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  • Writer's pictureBrian Shea

"Effective Strategies for Aligning Leaders to Avoid Go-to-Market Gaps"

Developing a strategic plan for go-to-market (GTM) teams to align around research involves several key steps to ensure that research insights are effectively integrated into the overall go-to-market strategy. Here's the structured approach we use at Lucrum Partners:

1. Define Objectives and Key Results (OKRs):

  • Objective: Align go-to-market teams around research to enhance market understanding and improve decision-making.

  • Key Results:

  1. Increase utilization of research findings in product development by X%.

  2. Improve customer segmentation accuracy by X% based on research insights.

  3. Increase customer satisfaction scores by X points through better-aligned messaging and offerings.

2. Establish Clear Roles and Responsibilities:

  • Define roles within the GTM teams responsible for leveraging and implementing research findings.

  • Assign accountability for different aspects of research utilization, such as product development, marketing messaging, sales strategies, etc.

3. Conduct Comprehensive Research:

  • Identify key research areas aligned with business goals (market trends, customer needs, competitive analysis, etc.).

  • Utilize a mix of qualitative and quantitative research methods (surveys, interviews, market analysis, etc.).

  • Ensure research is ongoing and iterative to stay up-to-date with market changes.

4. Create a Centralized Repository for Research Findings:

  • Establish a centralized platform or database to store research data, insights, and reports.

  • Ensure accessibility to all relevant teams and individuals within the organization.

  • Implement a system for tagging and categorizing research findings for easy retrieval.

5. Develop Processes for Integration:

  • Define how research findings will be integrated into different aspects of the GTM strategy.

  • Implement regular meetings or checkpoints to discuss and prioritize research insights.

  • Ensure cross-functional collaboration between research, product, marketing, and sales teams.

6. Provide Training and Resources:

  • Conduct training sessions to familiarize GTM teams with research methodologies and findings interpretation.

  • Equip teams with tools and resources to effectively analyze and utilize research data.

  • Foster a culture of curiosity and continuous learning around market research.

7. Establish Metrics for Evaluation:

  • Define KPIs to measure the effectiveness of research utilization within the GTM strategy.

  • Monitor metrics such as product adoption rates, customer satisfaction scores, market share growth, etc.

  • Use feedback loops to iterate and improve the integration of research into GTM activities.

8. Encourage Feedback and Iteration:

  • Foster an environment where teams feel comfortable providing feedback on research findings and their implementation.

  • Continuously iterate on the strategic plan based on the outcomes and insights gained from research utilization.

9. Promote Communication and Alignment:

  • Facilitate regular communication channels between research teams and GTM teams.

  • Ensure alignment of goals, priorities, and messaging across all functions based on research insights.

10. Celebrate Success and Learn from Failures:

  • Recognize and celebrate successes resulting from effective utilization of research within the GTM strategy.

  • Encourage a culture of learning from failures and using them as opportunities for improvement.

Go to market planning cannot be ad hoc or the organization will experience "day light" between the key leaders of the company. By following these steps, GTM teams can effectively align around research to enhance market understanding, improve decision-making, and drive business growth.

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