Editorial Review:
In this path-breaking new book, best-selling author and leading go-to-market strategist Larry Friedman provides a practical and battle-tested approach for taking products, services, divisions, or even an entire company to market!
Drawing on dozens of examples and best-practices across a variety of industries, 'Go To Market Strategy' lays out a clear and actionable blueprint for building a winning go-to-market plan - one that will enable you to do more business, with more customers, more often, and more profitably.
In this book you'll find all of the techniques and tools you need to answer today's crucial go-to-market questions:
· Which markets offer the best opportunities for profitable growth?
· What do my target customers need? How can I do a lot more business with them?
· What mix of channels and partners will help me reach and sell to the most customers at the lowest possible cost?
· Do I have the right product or solution? How can I create broader customer interest in my offerings?
· Do I have a winning value proposition? What would make the 'message' more compelling - and drive more purchasing activity?
'Go To Market Strategy' is not about incremental change. As Friedman points out, it is for executives seeking nothing less than double-digit revenue growth and the slashing of at least 10-15 percent of selling costs - absolutely realistic results that go-to-market innovators have consistently achieved. This book lays out all of the techniques used by the world's top go-to-market leaders, so you too can achieve those kinds of results, and gain a real go-to-market competitive advantage in your markets.
New thinking from the author of 'The Channel Advantage'Offers ready made go-to-market strategic planning for any organizationPractical advice and a revolutionary strategic approach to creating and retaining customers using new technologies and new channel mixes for faster, more efficient routes to market.
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Customer Reviews
Average Customer Rating: 
Nice and methodological approach  2008-08-18
Good book on marketing strategy, focused on channel definition and planning.
OKs:
- If you are an incumbent in Marketing businesses, no matter whether you are in banking or manufacturing.
- Methodological approach: well written, logical exposition.
- Nuts and bolts. There are several book in the market which explain issues concerning channel strategy, but I think they are not as well written as this one.
KOs:
- You need money to do that. So, it's unusefull for enterpreneurs and small enterprises.
- Few numerical expertise. The author manages a consulting firm, but the book doesn't show some kind of figures which probably the author knows and that will build a more consistent book. I think it lacks of a coast-to-coast example, with budgeting, resources, probability of success, etc.
- Although the book talks about different kinds of customers, I think it doesn't give the customer the power that he/she really has. How segmentation influences channel strategy? What diferences in performance may occur among diferents kinds of clusters?? Is it more important customer life cycle or probability of purchase in defining a channel strategy? How to define different kinds of channel intenstity within the same channel? (for example, we can use reps for VIPS but also for VIPS Premium, but with different intensity). What is a VIP customer? Is he/she the one who wastes most money or is the one with a better customer life cycle valuation? And so forth...
Great resource for entrpreneurs / small businesses  2006-08-10
I strenuously disagree with the reviewer below who said this book is for big businesses rather than entrepreneurs. I'm an entrepreneur and this book has played an important role in my ability to build my business. A few years ago, a partner and I started a company and grew to 15 employees. We had a superb service to offer, but were not educated about how to sell it, and sales were leveling off. Stymied, we delved into atleast 20 books, seminars, and training events to learn how to "scale" our business. Honestly, nothing helped much. Then we found this book on Amazon. Go To Market Strategy helped us get organized, ask all the right questions, and put some simple ideas into use, to grow to 50 employees last month. After reading this book, we moved away somewhat from our "web fetish" and got much more serious about finding good partners, building our own small but effective sales group, and working with our customers to understand their needs and become more responsive. Many of the things we did came right out of this book. This book is *very* organized and systematic, breaking the sometimes overwhelming task of building a business into simple, proven tools which we were able to put to use. This book is also extremely well written, just lightyears ahead of the writing quality of other marketing books we bought. The author is very insightful and truly knows the ins and outs of "selling more stuff to more customers" as he puts it. I am sure this book is useful to Big Corporate America, but to me it's a wonderful resource for the small, struggling business.
Take your marketing to the next level! 2006-05-07
Excellent marketing book by L. Freidman, who has written a few other good ones, too. Extremely interesting & helpful ideas, examples and tools for aligning your marketing strategies and your tactics with your customers. I see copies of this book floating around our and partners' offices all the time. Definitely worth reading and chewing on.
Very comprehensive and practical !!! 2005-10-11
Author Friedman provides a very comprehensive picture of how to take products and services to market, in the most efficient and effective ways. This book is practical - it's more for sales management and marketing executives than for students and academicians. Going to market today is complex and risky, and difficult to figure out the right mix of people, channels (Internet, phone, mail, partners, etc). This book helps sort it all out in a well structured way. I highly recommend.
Very instructive for goers-to-market 2005-09-08
Friedman gives the whole go-to-market strategy picture, explains the key points and relationships between different aspects of customer and market analysis, channel model construction, channel management etc. Can easily be used as a manual for actual go-to-market and channel development.
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