Go-to-market Strategy & Planning - in the End its All About Measurement (Slides)
Monday, July 29, 2013
MassTLC’s sales and marketing community came together discuss
the various go-to-market strategies for a range of organization sizes and
lifecycle, whether it be a recently-funded venture, a growing venture that has
achieved scale, or a larger public software company.
David Skok, General Partner at Matrix Partners, renowned entrepreneur, and author of the popular blog www.forEntrepreneurs.com, keynoted the event. He shared what he has learned from launching and scaling companies and working with the "best of the best” in the software industry. He discussed a
common pain point, the cost of customer acquisition. His presentation
demonstrated that as human touches are added, the cost of customer acquisition
is exponential. The internet, though, has allowed us to be much more creative
in our marketing than ever before. Working at the top of the funnel, marketing is all
about generating awareness, something HubSpot has done really well, and at the middle of the funnel it’s about nurturing and answering questions before customers are ready to buy your product.
David recommended designing around your customer’s point of view. Write down your prospects friction and concerns and what motivates them. Look at your blockage points and learn to work around them and find a solution. Create triggers. A few lessons: free tools drive viral spread, build trust through clear demonstration of expertise, and use engineering for marketing.
David's presentation can be viewed
Next, the panel introduced their companies and a gave brief intro to their own GTM strategy. Here are the presentations from the event: Apperian
, TIBCO Spotfire
David Skok, General Partner at Matrix Partner
Brian Day, CFO, Apperian
Mark Lorion, VP of Marketing, TIBCO Spotfire
Mike Volpe, VP of Markeitng, HubSpot
Kyle York, CRO, DYNThe panel represented the larger organization down to the start-up
play. It was interesting how Mark Lorion from TIBCO Spotfire thought many
of their tactics mimic an entrepreneurial company and it is important to inject
this throughout the organization.
In the end, marketing strategy is
all about measurement. Measuring what you are doing to see if it is effective
in driving sales and revenue.