Pub. Date:
Taylor & Francis
Go To Market Strategy / Edition 1

Go To Market Strategy / Edition 1

by Lawrence Friedman
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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' (sold over 20,000 copies since publication in 1999)

*Offers ready made go-to-market strategic planning for any organization

*Practical 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.

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!

Author Biography: Lawrence G. Friedman is Chief Executive Officer, The Sales Strategy Institute, Virginia, USA.

Product Details

ISBN-13: 2900750674606
Publisher: Taylor & Francis
Publication date: 06/18/2002
Edition description: New Edition
Pages: 310
Product dimensions: 6.25(w) x 9.25(h) x 0.75(d)

About the Author

Larry Friedman is CEO of The Sales Strategy Institute, an international go-to-market strategy and planning firm based outside Washington, DC.He is lead author of the best-seller The Channel Advantage (Butterworth-Heinemann, 1999) and co-author of the influential book, Getting Partnering Right (McGraw-Hill, 1996). Widely credited with establishing go-to-market strategy as a core focus of the corporate boardroom, Larry is recognized as a pioneer in the field of multi-channel integration and one of the world's leading experts on business partner channels. Over the past fifteen years, he has consulted to executives at a third of the Fortune 100, and has assisted in the negotiation of over 200 strategic alliances and partnerships on site in 21 countries. He is a sought-after guest speaker and lecturer throughout the US, Europe and Asia. Larry and his wife Kim reside in Reston, Virginia.Please visit

Table of Contents

Foreword by Neil Rackham
Go-to-market strategy: a brief tour of the issues and opportunities
The Ten Commandments of going to market
Targeting the right markets
Aligning with your customers
Choosing the right channels and partners
Rethinking your products and value proposition
Putting it all together: the integrated multi-channel model
Getting started: the ninety-day go-to-market action plan.

What People are Saying About This

Mark Hildebrand

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)

Dale Moss

...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)

Sergio Giacoletto

...provides an excellent framework, supported by practical examples, which will help any executive develop a sound strategy. (Sergio Giacoletto, Executive Vice President, Oracle Corporation)

Philip Kotler

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)

Mark Templeton

... filled with sage advice and common sense for connecting customers with products. (Mark Templeton, Chief Executive Officer, Citrix Systems)

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Go To Market Strategy 3 out of 5 based on 0 ratings. 2 reviews.
Anonymous More than 1 year ago
The fact that in the preview of the book one of the chapters starts out by referencing "businessmen", not "business people" tells me all I need to know about how either a) old this book is or b) old the author's thinking is. Think I'll pass.
Guest More than 1 year ago
This book provides marketing academics and practitioners with a new framework to analyze the marketplace. Instead of relying on Kotler's outdated internally-focused 4P marketing mix, Larry Friedman introduces a more modern customer-oriented version of the marketing mix, which consists of markets, customers, channels, products, and value propositions. A must have book for any serious marketer if I ever read one.