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Go-to-Market Performance Assessment

In: Building Routes to Customers

Author

Listed:
  • Peter Raulerson

    (PARA Marketing Group, LLC)

  • Jean-Claude Malraison

    (56 rue Darwin)

  • Antoine Leboyer

Abstract

There are two different ways to assess a company’s go-to-market performance. One way is to use the Routes-to-Market methodology to analyze the company’s go-tomarket costs to identify spending that can be optimized to make marketing, sales, and customer service more effective and efficient. This type of analysis is a real eye-opener for executives because it is usually the first time that they will see how the budgets for these organizations are connected and can be adjusted to drive more revenue and profit. This is discussed in the first section, “Analyzing and Optimizing Go-to-Market Costs.” The second way to assess a company’s go-to-market performance is to compare the company’s practices to the best practices of competitors or other relevant companies. This is discussed in the second section, “Comparing the Company’s Go-to-Market Performance to Best Practices.” The second way to assess a company’s go-to-market performance is to compare the company’s practices to the best practices of competitors or other relevant companies. This is discussed in the second section, “Comparing the Company’s Go-to- Market Performance to Best Practices.”

Suggested Citation

  • Peter Raulerson & Jean-Claude Malraison & Antoine Leboyer, 2009. "Go-to-Market Performance Assessment," Springer Books, in: Building Routes to Customers, chapter 0, pages 135-152, Springer.
    • Handle: RePEc:spr:sprchp:978-0-387-79951-3_7
    DOI: 10.1007/978-0-387-79951-3_7
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