Votre stratégie de mise sur le marché ne répond pas aux attentes. Comment allez-vous vous adapter pour renverser la vapeur ?

As a GTM leader, reevaluation, recalibration, reconsideration is very essential element to make things better and make your GTM work. Focusing on the points such as 1. Analyze, Summarize and recalibrate the current performance indicators and capture the feedback from different stake holders in GTM such as sales, marketing and customer success teams to understand what went wrong. 2. Revisit the market intelligence to segment & assess the market data and the relevant personas and ICPs. 3. Recalibrate your approach methodically & the messaging your taking to the market what your USP and the solutions with a use case to make the ICP understand. 4. Initiate an integrated approach methodically with data analytics backup to justify your outreach

I am definitely going to do more research about my "Target Audience" and "Competitors" but most importantly the current market state and situation.

Adjusting a go-to-market (GTM) strategy will include: 1. Market Research: Identify Trends: Stay updated on industry trends, customer behavior changes, and emerging technologies. 2. Competitor Analysis: Monitor competitors’ strategies and performance to identify opportunities and threats. 3. Customer Segmentation: Reassess Target Audience**: Identify new customer segments or reevaluate existing ones based on current data. 4 Persona Development: Update buyer personas to reflect any changes in customer needs or demographics. 3. Value Proposition: Adjusting value proposition in lines with the segment. -

Something extra from evaluating goals would be to re-evaluate your capacity. 100% of the time marketing sounds a lot easier when it’s said but takes too much effort to get done. In my user acquisition campaigns last 2 years our goal was very attainable but it was still difficult because in reality there were so much obstacles e.g. buyers’ behaviour, people might buy your product then but what about now?

Siempre será un opción reevaluar los objetivos. Sobretodo cuando la fuerza de ventas tiene compensación variable, el no hacerlo significa que la fuerza de ventas no obtiene comisión y esto puede generar no sólo afectación del clima laboral sino además una posible alta rotación y al final se convierte en un costo para la compañía

A common misstep in go-to-market (GTM) strategies is misidentifying the target market. This error occurs when companies incorrectly define or misunderstand who their ideal customers are. As a result, they may direct marketing efforts towards the wrong audience, leading to wasted resources, lower engagement, and poor sales performance. Accurately identifying the target market is crucial for aligning product features with customer needs, crafting effective messaging, and optimizing sales and marketing activities.

This happens when businesses incorrectly define or understand who their ideal customers are. As a result, they may direct their marketing, sales, and product development efforts toward the wrong audience. This can lead to wasted resources, poor sales performance, and missed opportunities. Accurately identifying the target market is crucial for aligning product offerings with customer needs and ensuring effective marketing and sales strategies.

Understanding your target market is a critical step in any marketing strategy. Most importantly, define in clear terms who your target market is and understand their compelling reason to buy the solution you want to sell. Often smaller companies struggle with different types of customers and divide their valuable resources chasing the specific needs and lose focus on addressing the complete solution for a specific market.

In my experience: 1️⃣Conduct thorough market research, including customer interviews and surveys, to gain deeper insights. 2️⃣Analyze current customer data to identify trends and segments showing the most promise. 3️⃣Revisiting and validating our buyer personas will help ensure alignment with real market needs. 4️⃣Additionally, test marketing messages on smaller segments before wider rollouts, allowing for adjustments based on feedback and performance.

Refine Target Market Conduct market research to better understand customer needs, preferences, and behaviors. Identify niche segments or adjust your messaging to better address the pain points of your intended users.

Revisit your USP and take this approoach to make it better: Customer-Centric Approach: Revisit your UVP from the perspective of your ideal customer. What specific problems or pain points does your product solve for them? Ensure your messaging reflects this empathy. Quantify Benefits: Instead of vague statements, quantify the benefits. For instance, if your software improves productivity, specify the percentage increase or time saved. Tangible numbers resonate better. Visual Storytelling: Use visuals to convey your UVP. Infographics, videos, or before-and-after scenarios can illustrate the transformation your product brings. Emphasize Uniqueness: Highlight what truly sets you apart.

Get inside your customers' heads. What keeps them awake at night? What makes them fist-pump with joy? Your value proposition should address a major pain point, not just a mild inconvenience. Imagine you're selling a tool for remote teams. Don’t just say it “improves communication” – everyone says that. Say it “eliminates endless email chains and pointless meetings that kill productivity.” Make the pain and your solution to it crystal clear.

