{"id":556,"date":"2022-01-01T13:23:00","date_gmt":"2022-01-01T13:23:00","guid":{"rendered":"https:\/\/missionpassionblog.com\/?p=556"},"modified":"2024-04-01T20:23:36","modified_gmt":"2024-04-01T20:23:36","slug":"556-2","status":"publish","type":"post","link":"https:\/\/missionpassionblog.com\/556-2\/","title":{"rendered":"Go-to-Market Positioning Strategy \u2013 3 Early Moments that Drive More Value, More Quickly"},"content":{"rendered":"
<\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/div>\r\n

One of the first \u201cskyscrapers\u201d in the world had to be erected in the mud. Burnham and Root\u2019s Rookery Building of 1888 was assembled on a distinctly engineered \u201cgrillage\u201d foundation\u2014to meet the demands of Chicago\u2019s notoriously swampy soil. The architects took the long view. The foundation was\u00a0purpose-built\u00a0to exceed the challenges of the environment. The magnificent Rookery is still there.\u00a0<\/p>\r\n\r\n\r\n\r\n

A FoolProof Foundation<\/h5>\r\n\r\n\r\n\r\n

Successful brand promotion depends on having a clear articulation of the business ambition. Go-To-Market Positioning Strategy, GTM-PS, delivers that articulation\u2014the foundation\u2014the Core Story<\/em><\/span>.<\/mark> It is engineered at the onset of perfecting a business offering to meet marketplace opportunities\u2014before communication begins. Purpose-building this foundation should begin alongside all Go-to-Market planning. Aligned with market analysis this foundation helps inform planning, execution, and promotion alike.\u00a0<\/em><\/strong><\/p>\r\n\r\n\r\n\r\n

The Sooner the Better\u2026\u00a0<\/em><\/strong><\/h5>\r\n\r\n\r\n\r\n

Before it guides promotion, GTM-PS enables leaders to gain insights on what is demanded of the offering. It empowers their collaboration and leadership. Immediately following a merger or joint venture or any principal redirection of an offering with GTM-PS is vital to speeding accurate and efficient market entry.\u00a0<\/p>\r\n\r\n\r\n\r\n

There are\u00a03 key moments<\/strong> when this work really matters\u2014when the distinct articulation of the ambition,\u00a0the essence of what the business offering can deliver,<\/span><\/em><\/span>\u00a0will lead to real growth. These moments inform every critical effort in the continuum of marketing and promotion activities.\u00a0<\/p>\r\n\r\n\r\n\r\n

    \r\n
  1. At the Outset \u2013 At the Top<\/strong>: A lot of time is lost right after deals are made, or a new direction is set.
    GTM-PS supports top-level planning with common vernacular and a distinct POV on what will matter.\u00a0\u00a0<\/mark><\/li>\r\n
  2. At Product Line Configuration:<\/strong> You have one shot at cost-effective reorganization.\u00a0
    <\/strong>Finite articulation helps to direct offering composition and bring the most credible offering to life.<\/mark><\/li>\r\n
  3. At Workforce Alignment<\/strong><\/strong>: Because teams need clear direction, or you bleed money–and talent.\u00a0
    To inform and inspire mobilization and development of management, sales, and digital platforms.\u00a0<\/mark><\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n

    All three precede Promotion, when the Core Story, informed by fresh organizational alignment, gives
    the agencies a common foundation for content strategy and creative development.<\/p>\r\n\r\n\r\n\r\n

    This gets to the heart of what a \u201cBrand Strategist\u201d does. Marketing is more than Marketing Communications\/Promotion. A Brand Strategist works further upstream than a Content or Creative Strategist, or a Digital Marketeer.
    Value-building Brand Promotion requires a solid foundation.<\/p>\r\n\r\n\r\n\r\n

    The Foundation and Architecture of Words<\/strong><\/p>\r\n\r\n\r\n\r\n

    Positioning comes in discreet forms. GTM Positioning Strategy is not promotional writing. It is reasoning. It consists of\u00a0What we can deliver and Why that matters<\/mark><\/em>\u2014and sets a baseline to measure the accuracy of market planning and execution.\u00a0<\/p>\r\n\r\n\r\n\r\n

    The work requires exploration of nomenclature and syntax, but it is not Creative Strategy. What and Why must be crystal clear. The work will affect communications inside and out for years to come.<\/p>\r\n\r\n\r\n\r\n

