, companies can surpass this if they have a good handle of the 4 Pillars of the Go-to-Market Platform Design. Learning the features and framework of the 4 Pillars of the GTM Platform can provide companies the necessary tools towards designing an effective and robust Go-to-Market Model.
Interested in gaining more understanding of Go-to-Market Platform Design? You can learn more and download an editable PowerPoint about Go-to-Market Platform Design here on the Flevy documents marketplace.
Do You Find Value in This Framework?
You can download in-depth presentations on this and hundreds of similar business frameworks from the FlevyPro Library. FlevyPro is trusted and utilized by 1000s of management consultants and corporate executives. Here’s what some have to say:
“My FlevyPro subscription provides me with the most popular frameworks and decks in demand in today’s market. They not only augment my existing consulting and coaching offerings and delivery, but also keep me abreast of the latest trends, inspire new products and service offerings for my practice, and educate me in a fraction of the time and money of other solutions. I strongly recommend FlevyPro to any consultant serious about success.”
– Bill Branson, Founder at Strategic Business Architects
“As a niche strategic consulting firm, Flevy and FlevyPro frameworks and documents are an on-going reference to help us structure our findings and recommendations to our clients as well as improve their clarity, strength, and visual power. For us, it is an invaluable resource to increase our impact and value.”
– David Coloma, Consulting Area Manager at Cynertia Consulting
“As a small business owner, the resource material available from FlevyPro has proven to be invaluable. The ability to search for material on demand based our project events and client requirements was great for me and proved very beneficial to my clients. Importantly, being able to easily edit and tailor the material for specific purposes helped us to make presentations, knowledge sharing, and toolkit development, which formed part of the overall program collateral. While FlevyPro contains resource material that any consultancy, project or delivery firm must have, it is an essential part of a small firm or independent consultant’s toolbox.”
– Michael Duff, Managing Director at Change Strategy (UK)
“FlevyPro has been a brilliant resource for me, as an independent growth consultant, to access a vast knowledge bank of presentations to support my work with clients. In terms of RoI, the value I received from the very first presentation I downloaded paid for my subscription many times over! The quality of the decks available allows me to punch way above my weight – it’s like having the resources of a Big 4 consultancy at your fingertips at a microscopic fraction of the overhead.”
– Roderick Cameron, Founding Partner at SGFE Ltd
“Several times a month, I browse FlevyPro for presentations relevant to the job challenge I have (I am a consultant). When the subject requires it, I explore further and buy from the Flevy Marketplace. On all occasions, I read them, analyze them. I take the most relevant and applicable ideas for my work; and, of course, all this translates to my and my clients’ benefits.”
– Omar Hernán Montes Parra, CEO at Quantum SFE