Go To Market Strategy: Advanced Techniques and Tools for Selling More Products to More Customers More Profitably [Hardcover]

Lawrence Friedman (Author)

Book Description

Publication Date: July 2, 2002

In this path-breaking new book, best-selling author and leading go-to-market strategist Larry Friedman provides a practical and battle-tested approach for taking products, services, divisions, or even an entire company to market!

Drawing on dozens of examples and best-practices across a variety of industries, 'Go To Market Strategy' lays out a clear and actionable blueprint for building a winning go-to-market plan - one that will enable you to do more business, with more customers, more often, and more profitably.

In this book you'll find all of the techniques and tools you need to answer today's crucial go-to-market questions:

· Which markets offer the best opportunities for profitable growth?

· What do my target customers need? How can I do a lot more business with them?

· What mix of channels and partners will help me reach and sell to the most customers at the lowest possible cost?

· Do I have the right product or solution? How can I create broader customer interest in my offerings?

· Do I have a winning value proposition? What would make the 'message' more compelling - and drive more purchasing activity?

'Go To Market Strategy' is not about incremental change. As Friedman points out, it is for executives seeking nothing less than double-digit revenue growth and the slashing of at least 10-15 percent of selling costs - absolutely realistic results that go-to-market innovators have consistently achieved. This book lays out all of the techniques used by the world's top go-to-market leaders, so you too can achieve those kinds of results, and gain a real go-to-market competitive advantage in your markets.

New thinking from the author of 'The Channel Advantage'Offers ready made go-to-market strategic planning for any organizationPractical advice and a revolutionary strategic approach to creating and retaining customers using new technologies and new channel mixes for faster, more efficient routes to market.

Editorial Reviews

Review

Endorsements for 'Go To Market Strategy':

'Go To Market Strategy is one of the best books I have read about getting into any market. It is an extremely systematic and practical guide for choosing, entering and capturing markets. Do not develop your channel strategy until you've read this book.'- Philip Kotler, S.C. Johnson & Son Distinguished Professor Of International Marketing, Kellogg School of Management, Northwestern University

'Go To Market Strategy is another great book from Larry Friedman for hands-on business leaders. The book is filled with sage advice and common sense for connecting customers with products. It can really make a difference in your business results.' - Mark Templeton, Chief Executive Officer, Citrix Systems

'The implementation of a comprehensive, multi-channel go to market strategy is key for any company to achieve profitable growth. In this insightful book, Larry Friedman provides an excellent framework, supported by practical examples, which will help any executive develop a sound strategy.' - Sergio Giacoletto, Executive Vice President, Oracle Corporation

'This book will help you tap into the next real window of opportunity: go-to-market competitive advantage. Highly recommended.' - Mark Hildebrand, Chief Executive Officer, Crowe Chizek and Company, member Horwath International

'Go to Market Strategy is a burning bush of wisdom that gets the fundamentals of focus, discipline and execution neatly aligned. A must-read!" - Dale Moss,
Director of Sales Worldwide, British Airways

From the Publisher

In this path-breaking new book, best-selling author and leading go-to-market strategist Larry Friedman provides a practical and battle-tested approach for taking products, services, divisions, or even an entire company to market! Drawing on dozens of examples and best-practices across a variety of industries, 'Go To Market Strategy' lays out a clear and actionable blueprint for building a winning go-to-market plan – one that will enable you to do more business, with more customers, more often, and more profitably.

In this book you’ll find all of the techniques and tools you need to answer today’s crucial go-to-market questions:

· Which markets offer the best opportunities for profitable growth?

· What do my target customers need? How can I do a lot more business with them?

· What mix of channels and partners will help me reach and sell to the most customers at the lowest possible cost?

· Do I have the right product or solution? How can I create broader customer interest in my offerings?

· Do I have a winning value proposition? What would make the ‘message’ more compelling – and drive more purchasing activity?

'Go To Market Strategy' is not about incremental change. As Friedman points out, it is for executives seeking nothing less than double-digit revenue growth and the slashing of at least 10-15 percent of selling costs – absolutely realistic results that go-to-market innovators have consistently achieved. This book lays out all of the techniques used by the world’s top go-to-market leaders, so you too can achieve those kinds of results, and gain a real go-to-market competitive advantage in your markets.

