From the course: Create a Go-to-Market Plan
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Evolve your GTM measurement model
From the course: Create a Go-to-Market Plan
Evolve your GTM measurement model
- [Instructor] You've built your GTM plan. It's your masterpiece. The plan is carved in stone and not to be altered, right? Well, not quite. Even though you've built a solid approach to measurement, be flexible. This means you're agile with your model, changing course or tweaking your evaluation to accommodate your customers. I recommend benchmarking data at launch and then a couple of months of measurement and analysis will start to show you patterns of what's working. However, it's after six months that you'll begin to see consumer behavioral preferences and trends related to your product. When you want to assess the effectiveness of your measurement model, ask these questions. Are your company's business objectives still the same? Here's a chart I've used to show common business objectives, realizing each one aligns to marketing communications. Let's say when you started your planning, a higher level goal was sales and revenue. Later in your planning, a mandate to all departments…
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