The Right Go-to-Market Strategy to Cover Your Market

Joining us for today’s show is Oni Chukwu, a software executive who knows how to make the number. Today’s topic is Go-to-Market Strategy. Oni and I leverage the How to Make Your Number in 2018 Workbook to access emerging best practices as a guide for our questions. Access the latest Workbook to review the Corporate Strategy section. Flip to Step 5 Go-to-Market that includes Coverage and Channels as well as Pricing and Packaging phases. [p]

Our guest today is Oni Chukwu, the Chief Executive Officer of etouches, the premier leader in event management software. The event management software covers everything from venue sourcing all the way through analytics and serves over 1,500 customers in 50 countries. Oni will demonstrate how to sufficiently cover your markets by selecting and optimizing your sales channels and packaging your products correctly.

Why this topic? Not covering your addressable market entirely will result in missed revenue opportunities. Traditional routes to market are being replaced with innovative ways to reach customers. Packaging your products the same way as your competitors results in perceived commoditization and a race to the bottom.

Oni is uniquely qualified to speak on this topic as an executive leader with an exceptional history of accomplishment in leading companies to grow faster than the industry and the competitors. Listen as Oni demonstrates how to plan your corporate strategy to:

Sufficiently cover your markets.

Select and optimize your sales channels.

Price and package your products correctly.

Category Bundling represents a company that's moving from a company that has several products, and they're bundling these products potentially up into solutions. They're presenting bundles to the customer. Oni describes his thoughts regarding product bundling:

It's an evolutionary step where you're going from the product company to a solutions company I think it serves us very well, because as a company we're on the innovative edge. We're constantly adding products, constantly innovating. Giving our customers value for what they pay us. I think it makes sense for our customers, and given that there's segments of customers and you're not serving just one industry. There's segments of customers that needs certain things, and certain solution sets that you can actually package and make it more meaningful to them.