The routes to market that Consumer Packaged Goods (CPG) companies use to sell and service their trade account is essentially critical. It determines their sales volume, their ability to deliver the proper levels of customer service in a cost-effective manner, and their success at securing scarce retail shelf space for their products.
Yet, only a few CPG companies have a comprehensive conceptual framework for optimizing their routes to market.
The Go-to-Market Strategy develops during the introduction of new products or services. The end goal is to enhance overall customer experience by delivering a unique value proposition to customers and achieve competitive advantage.
From a Go-to-Market Strategy, companies must have a proven GTM Platform to design profitable Go-to-Market (GTM) Models. The platform will enable managers to identify and analyze the key activities and tasks required to best serve their customer segments.
A consistent and comprehensive platform for rethinking GTM Model across the customer base must be established. It must be capable of producing a clear vision of desire route-to-market outcomes. It must have a comprehensive understanding of the roles and functions of the employees staffing the routes.
It must have a systematic approach to GTM Model analysis, design, implementation, and management.
Analyzing and designing a GTM Model is very rewarding but it is a complex task. Multiple stakeholders are involved. Experiences of thousands of customers can be affected. Strategic goals, operational capabilities, and other variables must be considered. And lastly, investment in time and resources must be substantial.
However, companies can surpass this if they have a good handle of the 4 Pillars of the Go-to-Market Platform Design. Learning the features and framework of the 4 Pillars of the GTM Platform can provide companies the necessary tools towards designing an effective and robust Go-to-Market Model.
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