what is a go-to-customer strategy?

WHAT IS AGO-TO-CUSTOMER STRATEGY?

The team, process, and tactics that fuel customer growth.

WAIT, DO YOU MEAN GTM?

A go-to-market (GTM) strategy is how a company takes products

& services into a market to acquire customers, capture

share, and reach revenue goals.

NOPE!

GTMS LOOK LIKE THIS

AND THIS…

…AND THIS.

THERE ARE MANY WAYS TO GTM

BUT (BIG BUT)…

“There are really THREE THINGS that really matter when running a SaaS business:

1. Acquiring customers 2. Retaining customers

3. Monetizing your customers”

-David Skok

WICKED SMAHT

http://www.forentrepreneurs.com/saas-metrics-2/

DAVID SKOKGeneral Partner at Matrix Partners

“

SO WHAT IS THE GTM MISSING?

CUSTOMERS!

CONSIDER THESE FACTS70% of companies say it’s cheaper to retain a customer than acquire them.

Increasing customer retention rates by just 5% increases profits by 25-95%.

80% of your company's revenue will come from just 20% of your customers.

SO WHY THE ARE WE MARKETING TO STRANGERS?!****

THE GO-TO-CUSTOMER STRATEGY IS THE ANSWER

“In the age of the customer, you will only be successful if you become

customer-obsessed, so you must plan to go “to customer,” not “to market.”

VP, B2B Marketing Research Forrester Research

PETER O’NEILL

“

GET EVERYTHING WE’RE LEARNING ABOUT PRODUCT, GROWTH, AND CUSTOMER MARKETING IN OUR WEEKLY

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IT’S USEFUL; WE PROMISE.,

,

A go-to-customer (GTC) strategy is how a company

drives customer usage, satisfaction, and growth.

WHAT IS THE GO-TO-CUSTOMER STRATEGY?

GTC

SEGMENT ENGAGE

SATISFYGROW

WHO IS RESPONSIBLE FOR THE GTC?

PRODUCT MARKETING

PRODUCT MANAGEMENT

CUSTOMER MARKETING

NEW ROLE?

• Segments customer base • Sets GTC Strategy • Launches new products

to customers

• Drives product usage • Solicits product feedback • Owns Voice of Customer

• Creates customer-centric product information

• Showcases customer success

• Drives cross-sell/upsell campaigns

ACCOUNTMANAGEMENT

• Approves GTC Strategy • Assesses Customer

Satisfaction • Opts customers in and

out of campaigns

WHAT ARE THE TENENTS OF A GTC?SEGMENT ENGAGE

SATISFYGROW

#1: Relevance

Segment the customer base to ensure

conversations are relevant.

#2: Value

Engage the customer in their subscription to drive usage and show

value.

#2: Retention

Assess satisfaction to ensure customers are

seeing value and intend to renew.

#4. Monetization

Through effective upsell/cross-sell

programs, achieve customer growth.

WHAT ARE THE TACTICS?SEGMENT

To achieve relevance in all communications, establish customer segments that need to be addressed uniquely.

PRO SUBSCRIBER

CMO

NON-USER

HIGH TECH

LOW USAGE

LOW SAT

ENT SUBSCRIBER

MARKETING MGR

USER

PUBLISHING

LOW USAGE

NEUTRAL SAT

DEV SUBSCRIBER

DEVELOPER

USER

GAMING

HIGH USAGE

HIGH SAT

WHAT TIER?

WHAT ROLE?

WHAT INDUSTRY?

USER OR NON-USER?

HOW SATISFIED?

LEVEL OF USAGE?

SEGMENT 1 SEGMENT 2 SEGMENT 3

WHAT ARE THE TACTICS?To create your customer engagement strategy, set goals and corresponding outreach types and mediums to achieve goals.

DRIVE USAGE

INCREASE SAT

INCREASE SAT

CROSS-SELL

UPSELLSET GOALS

OUTREACH ACTIVATE

SHOW RESULTS

BUILD RELATIONSHIP

SHOW RESULTS

SHOW NEW VALUE

PROMOTE PRODUCTS

INVITE TO WEBINAR

SHOW FEATURES

OFFER DISCOUNT

ENGAGE

SEGMENT 1 SEGMENT 2 SEGMENT 3

WHAT ARE THE TACTICS?To improve satisfaction, first you need to set your baseline. Ask the Net Promoter question, and then re-ask it at every major event, and track progress.

NET PROMOTER

CUSTOMER LIFECYCLE

ONBOARDING

USING

SUPPORTING

GROWING

NET PROMOTER

NET PROMOTER

NET PROMOTER

NET PROMOTER

NET PROMOTER

NET PROMOTER

NET PROMOTER

NET PROMOTER TIPYour greatest

insight comes in the first 90 days

of product usage, ask once per

month to detect trends.

SATISFY

WHAT ARE THE TACTICS?To monetize within your customer base beyond their core subscription, segment, craft upsell/cross-sell campaign strategies & priorities, and track performance monthly.

FREE

SUBSCRIPTION TIER

SEGMENT 1

SEGMENT 2

SEGMENT 3

NEW PRODUCTS

DEVELOPER

PROFESSIONAL

ENTERPRISE

ELITE

ADD-ON 1 ADD-ON 2 ADD-ON 3 ADD-ON 4

SEGMENT 4

1

1

2 12

1 2

GROW

HOW TO MEASURE YOUR GTCMeasurement needs to be as granular as the desired outcomes, by segment.

SEGMENT 1 SEGMENT 2 SEGMENT 3 …

GROWTH

RETENTION

SATISFACTION

USAGE

GOAL ACTUAL GOAL ACTUAL GOAL ACTUAL GOAL ACTUAL

AND THEN…

YOU RE A RELATIONSHIP MARKETER’

AND THEN…

YOU RE SCALING CUSTOMER INTIMACY’

AND THEN…

’YOU RE FUELING CUSTOMER GROWTH.

P.S. WANT TO KNOW THE STATE OF GO-TO-CUSTOMER STRATEGY?

US, TOO!

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THANKS FOR READING!

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