A customer-aligned, full lifecycle go-to-market messaging framework
Right now, there are two big, dangerous problems running loose around the B2B jungle, costing companies millions and inhibiting business growth:
- the ability for Sales to articulate your solution’s value
- the cost of losing customers to churn, rather than retaining them.
The thing is, you can dramatically diminish both of these by making just one big improvement:
Communicating a more valuable, accurate and consistent message throughout the entire go-to-market lifecycle.
That’s because you set buyer and user expectations, right from moment one, by the information they hear or see (and interpret) in your messaging. If it’s too fuzzy, then you’ve failed to communicate value. On the other hand, if it wins the purchase but the rest of the experience fails to deliver, then it was wrong — and the customer churns.
Messaging has changed
In the past decade, the more sophisticated companies we work with have embraced customer success initiatives, even embedding them into the company’s DNA. Some (often the same ones) have leveled up their sales conversations as well.
But even so, we hadn’t seen a go-to-market messaging framework that encompassed the full scope of what GTM means to everyone on the customer end of the message — the prospect, the buying committee, the end user, and the renewer.
Some of the best minds in CX teach that the impact of marketing is greatest when it is guided by the customer experience. Yet we consistently saw businesses tossing customer lifecycle marketing and user experience into the go-to-market messaging pot, after the fact and not a little hastily.
So we cooked up our own system to align them.
The Honest GTM™
The Honest GTM™is a recipe for end-to-end messaging that builds on its twelve ingredients to deliver a complete go-to-market messaging framework.
“Twelve ingredients!?” you think. “Can’t messaging be done with a three-part elevator pitch? A four-step selling proposition? Six pillars of value?”
But make no mistake: each of the 12 components is present, or absent, every time you go to market with a product.
The problem is, if you’re not the one articulating them in your marketing, sales, and customer experience, then someone else is (and let’s hope it’s not your competitors). Otherwise, customers are left to fill in the blanks.
What’s more, the Honest GTM has built-in checkpoints that keep your messaging (ahem) HONEST:
- Holistic – reflecting the end-to-end journey
- Obvious – showing a clear path to outcome
- Necessary – solving a need
- Empathetic – touches a nerve with intended target
- Supportable – backed with evidence
- Trustworthy – resonant with expectations
Use the Honest GTM process to develop a more focused go-to-market messaging strategy for your product launches that’s reinforced consistently, everywhere your buyers — and users — encounter it.
LN’s go-to-market and nurture strategies allowed us to understand exactly what customers desire in the B2B purchase journey.W.W., VP Worldwide Customer Success, San Antonio, TX
All the ingredients
We think of the Honest GTM as a recipe. You need all the ingredients in order to deliver the most airtight, compelling message to your market. But how much emphasis you place on each ingredient will vary, and will change the flavor accordingly.
Ultimately those deliberate variations will result in your differentiation – the factors that set you, and your offering, apart.
We use this approach in all our engagements and cover the ingredients more extensively in our Be the Buyers Blog.