Recorded at the lounge inside the Robert Redford Center at Sundance Mountain Resort, Brendan Kownacki speaks with Kelsey Durkin during Brigadoon Sundance 2019.
Kelsey is a 2x Brigadoon Sundance participant and for 2019 joined the main stage to lead a discussion on "Living Fearlessly."
Kelsey is a writer and comedian and you can find her at the Keep On podcast.
Selling wellness, whether it works or not: WSJ reports, developers command a premium for homes with amenities like infrared saunas and meditation rooms, though some scientists dispute their benefits.
Nearly 1 in 5 students in the US don't have access to computers at home.
Flying cars get a lift from Denso and Honeywell: Nikkei reports, Japanese automotive parts supplier Denso will join forces with Honeywell International to jointly develop electric and hybrid propulsion systems for flying passenger vehicles under plans announced Monday.
Millennials prize experiences: Forget the thread count, plush bathrobes and white goose-down pillows. A vacation is no longer defined by where you stay, but what you do—at least for many millennials.
Pilita Clark: The sad decline of the sensible company name: Many modern businesses offer baffled outsiders no clues about what it is they actually do.
Canada ‘blew’ its chance to be the world’s pot leader: Bloomberg reports, a lack of policy innovation, a messy patchwork of provincial regulations and severe restrictions on marketing and branding have left Canadian pot companies eating the Americans’ dust, according to Neil Selfe, founder, and chief executive officer of Infor Financial Group Inc.
San Antonio as a TV market: It is bigger than Kansas City, Milwaukee, Cincinnati, and Las Vegas on its own. Combine it with Austin, and you have 1.71 million TV households, which is more than Miami-Fort Lauderdale or Denver, + in the ballpark of Minneapolis-St. Paul and Seattle-Tacoma.
"The purpose of business is to create a customer." -- Peter Drucker
What's your GTM?
You know, GTM = Go-to-Market.
Building a powerful and integrated go-to-market system is how companies win in the long-term.
Short-term hacks and quick sales may seem enticing, but hacks are hacks used by hacks.
An effective go-to-market system is the missing link between a company’s strategy—decisions about where to compete and how to win—and fostering exceptional customer experiences that are the ultimate path to success and ensure long-term profitability.
With such a system, an organization can identify attractive target customers and design value propositions tailored to those customers’ needs at the same time maximizing a company’s strengths.
GTM enables a company to deliver these offerings to the marketplace while continually refining them based on fast and reliable customer feedback.
This closed-loop feedback process bridges the gaps to keep a company in sync with its market.
Using tactics that are agile and iterative ensure an organization develops product ambassadors.
Nurturing happy, loyal customers who take on the role of product ambassadors ensures lasting success: Loyal customers buy more products, stick around longer, cost less to serve and sing the company’s praises to their friends and colleagues.
According to Bain & Company, companies with world-class GTM systems have the following capabilities in common:
They synchronize their operations with the ever-changing marketplace to accommodate industry disruptions, competitor moves, and their own entry into adjacent markets.
They understand the needs of their target-customer, allowing them to deploy their sales resources to the highest-value opportunities within each customer segment, selling channel, and geography.
And they establish simple, clear decision roles and processes—a major strength, particularly given that many organization’s sales and marketing efforts are stymied by bureaucratic and silo decision making.
It doesn’t matter if you’re making shampoo or selling multi-day excursions — any product can be bought or sold with the right alignment and team structure to support it.
However, a GTM system gets to the heart of building a great company and forces the central question: What are we building and for whom?
These questions must be asked and answered to be effective for a successful go-to-market system.
Executing a GTM system will delight your customers and surprise your competition.
- Marc
Marc A. Ross is the founder of Brigadoon and specializes in advocacy communications for global business working at the intersection of globalization, disruption, and politics.
The International Astronomical Union (IAU) is voicing concerns about the risk that SpaceX's Starlink and other planned massive satellite constellations in low Earth orbit pose to astronomy.
"The organization, in general, embraces the principle of a dark and radio-quiet sky as not only essential to advancing our understanding of the Universe of which we are a part, but also as a resource for all humanity and for the protection of nocturnal wildlife. We do not yet understand the impact of thousands of these visible satellites scattered across the night sky and despite their good intentions, these satellite constellations may threaten both."
