Growth and Go-to-Market
Capability
Growth and Go-to-Market
Where the next revenue comes from, and the motion that reaches it.
What this means in practice
Three situations, and what we actually do in each.
Growth has slowed in the core
We find where the next revenue is: segments, pricing, channels and the customers you already have, ranked by size and by how fast each can be reached.
A new product or unit needs a route to market
The target customers, the proposition, the price and the sales motion, designed together rather than one after another, and carried through the first months of selling.
Sales and marketing still run on instinct
Data-driven commercial practice: the use cases along the customer journey, from first contact to renewal, introduced in the order your data can support.
Thinking in this capability
