Importance of a repository

Source: IDC’s Information Worker Survey. June 2012

As you build your go-to- market strategy, it’s imperative to have an organized, centralized repository of all of your work. You also should have easy access to the work others have done before you to reference throughout the process. This will save you an average of 4.5 hours a week looking for documents and, more importantly, countless hours redoing work that has already been done before as seen by a study done by the IDC.

Overview of the work involved and the time it takes to complete lesson

Depending on the size of your company and the availability of information from others, this lesson can go quickly or take some additional time to gather everything.  If your information is not readily available, don’t let it hold you back. You can still complete the lesson and use it to create a folder for your own work.

Estimated time to complete

5 Minute Read, the rest varies given the reasons above

Collect your current customer content and research

Gather all of the information around messaging, customer profiling and research and customer success documentation, enlisting the support of your marketing, sales and customer success teams.

Some considerations to include:

  • Company value statement and objectives (value props, benefit statements, etc.)
  • Customer lists (or access to your CRM)
  • Product benefits (one pagers or other materials)
  • Customer research
  • Case studies
  • Customer interviews
  • Testimonials / Quotes
  • Training calls used by sales
  • Customer interview calls done by marketing

Here’s a great example of a repository we have set up by Roy Chung, one of Apollo’s founders.. Not only is this great for building outbound strategy, but it’s also instrumental for general on-boarding and a knowledge base for sales. The tabs provide general organization and most content has links to where the information lives if it’s a specific resource that can be reviewed.

Tips on Organizing Your Information

Your focus should be on collecting, tagging, and decluttering your information and being very specific on where information will live.

I’m no Marie Kondo, but here’s some helpful tips and tricks:

  • Organize your information by department and/or content type
  • If certain details only live on the website (like case studies or review sites), list the content and and note their links and be sure to write down relevant notes or quotes to pull directly from instead of having to go to the linked content.
  • Keep a working folder and a completed folder separate from each other for the things you work on
  • Set up a collaborative storage environment like, Google Drive, Box, Dropbox, to work out of. We use Google Drive here as it integrates well with everything

Next Steps

With the information you now have at your fingertips, you are hopefully equipped to get through the rest of the steps much easier.  Remember to not reinvent the wheel if you have the information, but rather, just reorganize it and make it applicable to what you need from it.  This will save you alot of time and strain on your brain.

Click here to go the Lesson3.1| Total Addressable Market (TAM), Target Market (TM), Customer Profile (CP) : Creating Focus (blog dropping 6/11!)

This is part of an 8 part academy series called 8 steps to build an effective go-to-market strategy.  Feel free to jump to other parts in the series if you’re further down the process or want to review concepts on a certain topic.  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.  I’m available on LinkedIn or 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