Go-to-market strategy

Transcription

1 Go-to-market strategy

2 Go-to-market strategy aligns customer needs with products, pricing and distribution Customer intelligence 2

3 We help you to understand your customers, their needs and what they value the most Customer intelligence What they need and value What they purchase and when Who the decision makers are What prompted the purchase decision What terms they prefer Who they deal with Where they buy What the key purchase criteria are What else they buy 3

4 We identify differences in customer needs, which helps you to give value to your various customer segments Customer segmentation Customers have specific needs that have to be satisfied... Needs can vary by customer often quite substantially a business only exists to satisfy specific needs Satisfying customers needs creates value 4

5 We work with you to tailor your offering according to customer needs, thereby increasing customer value Product and service alignment Products Services Package Delivery Terms 5

6 Price should match the value you deliver to your customer Value based pricing Understand the value you deliver price accordingly 6

7 We help you to choose the right sales and distribution approach; one that works for both your customer and for you Sales and distribution channel Channel mix Channel design Channel conflicts? 7

8 Customer engagement and communication are cornerstones of a customer-centric go-to-market strategy Implementation and customer engagement To whom shall we speak? What do we need to communicate? How do we communicate best? How can we cooperate better? 8

9 Big Hand, a leading provider of voice productivity solutions, asked AMR to design a go-to-market strategy for the USA Case study introduction Big Hand Company description Big Hand provides voice productivity solutions (VPS) to the legal and healthcare sectors The company has also launched mobility, speech recognition and SaaS solutions to complement its offering and facilitate future growth Europe is the company s biggest market, but Canada, Australia and especially the US are gaining in importance AMR s project objective 1. To determine the size and nature of Big Hand s opportunity with small US law firms 2. To develop and implement an executable go-to-market strategy for the VPS market for US small and medium sized law firms 9

10 AMR helped Big Hand to differentiate itself by providing customers with a modular offering, distributed through specialist legal integrators Case study - Go-to-market steps and outcomes AMR assessed whether an attractive opportunity existed by building a deep understanding of user needs. Key findings: Usage of the company s products would grow as customers seek to increase efficency and save staff costs Customer investment will be focused on core technology AMR classified buying behaviour by: Firm size, practice area and level of urbanization Product needs 3 An integrated offer with selectable modules is key to address customer needs Pricing should be based on a modular approach, tailored to the most promising customer segment AMR demonstrated the need to utilise a specific channel and pinpointed a number of potential opportunities which would also accelerate market entry 10

11 AMR s work transformed Big Hand s performance in the US Case study results Results AMR s work enabled its client to reconfigure its US offering with a defined strategy Big Hand executed with a high level of confidence that it had the right strategy to grow a successful US business. Since implementation, Big Hand s US business has experienced strong growth Comment AMR s work was excellent. It was very valuable as we thought we understood the opportunity in the US market, but AMR allowed us to see the bigger opportunity and that transformed our thinking. (Rob Lancashire, COO, Big Hand) 11

12 Denzil Rankine Executive Chairman T: +44 (0) E: AMR International Ltd St George s House 61 Conduit Street London W1S 2GB United Kingdom Tel: +44 (0) Fax: +44 (0) london@amrinternational.com London New York Frankfurt Paris