Market Messaging and Sales Execution
There is a science to taking a service offering, a product, or a business line to market successfully.
What sounds or looks good internally often lacks resonance with clients and unfortunately, all too often is how go-to-market strategies are developed and executed.
Deploying Oculus’ proven methodologies enables both internal buy-in and meaningful market impact.
Positioning first, solutions second
Any go-to-market strategy for an offering must fit within the enterprise’s overall market positioning or risk market confusion.
At Oculus, we begin with developing an understanding of our client at the highest level and then moving directly to an understanding of what is being brought to market solves for our clients’ customers.
Connecting these things in a meaningful way ensures that whatever is delivered creates resonance in the mind of the market.
Engaging sales leaders
If the work is around a relaunching of an existing offering, Oculus will focus on understanding the offering’s current positioning and value proposition while simultaneously engaging clients and intermediaries familiar with the offering to document what they find valuable and what brand equity exists.
The internal and external perspectives are not always aligned and so early discovery can have immediate impact for sales leaders when they are engaged and involved with the process.
A competitive analysis is always needed whether the offering is new to the market or not.
While the intensity of this work can vary from deep assessments of competitive offerings via primary research to less intense efforts using only desk research it is indispensable.
The output is used to develop a messaging landscape creating a visual understanding of where our client’s messaging sits relative to its competitors.
This enables a meaningful discussion around where the ultimate positioning should land and how different it will be compared to today or compared to the competition.
From here the messaging framework is developed with the definition of a specific value proposition and the key strengths and differentiators that support it.
At this point, it is all about turning strategy into execution.
Whether Oculus brings the design team and copywriters or we work with an internal team, strategy briefs for marketing assets are developed, proof points are developed and a deployment strategy is created.
Even if Oculus is not engaged on design or copy writing, we will continue to work in partnership with internal teams to ensure the creative work does not drift from strategy.
We are however, most often retained to roll out the new positioning to all client and market facing teams and will design and deliver these training programs in a manner that best serves the client.
When done properly, go-to-market strategies and their execution have both internal benefits by aligning internal teams around the mission and external benefits in improved retention and increased new business opportunities.