Here’s Why a Go to Market Strategy Is Essential

At Armada Digital, our team has partnered with service-based businesses to introduce their new venture to the world and long-standing organizations as they look to scale their impact or pivot their audience. In either case, the brand, and all of its nuance and history, started as new to us.

In the beginning, we can’t recite their services, list audience demographics, mimic internal language, guess at team dynamics—any of it. Yet many sales conversations begin with the expectation that we can take over their digital marketing come Monday, including the buildout of a social media calendar, email marketing execution, the generation of blog content, and kicking off a PPC ad campaign. And while we could start throwing things at the wall to see what sticks, we’d much rather avoid burning bridges and opt for a more measured approach.

Brand Guidelines vs. Go to Market Strategy

In some cases, businesses come prepared with detailed brand guidelines, which communicate the brand identity and are meant to ensure all visual elements are in alignment. What it rarely does, however, is get into the nitty gritty details of service offerings or recap what marketing and sales strategies have been tested up to this point, and what the outcomes were. So while our team may now have something to reference for the foundational elements (tagline, mission statements, etc.), we don’t yet have a clear picture of where you’ve been or where you want to go.

Enter the “Go to Market Strategy.” This deliverable is a comprehensive marketing strategy that outlines how to reach, nurture, and convert your intended audience—including where to find them, how to (and how not to) speak to them, and what the markers of success look like. It’s during this process that we get into the weeds and ask questions you may not have answers to (yet). But in order to deliver an informed and data-driven strategy,  we have to do our due diligence.

What Comes After?

Our timeline for the Brand Audit & Go to Market Strategy deliverable is 30 days. The process itself is energizing and clarifying as marketing, sales, and operations teams come together and share ideas and feedback. We refer to it as “our runway,” which can be intimidating if your business is in a place where leads were needed yesterday. That said, we can’t stress enough how much time, money, and energy are saved by building in the time and space for your marketing partner to get up to speed and map out the route to your definition of success. 

Ready to climb aboard? Contact our team here to get started.