Go-To-Market Uncovered

PAUL SULLIVAN is Founder and Chief Strategist at ARISE GTM, a consultancy working with leadership teams in B2B tech business and financial services firms to shape and optimize go-to-market strategy. His work includes coaching, revenue operations, aligning marketing, sales, success, and product teams.

• Preface xvIntroduction xixPart I Introduction to Go-to-Market Strategy 1Chapter 1 The Importance of a Robust Go-to-Market Strategy 3Chapter 2 The Eight Pillars of GTM Strategy 13Part II Overview of the Arise Methodology 27Chapter 3 What the ARISE Go-To-Market Methodology ® Is 29Part III Assess 35Chapter 4 Evaluating Your Current GTM Strategy 37Part IV Research 59Chapter 5 Market Research Techniques 61Chapter 6 Competitive Landscape Analysis 71Chapter 7 Customer Insights Gathering 81Part V Ideate 87Chapter 8 Brainstorming Innovative GTM Approaches 89Chapter 9 Exploring Channel Strategies 97Part VI Strategise 109Chapter 10 Developing a Clear Value Proposition 111Chapter 11 Creating Messaging Frameworks 117Chapter 12 Positioning Strategies in Competitive Markets 119Chapter 13 Aligning Sales and Marketing Goals 125Chapter 14 Pricing and Revenue Models 135Part VII Execute 147Chapter 15 Creating a Comprehensive GTM Plan 149Chapter 16 Resource Allocation and Budgeting 157Chapter 17 Setting KPIs and Success Metrics 163Chapter 18 Building an Effective Sales Process 189Chapter 19 Developing Customer Onboarding Strategies 199Chapter 20 Reducing Churn and Increasing Customer Retention 211Part VIII Case Studies and Practical Insights 221Chapter 21 Real-World Applications of ARISE 223Chapter 22 Common Challenges and How to Overcome Them 237Conclusion: The Future of Go-to-Market Strategy 257Appendix 261Glossary of Technologies 263Acknowledgments 269About the Author 271Index 273

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