The effectiveness of your go-to-market (GTM) depends on how deeply you understand your customers’ job-to-be-done (JTBD). Many approaches to do this fall short of a statistical and quantitative assessment. A data-driven approach to understanding the resulting positioning is a key lever that contributes to the likelihood you will establish, maintain or grow product-market fit through new feature strategy or new segment penetration.
Reflecting on the robustness of our positioning
- Going to market based on features or outcomes?
- Describing your brand and your product from the customers perspective, or your own?
- Marketing around specs or around the problem your customer is facing?
- Differentiating on only product-marketing, or are you balancing investment across brand marketing as well?
Whether your growth focus is on the retention, acquisition or monetisation within your customer journey funnel, reliable revenue impact is driven by using experimentation to capture customer evidence.
You’ll need a precise methodology and the martech tools to help you find clarity among the combinations of targeting, messaging and your various value propositions.
In this way, you add genuine strategic depth to your GTM to help move your North Star and other leading indicator Metrics.