how to create a go to market sales · pdf filehow to use this document • preparation for...

How to create a Go to market sales strategyKevin McCann

Executive Strategy Group

www.executivestrategygroup.com

How to use this document• Preparation for Sales

Quarterly Business Review

• Sales Territory Growth Plan

• Go To Market Sales Strategy

• Sales Launch of New Service or Product

Overview• “Plan your work, and

work your plan.”

• This will outline your ‘roadmap’ for your territory over the next several weeks/months/year.

• Use this presentation as your official outline to create your own plan

Executive Summary• What are the highlights of the

plan? Write this last.

• Focus on “Which immediate opportunities will your business be in a position to go after first so that your business can capture some customers, generate revenue, become profitable, and position itself to stay in business for the long run?”

Mission• What is my mission? This

should be no longer than a paragraph, and succinctly state my primary focus.

• “Add 25 New Clients, Achieve Quota, Be a Significant Contributor in Company, etc."

Objectives• What are my primary objectives?

List 3 - 7 items I must accomplish to realize my mission.

• “Overachieve Quota each month, Sign 5 new accounts by June 1, develop vertical market strategy by July 1."

• Set SMART objectives: Specific, Measurable, Attainable, Realistic, Time-Bounded.

Keys to Success• Identify key items over course of

quarter/year that will enable attainment of objectives to occur most easily.

• “Identify key value proposition, articulate through email, phone, and in-person.”

• “Solid utilization of company resources, including upper management and technical team.”

Sales Territory Summary• Provide overview of territory I am targeting:

• Current partnerships

• Current customers and reference accounts

Sales Territory Summary

• Geographical description of territory - where accounts are clustered, by vertical market

• Current Competitive landscape, by product/service offering. This is important. Many salespeople overlook their competition.

Sales Strategy• Define Customer Buying Criteria,

by product/service/solution

• Define My Company's solutions, by product/service/solution

• Define Account list by geography, vertical market, solution category (service offering)

• Define which solutions I want to target to which group of prospects/accounts

Sales Approach• Script out how I want to approach each

prospect, by solution

• Script out how I want to approacheach prospect, by phone

• Script out how I want to approacheach prospect, by email

• Script out questions for first meeting which must be asked in order to determine needs.

• Structure how I want to spend my day/week/month -- this should take into consideration my own peak moments.

Definitive Action PlanAction Plan Target Date Completed?

Write Business Plan March 30, 2013 Yes - March 18, 2013

Define Account List April 8, 2013

Define Top 10 Targets Prospects

April 8, 2013

Send Intro Email to Each Prospect

April 15, 2013

Meet With Top 10 Prospects

May 5, 2013

Summary• Now we have a plan.

• Last thing to remember: Work the plan!!

• Follow-up, change things that don't work, add new ideas to the plan each quarter. The key is to know who you want to work with, what you're doing, when you want to have it completed, how you want to go about it, where you want it to occur, and why this matters (who, what, where, when, why).

download and use our template

http://bit.ly/ESG-GoToMarketPlan

Thank you!Kevin A. McCannPresident & CEOExecutive Strategy Group, LLCOffice: 603-319-1736

kmccann@executivestrategygroup.comwww.executivestrategygroup.comTwitter: http://twitter.com/kmccannLinkedIn: http://www.linkedin.com/in/executivestrategygroup/