Go-To-Market Uncovered : How to Successfully Launch a Product and Drive Sustainable, Long-Term Revenue Growth.

Format:

Book

Author/Creator:

Sullivan, Paul.

Language:

English

Subjects (All):

Industrial marketing.

Marketing.

Fintech.

Physical Description:

1 online resource (307 pages)

Edition:

1st ed.

Place of Publication:

Newark : John Wiley & Sons, Incorporated, 2025.

Summary:

A proven blueprint for long-term operating success for entrepreneurs, marketers, sales leaders, and customer success teams In Go-To-Market Uncovered: How to Successfully Launch a Product and Drive Sustainable, Long-Term Revenue Growth, celebrated entrepreneur and go-to-market strategist Paul Sullivan delivers a hands-on discussion of the ARISE framework for bringing B2B SaaS, fintech, and tech-enabled businesses to market. The author shows you how to fully implement this framework in just 30 days. It offers a proven blueprint for long-term success you can apply to your own organization immediately, whether you work in a startup, a scale-up, or a large enterprise. Practical, scalable, and filled with foresight, every stage of the ARISE framework is designed to be thorough and agile, empowering your company to increase its ROI on tech investments and strategic initiatives. You'll also find: Explorations of critical key performance indicators outlining what exactly you need to keep track of and what can be safely disregarded Strategies for aligning your sales and marketing goals to create a unified customer journey Enlightening case studies that illustrate the most common challenges faced by companies and how to overcome them Packed with strategies, templates, worksheets, links to additional resources and reading materials, and valuable lessons, Go-To-Market Uncovered demonstrates how to anticipate potential market forces, position your firm relative to the competition, and overcome performance challenges with startling effectiveness.

Contents:

Cover

Title Page

Copyright Page

Contents

Preface

Introduction

Part I Introduction to Go-to-Market Strategy

Chapter 1 The Importance of a Robust Go-to-Market Strategy

What Is a Go-to-Market Strategy?

For Startups

For Scaling Teams

For the Enterprise

Why GTM Strategies Are Crucial for Business Success

Common Pitfalls in Your GTM Strategy

What Does a Good GTM Outline Look Like?

Chapter 2 The Eight Pillars of GTM Strategy

Pillar #1: Discovery

Pillar #2: Personas, Segmentation, and Jobs to Be Done

Pillar #3: Positioning, Messaging, and Value Proposition

Pillar #4: Pricing Strategy

Pillar #5: Sales Enablement

Pillar #6 Marketing Tactics

Pillar #7: Onboarding and Retention

Pillar #8: Product Development

To Recap__

Part II Overview of the ARISE Methodology

Chapter 3 What the ARISE Go-To-Market Methodology® Is

Who the ARISE Framework Is For

ARISE for the HubSpot Customer Platform

How ARISE Is Delivered

How ARISE Is Tailored for B2B SaaS, Fintech, and Technology-Enabled Businesses

Part III Assess

Chapter 4 Evaluating Your Current GTM Strategy

Assessing Your Current Content

Call Scripts

Decks and Presentations

Proposals and Quotes

Emails

Event Materials (In-Person Events)

General Metrics for All Content Types

Website Messaging and Copy

Call-to-Action (CTA) Performance

Form Conversions

Landing Page Performance

Blogs

Vlogs and Videos

Infographics

Podcasts

Webinars

Reporting

Paid Advertising

Printed Collateral

Internal or External Training

Newsletters

Marketing Automation

Lead Nurturing

PR

General Metrics for All Materials

Breaking Down a Website

Auditing Your HubSpot Portal

Auditing Your Tech Stack

Personas

A Documented Strategy.

Assessing the Teams' Skills

Assessing Product or Service Performance

Reporting Performance

When I First Ran ARISE on Digital BIAS

Part IV Research

Chapter 5 Market Research Techniques

Primary and Secondary Research Methods

Tools for Market Analysis: SWOT, Porter's Five Forces, Win/Loss Interviews

SWOT Analysis in ARISE

Porter's Five Forces and ARISE

Win/Loss Interviews as the Rule, Not the Exception

Integrating Insights into Our ARISE Framework

Chapter 6 Competitive Landscape Analysis

Identifying and Analyzing Competitors

Analyzing a Company's Market Placement

Analyzing a Product or Service

Analyzing the Positioning

Analyzing How Companies Communicate

Analyzing Sales and Customer Success

Using Competitive SWOT Analysis

Creating a Competitive Matrix

Chapter 7 Customer Insights Gathering

Methods for Gathering Customer Feedback

Analyzing Customer Behavior and Preferences

Map Your Customer's Journey

Part V Ideate

Chapter 8 Brainstorming Innovative GTM Approaches

How I Used Service Design

Leveraging Research Insights to Generate Creative Solutions

Tools Incorporating AI

Chapter 9 Exploring Channel Strategies

Direct Sales, Partnerships, and Digital Platforms

Marketing Channels

Inbound Marketing

Benefits for B2B Companies

Demand Generation

Product-Led Growth (PLG)

Account-Based Marketing (ABM)

Direct Sales

Partnerships

Digital Platforms

Part VI Strategise

Chapter 10 Developing a Clear Value Proposition

Define Your Value Proposition

Characteristics of a Great Value Proposition

Testing the Value Proposition

Chapter 11 Creating Messaging Frameworks

Build Your Messaging Framework

Chapter 12 Positioning Strategies in Competitive Markets

Creating a Positioning Statement

Chapter 13 Aligning Sales and Marketing Goals.

