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

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.

In Go-To-Market Uncovered: How to Successfully Launch a Product and Drive Sustainable, Long-Term Revenue Growth, veteran strategist and entrepreneur Paul Sullivan delivers a practical exploration of his ARISE framework for bringing B2B SaaS, fintech, and tech-enabled businesses to market. The author walks you through how to fully implement this framework in just 30 days, giving you a blueprint for long-term success that you can apply to your own organization today.

Whether you work in a start-up, a scale-up, or a large enterprise, Go-To-Market Uncovered provides a thorough and agile approach to bringing your product to market. It shows you how to increase your company’s return on investment on tech and strategy initiatives and demonstrates how to effectively scale the methods found within.

In the book, you’ll discover what key performance indicators you need to keep track of, why you need to watch them, and which KPIs you can safely disregard. You’ll learn how to align your sales and marketing goals to create a unified customer experience. Finally, instructive case studies that illustrate the most common challenges, pitfalls, and opportunities in the go-to-market process highlight the real-world applicability of the ARISE framework.

Go-To-Market Uncovered is packed with the strategies, templates, worksheets, additional resources, reading materials, and lessons you need to make your next product or service launch an outstanding success. It offers tried-and-tested methods for anticipating market forces, positioning your firm relative to the competition, and overcoming performance challenges. Sullivan has created a must-read playbook for executives, managers, entrepreneurs, founders, and other business leaders who are ready for evidence- and experience-backed go-to-market strategies that outperform the competition.