1. Business Leadership with Focus and Alignment
The Go-to-Market Plan
Business Leadership with Focus and Alignment
Jack Liles
SCRA Launch ‘n Learn
May 29, 2018

2. My Goal…

3. Background Lots of successful and unsuccessful startups
U.S. Naval Officer – 10 years
20+ Years in Sales and Marketing Leadership Roles
Lots of successful and unsuccessful startups

4. 75 Partners - CFO, CSO/CMO, COO, CTO, CEO
On-Demand, C-level Executives that serve in fractional, interim and consulting roles with early/growth stage startups to the Fortune 500
75 Partners CFO, CSO/CMO, COO, CTO, CEO
Charleston area clients:
Boomtown PeopleMatter PokitDok
Atlatl Questis Blackbaud
Zeriscope InsureSign OneDataSource

5. Why a Go-to-Market Plan is so Critical
For Early Stage Companies:
It’s Your Plan to Prove that scalable market fit exists
Allows Investors to see that you have a plan, with contingencies
Work from a PLAN that allows failure to be recognized quickly
Recognize when you drift off-strategy… chasing shiny objects
DO – THINK – DO

6. Simplicity over Complexity
What are you Selling? (Product)
Who will Buy it? (Markets/Consumers)
How will you Sell it? (Sales)

7. PRODUCT Product, Service, or… both? Differentiation and Positioning
Competition? A “me too” player?
Value Proposition? Why buy?
Pricing?
Alignment with the Corporate/Business Strategy
_____

8. Markets / Customers Targeted market large enough?
Domestic? International?
Market segmentation
Buying processes / decision criteria
Competitive options
Buyer insights or personas
Customer success plan
_____

9. Sales Sales channels (inside/outside, online/direct)
Sales architecture
Talent management
Revenue forecasting
Leveraging customer success
_____ ?

10. Go-to-Market Plan and Alignment
Objectives & Strategies
Corporate / Business
Product
Marketing
Sales
Finance
Talent

11. TechCXO Partner - Strategy | Sales | Marketing cell 404-384-5294
Jack Liles
TechCXO Partner - Strategy | Sales | Marketing
cell
Blog: