Challenges
When companies “go to market,” they bring together all the commercial functions—sales, marketing, brand management, pricing, and consumer insight—to drive the bottom line. This raises a set of key challenges, and companies face some critical questions:
How can we ensure that our go-to-market strategy fits the current needs of our business model, channels, and customers?
What measures can we take to improve alignment and integration across the various commercial functions?
How can altering our go-to-market approach help support cost-reduction efforts—without harming the core business?
How can we build the best-in-class capabilities (processes, people, and infrastructure) required to support an effective go-to-market strategy?
BCG Competencies
BCG’s Go-to-Market Strategy experts use an integrated approach to help clients improve their commercial activities and achieve competitive advantage. We work with companies to assess the effectiveness of their current marketing and sales capabilities and identify the areas most in need of attention.
Our product suite ranges from a quick Health Check diagnostic to a broad-ranging Go-to-Market Advantage (GTMA) program to focused “surgical strikes” on key issues (such as pricing, marketing effectiveness, and trade terms). We then position the organization for sustained improvement, using sophisticated process tools and change-management techniques.
Within Go-to-Market Strategy, we cover all aspects of the commercial agenda from beginning to end:
Commercial strategy, objectives, and goals
Commercial execution (across marketing, sales, pricing, and customer insight)
Go-to-market capabilities: organizational and process enablers
BCG provides best-in-class support to clients on go-to-market strategy issues across all industries and countries. Our experience includes extensive work in consumer goods, financial services, industrial goods, technology, health care, and energy.
Our global Marketing and Sales practice collects and disseminates our experience, best practices, frameworks, and approaches via a network of Go-to-Market Strategy experts. This network includes more than 125 partners with deep experience in go-to-market strategy in more than 70 global offices.