8 Go to Market Plan Fundamentals


The success of a company is mostly dependent upon the quality of its go-to-market plan. In essence, to develop a successful market plan that will be effective in the marketplace, there are 8 essentials that need to be mastered after which you can concentrate on the go-to-market resources to properly implement the strategy.

The eight essentials of a complete go to market plan consist of:

  • Description of the total available market
  • Certification of the services and products on offer
  • Identifying the businesses that make up the market
  • Projected rate of infiltration for every market sector
  • Potential income valuation
  • An incorporated methodology to client purchase
  • An analysis model
  • Tracking and managing
  • Go to Market Plan – Total Available Market

The total available market (TAM) analysis is relevant to the go-to-market plan and should incorporate those corporations that include the TAM. Industry and revenue are typical attributes that will be further stratified to identify the served-market and the target market.

Specific Corporations

When creating and implementing a go-to-market plan, deriving dollar values for the entire target and served market isn’t enough. The exact corporations should be recognized and pertinent details about them gathered to allow for the development and implementation of integrated marketing and sales programs to secure these corporations as clienteles.

Products and Services Offerings

A market plan has to be dedicated and flexible so as to adjust and mirror the market’s requirements. This means that the resultant procedure and understanding of the IT budget workflow will differ for small-, medium- and large- scale customers

Potential Profits

In the go-to-market plan, potential profits are a function of price multiplied by quantity. This ought to influence the perceptions initially established by classifying companies according to their income and pinpointing the offering likely to be ideally applicable with this audience. The outcome is the profits that should be accessible to every seller of identical or substitute offerings in this market.

Penetration Rates

There needs to be a genuinely set assessment for the penetration rates into the chosen target market sectors as they are the main support for the market plan. There also has to be suppositions for corporations lacking interest and budget, or using a competitor’s solution or developing their own solution.

Coverage Model

The coverage model will either advance or impede the execution of the go-to-market plan. This means that a vendor’s direct sales representatives should be in the same geographic area as the target market. Also, placing direct sales representatives in a geographic area should be complementary to the quota of prospective clients in that region.

Customer Acquisition

Without an integrated customer acquisition plan, the go-to-market plan is considered incomplete. This means that marketing campaigns should be structured to appeal to the target companies and the targeted audience. The sales development reps should liaison with the direct sales rep, and the direct sales reps leverage their own strategies to bond with these companies.

Tracking and Managing

When implementing a go-to-market plan, it’s vital that success is tracked generally.  The main focus should be centered on tracking the targeted companies in the market to secure them as clients. It’s crucial to track the steps to winning clients such as cold calling, holding events, marketing campaign, referral program, one-on-one meetings.

The above listed procedures are the best ways to build and execute a go-to-market plan that can successfully penetrate the market. Best results can be achieved from using go-to-market resources if there is a specific client for the vendor’s product, a specific product and a unified and methodical approach for securing clients.