GO-TO-MARKET STRATEGY:
THE COMPLETE CHECKLIST
for B2B SaaS Companies
DEFINE THE TARGET MARKET
This should be a set of characteristics that
describe the organizations you plan to sell to
including, industry, location, size, status and
performance. The market can consist of
either existing customers or a new market.
UNDERSTAND YOUR BUYER PERSONAS
Buyer personas are a representation of what
your ideal buyer looks like. What roles do
they have? What does their day-to-day look
like? What challenges do they face? How
does your offer help them solve their
challenges and achieve their goals?
CREATE A VALUE PROPOSITION
Your value proposition is a pledge of what
will be delivered, experienced and acquired
by a prospect when they become a
customer. It should clearly convey why they
should choose you over a competitor.
IDENTIFY KEY COMPETITORS
Assess the strengths and weaknesses of
current and potential competitors. This will
uncover opportunities to differentiate your
product or service from theirs in the minds of
your consumers while mitigating possible
threats.
CHOOSE A PRICING STRATEGY
You can analyze what competitors with
similar products are doing to gain initial
pricing strategy ideas, but your pricing
model should be built around the value
that your product provides to your
customers while maximizing profitability.
DETERMINE PURCHASING METHODS
Consider the ways someone could
purchase your product and become a
customer. Can they sign up for a trial or
demo? Is there a free version of the
product? Will you provide a consultation
or assessment?
MARKETING AND SALES STRATEGY
Determine the ways you plan on
educating your target market about your
new offer. This will be heavily dependent
on whether you are targeting existing
customers or new markets.
LAUNCH
Once you have gone through the seven
items on this checklist, you will be ready
to introduce your new product or service.
Take a deep breath, don’t panic and
launch!