The foundation of a successful company begins with a properly developed Go-to-Market Strategy. The goal is to align the product and the organization with the buying process of the customer. The strategy must contain disruptive components that minimize the competition and increase revenue generating opportunities.


The customer journey gives an organization visibility into the buying process of their customers. The process begins with conducting interviews with the customers who bought, the prospects that evaluated but bought a competitor product, and, the prospects that evaluated but did not buy any product. The end result helps the organization understand the buying processes of their customers and then align their organization around those buying processes. The “aha” moment also helps the organization understand a what point during the sales cycle their customers decided to buy. The primary benefit is faster sales cycles.


Customer Insights gives an organization the ability to understand their customer and their motivations for interacting with the brand. Unlike a customer journey which follows the buying process, customer insights provide an understanding of the individual. The process begins with interviewing customers to understand their motivations, feelings and desires to interact with the brand. The “Yes” moment helps the organization understand why that person is a customer. The primary benefit is to improve the customer experience which ultimately drives more revenue.


Vendor Landscape gives an organization an understanding of where they stack against their competitors. The process begins with research into vendor viability, strategy, reach and channel. It then evaluates product features, usability, affordability and architecture. A SWOT Analysis is then performed on each competitor. The final result is a competitive landscape that can be used for marketing collaterol, training and messaging. The benefit to the organization is an increase in client acquisition.


Market Disruption enables an organization to pivot away from a crowded and commoditized marketplace into new spaces. The process begins with customer brainstorm sessions which help them to understand and validate the value proposition. Additional brainstorm sessions with internal organization sponsors build the innovation. The intersection of value and innovation enables the organization to pivot to new markets. The benefit to the organization is new client acquisition.