Invent Sales and Marketing Program
Developing the procedures for selling a new product
How to sell a brand new product in a startup that no one has ever heard of before.
- Generate several different Go To Market (GTM) strategies.
- Model each GTM strategy and Customer Acquisition Cost (CAC).
- Verify each CAC with market validation experiments.
- Choose a GTM strategy based on CAC models.
- Map the customer journey.
- Develop procedures for moving customers from each stage in the journey.
- Develop KPIs to track the performance of the Sales and Marketing system.
- Develop a continuous improvement system for lowering the CAC.
Developed a set of procedures that created a customer for a defined cost. Train personnel on executing the procedures. Monitored the performance of the system and drove the continuous improvement.
- Created a repeatable sales and marketing system.
- Lowered CAC for each quarter.
- Document system so employees could be on-boarded.
The Challenge
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How to sell a brand new product in a startup that no one has ever heard of before.
The Process
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- Generate several different Go To Market (GTM) strategies.
- Model each GTM strategy and Customer Acquisition Cost (CAC).
- Verify each CAC with market validation experiments.
- Choose a GTM strategy based on CAC models.
- Map the customer journey.
- Develop procedures for moving customers from each stage in the journey.
- Develop KPIs to track the performance of the Sales and Marketing system.
- Develop a continuous improvement system for lowering the CAC.
The Solution
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Developed a set of procedures that created a customer for a defined cost. Train personnel on executing the procedures. Monitored the performance of the system and drove the continuous improvement.
The Results
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- Created a repeatable sales and marketing system.
- Lowered CAC for each quarter.
- Document system so employees could be on-boarded.
