Go-to-Market Strategy
G2M is a universal challenge. Companies frequently underperform because they take a sub-optimal route to their customers.
The underlying reason for these observable inefficiencies can differ by industry and company. In some instances, an entire industry may lack certain channel infrastructure. In other situations, a distribution dynamic may be changing due to consolidation or disintermediation. Companies may simply fail to diversify their commercial model – such as transitioning towards e-commerce – to better align with shifting consumer preferences. But, regardless of the challenge, there is a common symptom: insufficient data.
But even perfect data on the externalities is not a guarantee of success. Consequently, it is imperative to marry the external analysis with an unapologetically objective evaluation of your own capabilities. This combination identifies the exploitable market gaps and the path to realizing the associated value.
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Whether you are a longstanding market leader or a recent entrant, the right G2M strategy can be clarified by a deeper understanding of the market landscape, including customer preferences, channel partner constraints, and competitor positioning. Unfortunately, insights across these dimensions are not always readily available. The datasets required to optimize G2M strategy must be created. That is where Pointe can help.
How Pointe Can Help
Pointe can work with you to develop a G2M thesis and use this process to identify the data required to test the thesis. The result is an evidence-based roadmap on the optimal G2M strategy supported by thoughtful frameworks and advanced analytics.