A Framework for Developing a Go-to-Market Strategy

A go-to-market strategy defines the activities and the participants that connect a firm to its customers and prospects. Figure 1-2 provides a list of go-to-market activities. The list is divided into two parts. The first part highlights the activities that comprise the customer attraction and retention process. Salespeople are candidates to engage in these activities. The second part shows several other channel functions that, while important, are not typically part of a salesperson's responsibility. This chapter discusses the role of the sales force in the customer attraction and retention activities.

Figure 1-2. Go-to-Market Activities That Connect a Firm with Its Customers and Prospects.

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