    \u201cPositioning Statements\u201d are different. These first creative expressions of the offering\u2019s value and promise are written for broad consumption. They should be built upon the foundation of the GTM Positioning Strategy.\u00a0<\/p>\r\n\r\n\r\n\r\n

    Cracking the Code<\/strong><\/p>\r\n\r\n\r\n\r\n

    GTM-Positioning Strategy is particularly important when leaders come together from diverse businesses. Though they understand the union, leaders can arrive with very different mindsets on the new whole. They need a common language to effectively debate and collaborate.<\/p>\r\n\r\n\r\n\r\n

    As the Security Benefit-Rydex merger neared completion leaders could not agree on an expression of their new intent. Lacking this foundation was holding things up. A special exec session revealed a new positioning strategy. This led to a clear articulation for market planning and promotion alike.<\/p>\r\n\r\n\r\n\r\n

    In 2018 leaders came together at REVINT from 5 different companies. Each knew what made their own models unique. That wisdom made it harder to agree on what made their new offering unique.<\/p>\r\n\r\n\r\n\r\n

    REVINT wanted everyone on the same page before they fixed plans and moved ahead with customers. They wanted to know what made REVINT inimitable\u2014and Why. Their Chief Growth Officer, Frank Forte, believed REVINT was more than a player in the \u201cRevenue Integrity\u201d business. He took the Long ViewTM<\/sup> that REVINT could establish a new \u201cCategory\u201d and leverage market white space.\u00a0<\/p>\r\n\r\n\r\n\r\n

    Tackling articulation of REVINT\u2019s unique value, within the quest for a \u201cCategory PlaySM<\/sup>\u201d, drove the creation of new terminology. The assets defining term \u201dRevenue IntelligenceTM<\/sup>\u201d emerged from the process. During the first two years, REVINT achieved growth far beyond the ambitious multiples they sought. That impressive growth speaks to the wisdom of their commitment to getting the articulation right.<\/p>\r\n\r\n\r\n\r\n

    The Nucleus of the Story<\/strong><\/p>\r\n\r\n\r\n\r\n

    Wise brand strategists work upstream until certain they have identified what makes an offering unique. They know:<\/em> Building the strongest possible argument for singular value will speed adoption\u2014inside and out.<\/mark><\/em>\u00a0<\/mark>T<\/em>hat work gives us the nucleus of\u00a0the Core Story\u2014and all the content of future significance.<\/p>\r\n\r\n\r\n\r\n

    The longer organizations delay committing to GTM Positioning Strategy, the longer they lack a foundation to support marketing efforts. Each time my clients have committed to this method it has informed their planning, accelerated engagement, and brought greater employee contribution, market share, and gain.<\/p>\r\n\r\n\r\n\r\n

    LANGSTON<\/mark><\/p>\r\n

    Copyright Evoke Communications LLC 2022.<\/p>\r\n","protected":false},"excerpt":{"rendered":"

    One of the first \u201cskyscrapers\u201d in the world had to be erected in the mud. Burnham and Root\u2019s Rookery Building of 1888 was assembled on a distinctly engineered \u201cgrillage\u201d foundation\u2014to meet the demands of Chicago\u2019s notoriously swampy soil. The architects took the long view. The foundation was\u00a0purpose-built\u00a0to exceed the challenges of the environment. The magnificent Rookery is still there.\u00a0 A … <\/p>\n

    Read More<\/a><\/div>\n","protected":false},"author":2,"featured_media":559,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":[],"categories":[3,73],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/missionpassionblog.com\/wp-json\/wp\/v2\/posts\/556"}],"collection":[{"href":"https:\/\/missionpassionblog.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/missionpassionblog.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/missionpassionblog.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/missionpassionblog.com\/wp-json\/wp\/v2\/comments?post=556"}],"version-history":[{"count":5,"href":"https:\/\/missionpassionblog.com\/wp-json\/wp\/v2\/posts\/556\/revisions"}],"predecessor-version":[{"id":1283,"href":"https:\/\/missionpassionblog.com\/wp-json\/wp\/v2\/posts\/556\/revisions\/1283"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/missionpassionblog.com\/wp-json\/wp\/v2\/media\/559"}],"wp:attachment":[{"href":"https:\/\/missionpassionblog.com\/wp-json\/wp\/v2\/media?parent=556"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/missionpassionblog.com\/wp-json\/wp\/v2\/categories?post=556"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/missionpassionblog.com\/wp-json\/wp\/v2\/tags?post=556"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}