- What exactly does it take
to build out a go to market strategy?
Why do you even need one?
When do you need one?
And what does a good go to market strategy even look like?
These are all great questions.
You absolutely need a go to market strategy
if you've crossed that path
where you've been building product,
building product, building product,
and you're now focused on revenues and driving growth.
You need a go to market strategy,
and in this video, I'm gonna walk you through
exactly what a go to market strategy looks like,
and the critical questions to answer
for your go to market strategy
so you actually have an unstoppable one.
Intro.
(upbeat music)
What's up everybody? Welcome to unstoppable.
I'm TK, and on this channel,
I help SAS founders like you navigate the path
to the next stage of growth with an unstoppable strategy.
If you are new to the channel, welcome.
It's really awesome to have you here.
Be sure to hit the subscribe button and that bell icon
so you get notified every single time I drop an episode.
If you're already a member of the community,
if you're part of my SAS go to market program,
welcome back. Really great to have you here.
All right. So in this video,
I'm going to dig into exactly
what an unstoppable go to market strategy looks like
and why you need one.
If you're excited to dig in,
go ahead and smash that like button,
if you haven't already, and let's get right into it.
So first of all, do you even need one, right?
If you're past the point where you have built your product
and you're generating revenues, or you're making,
maybe you're going towards initial revenues,
or you're looking to scale revenues, either way,
you essentially need a strategy for your go to market.
A strategy will actually help you do this.
This is your standard sales and marketing funnel
for a SAS business.
A lot of people don't like the word funnel.
In reality,
you can call it a customer journey
or you can call it a funnel. I don't really care,
but you're doing the same damn thing,
which is you're figuring out a way to attract people that
are in your ideal customer, profile your market.
You're trying to convert them to a real lead
so that they actually engage with you.
Then you're trying to get them into a sales conversation or
get them to try your product so that they convert.
And then over time,
you're trying to upsell them, cross sell them,
and make sure they renew.
Regardless of what you want to call it,
this is how you go to market.
This is how you literally go to the market
so the people buy your product, and you actually need a
strategy to do this effectively.
The more effective this is,
the more people will realize how great
of a product you've built.
Otherwise, you might have had the best product
in the market,
the most incredible product in the market,
but no one will ever try it, and no one will ever know,
and all of your efforts will have gone to waste.
So this is why it's super important to actually have a go
to market strategy. Now, how do you actually build one?
What does a good one look like?
I'm going to walk you through the three components
that you absolutely need in your go to market strategy
so that it is unstoppable.
By the way, I want you to pause there for a second
if you're a regular viewer of this channel.
If you think you know what number one is,
go ahead and comment below. Go ahead.
Just comment it below.
We'll keep it honest. Comment below what you think stra,
What do you think principle number one is,
and then I'll start it. Okay, go ahead and pause.
You can put it in. I'll give it five seconds.
All right, cool.
Principle number one is
you need to build an ideal customer profile.
I know, I say this all the time,
but so many founders don't actually do it.
They maybe have a one liner for the ideal customer profile,
but they don't actually have a profile.
They don't actually have a fleshed out version
of the firmographics, demographics,
and all the trigger events that come
around their ideal customer profile.
And more importantly,
when you are building your go to market strategy,
you actually need to go
beyond just an ideal customer profile.
You also need to talk about
what your initial customer profile is.
Meaning who are the first hundred customers
you're going to get?
What do they look like,
and how are you going to expand from there?
I did an entire three series video
on building ideal customer profiles.
You can check it out here, here, here.
Don't worry, I don't expect you to click on those now.
You can, I'll link to it below so you can check it out
after this video
'cause you don't want to miss on the other two things.
So I do a custom profile, super important,
and I have a lot of details on that.
The second thing you need is you actually need
to flesh out your positioning, your messaging,
and most importantly, your strategic narrative.
This is commonly known as product marketing,
but it's the most important aspect of startup marketing that
you need to nail. What is your positioning?
What is your messaging?
What is your strategic narrative
that you can align the entire market
around and actually differentiate
from the rest of the market on?
This is super important,
and this you actually have to answer
in your go to market strategy.
If you want to dig more into what product marketing is
and how to answer some of these things,
and ,uh, think about some of these things,
you can check out this video.
I'll also link to it below.
Now, before I go to number three,
we're gonna go into a little bit more detail.
Let me just pause here for a second.
Do you have a go to market strategy?
Do you have it written down?
Do you have an ideal customer profile that's flashed out?
If you do, go to smash that like button
because you are a genius, and you are awesome,
and your SAS business is going to be amazing.