Creating a Unified Customer Journey

Workshop Objectives

Customer Journey Mapping

Marketing Opportunities

Sales Opportunities

Customer Success Opportunities

Developing Sales Enablement Materials

Chapter 14 Pricing and Revenue Models

Pricing Models

Flat-rate Pricing

Usage-based Pricing

Tiered Pricing

Per-seat Pricing

Per Active User Pricing

Per-feature Pricing

Per Result or Outcome Pricing

Customizable Pricing

Freemium Pricing

Freemium with Ads Pricing

Pricing Strategies

Cost-plus Pricing

Competitor-based Pricing

Value-based Pricing

Market Penetration Pricing

Premium Pricing

Skimming

Building a Pricing Strategy Framework

Understanding Your Objectives

Setting Up a Pricing Policy

Determine Pricing Objectives

Estimate Demand

Estimate Costs

Analyze the External Environment

Select Pricing Strategies or Tactics

Consider Additional Factors

Implement and Monitor

Legal and Ethical Considerations

Optimizing Revenue Models for SaaS and Fintech

Use Value-based Pricing

Implement Usage-based Pricing

Offer Tiered Pricing Plans

Use Per-user Pricing Strategically

Leverage Freemium Models

Experiment with Pricing

Consider Bundling

Use Dynamic Pricing

Offer Annual Contracts

Analyze Unit Economics

Provide Transparent Pricing

Part VII Execute

Chapter 15 Creating a Comprehensive GTM Plan

Integrating Insights from Previous Stages

Strategy and Planning

Marketing Campaign Strategy

Sales Preparation

Customer Onboarding

Sales Products and Delivery Planning

Account Expansion

A Go-to-market Strategy Planner

Product Launch Checklist

Market Analysis

Persona Research

Pricing

Positioning

Goals

GTM Launch

Chapter 16 Resource Allocation and Budgeting

Identifying Required Resources.

Budgeting Strategy for GTM

Staffing: 30-40% of Budget

Technology: 15-25% of Budget

Customer Acquisition Channels: 35-50% of Budget

Additional Considerations

Chapter 17 Setting KPIs and Success Metrics

Defining Success Metrics for GTM

OKRs

KPIs

Marketing KPIs and Metrics

Sales KPIs and Metrics

Customer Success KPIs and Metrics

People KPIs and Metrics

Finance KPIs and Metrics

User Experience KPIs and Metrics

Tools for Tracking and Reporting

Chapter 18 Building an Effective Sales Process

Defining Sales Stages and Aligning with the Customer Journey

MEDDIC

MEDDPICC

Marketing and Sales Alignment

Implementing Sales Enablement Tools

Chapter 19 Developing Customer Onboarding Strategies

High-touch vs. Low-touch Onboarding

High-touch Onboarding

Low-touch Onboarding

Choosing the Right Approach

Best Practices for Onboarding

Digital Onboarding

In-person Onboarding

Chapter 20 Reducing Churn and Increasing Customer Retention

Identifying Churn Risk Factors

A Lack of Recent Sign-ins

A Rise in User Complaints

A Negative Contraction in NPS and CSAT

Your Customers Showing Up in Intent Data Looking at Your Rival Products

A Poor Customer Experience

A Poor Customer Health Score

An Advanced Request to Reduce ACV

Lack of Understanding

Budget Constraints

Perceived Lack of Value

Market Comparisons

Previous Success with Negotiations

Changed Circumstances

Lack of Demonstrated ROI

Proactive Retention Strategies

Understanding and Meeting Customer Needs

Personalization and Engagement

Loyalty Programs and Rewards

Proactive Communication

Continuous Improvement

Part VIII Case Studies and Practical Insights

Chapter 21 Real-World Applications of ARISE

Case Studies of Successful GTM Strategies Using ARISE.

The Reinhart Group-Brand Refresh and Service Productization

DSSI Inc., (Directsourcing.com) Now Acquired by Procure Analytics-ABM, SEO and GTM

A Strong Partner in HubSpot Implementation and Growth Strategies

Interview with Heidi Humphries, Executive Director of Sales and Marketing at DSSI (Acquired by ProcureAnalytics)

Lessons Learned and Best Practices

Chapter 22 Common Challenges and How to Overcome Them

Addressing Common GTM Challenges

ARISE GTM Strategy for Continuous Improvement

Experiments Using Marketing Attribution

Experiments Using Cost Analysis

Optimizing Pay-Per-Click (PPC) Campaigns

Here are several experiments you can run to optimize your PPC campaign effectiveness:

Optimizing LinkedIn Ad Campaigns

Optimizing Audience Segments Across Channels

Optimizing Sales Performance Across Channels

Arise GTM Strategy for Continuous Improvement

Conclusion: The Future of Go-to-Market Strategy

Appendix

Glossary of Technologies

Acknowledgments

About the Author

Index

EULA.

Notes:

Includes index.

Description based on publisher supplied metadata and other sources.

ISBN:

9781394328901

1394328907

9781394328918

1394328915

OCLC:

1503571211