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
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:
ˇ Which markets offer the
best opportunities for profitable growth?
294 PAGES
ˇ What do my target
customers need? How can I do a lot more business with them?
ˇ What mix of channels and
partners will help me reach and sell to the most customers at the lowest possible cost?
ˇ Do I have the right
product or solution? How can I create broader customer interest in my offerings?
ˇ 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.