See all Editorial Reviews

Product Details

• Hardcover: 294 pages
• Publisher: Butterworth-Heinemann; 1 edition (July 2, 2002)
• Language: English
• ISBN-10: 0750674601
• ISBN-13: 978-0750674607
• Product Dimensions: 9.2 x 6.2 x 0.8 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (18 customer reviews)
• Amazon Best Sellers Rank: #510,958 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

16 of 16 people found the following review helpful:

5.0 out of 5 stars Oustanding, August 14, 2002

By 

Jud Gershon (Cleveland, OH) - See all my reviews

This review is from: Go To Market Strategy: Advanced Techniques and Tools for Selling More Products to More Customers More Profitably (Hardcover)

I agree completely with the other reviewers; this is a best-in-class book that will become a "classic" over time. While it is at the top of its game for its knowledge and insight, it also is an easy, laid back read. For at least five years, I've been hearing about Go To Market Strategies but no one has defined what it means yet, or tried to. When you see the cover of this book, you think "Of course. It is about time someone wrote this book". Once you go inside the covers, you will be pleased. The best endorsement I can give is that I am buying a copy for each of my 41 direct reports. Author Larry Friedman offers a clear and practical framework for going to market, which involves choosing the right markets, channels, products, customers, and value propositions to increase growth and profits. This approach is supported by scores of examples. The examples are of real companies with real problems, not the usual "In Search Of Excellence" best practice stories that are happy-face fairy tales for the most part. The whole book was well informed from cover to cover. The most important chapters were the Ten Commandments Of Going To Market, and Targeting The Right Markets, which is the soundest and best description of market evaluation and selection techniques anyplace. That chapter must be why the book got such a strong endorsement from Kotler, the Marketing Guru. If there is a weakness in this book, it is the chapter on products. While the discussion of product development as part of a market strategy overhaul is OK, the author's strength is in marketing and channels, not product development. On the other hand, he does have a few provocative things to say about product design. The author's reputation preceeding this book is as a channel strategist, and for the large parts of the book that concerns sales and marketing channels, he does not disappoint. It is brutally evident here that he knows more about channels and partner distribution than anyone else today, period. Go To Market Strategy is an Internet Mania Free Zone, with a sane and balanced view point on the role of the Internet in an overall marketing strategy. You will enjoy his description of the Pets.com debacle. I almost fell out of my chair laughing at his irreverent(and dead-accurate) analysis of why Pets.com failed. He also has an irreverent and cynical view point about marketing consultants, a group he acknowledges belonging to. You get the impression that the author has a sense of humor about the whole thing. That is very refreshing and reason in itself to buy this book. Also, make sure you read every footnote. They're like the bonus materials on a DVD movie. A few are standard references, but many have extra information and insight, and they are kind of a running commentary on the main body of the text.

22 of 26 people found the following review helpful:

1.0 out of 5 stars Misleading title draws wrong reader., September 3, 2005

By 

Peter Botros (Kingston, Ontario Canada) - See all my reviews

This review is from: Go To Market Strategy: Advanced Techniques and Tools for Selling More Products to More Customers More Profitably (Hardcover)

Friedman certainly seems to know what he's talking about. I wouldn't know since I ordered the book to learn about how to enter the market with a new product as a small entrepreneur. Friedman's advice is geared to the large corporation with large resources for research and marketing. He does not address the objectives stated in the title from the perspective and access to resources of the small business. For this type of reader the information may be interesting from a theoretical standpoint but I certainly found no practical advice to help my situation.

8 of 8 people found the following review helpful:

5.0 out of 5 stars Very comprehensive and practical !!!, October 10, 2005

By 

Ricardo Degas - See all my reviews

This review is from: Go To Market Strategy: Advanced Techniques and Tools for Selling More Products to More Customers More Profitably (Hardcover)

Author Friedman provides a very comprehensive picture of how to take products and services to market, in the most efficient and effective ways. This book is practical - it's more for sales management and marketing executives than for students and academicians. Going to market today is complex and risky, and difficult to figure out the right mix of people, channels (Internet, phone, mail, partners, etc). This book helps sort it all out in a well structured way. I highly recommend.