Too often enterprise Cloud, SaaS and PaaS vendors take an “inside-out” approach to their go-to-market strategy. By “inside-out” I mean the focus tends to be on their own offerings and the associated features and benefits – which become the focal point of their value proposition, messaging and go-to-market strategy. The problem with an “inside-out” approach is customers don’t think that way at all.
Customers think about business challenges and look for ways to get things done faster, reduce costs, and create competitive advantage. To a customer, technology is simply a tool that helps them achieve desired business outcomes.
So, when vendors take an “inside-out” approach, they are, by default, leaving it up to their customers to do the hard work of translating product features and benefits to business outcomes. This adds time, complexity, and risk to the GTM process, and often results in longer, more expensive sales cycles with lower close rates.
Over the years, successful technology vendors have learned that “outside-in” is a more effective GTM approach. “Outside-in” means developing a deep understanding of customers’ needs and desired business outcomes and taking the time to map customer needs and outcomes back to the products, services and technologies that enable them (so your customers don’t have to).
An “outside-in” – or Solutions-oriented approach – can be as simple as marketing ones’ offerings within the context of segment-specific value propositions, thereby allowing vendors to talk to customers in a language they understand and appreciate. A more sophisticated Solutions approach can also include packaging all of the Solution components within an integrated offer, with a unified pricing and support model, and implementing marketing and sales techniques that are optimized to support a Solution-oriented go-to-market strategy.
In all cases, building a go-to-market strategy around Solutions makes it easier for customers to understand how technology vendors’ offerings can help them achieve their desired business outcomes, thereby lowering risk and cost of ownership, accelerating sales processes, and allowing for a deeper, relational sales engagements that result in more of a partnership between vendor and customer.
About the Author
Andy Lauta is a Partner at Digital Bridge Partners and has deep experience in strategy development in operations, product management, product marketing, and business development in the IT industry. He has 15+ years of successfully delivering solutions related to 3D technology, cloud services, desktop and mobile software, GTM strategy, technology platforms, and developer engagement across enterprise, small business, K-12, and consumer solutions and channels.
If you’d like to learn more, send Andy an email at firstname.lastname@example.org.
About Digital Bridge Partners
For many years, the team at Digital Bridge Partners has been working with enterprise and Cloud vendors to help them transform their partner channels into Solution Factories by aligning with proven best practices using assessments, training, workshops and other tools.
Learn more at www.digitalbridgepartners.com.