Optimize your Go-To-Market through Solutions


By Andy Lauta

Too often enterprise Cloud, SaaS and PaaS vendors take an “inside-out” approach to their go-to-market strategy. By “inside-out” I mean the focus tends to be on their own offerings and the associated features and benefits – which become the focal point of their value proposition, messaging and go-to-market strategy. The problem with an “inside-out” approach is customers don’t think that way at all.

Customers think about business challenges and look for ways to get things done faster, reduce costs, and create competitive advantage. To a customer, technology is simply a tool that helps them achieve desired business outcomes.

So, when vendors take an “inside-out” approach, they are, by default, leaving it up to their customers to do the hard work of translating product features and benefits to business outcomes. This adds time, complexity, and risk to the GTM process, and often results in longer, more expensive sales cycles with lower close rates.

Over the years, successful technology vendors have learned that “outside-in” is a more effective GTM approach. “Outside-in” means developing a deep understanding of customers’ needs and desired business outcomes and taking the time to map customer needs and outcomes back to the products, services and technologies that enable them (so your customers don’t have to).

An “outside-in” – or Solutions-oriented approach – can be as simple as marketing ones’ offerings within the context of segment-specific value propositions, thereby allowing vendors to talk to customers in a language they understand and appreciate. A more sophisticated Solutions approach can also include packaging all of the Solution components within an integrated offer, with a unified pricing and support model, and implementing marketing and sales techniques that are optimized to support a Solution-oriented go-to-market strategy.

In all cases, building a go-to-market strategy around Solutions makes it easier for customers to understand how technology vendors’ offerings can help them achieve their desired business outcomes, thereby lowering risk and cost of ownership, accelerating sales processes, and allowing for a deeper, relational sales engagements that result in more of a partnership between vendor and customer.

Digital Bridge Partners has been helping our clients take advantage of “outside-in”, Solutions-oriented go-to-market strategies for many years. If you want to learn how Solutions can help you accelerate sales, increase close rates, and develop deeper relationships with your customers, send me a note at andy@digitalbridgepartners.com.