If you're a business leader with a go-to-market initiative...
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You've been chartered to scale the new business.
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You have a revenue growth target that you HAVE to hit.
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You are entering uncharted territories.
Stakes couldn't be higher, and you can't afford to go to market twice.
After two decades of shaping successful go-to-market message strategies here’s the central issue we see time and again:
Without a market-tested message based on your target audience’s Big problem, marketing and sales end up having “random acts of conversation.”
The result is uninspired buyers who won't go the final mile with you.
Instead, you accelerate revenue and increase sales and marketing ROI by aligning your team around this question:
Are we selling the problem, outcome, or solution?
Address your buyers' Big problem
Build buyer-centric content and have buyer-centric conversations linked to the Big problem your customers feel every day.
Help your buyers visualize their desired outcome
Promise them the right outcome directly linked to their specific challenges and aspirations.
Connect your solution to their desired outcome
Then, characterize your solution in a simple way - directly linked to their desired outcome.
We challenge you to go to your website and five of your competitors’ (or ten or fifty).
You will consistently find that each site, each sales conversation, each marketing message is usually product-centric and sounding like everyone else.
Listening to ten different sales conversations or asking ten different leaders about the product and go-to-market message, we tend to get ten different answers.
Imagine the alignment, energy, and impact that comes with a clear, differentiated, and validated go-to-market message.
Clients who have shaped their go to market strategies with this approach
hp
adobe
DXC technology
citi
Dell
Microsoft
McKesson
“I worked closely with Bruce and his team in putting together a revenue accelerating executive briefing program between HP and Microsoft focused on eight focused solution areas. Our efforts together resulted in over a 50% deal connect rate and us winning the HP Circle Award for Marketing Excellence.”
Joe Sparks | Senior Director, GSI Ecosystems and Alliances, Red Hat
"We formulated a new joint venture, and Bruce and his team helped us develop our go to market messaging and characterize our offerings in a clear and compelling way. I've worked with Bruce on and off for 10 years and it is always a pleasure!"
Jason Smith | President, KCoe ISG - Technology Consulting
"I worked with Bruce and his team across two different large enterprises putting together our message strategies and stories for our offering portfolios. Bruce was incredibly thorough, insightful, and diligent in helping our leadership teams do our best work, and it paid off in rapid go to market success."
Corre Curtice, Director of Product Management, McKesson
We test and validate your message strategy and story effectiveness through our North Star Messaging Model
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01 Scan01 Scan
Uncover who’s saying what internally and externally to ensure your message strategy sets you apart.
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02 Develop02 Develop
Build your buyer-centric messaging and visuals tied to the problem you are solving, the outcome you are promising, and the solution you are delivering.
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03 Test03 Test
Battle-test your messaging internally and externally to ensure it hits the mark.
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04 Refine04 Refine
Uplevel and fine-tune your go-to-market narrative and assets for higher impact.
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05 Launch & Learn05 Launch & Learn
Work with your revenue team to carry your new buyer-centric messages and assets, and make adjustments as needed for greater uptake and buying experience.
A central compelling go-to-market
message and story leads to
Revenue Acceleration
High Performing Sales Teams
Revenue-Generating Marketing
Investor Confidence
Crowded
Market Space
Unisys wanted to relaunch the managed services business with a unique go-to-market theme and story to counter global competition. Using our North Star Messaging Model, we generated a new point of view that became a powerful catalyst for services innovation and revenue growth.
Big New Bet
McKesson was launching a new “Big Bet” business around managed services and was in need of a unique market message and story. We facilitated a process that included outside research and intelligence gathering, insider insight, and internal and external validation to craft a high-impact market message and story followed by sales enablement training and a very successful industry tradeshow.
Product Centric Messaging to Unifying Story
CSC approached us with a strategic alignment problem. How could they get a few different practice areas spread across different business units to align with a unified market message and story? We identified a go-to-market theme and created a solutions framework useful for today’s and tomorrow’s needs.
Tough Industry Gorilla
Brocade was being challenged by the 800-pound gorilla in their market space and had a newer technology to promote. We launched a value-selling campaign that was very well received. We then developed and deployed their custom sales enablement tool, coupled with training, to help sales reps communicate and quantify the differentiated value Brocade could deliver over the #1 competitive alternative.
Weak "Me Too" Story
Alcatel-Lucent’s (ALU) $2.6 billion Enterprise Business needed a new market message. The market and sellers were confused, and the communications focus was on products and technologies. We applied our North Star Messaging Model to create the concept of ALU becoming a “Dynamic Enterprise” and the fundamental ways ALU could help customers be more dynamic.
Schedule a meeting with Bruce
Find out if Bruce and his team are a good fit for your go-to-market initiative
by scheduling a free 30-minute discovery session.