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A tried-and-tested playbook for product and service launches you can implement in just 30 days
Go-To-Market Uncovered: How to Successfully Launch a Product and Drive Sustainable, Long-Term Revenue Growth is a startlingly insightful and powerful new discussion of how to take your company's next product or service to market. In the book, author, strategist, and entrepreneur Paul Sullivan walks you through his ARISE framework, a set of strategies you can implement at your own company in just 30 days.
In addition to an evidence- and experience-based bird's-eye view of the go-to-market process, you'll get hands-on guidance on which KPIs to pay close attention to-and which ones you can safely ignore-as well as how to align your sales and marketing teams to create a unified customer journey. You'll find real-world case studies that demonstrate the real-world value of the ARISE framework and that show you how business leaders like yourself can overcome the challenges you're likely to face in your own launch.
Perfect for entrepreneurs, managers, executives, founders, and other business leaders, Go-To-Market Uncovered is an essential read for product leads, sales and marketing team leaders, and other professionals interested in discovering what distinguishes successful product launches from the rest.
A tried-and-tested playbook for product and service launches you can implement in just 30 days
Go-To-Market Uncovered: How to Successfully Launch a Product and Drive Sustainable, Long-Term Revenue Growth is a startlingly insightful and powerful new discussion of how to take your company's next product or service to market. In the book, author, strategist, and entrepreneur Paul Sullivan walks you through his ARISE framework, a set of strategies you can implement at your own company in just 30 days.
In addition to an evidence- and experience-based bird's-eye view of the go-to-market process, you'll get hands-on guidance on which KPIs to pay close attention to-and which ones you can safely ignore-as well as how to align your sales and marketing teams to create a unified customer journey. You'll find real-world case studies that demonstrate the real-world value of the ARISE framework and that show you how business leaders like yourself can overcome the challenges you're likely to face in your own launch.
Perfect for entrepreneurs, managers, executives, founders, and other business leaders, Go-To-Market Uncovered is an essential read for product leads, sales and marketing team leaders, and other professionals interested in discovering what distinguishes successful product launches from the rest.
PAUL SULLIVAN is Founder and Chief Strategist at ARISE GTM, a consultancy working with leadership teams in B2B tech business and financial services firms to shape and optimize go-to-market strategy. His work includes coaching, revenue operations, aligning marketing, sales, success, and product teams.
Preface xv
Introduction xix
Part I Introduction to Go-to-Market Strategy 1
Chapter 1 The Importance of a Robust Go-to-Market Strategy 3
Chapter 2 The Eight Pillars of GTM Strategy 13
Part II Overview of the Arise Methodology 27
Chapter 3 What the ARISE Go-To-Market Methodology ® Is 29
Part III Assess 35
Chapter 4 Evaluating Your Current GTM Strategy 37
Part IV Research 59
Chapter 5 Market Research Techniques 61
Chapter 6 Competitive Landscape Analysis 71
Chapter 7 Customer Insights Gathering 81
Part V Ideate 87
Chapter 8 Brainstorming Innovative GTM Approaches 89
Chapter 9 Exploring Channel Strategies 97
Part VI Strategise 109
Chapter 10 Developing a Clear Value Proposition 111
Chapter 11 Creating Messaging Frameworks 117
Chapter 12 Positioning Strategies in Competitive Markets 119
Chapter 13 Aligning Sales and Marketing Goals 125
Chapter 14 Pricing and Revenue Models 135
Part VII Execute 147
Chapter 15 Creating a Comprehensive GTM Plan 149
Chapter 16 Resource Allocation and Budgeting 157
Chapter 17 Setting KPIs and Success Metrics 163
Chapter 18 Building an Effective Sales Process 189
Chapter 19 Developing Customer Onboarding Strategies 199
Chapter 20 Reducing Churn and Increasing Customer Retention 211
Part VIII Case Studies and Practical Insights 221
Chapter 21 Real-World Applications of ARISE 223
Chapter 22 Common Challenges and How to Overcome Them 237
Conclusion: The Future of Go-to-Market Strategy 257
Appendix 261
Glossary of Technologies 263
Acknowledgments 269
About the Author 271
Index 273
| Erscheinungsjahr: | 2025 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | Einband - fest (Hardcover) |
| ISBN-13: | 9781394328888 |
| ISBN-10: | 1394328885 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: | Sullivan, Paul |
| Hersteller: | Wiley |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 208 x 137 x 13 mm |
| Von/Mit: | Paul Sullivan |
| Erscheinungsdatum: | 01.04.2025 |
| Gewicht: | 0,136 kg |
PAUL SULLIVAN is Founder and Chief Strategist at ARISE GTM, a consultancy working with leadership teams in B2B tech business and financial services firms to shape and optimize go-to-market strategy. His work includes coaching, revenue operations, aligning marketing, sales, success, and product teams.
Preface xv
Introduction xix
Part I Introduction to Go-to-Market Strategy 1
Chapter 1 The Importance of a Robust Go-to-Market Strategy 3
Chapter 2 The Eight Pillars of GTM Strategy 13
Part II Overview of the Arise Methodology 27
Chapter 3 What the ARISE Go-To-Market Methodology ® Is 29
Part III Assess 35
Chapter 4 Evaluating Your Current GTM Strategy 37
Part IV Research 59
Chapter 5 Market Research Techniques 61
Chapter 6 Competitive Landscape Analysis 71
Chapter 7 Customer Insights Gathering 81
Part V Ideate 87
Chapter 8 Brainstorming Innovative GTM Approaches 89
Chapter 9 Exploring Channel Strategies 97
Part VI Strategise 109
Chapter 10 Developing a Clear Value Proposition 111
Chapter 11 Creating Messaging Frameworks 117
Chapter 12 Positioning Strategies in Competitive Markets 119
Chapter 13 Aligning Sales and Marketing Goals 125
Chapter 14 Pricing and Revenue Models 135
Part VII Execute 147
Chapter 15 Creating a Comprehensive GTM Plan 149
Chapter 16 Resource Allocation and Budgeting 157
Chapter 17 Setting KPIs and Success Metrics 163
Chapter 18 Building an Effective Sales Process 189
Chapter 19 Developing Customer Onboarding Strategies 199
Chapter 20 Reducing Churn and Increasing Customer Retention 211
Part VIII Case Studies and Practical Insights 221
Chapter 21 Real-World Applications of ARISE 223
Chapter 22 Common Challenges and How to Overcome Them 237
Conclusion: The Future of Go-to-Market Strategy 257
Appendix 261
Glossary of Technologies 263
Acknowledgments 269
About the Author 271
Index 273
| Erscheinungsjahr: | 2025 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | Einband - fest (Hardcover) |
| ISBN-13: | 9781394328888 |
| ISBN-10: | 1394328885 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: | Sullivan, Paul |
| Hersteller: | Wiley |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 208 x 137 x 13 mm |
| Von/Mit: | Paul Sullivan |
| Erscheinungsdatum: | 01.04.2025 |
| Gewicht: | 0,136 kg |
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