And if you don't, you are still a genius
because you now will actually write one out, right?
So go and smash out like button for the YouTube algorithm,
and let's go dig into principle number three.
Principle number three is you have
to think about your customer journey.
AKA your sales and marketing funnel,
depending on what you want to call it.
What does that mean?
So a good go to market strategy,
once they've actually thought about the market
and the ideal customer profile and flushed it out
and thought about your initial customer profile,
once you flesh out your positioning, your messaging,
your strategic narrative,
once you've done all of this,
then you're kind of, I have to think about, well,
how do we mobilizes to attract the people
and to convert them to a lead,
to convert them to a sales conversation
or some sort of conversion?
How do we do all these pieces? Right?
This is the customer journey
of a sales and marketing funnel comes in.
Now, I like to build unstoppable sales funnels.
I did an entire video on this over here.
You can check it out,
but there's some specific questions that you need to answer.
Number one, what are you going to do inbound?
Number two, are you going to do outbound?
Number three, are you going to run ads?
Number four, are you going to do SEO?
Number five, are you going to do partnerships
or marketplaces that you can hook into?
Number six, are you going
to have a sales driven organization
or a marketing driven organization?
Is it going to be inside sales
or outside sales or some sort of hybrid?
Can you afford to hire full time SDRs?
Do the outbound?
All of these questions you need to actually flesh out.
Now I went through pretty quickly on this,
and it's not to like confuse you or anything.
It's because it's kind of outside the scope of this video.
I did an entire video right here on how I scaled tout app
to a hundred thousand users
using one core growth hacking strategy
that incorporated all these things,
but specifically number five.
So you can check that video out over here.
I'll also link to it below.
If you want to dig a little bit more
into how all of this stuff works
and how to make decision around this,
that's a good video to start on. Um.
You can also check out my unstoppable sales funnel video,
which kind of adds to the other pieces as well. Okay.
So that's what I wanted to walk you through today.
So to let me recap,
you need our go to market strategy
that you actually write out,
especially if revenues are the big focus
and you want to navigate the path
to the next as you grow.
A great go to market strategy answers the questions
around how are you going to track these people,
who are these people, how do you turn them into a lead,
how do they get into a sales conversation
or convert on their own,
how do you upsell, cross sell, and how do you renew?
It answers all of those things in a cohesive way.
How do you actually dig into that?
Well, you first need
to make sure you're positioning, your messaging,
and strategic narrative is solid,
and then you can dig into your actual customer journey.
In terms of your customer journey,
you need to answer are you going
to be inbound, outbound, ads, SEO,
and all of these things.
And I kind of linked to a couple of videos
on this that you can dig more into
where I go into a lot more detail
on this specific component.
I've done a lot of videos on this.
And that's how you actually build
out your go to market strategy.
What I recommend is you actually have one page
where you actually flush these things out.
In a prior video,
I talked about how to build an overall strategy on growth.
You can check that out here.
I'll also link to it below.
In there, I kind of talk about what are the other pillars,
and what I would do is create a one page strategy
that's your overall strategy
and one page strategy specific to go to market strategy.
If you have those two things,
you're going to be able to navigate this path
to the next stage of growth.
Now, this is just the tip of the iceberg,
and I almost feel a little guilty
that I went through so quickly on this one,
but like you would be bored if I went through each of these
and I've done so many videos on these.
Now, I do have one thing for you.
If you really want
to dig into how to build a go to market strategy
and how to drive growth,
I have a free five point startup growth strategy guide.
Inside of that,
I go into a lot more detail
into the questions you should ask
and specific video resources that I have
to help you figure out some of these things.
So what I recommend that you do
is you actually download a copy of that.
You can follow the link below,
or you can just go to getunstopable.com/strategy.
When you download that,
you'll get this PDF with all the key questions,
with specific videos that I've done.
I'll also link to the videos
that I mentioned in this video down below,
and they'll help you dig into it a little bit more.
If you got value from this video,
if you're excited about really creating the next version
of your go to market strategy and accelerating growth,
be sure to smash that light button,
if you haven't already for the YouTube algorithm.
Just means the world to us.
I drop a video like this every Sunday, Wednesday,
and Friday.
So be sure hit the subscribe button
and the bell icon as well, If you haven't already.
Also, if you have a friend,
a cofounder or a team member that would get value from this,
be sure to share this,
or use the click to tweet button below.
There's a special link button for that to tweet this out.
It would mean the world to us.
We put a lot of effort into these videos.
And lastly, remember everyone needs a strategy
for their life and their business,
but when you are with us,
yours is going to be unstoppable.
I'm TK. I'll see you the next episode.
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