Driving 'Go to Market' Capability

Disappointing revenue growth, poor performance and loss of competitive advantage are focusing the attention of many senior managers on the strategic imperative of customer led business. In today’s challenging markets, success depends on improving ‘go to market’ capability and being better than the competitors. Customer led business strategy is the key to improving performance and improving competitive advantage.

By understanding the drivers of ‘go to market’ capability, you will be equipped to make and win the case internally of the changes needed and have an agenda for those changes. You will have the structures and tools needed to tackle customer led planning in a pragmatic and effective way.

Organisations benefit from an agenda focused on practical steps to improve their ‘go to market’ capability and bottom line performance. The focus is on practical and achievable changes that acknowledge the challenges of full scale reorganisations and offering bite sized customised solutions.

This masterclass is for senior managers, marketing directors and business planners with responsibility for and an understanding of business strategy. They will be managing the revenue line in the business or charged with delivering improved competitive performance. It will be particularly useful to senior finance staff if they are leading the business planning process.

• Characteristics of a buyer’s market:
  Changes in customer power, knowledge and expectations.
  The business case for greater external focus.
• Go to market capability:
  The difference between ‘go to market’ and marketing capability.
  The DNA of go to market capability.
  Embedding a market orientation.
• Drivers of capability:
  Structuring the ‘go to market’ effort.
  Effective processes and templates.
  Resources and insight needed.
• Auditing and assessing:
  How to assess and improving go to market capability.
  Metrics.
• Change management:
  Selling the case for change.
  Effective implementation of change.
• Problem solving.
• Tackling individual problems.

Fast paced and challenging.
Interactive discussions based around your contexts and challenges.
Syndicate activity and exercises.
Action planning.

Pre-workshop, participants will be invited to complete a structured questionnaire to help them identify the current orientation of the business, and its ‘go to market’ capability.