Enhance Value Proposition Reassess what makes your product unique and why it matters to customers. Highlight benefits that directly address customer problems to make your value proposition more compelling.

This implies that the unique value your product or service offers to customers is fundamental to your Go-To-Market (GTM) strategy. The value proposition defines why customers should choose your product over competitors', and it shapes how you market, sell, and deliver the product. Without a clear and compelling value proposition, your GTM efforts may lack direction and fail to attract and retain customers effectively.

Optimize Marketing Channels Analyze the performance of each marketing channel you're using. Shift focus to platforms where your target market is more active and engaged. Experiment with different channels and measure their effectiveness to optimize your marketing mix.

Always start by focusing on a small win when you break into different channels. Big brands can also get less impact if it’s done too pushful. You might get a set difficult data to work with. Start with something small, e.g. getting your account a few follow-back, dm or comment accounts in your industry to establish your presence.

I'd recommend A/B testing different approaches on various platforms to identify which ones yield the best results. Additionally, staying updated with emerging trends can help tap into new, high-engagement channels early on.

This implies that the methods or platforms you use to communicate with and reach your target audience could be a reason why your Go-To-Market (GTM) strategy isn't succeeding. If you're not using the right channels that your audience prefers or frequents, your efforts may not be effective, leading to poor performance in your market launch or ongoing marketing efforts.

Hay que tener en cuenta siempre la segmentación y hay muchas maneras de hacerlo, por tipo de canal: tiendas, autoservicios, droguerías, etc, por nivel socio económico, por influencia de la zona, no es lo mismo el portafolio de una tienda en los bajos de un conjunto residencial al de la tienda ubicada al frente de un colegio o universidad. Hay que pensar si el modelo de distribución es directo o indirecto, eso afectará su costo por servir (CXS) y cada uno tendrá sus ventas y desventajas

Based on my experience: 1️⃣To turn things around, establish a robust feedback loop by regularly collecting insights from customers, sales teams, and marketing campaigns. 2️⃣Using surveys, interviews, and data analytics, you'll identify pain points and areas for improvement. 3️⃣This feedback will inform your strategy adjustments, ensuring alignment with customer needs and market demands. 4️⃣Continuous iteration and quick responsiveness to feedback will be essential to refine your approach and achieve better results.

Siempre les digo, el consumo masivo se desarrolla, se atiende, se aprende, se estudia, se investiga, en la calle, no en el escritorio. viaje ojalá bien a menudo y a diferentes regiones, tenemos una diversidad cultural enorme y no todo funciona en todas partes.

Seasonality, change of prespective & or a rogue competition. Its a mix which is best to be identified from a feedback from real consumers.

Markets are not static, nor is PMF. Improving GTM execution begins and ends with a robust feedback loop. It's important to know what's working, what's not, and why. Across all deals. At a granular level, e.g., by use case, value prop, persona, competitor, industry. Manual feedback collection techniques suffer from sample size and bias issues. GenAI now makes it possible to automate this feedback at scale. In noisy and competitive markets, speed and scale of the feedback loop is the new competitive advantage.

Establishing a feedback loop is essential for refining your go-to-market (GTM) strategy. Gather feedback from customers, sales teams, and market data to identify shortcomings. Listen to customer opinions on what they like and dislike about your product, and use this information to make informed adjustments. Sales teams can offer valuable insights into customer reactions and objections they face. This continuous cycle of feedback and adjustment keeps you agile and responsive to market needs, enhancing your strategy's effectiveness.

Be prepared to pivot your strategy based on the insights and data collected. This may involve changing your messaging, adjusting your pricing strategy, altering your distribution methods, or even revisiting your product features. The ability to pivot quickly and effectively is crucial for adapting to market changes and improving your go-to-market performance.

By reevaluating your goals, refining your target market, enhancing your value proposition, and optimizing your marketing channels, you can adjust your GTM strategy to turn things around and achieve better results.

I think internal collaboration also plays an important role. Ensure alignment between marketing, sales, and product teams. Effective communication and collaboration can lead to a more cohesive strategy.

Before all, I would like to go for a pulse check of the team. Strategy mostly fails due to poor execution and misalignments with crucial resources.