Sales POP - Purveyors of Propserity
Don’t Suffer! 10 Symptoms of a Failing Go-To-Market Strategy
Blog / Entrepreneurs / Apr 20, 2017 / Posted by John Golden / 5931

Don’t Suffer! 10 Symptoms of a Failing Go-To-Market Strategy

1 comment

Your company go-to-market strategy is the key driver of your business. For that reason it needs to be easily understood by both employees and target customers–hence it needs to be simple. It informs your positioning, messaging, marketing and how you sell. It actually informs which opportunities you pursue.

A go-to-market strategy that has been well defined makes for an engaged workforce, who can connect daily tasks to your business strategy. It also means a customer base that connects with what you do and what you provide. In the end it boils down to customer satisfaction, repeat business and referrals.

Here are 10 symptoms of a failing go-to-market strategy. If your business is suffering from a number of them, you should revisit your go-to-market strategy immediately.

  1. Customers don’t see you as unique, but as just another vendor.
  2. Prospective buyers don’t see what makes sets you apart.
  3. Your value proposition is interpreted in different ways, even by the people in your own business.
  4. Pipeline conversion rates are low.
  5. You lose a lot of deals late in the sales cycle.
  6. The sales you do win are low margin.
  7. Sales cycles are getting longer and require more and more resources.
  8. Marketing campaigns and messaging are constantly being changed with little or no improvement or impact.
  9. Your have scarcely any brand recognition in the marketplace.
  10. Any business is considered good business.

If your go-to-market strategy is unclear, unfocused or too complex, it can result in employees miscommunicating with customers and prospects, and performing redundant and unnecessary work. Worse, it can result in customer misunderstanding what you do and being unaware of your range of products or services, which can lead to unsatisfactory engagements, lack of repeat business and lack of referrals.

If you discover a multitude of these symptoms in relation to your go-to-business strategy, take the time to work over and streamline it. It will be well worth the effort.

About Author

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

Author's Publications on Amazon

John Golden, best selling author of "Winning the Battle for Sales" presents "Social Upheaval: How to Win At Social Selling" to explain how every B2B salesperson can add social selling methods to their toolkits, and why it is so important that they do so without…
Buy on Amazon
FROM THE CREATORS OF SPIN SELLING―TRIED-AND-TRUE STRATEGIES TO ARM YOU IN THE WAR FOR SALES SUPREMACY "I distinctly remember my first VP talking about 'campaigns' and 'targets.' Indeed, successful salespeople have made learning from military tactics an important aspect of their careers. In this engaging…
Buy on Amazon
Sales Process Automation
This website uses cookies. By continuing to use this website you are giving consent to cookies being used. For information on cookies and how you can disable them, visit our privacy and cookie policy.