BoSON21 | Asia Orangio | 7 Horrors of Go To Market GTM Strategy

Asia shares the seven horrors that await your go to market strategy as it cranks into action.

Why do those carefully thought through plans fall apart? Why does marketing get more complex, costly and show increasingly less return? In this talk, Asia helps you recognize the symptoms to look out for that doom your strategy to fail and share an approach that will result in you doing more with less.

1. The 7 Horrors of
Go-to-Market Strategy

2. The BINARY
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3. “This absolutely has to work or else.”
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4. “This absolutely has to work or else.”
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5. “There’s only one perfect channel and we need to find it.”

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6. “There’s only one perfect channel and we need to find it.”

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7. “We need to find the one thing that will make us grow.”



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8. “We need to find the one thing that will make us grow.”



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9. The Indebted
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10. “We can’t measure the performance of our funnel.”



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11. “We can’t measure the performance of our funnel.”



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12. “We’re still manually calculating free trial to paid conversion rate.”
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13. “We’re still manually calculating free trial to paid conversion rate.”
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14. “We’re not sure what’s broken from a funnel perspective.”
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15. “We’re not sure what’s broken from a funnel perspective.”
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16. The Vague
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17. “We’re targeting small businesses in the United States.”


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18. “We’re targeting small businesses in the United States.”


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19. “Our strategy is to focus on inbound.”


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20. “Our strategy is to focus on inbound.”


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21. “We’re not really sure why customers choose our product over
others.”


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22. “We’re not really sure why customers choose our product over
others.”


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23. The VaIN
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24. “I don’t like LinkedIn so I don’t think we’ll use it.”


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25. “I don’t like LinkedIn so I don’t think we’ll use it.”


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26. “I never use Google (and I don’t think our customers would either)”




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27. “I never use Google (and I don’t think our customers would either)”




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28. The Unknown
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29. “I don’t know what I don’t know (so I do nothing).”
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30. “I don’t know what I don’t know (so I do nothing).”
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31. “I don’t know how to do Google Ads.”
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32. “I don’t know how to do Google Ads.”
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33. “I don’t know what information to react to and what to ignore.”
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34. “I don’t know what information to react to and what to ignore.”
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35. The Unvetted
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36. “We haven’t done customer research in years.”
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37. “We haven’t done customer research in years.”
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38. “We built the product but now we’re trying to find a market for it.”

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39. “We built the product but now we’re trying to find a market for it.”

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40. BONUS:
The undone
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41. “We’re definitely not consistent in
our execution.”
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42. “I’ve always said we have a process
problem more than anything.”
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43. “We can’t seem to get anything
done or make progress towards
goals.”
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44. How to prevent these horrors:

First, take a step back and just breathe. Then, check for these three things:

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45. How to prevent these horrors:

First, take a step back and just breathe. Then, check for these three things:

1.Clarity: Ask are we clear on the goal, audience, and objectives?
What has to be true in order for you to “win”? What are the
requirements?

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46. How to prevent these horrors:

First, take a step back and just breathe. Then, check for these three things:

1.Clarity: Ask are we clear on the goal, audience, and objectives?
What has to be true in order for you to “win”? What are the
requirements?

2.Focus: Realign on the strategic initiatives and your “big bets” to get
there. Anything else is noise. Do less, achieve more.

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47. How to prevent these horrors:

First, take a step back and just breathe. Then, check for these three things:

1.Clarity: Ask are we clear on the goal, audience, and objectives?
What has to be true in order for you to “win”? What are the
requirements?

2.Focus: Realign on the strategic initiatives and your “big bets” to get
there. Anything else is noise. Do less, achieve more.

3.Cohesive: Do all of these pieces fit together? Have our assumptions
been checked?
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48. Where do these horrors occur?

They show up in many places and always when it is least wanted:

1.Defining any kind of strategy — marketing, GTM, sales, you name it
a.Choosing markets, customer segments, channels, etc.
2.Aligning the team on strategic priorities
3.Writing user stories and product roadmapping
4.Determining positioning, messaging, and value propositions
5.Identifying customer segments to target
6.Any kind of goal, objective, or strategic priority
7.Delegation of certain projects or objectives

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49. Questions to ask:


1.Can our strategy be more precise?
2.Do we have a very clear understanding of customer jobs?
3.Can inputs and outcomes of our activity be measured?
4.Is our approach all or nothing or iterative experiments?
5.What single most important hypothesis do we want to
test?
6.What unknown factor is most important? What resource
or experiment can help us understand this?
7.Can we build an execution machine once strategy is
defined?
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50. Thank You!


@asiaorangio
[email protected]
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51. Breakout Discussion


1.Have you experienced any of these horrors?

2.How did you overcome them internally? What are some
ways you can stay strategically clear throughout your
growth or GTM process?
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