Go-to-Market Planning

Assess and/or create marketing strategy for product and company launches. Identify gaps and propose improvements.

Developing a product that will soon be ready to go to market? You’ve got a lot of work ahead of you. Thankfully, LeadingEdge can help.

LeadingEdge has expert consultants available with 15-20 years of product marketing experience with baseline subject matter expertise in virtually every IT industry segment, including security, networking, ITSM, storage, virtualization, and more. You can work with one of our veteran consultants on retainer for 20, 30, or 40 hours/week, for a minimum of three months, to help you assemble a comprehensive go-to-market plan, which includes most or all of the following considerations:

  • Beta program
  • Early adopter program
  • Product naming (if needed)
  • Pricing and packaging (if needed)
  • Market segmentation
  • Buyer personas (preliminary)
  • Product messaging
  • Website
  • Sales tools
  • Digital marketing
  • Public relations
  • Analyst relations
  • Competitive sales tools
  • Sales & SE enablement
  • Channel partner enablement (if applicable)
  • Alliance partner enablement (if applicable)
  • Consulting services enablement (if applicable)
  • Education services enablement (if applicable)
  • Customer support enablement

Buyer Persona Development is highly recommended as a prerequisite to Messaging Development. A typical LeadingEdge project entails a web-based survey to your existing customer base in an attempt to gain a baseline of buyer persona metrics. Then telephone interviews are conducted with veteran sales personnel to gain their perspectives on target buyers and how many buyer persona cards are necessary. Then finally, telephone interviews conducted with several of your customers – at least 2-3 interviews per buyer persona, preferably more.

The result is a set of very attractive, highly informative buyer persona cards that your marketing and sales teams can use to optimize lead generation / nurturing programs and activities. These buyer persona cards should be updated as your product portfolio changes and as the industry you serve changes – usually every 12-18 months.

Successfully creating buyer persona cards requires experience in your IT industry segment. Consultants speaking with your salespeople and customers should have underlying subject matter expertise to follow discussions wherever they may lead. That’s why tech vendors turn to LeadingEdge.

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Need help putting together buyer persona cards and/or a message map for your company’s product or service? Interested in learning other ways that LeadingEdge supports tech vendors with regard to marketing strategy and planning? Click on any of these related LeadingEdge services to learn more:

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