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DOCUMENT DESCRIPTION

In an intensely competitive consumer goods sector, optimized Go-to-Market (GTM) Models are essential. This entails the design for routes to market that companies use to sell and deliver their products and to service their trade accounts.

GTM Models enable profitable growth, service excellence, and consumer engagement at the point of sale. But the more diverse a company's customer base and product portfolio, and the more competitive its markets, the more challenging it is to design an effective and efficient GTM Model.

Companies with a large customer base often use the same route to market to manage all trade accounts. Some accounts were being underdeveloped and underserved while others are given more attention. As a result, sales potential of existing accounts was not being fully captured and cost-to-serve was higher than necessary. New resources could have been deployed to establish, maintain, and develop new accounts to optimize market potential.

This framework provides an in-depth understanding of the 3 essential sets of core activities of the Go-to-Market Model Design and its Modular Approach.

1. Growing Activities
2. Sustaining Activities
3. Value-adding Activities

The Modular Approach provides an orderly and structured approach to GTM Model design. The application of the Modular Approach can result into differentiated GTM Models to suit and optimize different market segments.

This deck also includes slide templates for you to use in your own business presentations.

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Source: Go-to-Market Model Design PowerPoint document

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Tag(s): Strategy Development Product Strategy Go-to-Market

Number of Slides: 19 (includes cover, transition slides)

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Upload date (first version): Apr 8, 2019






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