How do you choose the best marketing framework for your GTM strategy?

Before you even start, you need to make sure you understand your ICP and Buyer Personas in depth. This will help you figure out which channels may be the most optimal for building your strategy around and how you will measure success.

Para los que están en negocios B2B. Recomiendo utilizar estrategias ABM (Marketing basado en cuentas); se puede abordar de la siguiente manera: 1. Define el perfil de la empresa: Identifica razón social, revenue, accionistas, proyectos, lugares donde opera, sus pains y sobre todo quienes son sus proveedores actuales. 2. Define la propuesta de valor: Determinar que productos les puedes ofrecer y como estos solucionan sus pains. 3. Estrategia de Engagement: identifica al equipo decisor y establece una estrategia de acercamiento con cada uno de ellos. 4. Plan de Marketing: Define tus acciones de Marketing en un horizonte de tiempo. 5. Plan de ventas: Define tus acciones de ventas en un horizonte de tiempo. Ejecuta y mide, siempre mide.

Your objectives should always revolve around figuring out your ideal buyer persona. No matter how "SMART" your objectives are, they should enable you to win the hearts and minds of your customers.

"If you don't know where you are going, all the roads will lead to the same destination,....NO WHERE" Before Choosing a frame of work for your GTM, you need to be very clear on what is it you are trying to achieve to be able to define a roadmap for the work to be done to reach it and to be able also to evaluate your success. Forexample, 1) Is it more on brand awareness? 2) Is it more regarding taking the market lead in a certain category? Technology&Innovation, Design, Simplicity? 3) How does that affect your entire company portfolio? 4) Are you going to leverage specific partnerships in this GTM? 5) Would you focus more on profitability or on expansion? 6) How do you benefit your target customer? All these questions must be answered.

No one framework should be used in silo. Those mentioned by the LinkedIn paragraph should be complimented by others like Bowman or Roger's, but one framework I use repeatedly is Ansoff. The Ansoff Matrix is a strategic planning tool used explore growth strategies based on their products and markets. It consists of four growth options: market penetration, product development, market development, and diversification. Each option represents a different approach to expanding a company's business and offers a structured way to evaluate potential growth opportunities and associated risks.

I would leverage the frameworks or some combination of them that work best for you and your business. Frameworks are a good starting point, but always customize them based on what you need. The key is to then be consistent in the execution against it.

Personalmente recomiendo mucho la estrategia STP para los modelos de Go to Market La segmentación, targeting y perfilamiento (STP). Te compartimos 3 razones por las que deberías implementarlo dentro de tu estrategia: 1. Segmentación: Al segmentar clientes, te vas a concentrar en grupos de clientes y tomar acción en los diferentes niveles de un embudo de ventas. 2. Targetting: Te permite enfoque en los segmentos, personalizar y adaptar las estrategias de marketing según las necesidades, canales de comunicación y comportamientos de compra. 3. Perfilamiento: Comprende mejor las necesidades y deseos de los diferentes segmentos de clientes

In my experience, choosing the best marketing framework for your go-to-market (GTM) strategy involves a systematic approach. Start by assessing your specific needs and goals, considering factors like target audience and market dynamics. Next, thoroughly review available frameworks, examining their alignment with your objectives, ease of implementation, and scalability. Additionally, explore industry best practices and seek expert opinions to gather valuable insights. Finally, conduct pilot tests or simulations to evaluate the effectiveness of selected frameworks before fully integrating them into your GTM strategy, ensuring they meet your requirements and deliver desired results.

Once objectives are established, review various marketing frameworks for alignment. Classic 4 Ps of marketing and 7 Ps (suited for services), STP (segmentation, targeting, positioning), RACE (reach, act, convert, engage), and SOSTAC (situation, objectives, strategy, tactics, action, control) offer diverse approaches. Assess their compatibility with your goals to select the most suitable framework, aiding in effective GTM strategy execution.

1. Simplicity and Clarity: Look for a framework that is easy to understand and apply. Avoid overly complex models that might confuse your team. 2. Relevance and Applicability: Consider if the framework aligns with your specific industry, market, and product. A framework designed for a different context might not be as effective. 3. Flexibility and Adaptability: Choose a framework that can accommodate changes in the environment. A rigid approach might not be suitable if your market or product evolves. 4. Effectiveness and Efficiency: Assess if the framework helps you achieve your desired outcomes while optimizing resources. A framework that is too resource-intensive might not be practical.

When evaluating marketing frameworks, it's crucial to thoroughly analyze their simplicity, relevance, flexibility, and effectiveness, ensuring they align with your industry, market dynamics, and product offerings while enabling swift adaptation to environmental changes and ultimately facilitating the attainment of desired outcomes while maximizing resource utilization.

?? Evaluate each framework's simplicity, relevance, flexibility, and effectiveness. Consider if the framework is easy to understand and apply, fits your industry and market, accommodates environmental changes, and efficiently helps in achieving your desired outcomes.

I would add, don't try to do too much if you don't have the resources (budget, people) or expertise to do it well. I work mostly with B2Bs who have a limited sales team and some have no internal marketing. Trying to do more than you can handle gets you nowhere.

In selecting the most suitable framework for your GTM strategy, recognize that a singular approach may not suffice; instead, consider a blend of frameworks or tailored modifications to address your unique requirements. The optimal framework should seamlessly integrate your marketing endeavors with overarching business objectives and customer preferences, effectively conveying your value proposition and competitive edge, engaging your target audience across pertinent channels, driving conversions and fostering customer loyalty, all while facilitating continuous evaluation and adaptation to optimize marketing outcomes.

For choosing the best fit it is important to prioritize criteria and have a framework comparison matrix in place. For example, the main criteria would include alignment with objectives, customer focus, measurability, adaptability and ease of implementation. Post this, you can score each framework based on your prioritization across criteria, where you can analyze and choose the one with the highest score. Also, assess how well the framework addresses customer needs and preferences, and how does each framework map to the main business KPIs. Also contextualize the frameworks based on current and future market conditions, plus business needs. You can still consider pilot testing a framework on a smaller scale before full-scale implementation

?? Selecting the right framework depends on your unique needs. You might combine different frameworks or tailor them to fit your strategy. The ideal framework aligns marketing activities with business goals and customer needs, effectively communicates value proposition, reaches and engages the target audience, converts and retains customers, and allows for monitoring and adjustments based on marketing performance.

Other frameworks to have in your locker when communicating aspects of your GTM are: Rogers' Diffusion of Innovations: Describes how innovations spread through different groups of adopters: innovators, early adopters, early majority, late majority, and laggards. Bowman's Strategy Clock: This model helps businesses analyze competitive positioning based on price and perceived value. Pirate Metrics (AARRR): A framework used in startups to measure and optimize key stages of the customer lifecycle: Acquisition, Activation, Retention, Revenue, and Referral.

En mi experiencia considero importante tener en cuenta los siguientes puntos: - Segmentación - Definir una propuesta de valor - Desarrollo de producto o servicio (portafolio). - Estrategia de precios - Definir canales de distribución - Plan de Marketing - Capacitacion y soporte al equipo - Indicadores y seguimiento.