The CMO Show: The Importance of Channel Selection in a Go-To-Market Strategy

by Debra Andrews | August 22, 2023

Episode #2: The Importance of Channel Selection in a Go-To-Market Strategy

Welcome to our discussion on one of the key steps of a go-to-market plan: channel selection. In today’s complex marketing landscape, it’s crucial to understand where your buyers are and how to effectively reach them. In this episode, we will explore the importance of channel selection and provide insights into creating a successful go-to-market strategy.

Understanding Your Buyers

Before diving into channel selection, it’s essential to understand your target audience. Who are your buyers, and where do they seek information? Conduct thorough market research, including competitive analysis and understanding buyer personas. This will help you identify where your buyers are most active and what channels they prefer.

Your buyers may be on social media, regularly visiting websites, conducting keyword searches, subscribing to emails, reading newsletters, or attending trade associations and conferences. By mapping out these channels, you can determine the most effective ways to reach and engage with your target audience.

Developing a Comprehensive Market Analysis

In order to make informed decisions about channel selection, it’s important to conduct a comprehensive market analysis. This analysis involves assessing the overall market environment, understanding your competitors, and identifying the target markets your company aims to penetrate.

By analyzing the growth dynamics of the market and assessing fragmentation or consolidation, you can determine the size and potential of different market segments. This analysis will help you identify growth-oriented markets that align with your company’s goals and can lead to more successful go-to-market strategies.

Developing Key Performance Indicators (KPIs)

Once you have a clear understanding of your target audience and market dynamics, it’s crucial to develop key performance indicators (KPIs) to measure the success of your go-to-market strategy. KPIs are metrics used to evaluate progress and determine if you’re achieving your desired outcomes.

KPIs should align with your overall business goals and objectives. They can include metrics such as website visits, leads, marketing qualified leads (MQLs), or new business generated. By monitoring these KPIs, you can assess the effectiveness of your channel selection and make adjustments as needed.

Creating a Value Proposition and Messaging

A key component of a go-to-market strategy is developing a strong value proposition that differentiates your company from competitors. Your value proposition is an internal statement that outlines how your company solves customer needs and why you’re the best choice in the market.

Once you have a value proposition, it’s crucial to develop messaging that aligns with it. The messaging should be consistent across all channels and targeted to resonate with your buyers at each stage of the buyer journey. Crafting compelling messages that ladder back to your value proposition will help build brand recognition and ensure consistent communication that resonates with your target audience.

Internal Alignment and Consistent Brand Messaging

Internal alignment is essential for a successful go-to-market strategy. All stakeholders within the company, from the CEO to the sales team, should be aligned with the value proposition and messaging. Consistency in messaging across all channels, including advertising, press releases, and sales conversations, is crucial for building a strong brand and creating brand loyalty.

By ensuring internal alignment, you can equip all employees to effectively communicate the company’s value proposition and key messages. This leads to consistent and compelling brand messaging that helps customers understand what your company does and why they should choose you.

The 30-Second Elevator Speech and Comprehensive Messaging

When developing messaging, consider creating a 30-second elevator speech. This is a concise and impactful statement that describes your company or brand in a compelling way. The elevator speech should align with your value proposition and serve as a guide for communicating the essence of your company in various situations.

In addition to the elevator speech, it’s important to develop comprehensive messaging documents that can be used across the company in different situations.

These documents should include key messages, product or service descriptions, competitive positioning, and branding elements. Having a comprehensive messaging strategy ensures consistent communication that aligns with your value proposition and reinforces your brand identity.

Channel selection is a critical step in any go-to-market strategy. By understanding your buyers, conducting a market analysis, developing KPIs, creating a value proposition and messaging, and achieving internal alignment, you can effectively select and utilize the channels that will best reach your target audience. Consistent and compelling communication across all channels will help your company differentiate itself, build a strong brand, and drive successful outcomes in the marketplace.

Want to see what Marketri can do for your growth potential? Schedule a call today with CEO Debra Andrews to discuss how we can help you develop a comprehensive marketing strategy tailored to your unique business objectives.