A tried-and-tested playbook for product and service launches you can implement in just 30 days Go-To-Market Uncovered: How to Successfully Launch a Product and Drive Sustainable, Long-Term Revenue Growth is a startlingly insightful and powerful new discussion of how to take your company's next product or service to market. In the book, author, strategist, and entrepreneur Paul Sullivan walks you through his ARISE framework, a set of strategies you can implement at your own company in just 30 days. In addition to an evidence- and experience-based bird's-eye view of the go-to-market process,…mehr
A tried-and-tested playbook for product and service launches you can implement in just 30 days Go-To-Market Uncovered: How to Successfully Launch a Product and Drive Sustainable, Long-Term Revenue Growth is a startlingly insightful and powerful new discussion of how to take your company's next product or service to market. In the book, author, strategist, and entrepreneur Paul Sullivan walks you through his ARISE framework, a set of strategies you can implement at your own company in just 30 days. In addition to an evidence- and experience-based bird's-eye view of the go-to-market process, you'll get hands-on guidance on which KPIs to pay close attention to-and which ones you can safely ignore-as well as how to align your sales and marketing teams to create a unified customer journey. You'll find real-world case studies that demonstrate the real-world value of the ARISE framework and that show you how business leaders like yourself can overcome the challenges you're likely to face in your own launch. Perfect for entrepreneurs, managers, executives, founders, and other business leaders, Go-To-Market Uncovered is an essential read for product leads, sales and marketing team leaders, and other professionals interested in discovering what distinguishes successful product launches from the rest.
PAUL SULLIVAN is Founder and Chief Strategist at ARISE GTM, a consultancy working with leadership teams in B2B tech business and financial services firms to shape and optimize go-to-market strategy. His work includes coaching, revenue operations, aligning marketing, sales, success, and product teams.
Inhaltsangabe
Preface xv Introduction xix Part I Introduction to Go-to-Market Strategy 1 Chapter 1 The Importance of a Robust Go-to-Market Strategy 3 Chapter 2 The Eight Pillars of GTM Strategy 13 Part II Overview of the Arise Methodology 27 Chapter 3 What the ARISE Go-To-Market Methodology ® Is 29 Part III Assess 35 Chapter 4 Evaluating Your Current GTM Strategy 37 Part IV Research 59 Chapter 5 Market Research Techniques 61 Chapter 6 Competitive Landscape Analysis 71 Chapter 7 Customer Insights Gathering 81 Part V Ideate 87 Chapter 8 Brainstorming Innovative GTM Approaches 89 Chapter 9 Exploring Channel Strategies 97 Part VI Strategise 109 Chapter 10 Developing a Clear Value Proposition 111 Chapter 11 Creating Messaging Frameworks 117 Chapter 12 Positioning Strategies in Competitive Markets 119 Chapter 13 Aligning Sales and Marketing Goals 125 Chapter 14 Pricing and Revenue Models 135 Part VII Execute 147 Chapter 15 Creating a Comprehensive GTM Plan 149 Chapter 16 Resource Allocation and Budgeting 157 Chapter 17 Setting KPIs and Success Metrics 163 Chapter 18 Building an Effective Sales Process 189 Chapter 19 Developing Customer Onboarding Strategies 199 Chapter 20 Reducing Churn and Increasing Customer Retention 211 Part VIII Case Studies and Practical Insights 221 Chapter 21 Real-World Applications of ARISE 223 Chapter 22 Common Challenges and How to Overcome Them 237 Conclusion: The Future of Go-to-Market Strategy 257 Appendix 261 Glossary of Technologies 263 Acknowledgments 269 About the Author 271 Index 273
Preface xv Introduction xix Part I Introduction to Go-to-Market Strategy 1 Chapter 1 The Importance of a Robust Go-to-Market Strategy 3 Chapter 2 The Eight Pillars of GTM Strategy 13 Part II Overview of the Arise Methodology 27 Chapter 3 What the ARISE Go-To-Market Methodology ® Is 29 Part III Assess 35 Chapter 4 Evaluating Your Current GTM Strategy 37 Part IV Research 59 Chapter 5 Market Research Techniques 61 Chapter 6 Competitive Landscape Analysis 71 Chapter 7 Customer Insights Gathering 81 Part V Ideate 87 Chapter 8 Brainstorming Innovative GTM Approaches 89 Chapter 9 Exploring Channel Strategies 97 Part VI Strategise 109 Chapter 10 Developing a Clear Value Proposition 111 Chapter 11 Creating Messaging Frameworks 117 Chapter 12 Positioning Strategies in Competitive Markets 119 Chapter 13 Aligning Sales and Marketing Goals 125 Chapter 14 Pricing and Revenue Models 135 Part VII Execute 147 Chapter 15 Creating a Comprehensive GTM Plan 149 Chapter 16 Resource Allocation and Budgeting 157 Chapter 17 Setting KPIs and Success Metrics 163 Chapter 18 Building an Effective Sales Process 189 Chapter 19 Developing Customer Onboarding Strategies 199 Chapter 20 Reducing Churn and Increasing Customer Retention 211 Part VIII Case Studies and Practical Insights 221 Chapter 21 Real-World Applications of ARISE 223 Chapter 22 Common Challenges and How to Overcome Them 237 Conclusion: The Future of Go-to-Market Strategy 257 Appendix 261 Glossary of Technologies 263 Acknowledgments 269 About the Author 271 Index 273
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