The "End to End Go-to-Market" process:
The challenge: High-tech companies constantly face a fundamental dichotomy when seeking to sell new products to existing markets or sell existing products to new markets. Typically, when developing new lines of business, the first year of product/service introduction is 9-12 times more costly than that of maintaining existing business lines, and the cycle of lead generation and qualifying prospects becomes a rather tedious one. Both of these activities tend to drain far too many resources, resulting in an internal struggle of corporate growth vs. competitive advantage.
AiM&M is dedicated to helping clients resolve this dichotomy..
Our Go To Market Campaign™ methodology facilitates the researching and testing of our client's assumption of the selling process vs. the reality of their prospect's buying process. By establishing the actual who, what and when aspects of buyer's decision process, AiM&M is able to not only identify true customer needs and offer substitutes that effectively resolve their dilemma, but also support our clients in achieving superior sales, greater time-to-market, and optimized sales resource allocation.
Through direct dialogues with prospects, AiM&M achieves valuable market intelligence, acting as a catalyst to better market to the intended audience. As an extension of our client's sales organization, AiM&M is able to identify prospects' business drivers, timeframe-to-buy, decision makers, and "pain level", determining the best point at which to hand off "Actions" to the client, giving way to a more manageable sales cycle.
The Solution: Go To Market Campaign™ Methodology
AiM&M's Go To Market Campaign™ Methodology is analogous to the operation of an R&D lab - development, design, QA, test, production, debug, refine - with focus placed on the areas of development, test, and refine. AiM&M identifies those selling elements that are working effectively and those that need to be fine-tuned in a rapid turnaround time of hours/days, as opposed to weeks/months.
AiM&M is then able to deliver a tested, well-planned selling strategy with actual sales, practical feedback, and metrics on the campaign results, from the perspective of the market, as well as the client's sales organization. These, in turn, are used to determine better selling tactics, customer satisfaction improvements, and/or pinpoint channel issues that require resolution. In addition, by using a rules-based marketing tactic, AiM&M manages prospect interactions and ongoing relationships, tailors information to various audiences based on prospect interests, and summarizes this newly gained market intelligence in meaningful ways to the client.
By maintaining traction and building relationships with prospects, AiM&M is able to keep the prospecting list current and productive.
For high-end solutions requiring longer sales cycles, AiM&M focuses on the inside sales aspect, allowing the client team to focus on time spent with prospects during the information gathering and deal closing stages. The goal becomes one of AiM&M providing a repeatable, sustainable sales process that ramps up faster than if it were developed internally at the client site. This affords the client increased time in the personal selling process, as prospect relationships are more fully developed and maintained.