For many marketers, the most difficult challenge is not developing a single integrated campaign plan or even an annual marketing plan, rather it is developing a comprehensive go-to-market plan for a major marketing initiative such as the introduction of a new product, expansion into a whole new geography or the offering of a new service.

EMM Group has a comprehensive, unique go-to-market approach. It’s unique in three respects: (1) it’s enabled with EMM Group’s valuable proprietary tools (2) it’s developed efficiently with a series of high energy one day workshops led by EMM Group and (3) it’s deployed rapidly by your team with the hands-on assistance of EMM Group professionals. Experience at clients such as GE, Gillette and Smithfield Foods indicate this is the most comprehensive and effective approach to go-to-market planning available today.

EMM Group’s comprehensive GTM approach consists of four major steps each with proprietary tools, customized workshops, and specific inputs and outputs. The four major steps in go-to-market are:

STEP #1: Create the knowledge base

• Key Outputs: Customer usage and behavior understanding, needs analysis, competitive analysis, key issues and opportunities
• EMM Group Tools: Voice of the Customer, "I wish I Knew’s",Customer research tool kit

STEP #2: Segments the market and develop insights

• Key Outputs: Customer segments, target selection and profiling, target segment insights
• EMM Group Tools: six C’s insight tool, segmentation tools, profiling tools, target selection tools

STEP#3: Develop the value proposition

• Key Outputs: Value proposition and test, Strategic pricing, innovation brief
• EMM Group Tools: Value proposition template, 4 D ideation tool

STEP #4: Create and harmonize plan elements across the touch points

• Key Outputs: strategic plan (goals, imperatives, initiatives), integrated launch plan
• EMM Group Tools: strategic plan template, integrated launch plan template, metrics