Tag: GTM
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Why Industry Marketing Gets Attention but Fails to Win Business
“We should target healthcare.” I’ve heard versions of that statement throughout my consulting career. It sounds like a strategy, but it leaves the hardest questions unanswered. Which part of healthcare? Who is buying? What problem is urgent enough to fund? An industry gives marketing a broad direction. A specific use case gives sales a conversation…
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When should you revisit and revise your go-to-market (GTM)?
Last week a client asked me when a Go-to-market plan should be revisited. My response was that in any of the following events, GTM plans should be revisited. A new product launch. Will you take the new product to market just like your existing products in existing geos via existing channels? Or do you use…
