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The WestbridgeOne

Routes to Market Process


A tested, proven standard for guiding business development

Thomas Creary and Nicholas Coutts


2009

Nicholas Coutts November 2008

Create/validate
Create/validatevalue
valueproposition/business
proposition/businesscase
casefor
forcustomer
customer
Size
Sizethe
theopportunity
opportunity
Sales/channel
Sales/channelcapability
capabilityand
andcapacity
capacityneeded
neededto
toaddress
addressthe
theopportunity
opportunity
Develop
DevelopMarketing
MarketingPlan
Planfor
forthe
theBusiness
Business
Ideal
Idealpartner
partnerprofile,
profile,value
valueproposition
propositionand
andbusiness
businesscase
case
Map
Mapthe
thesales
salescycle
cycleand
andprocess
process
Present
Presentbusiness
businesscase
caseto
topartner
partner
Develop
Developjoint
jointmarketing
marketingplan
planwith
withpartner
partner
Sign
Signcontract
contract
Generate
Generatedemand:
demand:action
actionjoint
jointmarketing
marketingplan
plan
Review/Measure
Review/Measureperformance
performance
Nicholas Coutts November 2008

WestbridgeOne Routes to Market Process

Create/validate
Create/validatevalue
valueproposition/business
proposition/businesscase
casefor
forcustomer
customer

This is a workshop exercise, lasting two to three hours. The output of the
workshop is the six level proposition, providing the compelling argument
for the customer:
1. Who we are, and our values.
2. What we do.
3. How we do it.
4. The offer which varies by audience: customers, partners, investors,
employees.
5. The direct benefit to each audience.
6. The end benefit.

Nicholas Coutts November 2008

WestbridgeOne Routes to Market Process

Size
Sizethe
theopportunity
opportunity

This defines the market size for the offer, for which a value proposition has been created.

The output is a tool, populated with data that can be validated, to ensure the go to
market plan is based on evidence.

The market can be sized using existing market data, based on the number of potential
target customers, by country, type, or other variable, by making assumptions about the
nature of a large, medium or small customer, a project, a sale, or other parameter, such
as average transaction value, number of transactions per year, length of life of the
customer, and the lifetime value of a customer.

The opportunities can then be prioritised, according to criteria that are used to describe
the attractiveness of each opportunity, including cost of sale, number of competitors,
margin, length of sales cycle or other variable.

Allows for an understanding of the whole opportunity and who takes what portion of it
you, the partner, the competition

This step can include desk research, field or market research. Opportunity prioritisation
is a workshop attended by the client team. The workshop lasts one day. More time may
be needed, if the number of offers and market being considered is large.

Nicholas Coutts November 2008

WestbridgeOne Routes to Market Process

Sales/Channel
Sales/Channelcapability
capabilityand
andcapacity
capacityneeded
neededto
toaddress
addressthe
theopportunity
opportunity

A model is generated, allowing the determination of the number and type of


internal resource/partner/intermediary needed to address the opportunity to be
calculated an evidence-based plan for reducing risk

The model generally takes half a day to complete.

Further work may be needed to validate the assumptions and data in the model,
to ensure the go to market plan is based on evidence.

Nicholas Coutts November 2008

WestbridgeOne Routes to Market Process

Develop
DevelopMarketing
MarketingPlan
Planfor
forthe
theBusiness
Business

Integrates the key components of the vision and the requirements for
success. Generates a what and why for each of the following:
Value proposition and business case for the ultimate customer
The size of the opportunity
The portion available to the company
The timeframe of the opportunity
The business model required to address the opportunity
The resources and capacity required to realize the opportunity
Leads to the definition of the ideal partner and the business case for such
The first written document from the exercise, integrating the results of the
process to date. Review and approval by management

Nicholas Coutts November 2008

WestbridgeOne Routes to Market Process

Ideal
Idealpartner
partnerprofile
profileand
andpartner
partnermarketing
marketingplan
plan

This is a workshop, to agree on the criteria that define the ideal partner
and the development of the marketing plan for partners. There may be
more than one partner type, so a number of profiles may be needed.
The criteria that can describe the ideal partner include:
Size
Motivation
Strategic fit
Business model
Ability to invest
Customer base
Service capability
The workshop takes up to half a day. The output is a partner marketing
plan that is aligned with the company business model . The content is
tailored to each partner in the mix as relevant.
Nicholas Coutts November 2008

WestbridgeOne Routes to Market Process

Map
Mapthe
thesales
salescycle
cycleand
andprocess
process

Uses a template for charting all steps in the sales cycle, with
timelines and resources required
A two to three hour session with company management and
sales personnel

Nicholas Coutts November 2008

WestbridgeOne Routes to Market Process

Value
Valueproposition
propositionand
andbusiness
businesscase
casefor
forpartners
partners

The value proposition is derived from the first step, the development of the six
level proposition. It is the main element of the business case that is presented
to partners, to recruit partners.
The business case for partners is a presentation, which sets out the main
incentives and investments for the partner, including revenue and profit over
three years and the investment needed in sales and service to support the
revenue.
The value proposition and business case for partners is a workshop with the
client, facilitated by the consultant. It takes up to one half day. The output is a
presentation of the business case, which is based on the template.
The business case may be tested and refined.

Nicholas Coutts November 2008

WestbridgeOne Routes to Market Process

Present
Presentbusiness
businesscase
caseto
topartner
partner

Meetings are set up with potential partners and the business case presented to
the partner.
The outcome is an agreement with the partner to proceed to complete the joint
partner marketing plan.

Nicholas Coutts November 2008

WestbridgeOne Routes to Market Process

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Develop
Developjoint
jointmarketing
marketingplan
planwith
withpartner
partner

The marketing plan developed in step 4 (Marketing Plan for the Business) is
adapted for the partner.
This is completed with the partner, using collaborative work tools
The output is the document that is used to set the targets for the partner and
review performance.
The document is part of the contract that is then completed with the partner.

Nicholas Coutts November 2008

WestbridgeOne Routes to Market Process

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Sign
Signcontract
contract

Once the joint marketing plan with the partner has been developed and agreed,
the contract can be signed.
The output of this step is the signed contract.

Nicholas Coutts November 2008

WestbridgeOne Routes to Market Process

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Generate
Generatedemand:
demand:action
actionjoint
jointmarketing
marketingplan
plan

This step is a continuous process, with the company assisting the partner in
the kick off of the plan and its rollout according to the contract.

Nicholas Coutts November 2008

WestbridgeOne Routes to Market Process

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Review
Review

A review of progress with the joint marketing plan should take place at least
once each quarter, using measurable parameters of performance developed
in the marketing plan development phase
Output can include recommendations about changes and improvements to
the tools, methods and processes.

Nicholas Coutts November 2008

WestbridgeOne Routes to Market Process

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The WestbridgeOne Routes to Market Process


A tested, proven standard for guiding business development

Contact: Tom Creary, Montreal, 514.893.4295


Nick Coutts, London, 44 0207 386 3957

Nicholas Coutts November 2008

WestbridgeOne Routes to Market Process

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