The Apollo Academy | An Actionable Guide to an Effective Initial Go-To-Market Strategy in 8.1 Steps “syllabus”

After working with 100’s of Sales, Marketing, Growth and other Revenue Generation Leaders, and digging deep into our data at Apollo, I’ve gained serious insights into go-to-market strategy. The forthcoming series of blog posts aims to provide a strategic framework for succeeding in this crucial endeavor. Feel free to bookmark this page to keep it as a syllabus.

This series is being released over a period of time so if there isn’t a link to the topic, it is not available just yet.  Feel free to connect with me on linkedin or send me a note over email if you have any questions, want to add some of your own insights, or want me to send you a notification when another article posts.  I’d love to hear from you.

Syllabus – Overview and Guiding Principals

1| Set foundational goals to set yourself up for success

2| Repository: Collect all content and research so you don’t waste time

3| Positioning
3.1| Total Addressable Market (TAM), Target Market (TM), Customer Profile (CP) : Creating Focus
3.2| Key Buyer and User Groups : The people who you sell to and benefit from your service
3.3| Persona Framework: Get to know your groups intimately and turn them into personas

4| Targeting
4.1| Ideal Customer Profile (ICP) = Target accounts + Entrypoint Personas : Prioritizing your highest value effort
4.2| Trigger based targeting : Automatic reasons to reach out to any account that meets your ICP

5| Messaging
5.1| Key Benefit Statement : A distinct and tangible message so your persona knows you’re built for them.
5.2| Email Templates: 7 Proven email templates for every step of your campaign

6| Sequences and Plays: The pre-determined structure for messaging and actions needed to ensure followthrough

7| Execute
7.1| People: Understand the different roles people can play in your organization and when best to use them
7.2| Structure and Process: Define the structure and processes needed to be followed to ensure your systems are operating effectively and efficiently with no lead left behind
7.3| Technology: The difference of Marketing Automation, Sales Automation and CRM and how to make them work in harmony

8| Analyze: 
Measure your results against your goals

8.1| Iterate, Optimize and Keep Following Through

Some initial guiding principals as we kick this off

In go-to-market campaigns, a message that is relevant to the recipient is the key to creating a positive experience, especially when interrupting the day to day of your prospect. The only way to achieve this, is through clear, concise and organized custom content that can be applied to the personas and companies you are targeting. Unfortunately, most sales development and marketing teams lose due to disorganization and revert back to blasting every prospect with the same message.

This brings me to my first couple of guiding principals…

1. You have a limited amount of resources

It is imperative that you understand this and make the most of the resources you do have.  You will do this by prioritizing your efforts into areas that have the most impact and this almost can be done easily with targeting which we will get into soon.

2. Effective go to market takes some thought and follow through

The, “can’t I just push a couple buttons and get responses in my email” mentality will lead you directly into the spam folder and the eventual “outbound just doesn’t work for me” mentality.  This isn’t hard, you just have to think a little.

3. Trust the process and follow through

Yes I did mention following through twice.  Not by accident.  Time and time again, I see most teams fail simply because they don’t finish what they started.  This is particularly true when their campaign generates responses to work and they turn everything off because they “have enough for now,” effectively not finishing the play on 100’s of other potentially perfect prospects.  The long term effects of this is a potential shredding of their opportunity for future prospecting because they didn’t follow through due to their limited amount of resources (ie. guiding principal #1).

In our first article, we will tackle the planning of your limited resources in our 1st lesson “Goals.”