Crimson Consulting: Go-to-Market Strategy

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A successful go-to-market strategy delivers clear market entry and growth strategies, plus a compelling proposition to the end-user. At Crimson, we identify the potential customer segments most likely to buy, develop compelling messages, and determine the most effective ways to reach those potential customers. Key deliverables are a focused and detailed market entry approach and a comprehensive communications strategy.

Crimson Thought Leadership on Go-to-Market Strategy

Article: Improving Alliance Marketing by Glenn Gow
Blog post : B2B Branding, How Important Is It? by Glenn Gow

Conducted Market Assessment Study for New Products

Assessed Market Requirements for Support Services

Conducted Mid-Market Opportunity Assessment and Channel Analysis

Created Prioritization Process for Solution Development

Defined a Go-To-Market Strategy for the Education Marketing Group

Defined Security Services Requirements via Global Research

Developed a Go-To-Market Strategy for the SMB Market

Developed Vertical Route to Market Processes for Solution Selection and Partner Identification

Identified Solution Market Opportunities in APAC

Provided Ongoing Strategic Market Intelligence

Conducted Market Assessment Study for New Products

Crimson conducted a market assessment to determine the market potential for a solution which provides bug tracking, incident management, and CRM functionality for ISVs. We evaluated this solution’s potential role in the market relative to market requirements and competitive positioning. Our work consisted of an analysis of secondary research, a review of competitive CRM vendors’ functionality and in-depth interviews of our client's internal subject matter experts.

Assessed Market Requirements for Support Services

Crimson conducted a study aimed at optimizing the alignment of our client's current service offerings with the requirements of their customers in the SMB market. This involved identification of global SMB customer requirements and capabilities for post-deployment break/fix service and support. Based on these requirements, market readiness and some channel constraints, we recommended specific offering definitions. Our efforts included research among SMB decision makers within the US, EMEA and APAC.

Conducted Mid-Market Opportunity Assessment and Channel Analysis

Crimson provided a concise definition and overview of the global mid-market to clearly outline the opportunity for this client. We conducted customer interviews and reviewed existing research to quantify the specific opportunities available within various vertical markets and technologies. In addition, Crimson analyzed and provided feedback on the channel partners best positioned to work with our client to address this opportunity. As a result of this analysis, a comprehensive global effort was launched to penetrate this new market.

Created Prioritization Process for Solution Development

Crimson developed an internal process enabling our client to more effectively prioritize solutions based on those with the highest revenue impact, in the shortest amount of time, with the least amount of cost. Crimson also delivered a best practice analysis of how Systems Integrators develop solutions and take them to market. The result of the project was a defined internal process and organizational plan for a “solution factory” that maximized re-use of our client and partner resources, produced both pilot and full solutions, provided technical foundations for development, and served our client’s strategic goals.

Defined a Go-To-Market Strategy for the Education Marketing Group

Crimson developed a series of strategic go-to-market recommendations to enable the Education Marketing Group to optimally leverage partners to enhance penetration of our client’s solutions within the market. We worked across our client’s organization to link the efforts and activities of this group with the emerging enterprise solution partner strategy. Our work also included a definition of the partner ecosystem mix best aligned with the education market opportunity and an assessment of the organization’s current ability to support the associated partners and programs.

Defined Security Services Requirements via Global Research

Crimson conducted global research within the SMB market to define segment-specific customer requirements for security services. This project involved working with client stakeholders from multiple divisions to define information requirements; management of an international data collection effort to secure a statistically significant sampling of SMB market segments in the US and EMEA; and a thorough analysis of the market data to support the development of actionable recommendations. The output of this work was put to immediate use within our client to define the appropriate security service offerings in order to help accelerate uptake of our client's solutions within the SMB market.

Developed a Go-To-Market Strategy for the SMB Market

Crimson created a go-to-market strategy for the SMB market. The strategy articulated priorities from a product, services, branding, marketing, and sales/channels perspective. The analysis evaluated best in class and competitor strategies and included the recommended customer segmentation. The deliverables prioritized strategies by segment including value propositions, partners required to provide a complete solution, and route to market/revenue requirements, including timing and magnitude of investments required for market entry. The client moved forward with the strategy recommendations and engaged Crimson to develop an associated operating strategy.

Developed Vertical Route to Market Processes for Solution Selection and Partner Identification

Crimson developed a set of repeatable processes and tools for solution selection, solution ecosystem assessment, and partner identification. We created a methodology for identifying potential partners with discrete influence over both the customer acquisition process and the solution definition process. In addition, we created a series of templates and tools identifying key partner selection criteria, enabling rapid and effective partner prioritization. Crimson defined a Best-in-Class approach incorporating our client's existing Best Practices and Crimson's Best Practices.

Identified Solution Market Opportunities in APAC

Crimson conducted an assessment of market opportunities in APAC. Our work involved synthesizing geographic market data on the top IT markets in APAC with partner and customer interviews to determine the most attractive markets for our client to pursue. Our assessment also included an analysis of the partners best positioned to enable our client to address top market opportunities. The output of this study helped regional sales, marketing, and alliance personnel align their efforts around the markets and partners most attractive to our client.

Provided Ongoing Strategic Market Intelligence

Crimson helped our client determine the best way to approach an emerging market by providing them with ongoing strategic market intelligence input. Crimson gathered data on announced and pending alliances, recent investments and competitive activities, and incorporated this information into a web site containing real-time market intelligence information.

For more information on Crimson’s work in the area of Go-to-Market Strategy, email info@crimson-consulting.com.