Go-to-Market Performance Assessment

Peter Raulerson (), Jean-Claude Malraison and Antoine Leboyer
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Peter Raulerson: PARA Marketing Group, LLC
Jean-Claude Malraison: 56 rue Darwin

Chapter Chapter 7 in Building Routes to Customers, 2009, pp 135-152 from Springer

Abstract: There are two different ways to assess a company’s go-to-market performance. One way is to use the Routes-to-Market methodology to analyze the company’s go-tomarket costs to identify spending that can be optimized to make marketing, sales, and customer service more effective and efficient. This type of analysis is a real eye-opener for executives because it is usually the first time that they will see how the budgets for these organizations are connected and can be adjusted to drive more revenue and profit. This is discussed in the first section, “Analyzing and Optimizing Go-to-Market Costs.” The second way to assess a company’s go-to-market performance is to compare the company’s practices to the best practices of competitors or other relevant companies. This is discussed in the second section, “Comparing the Company’s Go-to-Market Performance to Best Practices.” The second way to assess a company’s go-to-market performance is to compare the company’s practices to the best practices of competitors or other relevant companies. This is discussed in the second section, “Comparing the Company’s Go-to- Market Performance to Best Practices.”

Keywords: Product Family; Market Segment; Customer Relationship Management; Basic Practice; Channel Marketing (search for similar items in EconPapers)
Date: 2009
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DOI: 10.1007/978-0-387-79951-3_7

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