Pick The Right Plays — Using the Go-To-Market Framework

  • Build loyalty.
  • Offer expansion.
  • Company transformation.
  • Market expansion.

Build Loyalty

It’s at least five times more expensive to bring in a new customer versus retaining an existing buyer. — Forbes

  • Key metrics: Customer churn and attrition rate, customer retention rate, lifetime value of a buyer (how much revenue a customer brings in the long term), and Net Promoter Score (a range that measures a customer’s experience with a product).
  • Job titles involved: Executives, directors, and managers of user experience, customer success, customer enablement, and customer loyalty.
  • Technology: Sales and marketing intelligence platforms and customer relationship management systems.
  • Go-to-market plays: Upsell campaigns, Net Promoter Score campaigns, customer referral campaigns, loyalty program rollouts, and automated customer service surveys.

Offer Expansion

“If your competitors suspend product development and you don’t, you have a great chance to either catch up with them or further your lead in the market.”

— Carl Erickson, founder, Atomic Object

  • Key metrics: How a product rates against similar competitors, how buyers use a product, and how many integrations a product has.
  • Job titles involved: Executives, directors, and managers of product development, product marketing, marketing strategy, sales intelligence, marketing intelligence, and competitive analysis.
  • Technology: Market intelligence and sales intelligence platforms, software that analyzes sales calls, and tools that track how customers use a product.
  • Go-to-market plays: Add-on campaigns, cross-sell campaigns, in-app message campaigns, user research, and product launches.

Market Expansion

“I told our employees we are going to completely retool the company to support the healthcare system.” — Matt Bulloch, president and founder, TentCraft

  • Key metrics: Demographic, firmographic, and technographic attributes from revenue-generating customers; and cost to acquire a new customer.
  • Job titles involved: Executives, directors, and managers of revenue operations, product marketing, marketing strategy, sales intelligence, and marketing intelligence.
  • Technology: Sales intelligence platforms and buyer intent software.
  • Go-to-market plays: Cross-sell campaigns, account-based marketing campaigns, and demand generation campaigns.

Company Transformation

  • Key metrics: Cross-selling revenue, partner reselling rates, and investments in new technology related to product sales.
  • Job titles involved: Executives of business strategy, growth, and business transformation.
  • Technology: Automation platforms, machine learning, analytics software, and cloud systems.
  • Go-to-market plays: Upsell campaigns, cross-sell campaigns, service-level agreements between departments, and rebranded product launches.

Framework Sets Go-to-Market Direction

Do you have a (data-driven) story?

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We use millions of data points from our B2B intelligence platform to unearth trends in the way people buy, sell, and go to market. https://www.zoominfo.com

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We use millions of data points from our B2B intelligence platform to unearth trends in the way people buy, sell, and go to market. https://www.zoominfo.com

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